Mobile marketing is exploding right now, but if you're trying to get your brand or business into the mobile advertising scene, it can be difficult to bridge your current sales strategy with more innovative mobile techniques. Click-to-call campaigns are the latest innovation in helping bridge this gap. It enables more businesses to succeed in mobile marketing.

How does a Click-to-Call Campaign Work?

Within a simple click-to-call campaign, a toll-free number is displayed via mobile ads. Interested users can tap on the toll-free number to get connected to a call center. Once connected, the sales representative at the call center will complete the transaction or obtain necessary information based on what result the advertiser is looking for. In most of the campaigns CornerBlue has created, the click-to-call ad is placed as a banner ad in relevant mobile sites or apps that are targeted based on the key demographic of the advertiser's audience. Starting a mobile campaign is relatively easy, since most businesses already have a call center.

How to fully utilize Click-to-Call

The campaigns we've had the most success with involved multiple elements working together. We placed custom banner ads on mobile sites that were specifically targeted to our client's demographic that led visitors to a smartphone-optimized landing page detailing the product and the benefits of calling in.  To ensure further success, we made sure the ads only ran during the call centers’ hours of operation.

Additionally, using our proprietary call tracking platform, we provisioned different phone numbers for different banners, allowing us to track the performance of each ad. Calls were recorded and reviewed to refine the caller's experience with the call center. Because we have access to key performance metrics at every stage of the campaign, we are able to quickly optimize elements that weren't working to increase the campaign's ROI for our clients.

Clear Message = More Sales

The first thing you must do to make a click-to-call campaign successful is be very clear with your message. Users have to be made aware of what will result from making that call. For example, instead of using a vague message like "Call to learn more", make the message clear in the banner ad before the person taps to call in. This helps prequalify the caller, which reduces your call center costs by not wasting your representatives' time on uninterested callers. Your initial targeting efforts will fall flat if the ad is unclear as to the purpose and result of calling. However, if you make your message perfectly clear, you will attract many interested consumers who will know exactly what they’re in for.

Track Everything

Your click-to-call campaign will be running across different ads and different traffic sources. It's important to know which ads bring in the most callers and, more importantly, most sales. The right mobile marketing partner will help you generate different call-in numbers for each ad and track both calls and sales. This helps you find what works and therefore, you can stop wasting money on ads that don't work. Also make sure your reporting is in real-time. Some companies provide only daily or even weekly reports. In the mobile world, that's an eternity.  We optimize campaigns multiple times per day to give our clients the best possible return.

Your Campaign Is Only As Good As Your Partner

As the advertiser, it's important to have a clear understanding of the marketing you're doing for your brand, but that's as far as you should have to go. By partnering with the right mobile marketing agency, you should be able to sit back and have your mobile campaigns handled accurately. This is why it's important for your mobile marketing company to understand everything about this emerging industry.

Like click-to-call campaigns, there are new innovative marketing and sales technologies developing every day. With a knowledgeable partner you'll be able to avoid unforeseen costs and failed marketing efforts. Mobile is a new frontier, and click-to-call campaigns are another important avenue for turning simple branding into leads and sales.

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