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Planning Toll Free Numbers for Multichannel Marketing Campaigns

When planning an ongoing multichannel marketing campaign, you can make plan use of toll free numbers to optimize your return on the campaign.

The sections below focus not on provisioning your call center to handle customer calls, but on the front end concerns of preparing messaging, branding, vanity URLs, and vanity phone numbers that all align to bring more customers to your campaign, and to help them arrive with your brand in mind.

Toll Free Numbers in Multichannel Campaigns

Toll Free Numbers in Multichannel Campaigns

Toll Free Numbers – When and Where Used

Toll free numbers, toll free vanity numbers, and local numbers add to campaign ROI for every campaign. Across all campaigns, nearly half the response will be over the telephone.

Branded terms always convert better, so you can use branded campaign URLs and branded vanity toll free numbers to help convert the conversation to brands, instead of just products and services.

When your customer begins to think of a branded, rather than generic) product or service, you will have a lot better chance of a conversion, and more likely a higher average conversion value.

Getting the Terms and Branding Right

Getting the messages right drastically impacts the campaign ROI. At each step, the customer has to

  1. hear a consistent message
  2. understand the message
  3. recognize a compelling benefit
  4. understand how to buy

With a multichannel campaign, choose messaging that makes sense across the channels, from direct response TV to mobile PPC.

When the messaging terms seem right, next consider how to craft your landing page URLs and telephone numbers to insert your brand and message into those response channels. If your brand can be expressed with just a few letters, you’re all set. If you have an extraordinarily long brand name or term, you’ll want to consider creating a shortened version of your brand name. For example, “Coca-Cola” doesn’t fit into a phone number, but “Coke” certainly does.

Example Advertising Channels and Response Channels

Here are a few examples, by channel, of what the customer sees and hears, and how you can track the response. For the sake of brevity, radio, outdoor advertising, and several other channels are not included.

Here are a few examples, by channel, of what the customer sees and hears, and how you can track the response.  For the sake of brevity, radio, outdoor advertising, and several other channels are not included.

Advertising ChannelResponse ChannelCustomer Sees / HearsCustomer Responds ViaNote
EmailEmailCampaign Email AddressEmail
EmailPhoneVanity Toll Free NumberCall
EmailWebLanding Page with Video and Call to ActionNavigate URL
EmailMailEmail
Direct Response TVPhoneVanity Toll Free NumberCallEnsure that numeric telephone number appears below vanity phone number
Direct Response TVWebBranded Vanity URLNavigate URL
Print MediaPhoneVanity Toll Free NumberCallUse local phone number for local businesses
Print MediaWebBranded Vanity URLNavigate URL
Print MediaMobile WebBranded Vanity URLClick to Navigate URL
Print MediaMobile WebQR code to Landing PageQR Code Scan
Print MediaMobile WebLocal or Toll Free NumberClick to Call
Trade Show Exhibitors DirectoryWebBranded Vanity URLNavigate to URLUse branded vanity URL to include brand while tracking event response
Trade Show Exhibitors DirectoryPhoneVanity Toll Free NumberCallUse vanity toll free number to track campaign response
Organic Search for BrandPhoneToll Free NumberCall
Organic Search for BrandWebCorporate URLClick to Navigate URL
Organic search for productPhoneVanity Toll Free NumberCallTerms include TV vanity URL terms, TV call to action terms, and brand terms
Organic Search for productWebBranded Vanity URL for Product Landing PageClick to Navigate URL
Organic Search for productMobile WebBranded Vanity URL for Product Landing PageClick to Navigate URL
Organic Search for productMobile PhoneLocal or Toll Free NumberClick to CallVanity number not needed – click to call used instead
PPC AdsWebBranded Vanity URL for Campaign Landing PageTerms include TV vanity URL terms, TV call to action terms, and brand terms
PPC AdsPhoneVanity Toll Free NumberCall

Plan on Branding Opportunities

When planning use of toll free numbers in a multichannel marketing campaign, marketers should include steps to translate the conversation around product and service terms into brand terms. Conversion rates on branded searches and phone calls are always higher than searches and calls on product and service terms.

So, when it’s a visual media, make sure to include the brand within the product description, vanity URL, or vanity telephone number, whenever possible.

If you want to attract customers for the ABC company, then try to outfit your campaign with a URL like GetABC.com and a vanity toll free numbers like 1-888-CALL-ABC to get the brand terms into the equation. Landing page calls to action should say “ABC Industrial Ladders” not just “Industrial Ladders”.

References – Toll Free Numbers for Multichannel Marketing Campaigns

Bruce Brownlee

Bruce Brownlee

Bruce Brownlee is AVOXI's Digital Marketing Director. Bruce's background includes lead generation, SEO, web analytics, and web development for AVOXI. Bruce has an engineering, telecommunications, and software development background, working with Lotus Development, Blackstone & Cullen, EMC, Cox Communications, Travel Channel, Brand Fever, and AVOXI.
Bruce Brownlee
Bruce Brownlee

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