What can 129 million calls tell us about inbound marketing?

A lot, it turns out

We analyzed over 129 million calls across 12 industries to understand the impact of inbound marketing on lead generation

The marketing landscape has changed since HubSpot introduced the concept of inbound marketing in 2005. Rather than relying on disruptive tactics like advertising and phone calls, inbound marketing focuses on attracting customers to your business. Through content and channels such as blogs, social media. a video.

There are still several factors driving the transition to inbound marketing, but there are two that affect us. The first is customer preference. The millennial generation, set to reach baby boomers by 2030, prefers self-education when making purchasing decisions. They usually do this on their mobile devices, connect to search engines, and reach out to friends on social media.

These habits, coupled with the demand for personalized experiences, ensure that the millennial generation isn’t afraid to hide their annoyance with online marketing tactics. In fact, 84% say they “leave a favorite site due to intrusive or irrelevant ads.”

The second reason lies in the value of inbound marketing. According to Kapost, “inbound marketing provides three times more clues per dollar than traditional methods.”

But how strong was the step towards inbound marketing? Which sectors have received the most calls so far? And how effective is inbound marketing at attracting a call?

To provide information on these issues, we studied 129,393,520 invitations over ten months in 2020 (January 6 to October 8). We track the percentage of calls using inbound marketing methods for each industry. The “call volume” number refers to calls with diversions traced using the CallRail platform. These calls come from CallRail’s customer base of 150,000 small businesses and agencies. This sample represents 12 sectors, ranging from healthcare and real estate to home care and legal issues.

The findings, soon to be posted on the CallRail blog, show that inbound marketing has become a strategy that small businesses should invest in, but you probably already knew that. The most interesting thing is how the results show that monitoring software is one of the best tools available in the allocation and optimization of the effectiveness of inbound marketing and phone calls.

Importance of Call Tracking for Inbound Marketing

Call tracking software adds unique phone numbers to your marketing campaigns that allow you to 1) view caller information and 2) allocate channel resources and calls to understand campaign effectiveness. Here’s a deeper look at the impact of call tracking on your inbound marketing.

A homeowner decides it’s time to fix his leaking faucet. They google and click on a plumber’s landing page. From there, they visit the plumber’s Facebook page and watch some videos. Then they read comments about other customers’ experiences with that plumber.

The customer can call at any time during the self-learning process. As a business owner, you want to know which source they wanted to contact. This is where call monitoring comes in.

Using tools like Dynamic Number Input (DNI), call tracking is generated and unique phone numbers are generated for directions sent to your main business. Create data on which inbound marketing channels send your calls, with information to tailor your marketing strategies for better results.

Sectors that benefit most from call monitoring

The data show that more than 91% of the leads in 11 of the 12 sectors surveyed came from incoming calls. The companies that manage these call volumes have a large amount of data to work with. Call monitoring software can help them use this data to determine which inbound marketing channels are actually attracting, converting, and closing new customers.

Based on our estimate of 129 million calls, we found that these industries would primarily benefit from their investments in call monitoring. Read on to find out why.

Advertising and marketing agencies

Advertising and marketing generated the largest number of calls in the surveyed sectors, with 45 million (29 million more than health, receiving the second number of calls). This volume contains incoming calls to tables and managed incoming call tables for customers.

This is an excellent opportunity for advertising and marketing agencies to become even more valuable as strategic partners. Clients, especially small businesses with limited time and budgets, rely on agencies to show them the most innovative and cost-effective marketing tactics. By using call tracking to allocate and optimize your marketing, agencies can improve their existing services and offer new services.

For example, agencies can use call tracking to provide more accurate PPC data (pay per click) or even perform call tracking on behalf of clients. As our Outlook 2021 report on digital marketing agencies shows, the best performers in 2020 investigated the expansion of the services they were able to provide, including call tracking.

Real estate investments and real estate

The real estate sector and the real estate sector (that is, individuals or small groups that run profitable homes) have long been dependent on outbound marketing tactics.

But the move to an increasingly millennial market makes it an excellent opportunity for real estate workers to focus on inbound marketing today. This is consistent with our results, which received 87% of fixed calls and 67% of fixed calls.

And it makes sense. Remember that purchased leads are the most important element to which brokers spend more than $ 100 per month, but only 16.5% of brokers are successful. This is not surprising, as most millennials ignore incoming calls.

From a cold point of view, cold is inherently risky. Atlanta real estate agent Lee Davenport shared the reason on Follow Up Boss:

‘The advantage of buying real estate is that you act immediately in your pipeline, whether you are a new or an old broker, especially if you have someone who has no local influence, an established marketing plan, or an existing customer database. primary source, which can make it fraudulent if the primary source is unreliable. ‘

Call monitoring can help brokers reduce their reliance on offers (and associated business costs). By assigning clues to their marketing efforts, real estate professionals understand which access methods provide high-quality clues with less guesswork.

Suppose an ordinary investor makes a series of retirement videos. Given the call tracking, these videos can generate enough clues to justify the listed purchases.

Sectors with long sales cycles

The more complicated the purchase of a product or service, the more receptive marketing efforts, such as blog posts, video tutorials, and even chatbots, is to not alleviate customer problems. In such cases, it is important for businesses in these sectors to use call monitoring to continuously collect data on their potential:

• Software and technology: 91% of the volume of incoming calls

• Education: 92% of the number of calls received

• Financial services: 94% of incoming calls

• Traders: 94% of the number of calls received

Call monitoring shows who is calling, enables you to forward calls to specific people in your business, and creates an archive of all calls for each customer.

The data show that more than 91% of the leads were surveyed in 11 of the 12 collection sectors. The companies that manage these call volumes have a large amount of data to work with. Call monitoring software can help them use this data to determine which inbound marketing channels are actually being determined, thus converting and closing new customers.

Based on our estimate of 129 million calls, we found that these industries mainly benefit from their investments in call monitoring.

Translate »