Without valuing phone calls and properly attributing them, you could be missing out on revenue and opportunities.

If you associate the sound of a ringing phone solely with Baby Boomer complaints or the occasional after-sales inquiry, you are misvaluing phone calls. This will result in your business, more likely than not, missing out on revenue and new customers.

Take a look at these statistics: 60% of smartphone users will contact your business directly using search links, including “click to call” functions. When asked to rank their favorite forms of business communication, all respondents aged 40 and older voted telephone calls in their top two methods, and 22% of the 18-39 group said they too would rather speak to a human on the phone.

Why are phone calls overlooked in marketing?

Many businesses are not just overlooking the importance of having a telephone line available to their customers. Even when the option is available, it is often not well-integrated into the marketing plan or conversion measurement.

Even in industries that ordinarily rely heavily on telephone communication, like hospitality, education and travel, conversion measurement rarely considers the caller’s complete journey prior to the point of making the call.

Phone calls are a vital part of communication and marketing plans, but in measuring conversion rates, we would be remiss to forget that these calls often originate on digital platforms.