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Back to the FutureIntegrate the Phone into Your Online Marketing
Geoffrey Infeld, V.P. Publishing & Media, CallSource
Craig P. McGuinn II, General Manager, Ward Media Inc.
Telephone Call Tracking Pioneer
o First to Introduce Tracking in 1992 o Today over 10,000 clients:
Online Clients:
•Web Directories•Websites•Landing pages•National & local SEM’s•Mobile Apps
Offline Clients:
•Direct Mail•Newspaper•Shoppers•Yellow Pages•DRTV and Radio•Agencies
Demonstrate Proof of Performance
Advertising Accountability
o CallSource reporting captureso Time of callo Durationo Disposition (busy, no answer, connected, etc.)o Caller’s name, phone, number, and addresso Call recording
o Companies benefit with M.O.S.T. +Marketing
Operations
Sales
Training
Plus
3 Things We’ve learned about Integrating the Phone into your online marketing
The “Ah-Hahs”
#1 Thing We Learned
o Publishers that don’t track phone leads are not getting the credit (and $$$’s) they deserve
o 80% consumers research online/ 96% buy offline*
o Average 4:1 phone leads to web leads
o #1 way to lower client attrition = Measure Response
o Your lead quality is better than you thinko Opportunities for additional $$$’s – San Francisco.com
o Don’t rely on: “How did you hear about us?”
*Yahoo ROBO Study
#2 Thing We Learned
o Our Fastest growing client segment – Online Publishers / Web Markets
o Phone Analytic data similar to web analytics
o Web publishers align better for ROI Consultative Sales
o Cost effective to provide call tracking for all advertisers
o Not Afraid of “Turn the lights on Accountability”
# 3
o Advertiser Phone selling / appointment skills are not very good
o We do Telephone Performance Analysis (TPA)
o Up to 80% of calls are mishandled
o Publishers are getting fired for the wrong reasons
TPA Report Card Q2, 2008 – Automotive Industry
TPA Report Card Q2, 2008Automotive Industry
503 lost sales opportunities = $10,945,280
TPA Report Card Q2, 2008Multifamily Housing Industry
Total lease revenue lost = $10,731,924
o Moving up the value chain – provide additional value-added services
o Training to help convert more opportunities into sales
o Help lower employee turnover
o So we developed…
Where our clients are pushing us…
Integrating Marketing, Sales, Training and Management To Increase Your ROI
Results Modules
o Call Tracking
o Lead Manager
o Lead Scoring
o Telephone Performance Analysis
o Online Learning Management System
o eLearning Coursework
Integrate the Phone into Your Online Marketing
I. Evolution
• Telemarketing or “cold calling” to generate high quality leads at scalable volumes was pervasive in the 80’s and 90’s
• Then along came the internet where people could opt-in to learn more about particular offers on their own time largely through search engine marketing driving traffic to portals and specific landing pages
• Today the two have combined to deliver a double opt-in lead with significant competitive advantages to those that successfully utilize them
II. The Processa. Prospects are first opted in to wanting to further their education
as well as opting in to having us call them and help find the right school for them
b. No need to DNC scrub as we have an EBR (established business relationship) because the individual has opted in to being called and an outbound call is made in real time
c. All users must verbally agree to being contacted by an enrollment counselor just as they would on a web form
Integrate the Phone into Your Online Marketing
II. The Processd. A maximum of two leads can be generated for any one prospect
e. Full digital recordings are kept in two separate locations for compliance purposes and Ward Media’s proprietary CallPOWER software platform allows total client transparency for Quality Control
f. Hot Transfers, appointment settings, paid applications and enrollment services are also available
Integrate the Phone into Your Online Marketing
Integrate the Phone into Your Online Marketing
III. Benefitsa. Increased audience reach – working parents often prefer to
check a box to have someone call and explain an offer further rather than sit on the web and fill out multiple full page forms
b. Highly scalable at a stable quality – scale can typically mean lesser quality as volumes increase, but web to phone leads have consistent quality at high volumes
c. Dialer efficiencies from volume – as an aggregator we utilize a $150,000 TouchStar dialer allowing us an advantage small advertisers cannot achieve alone
d. Increased morale and ROI with a 99% connect rate. Reps are on the phone more because of higher connect rates and the prospects have just verbally agreed to be contacted by an enrollment counselor from your school.
Integrate the Phone into Your Online Marketing
IV. Conclusiona. We all must continually strive to grow our respective
institutions and better our Return on Investment (ROI).
b. This is rapidly becoming the new frontier and we’ve been optimizing the model for a year and a half now. Now is the time to get started with a portion of your budget. It is rapidly evolving into the “new search” and the time to get in is now. There are some very specific things that can be accomplished on a per school basis for customized programs and I’d be happy to discuss those individually after the presentation.
Craig P. McGuinn II
General Manager
Ward Media, Inc.
212-967-5055 x110
Geoffrey Infeld
VP, Publishing & Media
CallSource
818-673-4787
Integrate the Phone into Your Online Marketing
