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Your 2016 Mobile Marketing Playbook Tactics and Methods for Your Mobile Marketing Campaigns
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Page 1: Your 2016 Mobile Marketing Playbook - CallRail · guides from online advertising platforms like Bing and Google AdWords. Once you’ve set up the campaigns, you’ll want to use a

Your 2016 Mobile Marketing PlaybookTactics and Methods for Your Mobile Marketing Campaigns

Page 2: Your 2016 Mobile Marketing Playbook - CallRail · guides from online advertising platforms like Bing and Google AdWords. Once you’ve set up the campaigns, you’ll want to use a

Table of Contents

Introduction: What You’ll Find in This Playbook 3

Why are Mobile Campaigns Necessary? 5

Strategies for Implementing Mobile Marketing Campaigns 8

Measure Mobile Marketing Campaign Effectiveness 14

Case Study: Mobile Marketing in Practice 18

Conclusion 21

Page 3: Your 2016 Mobile Marketing Playbook - CallRail · guides from online advertising platforms like Bing and Google AdWords. Once you’ve set up the campaigns, you’ll want to use a

Introduction

Page 4: Your 2016 Mobile Marketing Playbook - CallRail · guides from online advertising platforms like Bing and Google AdWords. Once you’ve set up the campaigns, you’ll want to use a

Introduction: What You’ll Find in This PlaybookIn this playbook you’ll learn how to track the full ROI of your mobile marketing and click-to-call campaigns using simple actionable strategies.

First, we’ll go over data backed reasons you should be implementing mobile marketing campaigns. Then, we’ll go over implementation methods, as well as tools for measuring campaigns successfully. Finally, we’ll show you a case study on how to use a mobile marketing campaign to drive real results.

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Page 5: Your 2016 Mobile Marketing Playbook - CallRail · guides from online advertising platforms like Bing and Google AdWords. Once you’ve set up the campaigns, you’ll want to use a

Why are Mobile Campaigns Necessary?

Page 6: Your 2016 Mobile Marketing Playbook - CallRail · guides from online advertising platforms like Bing and Google AdWords. Once you’ve set up the campaigns, you’ll want to use a

Why are Mobile Campaigns Necessary?In 2013, thirty billion phone calls were made to businesses from mobile searches. According to independent research advisor, BIA/Kelsey, that number is projected to increase by more than twice that amount by 2018, with calls projected to reach an astounding 73 billion.

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The influx of calls from mobile search prove that even though we live in an online, digitally focused world, consumers still value voice-to-voice communication when making important purchases – even when the path to that purchase begins online.

Page 7: Your 2016 Mobile Marketing Playbook - CallRail · guides from online advertising platforms like Bing and Google AdWords. Once you’ve set up the campaigns, you’ll want to use a

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Many potential leads search online for top funnel information, and offline activity like phone calls usually happen when a prospect is ready to convert and asking specific questions about products and services. Research reflects this, since 78% of mobile searches result in offline purchases. Not only that, but inbound phone calls convert to revenue 10 to 15 times more than web leads, proving that marketing to mobile consumers is not only necessary, but profitable.

The move to mobile may be a big challenge for marketers, but it provides an even bigger opportunity if you properly implement mobile marketing strategies.

Page 8: Your 2016 Mobile Marketing Playbook - CallRail · guides from online advertising platforms like Bing and Google AdWords. Once you’ve set up the campaigns, you’ll want to use a

Strategies for Implementing Mobile Marketing Campaigns

Page 9: Your 2016 Mobile Marketing Playbook - CallRail · guides from online advertising platforms like Bing and Google AdWords. Once you’ve set up the campaigns, you’ll want to use a

Strategies for Implementing Mobile Marketing CampaignsThere are multiple options for implementing and improving mobile marketing campaigns, but we’ll focus on two ‘quick-start’ strategies in this guide: implementing click-to-call buttons and optimizing mobile ads for local search.

We’ll also discuss how to prepare your sales team to handle leads over the phone.

