Call Tracking For Marketing Accountability. Traditional and online call tracking. avatar
Call Tracking For Marketing Accountability. Traditional and online call tracking.

Call-Tracking-Marketing-AccountabilityIf you’re a small business, then you know that every dollar you put towards marketing and advertising needs to pay for itself. There is a saying in the advertising industry that 50% of your advertising spend goes to waste, but what 50% is it? Call tracking will tell you what advertising is wasteful. You can then use your call track data to stop using inefficient tactics, or go back to the advertising source and negotiate a better advertising rate once you’ve got data on call volume and lead generation!

Call tracking will tell you which advertising is wasteful. You can then use your call track data to stop using inefficient tactics, or go back to the advertising source and negotiate a better advertising rate once you’ve got data on call volume and lead generation!

Marketing accountability

Call tracking is easy to use and set up and there are a number of vendors that you can find online that can provide you with call tracking numbers, in addition to agencies that resell numbers, sometimes at a lower cost than you can get directly since they purchase in volume. Call tracking can be used for traditional marketing and advertising tactics, in addition to online call tracking.

Call tracking traditional advertising and marketing tactics

The set up is easy for traditional marketing and advertising. If you’re utilizing print advertising as part of your media mix (e.g. postcards, billboards, magazine ads, etc.), a unique call track number is ordered in the same rate center as your regular business line and used in your ad in place of your usual phone number.  From within your call tracking dashboard, you forward all inbound calls to your regular business line. Once your ad goes live, call tracking data is collected and usually updated immediately, so you get very accurate and timely data. In addition to knowing how many calls you’re getting, you get lots of other useful data such as what day of the week the call came in, what time of day, and who made the call.

Call tracking isn’t just for traditional advertising

You can also call track your online marketing efforts too. The set up for online call tracking is slightly more complicated but typically involves putting a small amount of javascript on your site that recognizes the domain a searcher is coming from and then changes the numbers on your entire website once the searcher lands on it. The one caveat of this is that you can’t have any phone numbers in images–all your phone numbers need to be in text/HTML. Nonetheless, the great benefit of tracking online efforts comes from understanding your organic and PPC lead generation efforts. You will get a much more transparent picture of your ROI for PPC spend; for example, if you spent $100 and got 10 calls you now know your cost per call.

Additional features and benefits of call tracking

  1. You’ll also get insights on operational issues. Most call tracking systems will not only notify you when you have a missed call so you can follow up on it immediately but also show you very clearly what days of the week and times of the day you’re missing most calls (i.e. callers that are hanging up or going to voice mail). Great data to improve staffing issues!
  2. Geographic data on where callers are calling from.
  3. Name of the caller if they don’t have caller id blocking.
  4. And if you have call recording turned on, you can listen in on calls. This is another excellent training and management tool. Plus if you happen to be the recipient of an unruly customer, you can always listen to the call to unravel the issue and understand how your staff handled the call.

Drawbacks

The only negative to using call tracking is that customers may store the call track number in memory and only use that number whenever calling your business. This is a relatively small percentage of people and the benefits in knowing the ROI and effectiveness of your marketing and advertising spend far outweigh any drawbacks. In addition, once you stop using a call track number you can hold on to the number and monitor the number of calls that may continue to come in before deleting it from your account altogether — typically once you stop using a call track number the calls stop altogether, or just a few sporadic calls come in and taper down over a month or two.

Finally, a caution for using online call tracking — do not publish your call tracking numbers anywhere online. Google, in particular, uses your real phone number from many different sources to verify your local listing and having a call track number published on a website somewhere can hurt your local SEO efforts.

Have you tried call tracking? What are the main benefits that you see in utilizing a call tracking service?

 

 

  • http://www.mediahawk.co.uk Mediahawk Call Tracking

    Great article Toby, I’ve said this on several other blogs already, but it’s SO easy to do this nowadays with current technology, not to mention incredibly cost efficient. There’s no real reason not to track your advertising efforts using call tracking. Knowing which of your AdWords (and marketing campaigns in general) are working and which aren’t puts you at a great advantage.