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The failure to connect with local markets costs American businesses as much as $50 billion a year. That’s a big number, but it gets much smaller when national brands start using Balihoo’s local marketing automation technology—including a call tracking application powered by Twilio that makes it easier for local shoppers to buy what they need, when they need it.

National brands need local footholds.

National brands are missing the mark with local advertising, and they know it.

According to a survey of nearly 300 brand marketing executives, only seven percent said they offered effective campaigns to activate local consumers.

Balihoo’s mission is to help brand advertising be more effective by automating local marketing campaigns. As part of its platform, Balihoo wanted to offer brands local phone numbers in any geography along with the ability to do call tracking, which would make it possible to determine if calls to those numbers turned into sales.

Local numbers boost conversions.

In order to provide reliable call tracking on a national scale, Balihoo turned to the Twilio communications API platform. “The Twilio platform provided the reliability, scalability and flexibility we needed to incorporate call tracking into local marketing automation,” said Shane Vaughan, Balihoo’s CMO.

By integrating with Twilio, Balihoo expanded the capabilities of its platform without making any additional investments in hardware or software. Customers can now create targeted local websites with unique call tracking numbers and lead forms that automatically push both phone and web leads to sales agents.

For example, when a leading national insurer wanted to connect with potential customers on a more personal, local level, it turned to Balihoo to ensure a consistent brand experience. Balihoo helped the insurer deploy 3,400 geo-targeted websites complete with on-demand call tracking numbers. The numbers could be provisioned as needed to keep costs down.

Vaughan said that in general a brand’s local affiliates and channel partners will prefer calls to clicks by a ratio of 3:1. In the case of the insurer, however, eleven calls were received for every web form submission.

“Trackable phone numbers have become a really important component of what we do,” Vaughan said. In Balihoo’s experience, approximately 70 percent of conversions happen over the phone. “Balihoo customers are enjoying a higher conversion rate thanks to our Twilio-powered call tracking solution,” he added. “The numbers tell it all. Phone calls convert at a five times greater rate than clicks and drive higher revenue value.”

See how Balihoo did it

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Customer Highlights

  • Adding Twilio-powered call tracking capabilities to Balihoo’s multichannel marketing automation technology revealed local affiliates and channel partners preferred calls to clicks by a ratio of more than 3:1.
  • Customers who automate local marketing campaigns using Balihoo reduce costs by as much as 30% and increase conversions.
  • Approximately 70 percent of conversions from local marketing campaigns powered by Balihoo and Twilio happen over the phone.

Questions? Get in touch with sales.

Learn more about how Twilio can provide the solution you need. Twilio is a pay-as-you-go service, but premium support, SLAs, monthly invoicing and dedicated account managers are available for customers above certain usage thresholds.

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