Take a look around - I'll bet your smartphone is within arms reach of you right now. It's no secret that people are attached to their phones. In fact, 58% of people consider themselves addicted to their phone. The next question is, what are people using their phones for?
Playing games? Watching videos? Browsing social media? Taking selfies? Texting? Making calls?
With all of the things our phones can do, it may be surprising to know that 66% of people use their phones to actually make calls at least twice a day.
While it's probably true that most of these calls are personal calls to friends and family, an interesting finding from BIA/Kelsey's latest research found that annual calls to businesses from smartphones will reach 162 billion by 2019, double the 77 billion business calls in 2014.
The #1 industry people want to call rather than other means of communication? Insurance.
A Rise in Business Calls from Smartphones
Search traffic, display ads, social media, and mobile landing pages are all driving business calls from smartphone users. Search traffic is making up the most annual business calls but social media is projected to explode in terms of driving these types of calls. Let's take a look at how to use some of these marketing channels to start driving calls to your insurance agency.
"Give customers the right info at the right time, whether that be driving directions to your business in Maps, hours of operations in Search or a phone number they can click to call you on mobile phones."
If your agency isn't already set up on Google, do that first. You can get started here. This step is critical to increasing the number of inbound calls to your agency. In fact, 51% of people use a search engine like Google to find a business number vs 25% who look on a businesses website. This will make it easy for people to call you. 68% of people said they will only search for two minutes or less before moving on to another company, so making it easy is very important.
Google AdWords is another great way to increase calls to your insurance agency. If you're already running AdWords, great - you'll just need to make some changes to your current ads so that a "click-to-call" button is displayed. If you're not running AdWords yet you can learn more and get started here.
Learn all about adding phone numbers to your Google Ads here. As you can see on the ad to the left, these type of ads make the call-to-action a simple "click-to-call" button that mobile users can click on to be directed to your office instantly. There are even some cool features to make these ads only display when you're available.
Facebook ads are another great way to drive inbound calls to your insurance agency. Like Google, Facebook has a "click-to-call" button that can be used on your ads. If you're at all familiar with Facebook ads you'll know that you can get very granular when choosing your audience. The Facebook "Call Now" button lets your targeted audience of potential customers call you directly from their newsfeed.
Learn more about Facebook's Local Awareness "Call Now" ads.
Both of these options (Google and Facebook) are very much about the mobile user and driving them to call you directly from their smartphones. There is good reason for this. Last March, the number of mobile-only adult internet users exceeded the number of desktop-only internet users.
Your website is the most obvious place to display your phone number and make it easy to find. Unfortunately, many of the insurance agency websites I see aren't doing this very well. A potential customer should not have to go past the homepage of your website to find your phone number - especially in an industry where people want to call you rather than any other form of communication. Make your phone number very prominent.
Call Experience Matters
While driving calls to your insurance agency is great and will probably increase the number of policies you sell - none of it matters if you can't handle the call volume. When being put on hold, 53% of people said they will only stay on the line for 5 minutes or less. Not only does being on hold annoy people, but the call itself needs to be a positive experience. Check out the stats below about the impact a negative phone experience can have on your potential customers:
Know Your Prospects
A positive call experience can be achieved by not only reducing hold times but also by being personal with your prospects and building relationships.
One of the many benefits of utilizing an agency management system is the ability to track and retrieve information on all of your agency's various interactions.
As your team tracks prospects through all the steps of the sales and quoting process, any staff member can quickly see where any individual is located in the pipeline. Providing timely feedback could be crucial to securing more business and providing a positive experience. Click below to watch the AgencyBloc Overview Video: