3 Overlooked Ways To Improve Inbound Marketing ROI

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This document provides an agenda for a presentation on 3 ways to improve inbound marketing ROI: 1) Flowcharting the lead process to identify issues, increase conversions and efficiency; 2) Creating a client IVR (phone menu) to track phone leads and sources and filter non-revenue calls; 3) Accurate call conversion tracking by identifying true inbound callers expressing interest via IVR choices to improve campaign optimization. Each section provides benefits and examples of implementing the strategies with clients.

Marketing

Est. 2009
HQ: Austin, TX
As Featured
In
2009
Pay Per Sale | Fixed Fee
Comprehensive Digital Marketing

- By leveraging the concepts
presented you will drive a higher
ROI for your clients and extend
the life of the relationship.
Goal

#1
Improving Revenue:
Flowchart the
Inbound Lead Process

Identifying and resolving issues with the
business process is the most critical piece
of the business relationship.
Improving processes will generate more
sales from existing inbound traffic &
increase the efficiency of future efforts.
● Inbound Phone Calls
● Inbound Web Forms
● Online Appointment Scheduling
● Chat Leads
#1 Flowchart

Benefits
● Increase Conversions
● Improves Efficiency - All Campaigns
● Appropriate Source Attribution
● Analytics & Reporting Integrity
#1 Flowchart

Actual Client Example - Email Delivery
● During flowcharting we identified the
issue (multiple people responsible for
checking an email account) causing
scheduled appointments to be missed
○ 38% of Appointments Missed
■ Attended Appts. Close > 33%
#1 Flowchart

Customer Flowchart Creation
● Agree Shared Goal is to Create
Accountability & Data Accuracy
● Create Flowchart Shell In Advance
● Representatives from All Parts of Process
Should be Present
● Document Process Through Reporting
(Lead Merge, etc.)
#1 Flowchart

#2
Improving Revenue:
Client IVR (Phone Menu)

Turning inbound phone calls into data.
Filter non-revenue calls and optimize
revenue opportunities.
Identify actual phone leads and the
corresponding sources.
● Track Results
○ New Phone Number on Website
■ All Calls from that # are Web
○ DNI (Dynamic Number Insertion) Allows
you to Capture Paid Campaign Data
○ Tag Sales Opportunities along with
other Call Types (HR, Accounting, etc.)
Client IVR

Benefits
● Ability to Track Sales Calls and
Corresponding Sources (Show Value)
○ Record All Calls
● Data Collection for All Inbound Calls
○ All Sources - Offline & Online
● Increased Sales Conversions by Filtering
Non-Revenue Calls Away from Sales
Client IVR

Actual Client Example
● After 2 Weeks of IVR Implementation
We Showed Client that 55% of Inbound
Sales Calls During Business Hours were
Unanswered (They estimated None)
● After Resolving, We Grew Inbound to
260 Appointments in a Single Month
Client IVR

IVR Menu Creation
● Craft a Compelling Introduction
○ Use Professional Voice Actor
● Identify Elements to Track
○ Sales, Service Calls, Hiring
● Filter Non-Sales Opportunities
● Set Up Notifications/Alerts
Client IVR

Optimize your campaigns and track results
based on TRUE inbound call opportunities.
Leverage advanced telephony to identify
those inbound callers that express interest
in revenue producing events via IVR choice.
Apply to:
● All Sources of Inbound Calls
○ Offline/Online
Call
Conversions

Benefits
● Greatly Improved Campaign
Optimization
○ Filters existing customers,
employees, vendors, robocalls, etc.
● Establish TRUE Cost Per Conversion
Call Conversions

Actual Client Example
● Campaign Takeover from Previous
Agency had a 253% Increase in Q1
○ Immediate Decrease in Mislabeled
Call Conversions of 37%
■ Existing Customers, Vendors, etc.
Call
Conversions

Track TRUE Inbound Call Conversions
● Use Advanced Telephony with Call
Tagging
○ Caller Chooses “SALES” Option
○ First Time Caller
○ Call > 30 Seconds
● ONLY track “Import from Clicks” for Phone
Call Conversions
○ Adwords / Analytics / etc.
Call Conversions

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