Insights

Using Toll-Free to Build on the Foundation of a Local Number

Feb 12, 2016

When it comes to choosing a phone number for a business or a marketing campaign, companies have choices: Should they go with a local or Toll-Free Number? Each has a distinct role and inherent advantages. But it’s really not an either/or choice.

Let’s take a look at some of the ways a Toll-Free Number can supplement a local number when it comes to the diverse ways that businesses communicate with customers today.

1. Brand Image 

Primarily, businesses need to be aware of their customer base and how a Toll-Free Number will resonate with their audience. As a part of their branding strategy, a Toll-Free Number might benefit a company’s image if they want to be perceived as a larger brand. In addition to their local number, they can signal their national presence and relevance with a Toll-Free Number that promises both availability and a dedication to round-the-clock customer service.

For example, a small auto body shop may want to expand its reach beyond their geographic location. Adding a Toll-Free Number to their website or ad campaign might make them more attractive to potential customers outside of their immediate area.

2. Marketing Budget Efficiency

In a world where every second of attention is hard won, businesses with the most insight into their marketing effectiveness are the most likely to succeed. When it comes to a company’s marketing budget, they need to know exactly how much impact each dollar spent incurs. Toll-Free Numbers serve as an intelligent compass for any company’s marketing efforts.

• Campaign Analytics: Companies can reserve a wide range of Toll-Free Numbers to track campaign metrics based on geography, message and instance/tactic.
• Data Enhancement: With a Toll-Free Number, companies can collect additional information that isn’t available through local numbers, such as customer history and previous calls to the company.

Toll-Free Numbers create critical knowledge to improve future marketing efforts. They gain a clearer picture of their respondents for lead nurturing. And they can better tailor their campaigns to the right demographics, geographies and channels.

3. Call Sharing

Another feature of Toll-Free lies in their call-sharing abilities. Several companies that provide similar services can opt into one shared Toll-Free Number that routes the call according to the geographic origination location. One example for this might be a pizza place sharing a single vanity number to serve several nearby locations based on the caller’s origination point. They have the opportunity to build a promotional tool into one number and create value for multiple businesses at once.

More Than a Number

Deciding between a local and a Toll-Free Number depends on a business’ needs and customer base. To serve all of a business’ needs, local and Toll-Free Numbers can work in tandem to serve different applications. Like the well-known floral delivery service, 1-800-FLOWERS, a company’s name can become synonymous with its point of contact and reputation for over-the-phone service. The benefit of adding a Toll-Free Number is that it’s more than just a 10-digit number to dial, it’s a branding, marketing, and operational tool that can bring new insight and value to a company and its goals.

KEY TAKEAWAYS:

• The benefit of adding a Toll-Free Number is that it’s more than just a 10-digit number to dial, it’s a branding, marketing, and operational tool that can bring new insight and value to a company and its goals.

• With a Toll-Free Number, companies can collect additional information that isn’t available through local numbers, such as customer history and previous calls to the company.

Michelle Larsen

SVP & Chief Experience Officer