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Page 10: Your 2016 Mobile Marketing Playbook - CallRail · guides from online advertising platforms like Bing and Google AdWords. Once you’ve set up the campaigns, you’ll want to use a

Implement Click-To-Call ButtonsClick-to-call call-to-action buttons make the process of reaching a business from mobile search more intuitive, with one study finding that 70% of mobile searchers call a business directly from search results. 70% of mobile searchers call a business directly from search results — and “click-to-call” call-to-action buttons make that process more intuitive. Click-to-call buttons are displayed predominately in your ad during a mobile search, making it quick and easy for someone doing research on your business to call you.

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Google AdWords sets their call duration conversion at 60 seconds, but that might differ for your business depending on hold times and automated menus. Also, make sure to schedule your ads to run during business hours so associates are available to handle incoming calls generated by your campaign.

You can set up click-to-call campaigns using step by step guides from online advertising platforms like Bing and Google AdWords. Once you’ve set up the campaigns, you’ll want to use a call tracking phone number for each ad to accurate data on what clicks became calls, but we’ll discuss that more later.

Two things to consider when creating click-to-call ads are call duration and ad scheduling. You’ll want to consider the call length you feel counts as a conversion in your reporting.

Page 11: Your 2016 Mobile Marketing Playbook - CallRail · guides from online advertising platforms like Bing and Google AdWords. Once you’ve set up the campaigns, you’ll want to use a

Optimize Your Mobile Ads for Local Search

Recent research from Google found that 50% of people who complete a search on mobile visit the store the same day. That’s half the people

conducting local searches ending up at your business, impacting your business’s

bottom-line drastically. But first, you have to make sure

these searchers can easily find you online.

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Page 12: Your 2016 Mobile Marketing Playbook - CallRail · guides from online advertising platforms like Bing and Google AdWords. Once you’ve set up the campaigns, you’ll want to use a

One way to make sure you are easy to find in a mobile search is to choose the right target audience when creating your ads by determining “mobile-focused” PPC keywords. There are multiple free keyword tools available online that can help you in this process. When choosing these mobile keywords, remember context — searchers may use different terms when using their mobile devices then when they perform a desktop search.

If you’re using Google AdWords, you can implement geographic targeting to hone in on searchers who are in close proximity of your business. If you want to take it a step further, you can raise your mobile bid modifier, enabling you to increase the chances your ad will be visible on smartphones. Keep in mind when designing and bidding that your mobile ads get less space than their desktop forefathers; don’t be afraid to get competitive.

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Page 13: Your 2016 Mobile Marketing Playbook - CallRail · guides from online advertising platforms like Bing and Google AdWords. Once you’ve set up the campaigns, you’ll want to use a

Preparing the Sales TeamOne of the biggest and often overlooked pieces of the mobile marketing puzzle is what happens once a potential customer calls your business from an ad. Involving your sales team as part of your mobile marketing strategy is an integral part of an effective campaign.

One way you can prep your sales team is by using tools like whisper messages to alert them that a call was driven from a specific mobile ad. This gives them context on why the caller is calling, even before the conversation begins.

You can also use tools like call recording for lead qualification and coaching. This way you make sure your ads are driving the types of leads you want, and that your sales team is handling those leads appropriately.

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Page 14: Your 2016 Mobile Marketing Playbook - CallRail · guides from online advertising platforms like Bing and Google AdWords. Once you’ve set up the campaigns, you’ll want to use a

Measure Mobile Marketing Campaign Effectiveness

Page 15: Your 2016 Mobile Marketing Playbook - CallRail · guides from online advertising platforms like Bing and Google AdWords. Once you’ve set up the campaigns, you’ll want to use a

Measure Mobile Marketing Campaign EffectivenessMarketing is all about measuring, because if you can’t measure it, then you can’t prove or improve it. Mobile advertising is the same; you’ll need to be able to drive measurable results for your campaigns. Online advertisers allow you to view conversion data within their platforms, but if you’re interested in knowing more than just how many clicks an ad received, call tracking can provide you with more in-depth data on campaign performance.

