What’s in a name? Multichannel vs Omnichannel Marketing

March 13, 2018 | Marija Sekularac

Marketing is an industry full of buzzwords, and at first glance the terms multichannel and omnichannel marketing seem to be describing the same thing. Both involve reaching out to customers in a variety of ways, and both involve keeping those touchpoints consistently awesome. While there are similarities there are also significant differences. Marketers need to know what those differences are so that they decide which goal to shoot for.

So what is the difference between multichannel and omnichannel marketing?

Multichannel marketing involves communicating with customers across multiple platforms and channels. It increases brand presence and gives customers the ability to choose their own favored method of interaction and engagement. Which is good, because 98% of Americans switch between devices multiple times in a day. A consistent multichannel experience makes it easier for customers to reach out to the brand when they’re ready to buy.

Omnichannel marketing is multichannel marketing evolved into its purest and most ideal form: a consistent and cohesive customer experience across all channels and types of engagement. It covers every possible interaction with the customer across all channels, from pre-sales to post-sales and everything in between. Every single touch point with the customer has to be seamless and generate warm and fuzzy feelings of satisfaction.

Is omnichannel marketing worth it?

If omnichannel marketing sounds like it’s a lot of work, that’s because it is. Maintaining that level of consistency across multiple channels, platforms and teams is extremely difficult. 61% of customers can’t easily switch from one channel to another when dealing with customer service. Most companies simply don’t have the infrastructure or process required to make omnichannel work.

But the payoffs are enormous when it does work. Businesses that successfully adopt omnichannel marketing strategies achieve 91% greater year-over-year retention rates over those that don’t.

So how can you get your business to that level?

One step at a time.

Take your first step towards omnichannel marketing

We recommend focusing on one area first, then move on to others once you’ve established a standard of quality. This “pioneering area” so to speak has to have the greatest impact for the investment. For most businesses this usually means customer service.

Customer service is the thorniest part of the omnichannel marketing experience because it has the most impact on a customer’s happiness, and yet is the most difficult to get consistent. Disconnected systems and uncoordinated databases break up the flow of a support call and force customers to repeat the same information—especially if calls transfer from one agent to another.

A proper call management and tracking system helps solve these problems by:

  • Coordinating omnichannel information between marketing, sales and customer support
  • Alerting call center agents as to the nature of the call prior to actually starting the conversation
  • Scalable personalization of the call experience
  • Tracking call metrics for better marketing insights

Retreaver’s call tracking platform layers onto existing phone systems to do just this. Get started on your omnichannel marketing strategy by improving your contact center performance and provide valuable metrics to marketing, sales and customer success. Visit try.retreaver.com to learn more!

Connect Instapage with Retreaver for Instant Call Results

February 16, 2018 | Marija Sekularac

Landing pages serve a valuable purpose within a company’s marketing strategy. These humble, single-page locations on the Internet greet any person who shows an interest in your company’s offerings.

Just one landing page isn’t enough, though. Studies have found that companies with more than 40 landing pages get 12 times more leads than those with 5 landing pages or less. Essentially, you need to create at least one unique landing page per offer.

Instapage is a powerful solution for creating multiple landing pages at scale. With it, you can easily create landing pages based off of design templates and incorporate them into your marketing campaigns.

While Instapage is fantastic at tracking which ads and emails convert via clicks and views, there is still a blind spot when it comes to phone conversations. For example, when a user visits the landing page and calls the company directly instead of clicking on the provided links or filling out the form. How would you know which emails or ads are working and which don’t?

That’s where the Retreaver integration for Instapage comes in. With it, you’ll be able to get more data on promotion-related phone calls than ever before, no matter how many different landing pages and brands you run.

Here are just a few areas where Retreaver brings value:

More Accurate A/B Testing

A/B testing is one of the best tools a marketer has for increasing landing page conversions. In fact, using correct targeting and testing methods can increase conversion rates by up to 300 percent.

But that’s assuming all of your conversions are based on trackable clicks and visits. Phone conversions are either ignored, overlooked, or invalid because it’s impossible to tell which landing page triggered the call.

Not with Retreaver.

Retreaver attributes page variants with each call. This capability makes your testing results more accurate and thus makes future design decisions more reliable.

Increase Customer Intelligence

Don’t waste the customer’s time asking for information you should already know. Retreaver’s Whisper functionality prompts you with who the customer is and why they’re calling, using a voice overlay that only your agent can hear. You can create a personalized call experience in minutes.

After the call, use the data to establish which messaging better connects triggers more responses. Learn more about which customers are responding to your ads and emails and why they’re interested in your offers.

Manage Multiple Client Accounts

Agencies often track conversions across multiple landing pages. The more campaigns the agency is managing, the more time-consuming and confusing it is.

Instapage gives you the tools to more easily address this challenge, but what happens if the agency is also fielding the inbound calls that these campaigns generate?

Retreaver makes this process more manageable by having one account with the ability to manage multiple companies. Keep all campaigns compartmentalized and distinct, so that there is no risk of your team crossing wires.

Connect with Retreaver today and discover a smoother way to manage your landing page leads!

HubSpot tips that blend online/offline marketing efforts

February 7, 2018 | Patrick Icasas

Any dedicated HubSpot user will tell you that it’s a great tool for managing all sorts of marketing and sales related tasks, from inbound marketing to social media to SEO — all tied together with a powerful CRM. And with over 31,000 users in over 90 countries, it’s pretty safe to say that what HubSpot does, it does well.

There are, however, certain things it doesn’t do. And most of these limitations have to do with HubSpot’s challenges in tracking offline activities. After all, how can one expect a digital marketing solution to track how many people see a TV ad? How can HubSpot tell if the same Bob calling your help desk is the same Bob you emailed a week ago? It’s simply not possible.

