How to target and connect with high-value customers

Connecting with customers
by: Shannon Givens , November 5, 2019

In the era of digital retail, consumers have come to expect a higher degree of convenience than ever before. The growing popularity of mobile browsing and e-commerce platforms, in particular, are having a profound effect on how businesses advertise their goods and services, connect with customers and structure their sales processes. Considering the global e-commerce market is expected to reach $25 billion before 2020, according to research from eMarketer, it’s no surprise that many companies have doubled down on their online marketing efforts. But to take full advantage of this burgeoning market, businesses must first understand how consumer preferences impact the path-to-purchase journey.

Leveraging responsive communication channels

The internet has opened up a variety of new possibilities for communicating with consumers, from online ads and email newsletters to social media and content marketing. This digital transformation has allowed companies to massively expand their reach, build their brands and increase the quality of their sales leads, but the competition is fierce. According to the market research firm Clutch, close to 83% of businesses believe their digital marketing efforts are effective for achieving their goals, so it’s likely most will continue to leverage online resources in the years to come. That said, digital communication channels have their share of limitations.

While well-designed websites may help businesses build credibility and increase the visibility of their products and services, they often lack the direct engagement that can turn users into customers. Companies that choose to prioritize digital experiences over traditional sales channels overlook the value of communicating by phone, which is typically quicker, easier and more effective. In fact, a Google study found that 47% of mobile users are more likely to explore other brands if a business does not have a phone number linked to their search results. This suggests that click-to-call features are vitally important to the success of any digital marketing campaign, especially considering close to 61% of mobile shoppers contact a business by phone during the purchase phase of the buying cycle.

Diving a bit deeper into Google’s research, the vast majority of mobile users prefer to contact a company by phone rather than through online channels for two key reasons: To get quick answers to their product or service-related questions (59%) and to speak with a real person about their buying options (57%). The study also found that consumers are more likely to call a business directly when making expensive purchases. According to estimates from BIA/Kelsey, this sort of “call commerce” influences more than $1 trillion in consumer spending, which demonstrates the value of a potent inbound call strategy. But how can businesses align their sales processes with the preferences of both online and offline customers?

Meeting the needs of high-intent consumers

The mass appeal of mobile browsing has had a notable impact on the number of calls businesses receive, with BIA/Kelsey projecting 169 billion inbound engagements per year by 2020. Compared to online forms and other digital communication channels, these inbound calls are around 10 to 15 times more effective at generating quality sales leads. With that in mind, companies that sell high-value products and services should prioritize business phone solutions that can meet or exceed the needs of lower-funnel consumers. Some key features companies should consider include:

  • Unique toll-free 800 numbers: When it comes to brand advertising, a memorable 800 number can make all the difference. Selecting a toll-free vanity number that compliments a business’s website and marketing resources can not only leave a lasting impression, it can also help build credibility with online and offline audiences. Additionally, customers preparing to make a high-value purchase are often more willing to follow through when a business offers simple and convenient contact options.
  • Direct response tracking: One of the best ways to develop effective advertising campaigns is to collect and analyze consumer data, as this allows companies to continuously improve their marketing efforts. Tracking customer responses also allows businesses to test different branding and marketing techniques, which often yields valuable information on consumer preferences. This, in turn, can help marketing teams increase the volume and quality of sales leads.
  • Data integration: While consumer information is an invaluable resource for improving the efficiency of inbound calls, it’s also important to measure the performance of sales professionals. Putting the right data integration tools in place can lead to better decision-making and more effective workforce management, ensuring customers have the personalized buying experiences they’re looking for. In the competitive world of digital retail, companies need to take steps to differentiate themselves from other brands and build relationships that will last.

No matter what industry you’re in, Custom Toll Free can help supercharge your online marketing activities and streamline your inbound call strategies. Since 1997, we’ve offered the largest online search and reservation of vanity toll-free numbers on the market, providing businesses with the tools they need to stand out from the competition and maximize their advertising ROI. To learn how our business phone solutions can benefit your bottom line, browse through our product pages or reach out to a representative today!

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