marinsoftware.com The Online-to-Offline Search Marketing Playbook Contents Better Visibility for Your Search Advertising Dollars ...............................................................3 Online Search Drives More Offline Sales .................................................................................4 Tactics for Growing Online-to-Offline Conversions...............................................................6 Create an ideal online-to-offline customer experience .....................................................................................................................6 Incorporate social media .......................................................................................................................................................................7 Localize your branded content .............................................................................................................................................................7 Remember that mobile’s influence on offline sales continues to grow ............................................................................................8 Different Ways to Track Online-to-Offline Conversions .........................................................9 Mobile Coupons .....................................................................................................................................................................................9 Store Visits .............................................................................................................................................................................................9 The Importance of Phone Calls to the Customer Journey ....................................................10 Get Actionable Insights from Calls with Conversation Intelligence ......................................12 Effective Inbound Call Strategies ...........................................................................................14 1. Incorporate Call and Location Extensions ..............................................................................................................................14 2. Make It Easy for People to Call You from Your Website ..........................................................................................................14 3. Accurately Report the Impact of Your Marketing on Business Results.................................................................................14 4. Drive Growth by Optimizing the Right Conversion Events ...................................................................................................15 5. Use Intelligence from Phone Conversations to Improve Audience Targeting .....................................................................16 6. Use Intelligence on the Call Experience to Detect and Correct Issues ................................................................................16 7. Use Data on the Caller to Personalize the Call Experience ....................................................................................................17 8. Optimize, Analyze, Repeat .......................................................................................................................................................18 Conclusion .............................................................................................................................19