What’s in a name? Multichannel vs Omnichannel Marketing

March 13, 2018 | Jason Kay

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!

HubSpot tips that blend online/offline marketing efforts

February 7, 2018 | Jason Kay

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!

Introducing the New Retreaver Integration for HubSpot! What It Means for Your Business

February 1, 2018 | Jason Kay

Retreaver has recently announced an exciting new integration for HubSpot, a leading CRM platform used by 37,000 customers in 90 countries around the world for one sole purpose: learn more about their customer journey. With the rising importance of phone calls (contrary to belief – see article), businesses need a reliable call tracking and data collection service. The new Retreaver Integration for HubSpot is an exciting evolution for this realm. So what does it deliver for the customers and users on HubSpot?

Track Calls Regardless of Source

Setting up fresh campaigns with Retreaver Integration for HubSpot is easy. It enables marketers to track all calls to a specific number regardless of the original source. New campaigns are configured and named within the platform. The phone number of the agent that should answer each call is added and tracking numbers are assigned. That individual number, and source, are now ready to use in marketing content. Unlimited data tags and attributes are also tracked, including landing page URLs. In this way, marketers can track calls from Google Adwords, Facebook Ads, and other marketing content. Retreaver makes it easier than ever to track inbound calls and accurately attribute call-based conversions to each individual marketing source right through to your HubSpot contacts.

Capture Unlimited Caller Data

There is no end in sight to the variety and amount of caller data that marketers can capture with each individual call tracked with the Retreaver Integration for HubSpot. With the new Retreaver Calls Form (or map to an existing form) map a wealth of information in a variety of ways. Each new caller is added as a new contact, their data subsequently collected and analyzed. Data such as last call date, call start time, last visited URL, email, phone number, and caller number will be collected. Giving data driven marketers the ability to better understand the path to purchase for each individual caller.

Shorten the Path to Purchase

Lead forms work in some industries, but phone calls are increasingly valuable to both consumers and businesses alike. With HubSpot and Retreaver integration, users can give consumers the option to skip filling out a lead form and make a direct connection with technology such as click-to-call features. HubSpot allows users to setup personalized interactions for each user, triggering the perfect follow-up step automatically to help lead rates skyrocket. The Retreaver integration provides phone-based interactions which are now part of this same system and easily tracked within HubSpot. Allowing marketers to shorten the path to purchase for each and every consumer interacting with marketing content.

Manage Multiple Portals at Once

When the Retreaver integration for HubSpot is set up, the accounts work together and collect data on phone calls. Whether you have one or multiple portals, you will be able to manage all of them seamlessly through one interface. As a result, users can manage multiple companies, from direct clients and brands to sub-divisions.

HubSpot and Retreaver are a natural combination in the digital age. Phone calls have long been a blind spot for many companies. Now that information can be seamlessly and instantaneously routed to agents to close the gap between digital marketing content and phone-based conversions. Agents can react in real-time, workflow will improve, and actions can be automated to trigger instantly.

Learn more at: try.retreaver.com/solutions/hubspot and take advantage of our special launch package until April 15, 2018: try.retreaver.com/solutions/hubspot/launchpackage 

The Customer Data You Track on Your Website is Trackable on Phone Calls Too

January 16, 2018 | Jason Kay

Metrics are an important facet of any marketing and ad campaign. With data metrics in hand you see the actions customers take when they visit your website. See which links they click, and even go back through the customer journey to see which ad campaigns drew them to your website in the first place. For all of these different data points you now integrate the same tracking information into your analytics for the phone calls your business receives. Not only will you enjoy greater insight on how your marketing efforts drive phone calls, but you’ll have improved cross-channel visibility that finally bridges the gap between offline and online marketing.

The Phone is Easier, Depending on Your Industry

For many businesses, it is simply easier for customers to pick up the phone and call for service rather than clicking through an endless stream of pages on your website. When a family is locked out of their car at the mall, they don’t have time to browse a website and fill out lead forms. They want to do a quick Google search, find relevant locksmiths nearby, and call for service. Tracking phone calls used to be difficult for businesses, but that difficulty is no longer an issue.

Discover the Most Effective Sources, Channels, and Verticals

Phone call tracking is far more diverse than most marketers might realize. Using unique business numbers for various ad campaigns or even pages on your site, you can see how your various marketing sources, channels, and verticals are performing. For example, varying final extensions (the last four numbers) can be altered and assigned to different marketing campaigns. This will help you see which ones are generating the most outreach on the phone.

For example, different numbers can be used for direct mailers, social media ads, email marketing, and your homepage. When customers call those various numbers, they’re directed to the same place: your sales team. However, since they used different numbers you’ll be able to see which verticals and sources generated what type of business.

