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Your 2017 Marketing Strategy Forecast

by Erica Hawkins

As we come to the end of another year of digital marketing, it’s safe to say the more things change the more they stay the same. Inbound still reigns, and driving new leads and conversions to your website is still one of the main focuses for marketers in this year and the next. But what should we remember as we move into 2017? Here are some features, stats, and tips you can use to optimize your 2017 strategy with a better focus on what really works for your business.

Continue to Focus on Inbound Campaigns

According to HubSpot, inbound organizations are 4X as likely to be effective and 1/3 of marketers think outbound marketing tactics are overrated. Why? Inbound marketing is not only cost effective, it’s often more successful when compared to alternative methods. Email marketing, blogging, and video marketing are not only proven ways but increasingly popular ways to reach clients.

Of the above-mentioned tactics, video seems to be the one marketers believe has the ability to disrupt inbound as usual in the coming year, with 48% planning on using YouTube and 39% looking to add Facebook video to their 2017 marketing strategy.

Deeper Data from Google Ads (formerly AdWords)

For more than 16 years, Google’s PPC platform has become a powerful tool for marketers who want to drive clicks to their website and convert them into customers. Since this is such a targeted aspect of This year, CallRail released features that allow you to ensure the clicks you put your marketing dollars towards are well spent.

  • Direct Integration with Google Ads: Until recently, CallRail users had to push phone call conversions into their Ads accounts through Google Analytics. But with this update to our Google Ads integration you can integrate directly with Ads and quickly discover which PPC search keywords and campaigns are driving inbound calls.
  • View Which Keywords Drive Calls from Mobile Search: By 2018, mobile search is projected to generate 73 billion calls to businesses. Google’s reaction to the influx of mobile dependent consumers has been to release campaign features like click-to-call and call only ads designed for search marketers to reach these consumers while they are on the go. But one factor that’s always been missing is an understanding of what drove the clicks that ultimately led to a call from a mobile device. Our Google Ads Mobile Click-to-Call integration uncovers the missing piece of your click-to-call optimization strategy: keyword data.

Learning from Calls Through Conversation Intelligence

Efficient marketing can transform your 2017 marketing strategy. Being able to streamline the process of knowing which channels are actually growing your business can not only save you time but money.

CallRail’s conversation intelligence technology makes it easy to qualify phone leads, letting you focus on what’s really converting. Using machine learning, call metadata, and transcriptions, CallRail’s powerful conversation analytics takes the guesswork out of qualifying leads. You get to spend less time manually scoring your calls and understand the quality of a call without even having to listen to a recording.

What marketing strategies and tactics do you plan on implementing in 2017? Let us know in the comments!