Propane meets AI for smarter marketing, stronger sales

Let’s be real. Marketing can sometimes feel like throwing darts in the dark.

You invest in digital ads, direct mail, social media and referral programs, but at the end of the day, you’re left wondering: My phone is ringing, but where are the leads actually coming from?

Understanding lead attribution and accurately measuring return on investment (ROI) has long been a challenge. But now, artificial intelligence (AI) is changing the game.

AI-driven marketing tools are giving propane businesses the ability to track, analyze and optimize campaigns like never before. By leveraging AI, retail propane companies, no matter their size, can pinpoint exactly which efforts are generating leads and sales, revealing what’s working and what’s just burning cash.

The lead attribution challenge

You can ask new customers how they found you, but the reality is that your customer service reps forget to ask, and most people either don’t remember or just guess. Relying on guesswork makes it nearly impossible to determine which marketing efforts are actually driving new business.

How AI solves the attribution puzzle

Let’s say Bob’s Propane is running a pay-per-click ad that captures a click from the search “Propane delivery company near me.”

The prospect visits the company’s website, looks at the offerings and then leaves the site to check out other companies. The next day, he thinks, “I like Bob’s the best” and types “Bob’s Propane” into the Google search bar. This search takes him to Bob’s Google Business Profile (GBP), and since he’s using his phone, he can click the phone number to place a call.

Your Google Analytics will attribute that lead to GBP because it doesn’t know that’s where the customer’s journey started. When Bob looks at his report at the end of the month, the $8 he spent on that click was wasted because it doesn’t tell him anything about the customer’s journey.

AI-powered marketing solutions solve the lead attribution challenge by using sophisticated call tracking, machine learning algorithms, natural language processing and predictive analytics to track and analyze customer journeys in ways traditional tools simply can’t. Here’s how AI can help you gain real lead attribution insights:

• Multi-touch attribution – AI doesn’t just credit the last click before a sale. It looks at every step a customer takes, from clicking an ad to visiting your Facebook to finally picking up the phone. This gives you a much clearer picture of what’s driving conversions.
• Call tracking and AI-powered transcription – Most propane businesses acquire new customers through phone calls. AI can track which marketing source led to the call and even analyze conversations to categorize leads. No more relying on customers to “remember” how they found you!
• Predictive analytics for smarter spending – AI can analyze past marketing performance and predict which channels will give you the best return on investment. Instead of guessing where to allocate your marketing budget, you can make data-backed decisions.
• AI-powered chatbots for website tracking – AI-driven chatbots can engage with website visitors, collect information and track where they came from. If someone clicks an ad, chats with your bot and then signs up for service, AI ties it all together, giving you full visibility into the customer journey.

If you’re running a propane business, every marketing dollar counts. AI finally gives you the answers you’ve been looking for – like where your leads come from, which campaigns are worth the investment and where you should focus your budget. With AI on your side, you can:

• Double down on what’s working and cut what’s not
• Fine-tune your ads and messaging to boost conversions
• Prove ROI with actual numbers instead of guesswork
• Make smarter marketing decisions with confidence

AI isn’t just for the big players anymore. Affordable AI-powered marketing tools are now within reach for businesses of all sizes. So, if you’re tired of playing the marketing guessing game, it’s time to let AI show you what’s really driving your success and start making every marketing dollar count.

Ben Gutkin is vice president of marketing services at Warm Thoughts Communications. Contact him at info@warmthoughts.com or 201-330-9275.

Featured homepage image: Photo: ipopba/iStock/Getty Images Plus/Getty Images

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