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Click-To-Call: 5 Ways To Use It In Your Business

  • 20 May 2016
  • Author: Sean Mcdonald
  • Number of views: 1929
Click-To-Call: 5 Ways To Use It In Your Business

Do you let your customers call your business? You may be thinking that's a silly question right? Let me ask you something. Is your phone number on your business website or marketing material? No? Well you're not alone. A recent Google survey found that 95% of small- to medium- sized businesses are not using click-to-call technology on their website, let alone their marketing material.

What Is Click-To-Call?

'Click-to-call' is a form of Web-based communication in which a person is able to click an object (usually a phone number) on a mobile optimized web page to initiate a phone call. For example, all MOBIT landing pages have the ability to create a 'smart-link' on a number or any object that when clicked, automatically dials the number specified or highlighted. Mobile optimized website pages also have this function. It's quite a clever funtion using a simple line instrcution (e.g tel: 555 2321). This call is usually powered through Voice-over-Internet-Protocol (VoIP), or text. For example, many businesses run ads that allow customers to tap on your phone number to immediately get in touch with a real person. You've most likely experienced it before. It can help you to get exceptional returns on your advertising investments.

Why Click-To-Call?

Click-to-call can be an important tool in generating sales for your business but, many small businesses have not implemented it. Yet, half of all searchers say that they would look elsewhere if a company or brand did not offer click-to-call. This is a big opportunity for your business. If you own or manage a small business, you need to be using click-to-call on your website and even in your ads. Heck, you should even add it to your SMS marketing campaigns. Not sure where to start? Here are 5 ways to add click-to-call in your business:

1. Expand your paid search traffic

There are ways to make your paid ads stand out from everyone else on search engines. Google calls these pieces of information “Ad Extensions” and Brad Geddes of Advanced Google Adwords recommends that all ads use them. Ad extensions let you supplement your text ads with additional information. For example, you can include your products, locations, and social information. Guess what? You can even add click-to-call. Adding a call extension is quick and easy inside the Adwords interface. You can use a Google forwarding number, a third-party call tracking system, even your own phone number. When your ad shows up in search results, shoppers will have the option to call right from the ad without even going to your website.

2. Give customers a way to get quick answers

By providing a call option, your customers searching on mobile can get quick answers to their questions. This works great for local services and companies in the auto, tech, restaurant, and retail industries. 50% of shoppers say they would call a business to get more information. Their questions may range from inventory availability to pricing and incentives. By answering their questions, you give prospective customers one more reason not to look somewhere else.

3. Qualify prospects

Depending on your industry, the same research shows that up to 45% of your customers will call to request more information about your product or service. You can use click-to-call to identify those inbound prospects who may be a good fit for your company. A customer who calls a company is a hot lead. If you aren’t making it as easy as possible for prospects to call you, you are missing out on potential sales. Are you scared of getting a ton of calls now? Don't be. Limit the number of calls. Place a click-to-call button only on those pages where a customer has been self-qualified, such as a “Request More Information” page.

4. Give directions or other business info

Regardless of your industry, there are potential customers out there that want to call you to get business hours, directions, or other info. This information should be available on your website but, many mobile users will find it easier to call and ask. Mobile users may even be out running errands and this call is just one more thing they'll add to their trip. They simply don’t have time (or if driving, the ability) to click around your website looking for answers. Make it easy for your customers. Make sure your Google Places listing is up to date, as well as any relevant social tools such as TripAdvisor, Yelp, or UrbanSpoon.

5. Make more sales

Depending on what segment your company falls into, click-to-call may be an important, or even necessary method of driving sales. For example, when dealing with local services, 73% of shoppers say that they will call a business to make an appointment. This makes sense when you consider that services such as locksmiths, plumbers, or tow trucks are usually needed when the customer has limited access to their computer, but needs a problem fixed now. The intent becomes even more defined when you consider that 56% of calls from mobile search happen within the first 60 minutes. You don’t want to waste time when your pipes burst or when your car won’t start in a blizzard, right? Other industries can use click-to-call beyond appointment setting. Even though e-commerce and m-commerce continue to grow, 20-45% of customers are looking to buy over the phone and 25-35% are looking to at least put an item on hold. Make sure your business and employees are ready to handle these calls.

Give Them What They Want

Click-to-call is something your customers expect. If you haven’t implemented it in your ad campaigns, or on your website, a significant number of your potential customers could be looking elsewhere for a solution to their problem. Tracking the calls is just as important, and we’ll be covering how to do that in an upcoming post. Do you use click-to-call in your business? Let us know in the comments. Resources: 
  • http://searchenginewatch.com/sew/study/2296626/google-70-of-mobile-searchers-call-a-business-directly-from-search-results-study#
  • http://streetfightmag.com/2015/03/20/4-musts-for-making-mobile-click-to-call-work/
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