To better understand this post, we will first explain the concept of Inbound Marketing. It refers to marketing and advertising techniques used to accompany the consumer from the beginning to the end of their purchasing process without directly attacking or being aggressive towards them. Thus, they result in economic performances resulting from an investment.
However, it can be challenging to develop an original Inbound Marketing strategy. This is due to the massive use of online systems, the models of which are becoming less and less unique. Nevertheless, developing specific models of indirect attraction to the consumer without intrusive methods generates exponentially increasing conversion rates.
This could be the case with “Click to Call,” a button on the company’s website to facilitate contact between the user and the company. It is one of the most exciting tools for attracting customers because it offers the user great ease in contacting the company.
However, why do we no longer talk about “Click to Call” but about “Click to Speak”? Because the contact methods have changed.
With the “Click to Speak” button, unlike the “Click to Call” button, the user does not have to indicate their phone number on any form for the company to call them. Thus, the call is made via the web, so the customer establishes a free call by pressing the button.
In this way, the connection is more direct, and intermediate steps are avoided, during which several customers abandon the process, either because they prefer not to receive a call at the time the agent deems appropriate or because they perceive some insecurity or rejection towards possible spam by providing their mobile phone number.
How does Click to Speak work?
Thanks to the use of WebRTC technology developed by Google, the voice circulates on the web, eliminating the idea of additional costs or promotions that give users a negative experience following the insertion of a mobile phone number on the web.
Thus, Click to Speak, being one of the most disruptive methods par excellence in the Inbound world, generates many conversions by suggestively – and not aggressively – inviting interaction, the decision of which always belongs to the customer. To learn more, click on this link.
How to develop a good Inbound Marketing strategy?
Creating content that provides value and valuable information and is not promotional is a good tool for attracting customers, for example, introducing link-building strategies with other blogs by inserting links, creating quality content that you can link to your product, and, above all, not forcing or submitting information that has a marked advertising character.
The web content to be developed should be informative, with a methodology focused on the individual and not the product, providing added value and creating two-way communication between the company and the product.
Finally, another essential feature to highlight about Inbound Marketing is the measurement of results, which is much more transparent and more objective, unlike Outbound Marketing, whose conversions are difficult to measure through KPIs (Key Performance Indicators), leads, LTV (Life Time Value), and COCA (Cost of Customer Acquisition), as well as traffic conversions into leads and other types of relationships established between these standard measures of an Inbound strategy.
In short, an Inbound Marketing strategy that includes new techniques such as the “Click to Speak” button can be vital for reshaping customer capture methods in a natural, unforced, and always customer-specific way.
“Article was written by Amélie Latourelle, Marketing and Communication Manager at Fonvirtual (https://www.fonvirtual.com/fr/), a company specializing in commercializing telephone standards, call centers, and business telecommunications.”