Right?

Wrong.

HubSpot integrates with best-in-class service providers with solutions that can track and measure what out-of-the-box HubSpot cannot. Here are three offline examples where Hubspot partners shine:

Event attendance and interactions

Hosting a live event is a great way to engage new prospects and connect with existing customers, but coordinating event leads with HubSpot is a major time sink. It’s difficult to research names pre-event, as most of the time you’re picking names from one list and searching them in HubSpot to see if they show up. Updating the list with new names is only marginally faster, as they have to be manually imported into the HubSpot CRM.

This is precisely why the Eventbrite-HubSpot integration is so valuable. With it, marketers can sync Eventbrite registrations with existing HubSpot contacts and, if necessary, automatically create new contacts on the fly. You’ll be able to see how these contacts engaged with you before and after the event.

This automated contact management process makes it easier to track your event’s success. How many conversions did the event generate? What’s the ROI for this single event, and how does it compare to the overall ROI of your marketing program?

The integration gives you access to all this information and more.

Direct mail and traditional advertisements

While HubSpot is unmatched at tracking the performance of digital content assets, print and offline assets are a whole different story. After all, how can HubSpot reasonably measure how many people read your direct mail or how many drivers read your billboard?

Savvy marketers will accomplish this through judicious use of tracking URLs and landing pages. You can have either multiple tracking URLs that take you to a single common landing page. Or you can generate multiple landing pages, each unique to the direct mail asset you sent out. HubSpot accounts for both scenarios and gives you insight into which asset performs the best.

Inbound phone calls

Despite the breadth of features HubSpot offers, inbound phone calls have been a consistent blind spot when assessing marketing performance. Yes, contact agents can gather information and put it in the HubSpot CRM. However, doing so manually prolongs call time and the unnecessary questions turn off prospects. As a result, agents aren’t always able to collect enough information about who calls a hotline and why.  

That’s what Retreaver’s Integration for HubSpot is built to solve. Retreaver gives HubSpot users the ability to generate unique telephone numbers and tie them to HubSpot campaigns. The unique phone numbers can also be used on ads, and even individual keywords. Marketers can determine which sources are driving conversions and helps you prioritize where you should be spending your marketing dollars.

Customers benefit from the service as well. The integration synchronizes your calls with HubSpot so that you can instantly know who you are talking to and can easily update new data on the fly. Your sales team doesn’t miss a beat, purchase paths are shortened, and marketing gets the info it needs.

Learn more about how Retreaver makes caller insight happen by clicking here!

5 Reasons phone calls are more favorable than lead forms

December 20, 2017 | Marija Sekularac

Modern digital marketers have a lot of tools at their disposal when marketing products and services to consumers. While the digital age has brought with it impressive advancements in technology that aid advertisers and marketers, sometimes the oldies truly are the goodies. Online activity is increasing among consumers. That doesn’t mean that the human connection should be left out of the equation. When it comes to comparing phone calls (old school) to lead forms (new school), it’s really no contest. Here’s 5 reasons you should be spending more on phone calls than lead forms.

Better Lead Quality

Whether a consumer picks up the phone to call or fills out a lead form, that individual has interest in your product or service. However, the value of these two leads is significantly different. Lead forms are often used by those with lower interest or who are still in the early phases of their purchasing decision. Callers, conversely, are much more interested in getting answers and making a purchase.

This isn’t speculation either. MobileMarketer.com notes that lead forms convert customers in only 2% of cases. That compares to a conversion rate between 25% and 40% for inbound phone calls. This means that phone calls are turning consumers into buyers at a rate 10 to 12 times higher than lead forms. Callers are pulling the trigger to purchase and generating more revenue.

Optimized for Mobile

The mobile phone has overtaken desktop searching in many nations, and in most cases this change is permanent. More searching is taking place on mobile than desktop in 10 countries around the world, including the massive economies of the United States and Japan. This matters for your brand because mobile searchers are making phone calls based upon those mobile searchers. These consumers are reaching out to companies directly to complete purchases. Google notes that 71% of mobile searchers make a call to businesses right from search engine results. The inclusion of strong CTAs and click-to-call features increases the effectiveness of mobile phone call leads too.

Enhancing Customer Service Capability

Lead forms are often mismanaged by companies, routing to the wrong individuals within the business. Trends in Personalization study states “virtually all (96%) marketers agree that personalization advances customer relationships. Eighty-eight percent say they’ve realized a measurable lift in business results from their personalization campaigns.” Integrating phone calls more deeply into your marketing campaign improves the customer service you provide to your consumers. They get answers more quickly and can gain more detailed information as well. Phone calls ensure that customers have a better experience when dealing with your brand directly.

Less Steps to Close

Lead forms haven’t changed much in the digital age. Customers fill in basic information and hit send. What type of response they get varies from one brand to the next, but it all feels rather cold. Companies aren’t utilizing the form submission leads in a timely manner. “In fact, they take 46 hours and 53 minutes to pick up the phone and respond to a lead. And the sales rep who does call, only makes 1.3 call attempts before giving up and moving on. And recent research shows it is getting better, but only slightly” states Forbes.

Data, Data, and more Data

One of the most important reasons phone calls outstrip lead forms is data. With the advent of  call recording and call tracking platforms, you now get a better overall picture of how your consumers are interacting with your brand prior to contact. Did they see a mobile ad that made them call? Was it a search results ad? Or were they hooked in by social media ads? You can use call tracking platforms to gather data that tells you which ads were viewed, when they were seen, and then adjust your marketing campaigns to continue targeting consumers through the most valuable sales funnels.

If you want more information on the value of phone calls and just how much of a difference the right call tracking software can make, feel free to reach out to us. We can help you turn a flood of incoming phone calls into the most effective leads in your marketing arsenal.