We have worked with a number of clients to introduce call tracking strategies, read on and find out why it should be part of your marketing mix
In today’s connected world, companies use many different channels in order to reach their potential customers. A combination of online and offline activities are often interlinked in a successful marketing strategy and it is important to know which channels and business operations are working best for your business, and which need attention and improvement.
Alongside mainstream monitoring tools such as Google Analytics, BrandWatch and MOZ, other options such as call tracking provide a further mechanism for closing the loop when it comes to analysing marketing performance.
Call tracking is a tracking software that can be applied to telephone numbers to record information about incoming calls. The software can track phone calls by associated advertising channels such as direct marketing, traditional advertisements and Google AdWord campaigns.
We have worked with a number of clients to introduce call tracking strategies over recent years and we’re big advocates of the benefits that a call tracking strategy can bring.
Here are three ways that having a call tracking system can help your business:
A call tracking system allows you to allocate a tracking number to all different marketing channels you are using and monitor their performance. Static numbers work best for offline activities such as print or TV advertising. They can help you determine exactly which magazine, TV channel or time slot brings your business the best ROI. Having the so called ‘dynamic number’ works best for accurate tracking of online activities, such as PPC. Using a dynamic number will define the ads, keywords and landing pages that brought the most conversions to your website.
A call tracking system gives you all the information you need – from the number of the caller, call duration, location and time of call, to the number of calls and pages the caller viewed on your website before converting. Having this information to hand gives you the opportunity to follow up any potential leads and turn them into sales with some persuasive techniques or tailored promotions.
One of the most obvious, but also most important features of a call tracking system is the call recordings. Even if it sounds like ‘spying’ on your employees, it is proven to be a crucial method when it comes to improving customer service and sales techniques for businesses of all sizes. Identifying problems with the way call operators are dealing with potential clients or complaints will help you provide the accurate training and development for your employees.
Some of the other advantages of having call tracking include the instant missed call email alerts, which will flag up any issues with your phone service straight away and Google Analytics and Adwords integration – beneficial for analysing traffic and conversion paths from different channels.
Overall, call tracking gives your business a simple way of monitoring all your marketing channels performance. It will help you determine areas of your business or campaigns that need improvement and help you increase your business’ ROI.