Go Next Level with Multi-Channel Insight

As you zoom out your view from the micro to the macro, phone call analytics tie together your broader marketing strategy with multi-channel insight. Understanding the customer journey from start to finish, online to offline, is key to improving your marketing as a whole. Without phone call tracking, you lose sight of your customer’s journey from time to time. How is that possible?

Well, some customers might initiate a search online and find one of your search ads. Clicking that link, they’re directed to your site and click through the pages doing some research. If they put off the purchasing decision for a few days though, you lose them in the mish-mash. That same customer could be reminded of your brand through social media days later and find your phone number through a Facebook page. When that customer calls from that posted number, their journey to contact has traversed a variety of channels.

Phone call tracking allows you to stay on top of their travels by gaining insight to each individual data point so you know what brought each customer in. Down the road you’ll be able to use that information to better harmonize all of your marketing efforts.

Review, Optimize, Repeat

Finally, use phone call recording to analyze the speed and quality of the service or support your customers receive when they call in. You’ll be able to look through those analytics to figure out what’s working and what isn’t. You can then put that information into action by refining each marketing channel for improved performance in the future.

Phone calls provide an essential link between online and offline actions of your consumer. Integrate phone call analytics into your marketing data and you’ll be able to build a bridge from the online world to the offline world. Get started today

 

A Look at Why Digital is Influencing Purchasing Behavior

November 28, 2017 | Jason Kay

Today’s consumers make purchasing decisions with different logic and influences in mind. Gone are the days of effective TV ads where a loud, booming voice screams inane details of a product at viewers. Consumers in the 21st century are highly influenced by the tech toys in their hands, pockets, and purses. Smartphones, as well as tablets, provide a strong digital influence on purchasing behavior among consumers.

Consider Deloitte’s look at digital influence in the retail sector. It found that 64 cents of every dollar spent in retail locations at the end of 2015 were influenced by digital. That’s equivalent to $2.2 trillion. Digital influences aren’t just occurring before the store either. Deloitte found that consumers using digital inside stores convert at a 20% higher rate. Perhaps most important of all, 76% of consumers interact with a brand or product before even setting foot in a store.

Now more than ever, marketers need to understand how digital is influencing purchasing behavior and react in kind with omni-channel marketing that bridges that divide. While digital marketers are adapting, there’s one area in which many fall short: inbound calls.

What is Omni-Channel Marketing?

Before moving on, let’s quickly review omni-channel marketing. Simply put, omni-channel marketing refers to the need to offer consumers a seamless experience when interacting with a brand or product. Consumers can engage a brand or product from a desktop at home, using a dedicated mobile app, or via a social media account on their tablet while they are in bed. Each individual piece in this puzzle needs to be consistent and complementary.

The Tripping Point

As alluded to earlier, the tripping point for many marketers comes in the form of inbound phone calls. This is the ultimate example of offline-to-online conversions, and vice-versa. For many consumers, the vast majority of their research and decision-making process can take place online without any need to interact with a representative of a given brand or product. When it comes to getting answers though, consumers don’t like to settle for lead forms and waiting on an email response.

This is particularly true of larger purchases. If someone is investing a lot of money in a product or service, they want to be sure. And the best way to be sure is to speak with someone directly on the phone. Consumers want to make these phone calls. They need to make these phone calls to complete their purchase in many cases. Google has the raw facts and figures:

    • 70% of mobile searchers have used click-to-call to connect with a business directly
    • 61% state that click-to-call is the most important step in the purchase phase of shopping
    • 47% say a business without a phone number associated to ads is one they’ll skip over

Unfortunately, for many marketers this proves to be a hurdle too high to overcome. Tracking inbound calls is vital in making a connection between online and offline paths in the purchasing process. At Retreaver though, we understand the influence of digital on purchasing behavior, and we can help your business to better track these inbound calls.

Call Tracking with Retreaver

Our call-tracking software allows your brand to track the exact start point of every phone call it receives. You can break down the data by the channel the call originated from, the specific marketing campaign, or even the exact ad that convinced a consumer to call. With Retreaver, you can:

    • Tag individual callers
    • Use individual caller data to route the call to the right department/agent

Digital interactions are vital influencers in the purchasing behavior of 21st century consumers. You don’t have to let phone calls fall through the cracks in your marketing analytics. With Retreaver, you’ll seamlessly bridge that divide and provide a better experience for your consumers from start to finish. Visit Retreaver to learn more about inbound call tracking!

7 Ways to Improve Your Customer Success Using Call Tracking

October 27, 2017 | Jason Kay

Customers contact businesses in innovative ways these days: through social media, on websites and some even order products and services through texting. Whether they’re using their home phones, cell phones or through VoIP technology many people still choose to call businesses. Tracking all customer phone calls improves the way companies serve customers and can increase customer success. Here’s how and why every company should consider call tracking to improve customer success:

1. Route Calls Intelligently

Nothing can turn a merely unhappy customer into an irate one faster than getting sent to the wrong person. The same goes for a potential customer who can’t reach the department or person who can answer their questions. Call tracking can solve this problem by routing calls based on caller segmentation, pre-lead qualification or a variety of other defined factors.

