You may rely on phone calls to generate leads and sales for your business, but do you know exactly where these calls are coming from? Was it your website that inspired the caller to reach out to you? If so, which page sparked their interest?
What about your traditional ads, like magazine or billboard spots? Do you know exactly how much business each of these advertising assets is bringing in for your company?
You’ll need to know the answer to these questions if you want to unlock the full value of your advertising dollars. Thankfully, this process is more automated today than ever before. No more asking callers where they heard of your business before calling. Instead, you can leverage versatile call tracking software that can be integrated directly into your website.
Why Use Call Tracking Software?
Call tracking can be used to analyze, optimize and grow an organization’s return on marketing investments. An established call tracking platform will make it easy to see what’s working and what’s not.
It should be clear which ad sources are worth the investment – the ones that are generating leads – and which strategies to pull your money out of – the ones that are generating crickets. This analysis ensures that you have the opportunity to direct all of your funds toward the most promising campaigns.
Who Could Use Call Tracking?
Call tracking can be very helpful for businesses of all sizes, from food trucks and mom-and-pop shops to SMBs (small and medium-sized businesses) and multinational corporations. Any company that relies on phone communication to provide a major source of revenue can streamline its operations by taking advantage of call tracking.
Your Business Needs Call Tracking Software: 6 Reasons Why
Call tracking provides a long list of benefits to any business that uses it, but we’ve narrowed it down to six of the top reasons, in no particular order, you should consider using this type of software:
Discover Customer and Business Information
Call tracking helps identify peak hours when users interact with your business, as well as how: through organic search, paid ads, local search, social media, etc. The ability to track each consumer’s personal engagement with your brand is an immensely powerful tool for your marketing team.
Additionally, most modern call tracking software programs are designed with the understanding that marketers are interested in collecting detailed demographic information about their callers. It is then up to your company to leverage this data effectively to optimize and improve your marketing strategy.
Monitor Marketing Channel and Campaign Performance
Many call tracking software programs allow you to track calls on multiple levels:
- Multi-channel attribution
Using call tracking software, marketers are able see the keywords that drive the most phone calls and conversions. By being able to identify the keywords that are driving calls, marketers will have more insight for developing content strategies as well as improving engagement for pay-per-click campaigns that are already underway.
Campaign tracking allows you to monitor any type of marketing channel, both online and offline. By using unique phone numbers for each channel, you’re able to see the performance of each channel in real time. This data helps you analyze which lines of communication are reaching your audience most directly.
Since most customers these days interact with a business in multiple ways, multi-channel attribution enables marketers to track the path of a lead through every step of engagement. With information beyond the first and last touch points, this feature paints a clear picture of which specific channels result in conversions – and which ones are bottlenecks in the buyer’s journey.
Review Landing Page and Keyword Data
As online marketers, we recognize the relationship between upward-trending page visits and conversions via mobile search. Since this is a significant source of high-quality traffic, it is vital that we know which keywords result in conversions on mobile. Call tracking software is the perfect tool for answering these questions.
Additionally, the keyword data helps your company to identify trends between search terms and the quality scores of dedicated landing pages.
Assess Call Quality, Customer Service and Sales
Many call tracking software programs provide the ability to record calls. Analyzing this data along with call volumes can help your business make necessary adjustments to boost call and customer-service quality internally.
If you start “scoring” your calls and incorporating personnel development into the call tracking process, then you’re really taking your marketing to the next level. Scoring calls means ranking an employee’s performance, based on their ability to fulfill a designated criteria, such as:
- Engaging with potential leads
- Guiding a caller to a purchase
- Providing information to unqualified leads
- Responding to callers asking for general info
Recording and scoring calls provides a gold mine of otherwise-missed opportunities to grow your business. Comparing your call volumes, conversation lengths and call-quality trends will help you plan and implement successful marketing campaigns.
Additional examples of data that can be collected through a call-tracking platform includes:
- Total calls answered
- Number of calls converted
- Number and type of outgoing calls made
- Revenue generated
Measure Marketing ROI and Effectiveness of Your Advertising Campaigns
In all likelihood, you’re already using several tools to manage various aspects of your business – such as email and inbound marketing, contacts through CRM, and team chat. The best call tracking programs will integrate efficiently with the tools you already use. This will help you understand which combinations are performing well and which tools are in need of more support.
Through this integration, you can also learn more about how visitors are interacting with your brand and where they are in the buyer’s journey. In addition, analytics and ROI stats help you measure and attribute engagement and conversion points to specific sources, campaigns or posts.
Comply with Industry Standards
If your business is in the health care field, then you already know the importance of complying with the Health Insurance Portability and Accountability Act (HIPAA). Certain call tracking programs are designed to comply with HIPAA, and they will keep your callers’ information secure while protecting your business as well.
Maintaining compliance with HIPAA does not apply to every business, but some organizations will be subject to violations if they start using call tracking software that isn’t HIPAA friendly. Make sure you find the software solution that best suits all of your organization’s specific needs.
Help with Setting Up and Understanding Call Tracking
Call tracking can get pretty complicated, so don’t be shy in asking for help from experienced digital marketers to set up this software and understand how to use it. At Eminent SEO, we rely heavily on call tracking software to understand our clients’ callers and evaluate which ad sources are and are not making an impact on the campaigns. Our team is data driven, so we use call tracking stats to develop custom marketing ROI reports for our clients.
If you’d like to learn more about integrating call tracking software into your website and your other digital tools, we’d be happy to provide direction. Just reach out to us anytime.