Whether you’re a small business or a large enterprise, you could benefit from implementing call tracking for your marketing efforts. If you aren’t familiar with call tracking, it’s a process for identifying where callers found your business by attributing phone calls to specific marketing channels. Read on to learn more about how call tracking works and how you can start using it to grow your business.
To put it simply, unique call tracking numbers are assigned to each marketing channel — digital ads, social media platforms, specific landing pages on your website, etc. When people make a call using a unique tracking number, the call is forwarded to your company’s main phone line. These unique numbers provide you with the caller’s name, phone number, and location. You can also obtain call recordings and transcriptions. However, what may be most beneficial is the ability to view the various touchpoints the caller had before making the call. Beyond that, manually adding labels or notes on the progression of the lead can be beneficial to determining lifetime value (LTV) — or, the total value of a customer over the lifetime of them being a customer — and help make smart budget allocations in the future.
As digital marketers, we’re always looking for ways to improve and optimize our efforts, especially when it comes to tracking the customer journey. With call tracking, however, we’re also able to better understand customer actions taken offline. Call tracking can (and should!) be used in both online and offline marketing efforts, including direct mail, flyers, brochures, print ads, commercials, digital ads, organic search, social media, and even referral sites! This way, you can identify the exact channel where the customer decided to make the call.
With call tracking software, you can identify parts of your campaign that are not performing well so you know what you need to look into to improve overall campaign performance.
If you’re running an ad campaign that sends to a specific landing page, you have the ability to A/B test these pages to see which resonates more with your audience and leads to more phone calls for your business.
If a prospective lead is unable to easily connect with your team, they will likely end up frustrated and look for answers and solutions elsewhere — from your competitors. Call tracking allows you to collect contact information so you can get back to your callers as soon as possible. Call tracking software will also immediately notify you of any missed calls or voicemails, so you don’t miss anything.
There are many call tracking software options available to businesses of all sizes. Google even has its own call tracking capabilities for ad campaigns. If you aren’t sure where to start with call tracking, connect with us today, and we’ll help you find the best call tracking solution for your marketing needs.