By implementing call tracking in your marketing plan, you can analyze and track the marketing channels that drive leads-by-phone — and thus optimize your ROI.
40% of businesses who invest in marketing say that their top challenge is measuring the ROI of their marketing activities. With the takeover of digital and the number of marketing channels continuing to rise, this is no surprise. Between search, social, email, organic SEO, print ads and more, it becomes complicated attempting to determine where your inbound leads are coming from and thus where your investment is paying off.
When you’re driving traffic, increasing time spent on your website or even driving qualified leads, you may consider maintaining or even increasing your marketing spend across all channels — but what if there is one channel that is driving the majority of leads? What if there’s one that is driving virtually none? How many conversions is your social media campaign driving? How about your organic SEO strategy? To really maximize your ROI, you should be able to answer these types of questions so you can focus your spend where it helps the most.
So, how can you find out which of your marketing efforts are driving the most leads and/or conversions? One way is by implementing call tracking.
Track Lead Sources and Optimize Your Campaigns
Call tracking analyzes your marketing channels that drive inbound phone calls to provide attribution for your various marketing initiatives. The technology uses dynamic number insertion, a feature that assigns a unique phone number to each online source and then displays that phone number to visitors who arrive at your website via that specific source. These sources include organic search, PPC ads, Yelp, or anywhere else your business has a presence online. The data will then feed to your Google Analytics account for you to review once your phone starts ringing. This allows you to pinpoint the exact source, or content, of incoming calls.
For example, with basic call tracking technology, you could track the results of different marketing channels and tactics by using five different dynamic phone numbers in your ads and on your website. When you compare the cost of each tactic with the results (in this case, number of calls), you can get a general idea of the cost per conversion (phone conversation).
Within each tactic, call tracking allows you to go even further — you could A/B test different ads, targeting options or landing pages by assigning separate dynamic numbers to A and B and seeing which option drives more phone calls.
Another example: if you put two ads out on Google, and one gets 30 clicks while the other gets only 20, you might initially assume the first ad is a better performer. Now say you implement call tracking and discover that the ad with 30 clicks only generated 12 phone calls, while the ad with 20 generated 40? Would your decision on which ad to invest more in change? Call tracking technology can paint a fuller picture than just the number of clicks, visits or form-fills.
Why You Should Care About Phone Leads
Phone calls provide a wealth of information you just can’t get from website clicks. These one-on-one conversations offer in-depth details about your customers as well as the opportunity to speak to them on a human level.
Additionally, with consumers spending more and more time on smart phones and other devices, they are opting against the intricacies of filling out a form on mobile and instead prefer calling a business. In fact, 65% of people prefer to contact a business by phone call versus only 24% who prefer a web form. This points to an increased preference for direct-response driven ads to drive real results to businesses.
With innovative call tracking features, you can gain phone call-specific insight into how to improve your business’ sales, marketing, and customer service practices.
To give you full visibility into what’s happening during inbound phone calls, many call tracking tools provide a way to automatically transcribe calls into visual, speaker-organized text. This is a fast and easy way to analyze phone conversations for helpful sales dialogue and other useful insights.
Recent technology advancements have created a way to analyze calls without even listening to them or reading transcripts. Using aspects of the call like duration and call metadata, artificial intelligence can tell you a lot about a call without you listening to it. For example, if a call is a good lead or not.
Inbound phone leads do no good if the calls aren’t getting answered. With call tracking tools, you have insight how many calls are being received, answered and missed. This creates accountability within the business for making sure phone calls are getting through and leads are speaking to someone who can then capitalize on the opportunity.
It’s important to view phone calls as a means to extend and engage in conversations with customers, to encourage in-store visits, and help improve the overall customer experience. Call tracking is a tremendous tool for any growing business, whether it’s seeking to understand marketing ROI, optimize its marketing campaigns for better results or gain valuable insight into crucial business services.
PINcalls™ provides call tracking and analytics to businesses large and small. Our solution helps data-driven marketers optimize ROI, enhance the performance of their advertising campaigns, increase sales effectiveness and improve customer retention. With call tracking, routing, and analytics, PINcalls™ provides valuable data about your leads and customers to help grow your business.