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Page 16: Your 2016 Mobile Marketing Playbook - CallRail · guides from online advertising platforms like Bing and Google AdWords. Once you’ve set up the campaigns, you’ll want to use a

Mobile Measurement Through Call TrackingCall tracking not only allows you to track calls back to the mobile search that drove the call, but also monitor the phone calls themselves with call recording.

Using a call tracking phone number in your mobile campaigns will allow you to see which numbers called at what times, as well as other granular data about the caller. This includes the caller’s location, and whether or not they visited your website multiple times before clicking your ad. You can also see which keywords are connected to these calls, enabling you to make changes to your click-to-call campaigns optimized by time of day, day of week, and the keywords driving the most conversions.

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Page 17: Your 2016 Mobile Marketing Playbook - CallRail · guides from online advertising platforms like Bing and Google AdWords. Once you’ve set up the campaigns, you’ll want to use a

More importantly, not all calls are conversions. You can use call tracking features to make sure that the clicks you are measuring actually count towards your ROI.

For example, someone might view your click-to-call ad and call because they have a support issue with your product, and are already a customer. If you’re only tracking clicks, you won’t be able to differentiate that support call from a conversion. Implementing a call tracking solution can allow you to create menu options, tags, call recording for monitoring, and even setup conversion tracking by call duration that will enable you to ensure your conversion data is accurate.

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Page 18: Your 2016 Mobile Marketing Playbook - CallRail · guides from online advertising platforms like Bing and Google AdWords. Once you’ve set up the campaigns, you’ll want to use a

Case Study: Mobile Marketing in Practice

Page 19: Your 2016 Mobile Marketing Playbook - CallRail · guides from online advertising platforms like Bing and Google AdWords. Once you’ve set up the campaigns, you’ll want to use a

Case Study: Mobile Marketing in PracticeEvolve Vacation Rental Network, a rental management company, knew they needed a way to attribute leads they were receiving over the phone. They worked with CallRail and assigned phone numbers to their PPC ads. Once they gained visibility into inbound calls, they noticed that consumers who were once contacting them online were now reaching them over the phone.

“We’re getting more engagement over the phone through mobile users compared to online requests,” explained Brian Becker, Vice President for Evolve. “Our ability to understand this through CallRail has been a game changer. We can now truly determine if we have a winning keyword, which has allowed us to continue running a campaign or even increase our spend when appropriate.”

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Page 20: Your 2016 Mobile Marketing Playbook - CallRail · guides from online advertising platforms like Bing and Google AdWords. Once you’ve set up the campaigns, you’ll want to use a

Case Study: Mobile Marketing in Practice

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Two years ago, the percentage of inbound traffic for the firm received from mobile was below 20%. It has now grown to over 50%. They’ve shifted their focus to mobile ad strategy instead of trying to push their potential clients through other channels, and they’ve discovered that they are converting mobile leads over the phone at twice the rate they convert leads online.

2X Conversions Over the Phone

Page 21: Your 2016 Mobile Marketing Playbook - CallRail · guides from online advertising platforms like Bing and Google AdWords. Once you’ve set up the campaigns, you’ll want to use a

Conclusion

Page 22: Your 2016 Mobile Marketing Playbook - CallRail · guides from online advertising platforms like Bing and Google AdWords. Once you’ve set up the campaigns, you’ll want to use a

ConclusionYour potential customers are conducting searches on their mobile devices, looking for the services you provide and poised to pick up the phone. Implementing mobile marketing strategies like click-to-call and targeted advertising makes it easy to reach them where they already are.

Tracking methods like call analytics makes the process of lead qualification and coaching easy with features like call recording and whisper messages, while giving you accurate data to test and improve your campaigns.

In 2016, data driven marketers should take advantage of higher mobile conversion rates and warmer leads by implementing this playbook.

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