As marketers, we spend so much time trying to answer the question: which marketing converts?
Yet, we are often unable to come up with a logical explanation, or at least one that’s backed up by data.
Wouldn’t it be great to have a much better understanding of which channels are most effective? After all, we all want to get the greatest ROI for our efforts.
This is where call tracking comes in.
Tracking every lead is the first step in understanding how your marketing efforts are working – or identifying those that are not quite as effective. Read on, as we list five reasons why you should consider analytic call tracking for your business.
- Improve lead generation
Many web-based analytics programmes will only consider data pulled from online campaigns, and therefore your metrics will be skewed. Call tracking software will also consider your offline campaigns, combining the data to give a true reflection of your marketing efforts. This will allow you to have a clear strategy, to attract more calls and ultimately, generate higher-quality leads.
For example, call tracking with Mediahawk will capture all customer interactions with your website – before, during and after a phone call. And even when they don’t pick up the phone, every visitor action is monitored.
- Increase conversions
Unless you’re an ecommerce business, most prospects are likely to pick up the phone after they’ve done some initial research online, or already engaged with a campaign. For that reason, calls represent the most valuable type of conversion.
Additionally, calls generally produce more valuable leads, due to the effort required on behalf of the caller. After all, you wouldn’t waste somebody’s time if you weren’t genuinely interested in their product or service.
A study revealed that leads via phone calls converted 30% faster, and further data suggests that calls convert 10-times more often then web-based conversions, including form-fills and live chat.
Call tracking can integrate all your data insights from various tools. This enables sales and marketing teams to be more effective, converting callers into buyers – and ultimately increases conversion rates.
- Know your customer
Call tracking will provide a wider range of more detailed insights, compared to what you’d typically expect from web-based solutions. You’ll receive data on every caller, including their touchpoints and other analytics. Some examples of these insights include:
- Marketing source;
- Any form-fills or chats;
- Caller line identity (CLI);
- Phone call recording;
- Journey through your website and pages they were on;
- All historical interactions (previous calls, website visits and scoring notes)
Armed with this information, you’ll know your customer inside-out and know which methods are most effective.
- Remarketing opportunities
Did you know that it takes an average of 18 calls to actually connect with a buyer?
While a call doesn’t guarantee a conversion, as we have touched on above, a caller is certainly more likely to convert when they call. Using call tracking for inbound calls means you never miss an opportunity. And if the customer didn’t convert after calling, don’t worry – you can always remarket to them.
For example, consider their previous activity – the campaigns they engaged with, the pages on your website they visited. Carry on advertising to them, and you could well entice them back.
- See the bigger picture
Like we mentioned, combining call tracking with your other data insights gives you the fullest and best representation of how your campaigns are performing. It doesn’t matter which industry you’re in, call tracking is beneficial to anyone – no matter the sector or the size of your business. A call tracking platform should be capable of the following:
- Marketing attribution: see which sources and activity delivers the best results
- Integration: connect your favourite tools and software for further, and in-depth insights
- Customer experience: capture calls to improve quality, or continue to deliver high-quality service
- Reporting: in-depth data, which can provide a reporting opportunity to marketing teams or clients
Of course, call tracking is one step into improving your marketing and communication. Once you’ve got access to a whole host of insights, you can truly create a strategy, be more effective, and get a greater return on investment.