2. Measure Call Length, Conversion Rates and Other Crucial Business Stats

A good call tracking system gives companies statistics on how many numbers are dialed, hold times and the length of the call. Companies determine the lifetime value of customers by tying in statistics like conversion rates.  Analyzing how the call was initiated and where the lead started.

3. Gain Critical Knowledge of the Caller’s Current Context

Key caller data is important to both sales and customer relationship management. Call tracking that links the context of the call to factors like time of day, social media activity and past customer experience.  Allowing companies to have information they need to serve callers quickly and more efficiently.

4. Personalize Customer Support

Call tracking makes tracking the customer journey even easier. Dynamic phone numbers across web pages can tag and track the user throughout their journey.  Providing personalized support, by routing calls based on multiple factors such as ad campaigns, troubleshooting or customer feedback after purchase.

5. Create Dynamic Phone Numbers to Track ROI

Dynamic phone numbers can do more than just customize support. They can also track those same metrics and attribute them back to each user and original click.  Allowing companies to have the ability to test ad efficiency ROI. Other variables of call initiation can be identified by linking individual numbers to social media campaigns, billboards, etc.

6. Optimize Social Media Ads and Marketing

According to Google, almost half (47%) of people who search for a brand using a mobile device will keep searching if they don’t see a phone number in an ad. Google found in an independent study that 70% of customers use “click to call” in ad campaigns to reach companies. Call tracking that includes dynamic phone numbers suited to target demographics by content, channel, ad set, language or anything else optimizes marketing and customer success.

7. Automatically Resolve Customer Service Issues

Companies can also keep customers happy by integrating call tracking technology with social media management tools. By creating dynamic numbers for specific customer issues, those calls can be immediately routed to an existing resource qualified to deal specifically with the issue for quick resolutions. The resulting stats can then be used for further training, product or service development.

Talking to a real live person will never go out of style.

Try Retreaver call tracking solution today to improve customer success across every business channel, one call at a time.

 

Source List:
Adrian Swiscoe. How to Make Phone Conversations with Customers Better.
https://www.forbes.com/sites/adrianswinscoe/2017/03/03/how-to-make-phone-conversations-with-customers-better/#4325fafe68cd
Forbes. Seven Important Features to Look For In Marketing Software.
https://www.forbes.com/sites/forbesagencycouncil/2017/05/08/seven-important-features-to-look-for-in-marketing-software/#5cc5c3a06b86
Think with Google. The Role of Click to Call in the Path to Purchase.
https://www.thinkwithgoogle.com/consumer-insights/click-to-call/

4 Times Your Customers Prefer to Call You

October 19, 2017 | Stan Pavlovsky

When do your customers call you? Think back over the course of the last few weeks and ask yourself this question. How much time have you spent on the phone? And, of those calls, how many led to a direct benefit to your company? When it comes to providing good customer service, it’s always essential to provide your customers with a way to speak to you no matter why they call. But, it is also important for you to recognize when those calls may not be what you need to spend your time on.

Why Are Your Customers Calling You?

With the help of call tracking and call routing, you can get on the phone to handle the most important calls while allowing your team to handle situations where they may not directly need your attention.

First, let’s discuss why they call. There are four times when customers call – in these situations email, text messages, and even chatbots will not work. They want and need a real person to talk to. These are instances in which your clients need to reach out to you.

#1: Your customer has an emotional investment they need handled

This is when you want to be on the phone. It is always important for companies to create this type of emotional connection with their clients. It means they are invested in you. They want to succeed with you. Customers have emotional dedication to your company and they will come to you to meet all of their needs. Your customers call you in these times because they have concerns, needs, opinions, or other emotional-driven factors that are causing them to need to connect with you right away.

#2: Your customer has a financial investment

Money matters to most people, especially when it is an investment or an important transaction. Today, you will find that people view the phone call as the time when they need fast answers, and they need real information. They can log into their account, but when they want clarity and confirmation they are going to pick up the phone. And, again, when a customer calls you, for this reason, you need to react and be able to answer them. If you fail to meet this need when it is so important to them, your customers will turn to someone else to solve their problem.  61% of consumers find it extremely/very important to be able to call a business during the purchase phase of their decision-making.

#3: There’s some type of complex situation that needs immediate attention

Sometimes, it is just easier to talk about something than to write it down. It’s complex, challenging and it’s worrying them – and these are key reasons why your customer is going to call you to get information rather than send a message through your website. It is also important to have well-trained customer service to help not only answer their questions but also to provide a simplistic answer to the concern.

