Entire Conversion Path
There’s more to quality assurance than the points I mentioned in last week’s blog post. At Path we make sure to remind clients that every step of the conversion process carries importance. It’s just as important to lay out an effective targeting strategy before launching your ad campaign as it is to make sure you are able to track your results with landing pages dedicated to your paid advertising efforts.
Once we are able to drive a lead to your business, whether it’s an online form conversion or a call lead, it’s up to the client to close the deal. However, sometimes this part of the process is overlooked. Look at it this way. As an advertiser, you’re paying for this traffic. It’s in your best interest to make sure the lead receives a high level of service. I realize that I am stating the obvious but you would be surprised at how many businesses lose sight of that. For this second installment, I wanted to touch on best practices and pet peeves in regards to call processes.
1. Answer The Phone!
Simple right? Wrong! You would be surprised how many calls go unanswered. It happens all the time and businesses are missing out on opportunities because of it. Let’s not forget, one of the great benefits of paid search is the immediate intent of users who are searching for your key terms. If I am searching for widgets and arrive at your company, who sells widgets, I may call to inquire about pricing. If you don’t answer the phone, I am likely to move on to the next company, and you will have lost out on that lead, which you have already paid for. Unanswered calls are lost sales that keep you off the road to profitability. If you do miss a call, make sure you have the call tracking technology to be able to reach out to that prospective lead at a later time.
2. Connect With Your Customers
Like any good salesman would tell you, it’s important to connect with your customers. This is especially essential for service oriented companies. Prospective clients want to feel comfortable spending their money with you. Introduce yourself and ask for their name. Make it clear that you are a human being who wants to help them, as opposed to a robot that only sees dollar signs.
3. Don’t Give Up Too Easy
Because of the nature of paid search you may receive calls from leads who are looking for a competitor. Don’t be so quick to turn them away because they are looking for someone else. Turn that objection into an opportunity to connect with them and offer a solution to their problem. Make sure your employees are trained to use these sales tactics. Lastly, don’t hang up without collecting the caller’s info in order to follow up at a later date.
4. Streamline Your Call Process
Make it easy for customers to reach you. It’s annoying for callers to have to go through an automated numerical system. If you can avoid it, please do. If not, make sure the options are clear. “Press 1 for Sales and Press 2 for service”, may seem clear to you. But if you’re a service oriented business, clients may think, “yes, I want service”, not realizing that “service” really means operations and is better suited for leads that already converted. Also you want to make sure each employee that receives any call is aware that no matter how much you streamline your process, callers may still choose the wrong option and get to the wrong person. This means that each employee must be prepared to courteously handle the client’s request or get them to the right individual. It’s very easy for an employee to become confused and mishandle the situation, which can be a turn off to the prospective client.
This is all vital information and can be the difference between success stories and failures. Path Interactive is already set up with the call tracking technology and expertise you need to get the most out of your ad spend. Contact Path Interactive today and request a proposal.
Read Joel Maldonado’s previous article Call Tracking, Processes, and Impact on Paid Search (Part 1) here.