Here’s How VoIP Can Give Your Marketing A Real Edge

If you had to mention your phone system in your next marketing strategy meeting, you might get a funny look or two. It doesn’t really sound like it fits, does it? Social ads, email campaigns, maybe a shiny new landing page, sure. But a humble business phone? It doesn’t really scream “star of the show.”

More often than not, it’s something that you set up and never really think about again. Which is a bit of a shame because with that mindset, you’re missing out on a marketing tool sitting right there on your desk. With VoIP (Voice over Internet Protocol), your phone system suddenly offers data, reach and personalisation that doesn’t cost you more than what you’re already spending.

First Things First, What Is VoIP?

It sounds like quite a fancy acronym but simply put, VoIP enables you to make phone calls over the Internet rather than down traditional copper phone lines. Same calls, same conversations, they just travel through your broadband connection and that’s really all it is. With the 2027 landline switch-off looming, more businesses and residents have made the switch to VoIP.

While it just seems like a minor technical tweak, it’s precisely why VoIP can play such a big role in your marketing strategy. The fact that your calls are now digital means they can communicate with other software and be tracked and measured – none of which your landline phone system could ever dream of doing.

Every Call Comes With A Side Of Data

With VoIP, one of the gifts that keeps on giving is the information that it hands marketers on a silver platter. Very much unlike traditional phone systems where after the call has ended, you’ve learned almost nothing that you can actually use.

Fortunately, VoIP turns every call into a source of insight that you can actually act on.

Find Out Which Campaigns Make The Phone Ring

Have you ever run multiple marketing campaigns at once and didn’t know which one was pulling its weight? Call tracking can tell you pretty quickly. Give each campaign a dedicated phone number and VoIP will tell you which numbers are ringing – the Instagram ads, the billboard or email blast.

From there, you know where to put more of your budget into what’s actually working instead of just hoping for the results you want.

Learn What Customers Really Want

With the right permissions, call recording is a bit like a focus group that you didn’t have to pay for. If you take the time to listen back on the conversations with customers, you’ll start to see some patterns. If multiple people are asking you the same question, your message might not be clear enough.

Mentioning a specific competitor? Or a feature that you didn’t think twice about? All of that information is gold and you can feed it straight back into your campaigns. It’s like your customers are telling you how to sell to them, you just need to listen.

It Makes Every Caller Feel Like A Regular

The trick with good marketing is that it feels personal and VoIP can help with that, even over the phone. If you’re already using other Customer Relationship Management (CRM) software, it integrates with it and suddenly, your interactions become a lot smarter and tailored.

Your Phone Knows The Customer Before You Do

As soon a customer calls in, your CRM will tell you who it is and any details that you need to know. If your CRM is up-to-date, you can see their full history including purchases or prior complaints.

Not only do you save time by not having to ask them to repeat themselves every time they call, but it’s a personal touch that builds true loyalty. And it’s the loyal customers who will come back time and time again – the kind of marketing that you can’t buy.

Smarter Routing Means Happier Callers

There’s nothing quite as frustrating as being placed on hold or transferred from one department to another, having to repeat yourself each time. Generally, your customer wants to put the phone down before they get the help they need – not really the ideal situation.

VoIP sends callers exactly to where they need to go automatically, whether it be to sales or customer support. Every customer having the impression that your brand has their act together does wonders for your reputation.

It’s Time To Give Your Phone System Some Credit

VoIP won’t replace your marketing team or your creative ideas – and it really shouldn’t. It’s meant to be seen as one of those brilliant behind-the-scenes tools that can help make everything else run better. It gives you data that you can use, adds a personal touch and helps you reach new customers.

Not bad for something that you thought was just for answering calls, right? It’s definitely worth considering at your next marketing strat meeting.