#4: Your customer wants to complain

It’s true. Customers can be noisy about their situation when they have a bad experience. They want to complain. They want to tell you how much you’ve disappointed them. It does not always need to be something that you’ve caused to occur. If they are unhappy, they need you to know about it. Sometimes, this is the ideal time to turn things around, too. This is when you can finally fix their problem and build a better relationship.

Sure, email and chatbots can help to speed up the process of providing information to customers. Yet, they cannot replace true customer service over the phone. When you realize that you still need to provide an avenue for these types of situations, you’ll see the value of adding call tracking and call routing services that make it easier for you to meet their needs. To get started visit try.retreaver.com!

Our Thoughts on Google’s Report: The Role of Click to Call In the Path to Purchase

October 6, 2017 | Jason Kay

Source: The Role of Click to Call In the Path to Purchase

The importance of providing consumers an easy way to call your business remains crucial in the age of mobile search. While marketing feels like it’s moving away from phone call call-to-actions, often this is due to a perception that attributing conversions to the calls is hard. In “The Role of Click to Call In the Path to Purchase” Google shows with data why calls are still an important part of your marketing mix, and with call tracking, companies are able to:

  • analyze which marketing campaigns drove the highest calls which resulted in sales
  • understand the online to offline customer journey and when the purchase was made
  • view stats on your highest and lowest performing salespeople and understand which keywords are closing transactions

In the Google / Ipsus-Reid survey of 3,000 mobile searchers who recently made purchases, the role that click to call played in their purchase process was analyzed, with insights delivered such as:

  • 70% of mobile searchers have used click to call to connect with a business directly from the search engine results page
  • 47% of mobile searchers say that if a business does not have a phone number associated with their search results, they will be more likely to explore other brands
  • 61% of mobile searchers state that click to call is most important in the purchase phase of the shopping process

Need more information about why calls are as important as ever? Read the full article here. Need more insight into how call tracking helps you align phone calls to your multi-channel marketing efforts and tracking? Get in touch here.

Budget Season: Why Marketers Need to Make Room For Call Tracking in Their Budget

October 3, 2017 | Jason Kay

When customers approach your business online, you can capture their information easily. You can even use analytics to hone your marketing campaign based on the data you gather. But what do you do with customers who call your business? They’re probably even further along in the conversion process than visitors to your website, but their information — including their needs and how they found you — seem to be out of reach.

The answer is call tracking.

What Is Call Tracking?

With call tracking, each of your marketing campaigns is assigned a different phone number. You can assign numbers to both online and offline campaigns. Your customers call those separate numbers, which all forward to your main business number so they don’t require separate staff for answering.

Call tracking lets you compare the phone traffic that comes in on each dedicated line to determine how your marketing strategies stack up against each other. You can also gather actionable information on individual calls, aggregating the data to help determine the effectiveness of your marketing campaigns.

Benefits of Call Tracking for Your Business

Call tracking is vital to marketing campaigns. It’s not difficult to add to your marketing strategies, and it can even help improve customer experience. Take a look at some of the top benefits of call tracking:

Monitor Your Current Marketing Campaigns

Through call tracking, you can monitor the success of your ads and marketing. A/B testing is easy to check and quantify, since you can measure factors including time of calls, length of calls, location of calls, volume of calls and that all-important metric, conversion rate.

Keep an Eye on Your SEO and Keywords

Yes, you can monitor keywords even from phone calls. More than ever, your customers are calling from mobile devices and starting from landing pages, Google call extensions, and other trackable starting points. Call tracking can capture and tally this data.

Evaluation of your Sales and Marketing Teams

You know those recordings that say “This call may be recorded for quality assurance”? That call recording can be part of a call tracking program that provides you the data you need to understand how your individual employees are performing. You can also use the data to tweak the questions that your sales teams are asking, since you’ll know what approaches are closing sales. In addition, this data is invaluable when designing training programs for new sales and marketing employees.

Improved Customer Experience

Use your call tracking to route calls to the appropriate agent or department quickly. As part of this, call tracking can populate the appropriate data to the sales or customer service agent, speeding up the process of helping your customer. Your employees are then empowered to provide personalized customer service aimed precisely at meeting the customer’s needs. As a result, you end up with a happy customer.

Evaluation of Advertising and Marketing Channels

Where are you running ads? Are you spreading your ad budget across online venues, social media, newspaper, radio and even local TV? By using call tracking, you can track which channels are producing conversions and which are lagging behind. That data helps you allocate your marketing budget wisely, so you put effort and dollars in the most productive places.

Call tracking is a valuable tool that can help you optimize your marketing efforts. Best of all, it doesn’t affect what you’re already doing; it just provides the marketing analytics you need to increase conversions and sales.  To get started visit try.retreaver.com