5 Reasons to Rethink Your Telephone Number
The rise of social networking platforms and the autonomous rule of search engines have led marketers to prematurely declare the death of several forms of personal and mass communications. As search engines create a moving target for marketers, and Facebook and Twitter continue to appear more and more like the Wild West, marketers are scrambling for ways to generate business leads online.
By placing all of their eggs (marketing dollars) into one basket (online), marketers open themselves to the fickle nature of the Internet. Last month, Google changed its search algorithm, which immediately affected 12 percent of search results. Sites whose rankings rose to the top found that their traffic and revenue grew, but the adjustment had a negative effect on those that fell in the rankings, effectively shutting off their marketing pipelines.
Abandoning a balanced marketing approach with tried and true tactics, such as the telephone, can cause serious damage to your new business pipeline. Marketers need to resurrect certain tactics and evaluate the benefits of using a branded, vanity telephone number as a core component in their marketing plans.
1. Recall and Retention
Businesses like 1-800-FLOWERS and 1-800-HURTNOW have created extremely profitable businesses centered on vanity telephone numbers. We find consumers are more likely to recall a vanity phone number than a numeric phone number or URL. In fact, any type of advertising featuring a 1-800 vanity number generates a higher response rate—30 percent or more by modest estimates. In six years, Ohio-based lawyer Rob Nestico of Kisling, Nestico & Redick, LLC, grew his firm from five to 10 cases per month to 150 to 200 cases per month using the vanity toll-free number 1-800-HURTNOW in his marketing strategy.
2. Direct-to-Consumer Connection
A telephone lead provides a direct line of communication with a prospective customer. Internal sales and customer service teams are able to quickly identify opportunities to accelerate the sales process. Product sales made over the phone provide trained representatives an opportunity to upsell and lead a customer toward a direct purchase. On the flip side, when your potential customer is left to the Internet to find your product or service, they are more likely to also find the products and services of your competitors.