Think about the last time you went to buy a car. You went in with a basic idea of what you were looking for, and probably a detailed “must-have” list. As you browsed the lot, you paid special attention to making sure each vehicle fit the budget and the must-have criteria.
Maybe you got lucky and came across a car or two that met the budget and had all your must-haves, but also came with the custom features you really wanted (and maybe even some you didn’t know you wanted). You were sold, and you drove off the lot in your new car not only with what you needed to get the task done, but with custom features that made the driving experience easier, more enjoyable, or more efficient.
In business, the ability to customize analytic call tracking for your marketing needs feels a lot like that. Almost everybody has the “basic tools” that get the job done, but it’s not always easy or efficient. That’s where customization comes in—what really gets your business revved up is the ability to fine-tune your call tracking to measure the things you really want to know. Here are five valuable options for call tracking customization that you can implement using the call measurement budget you already have.
1. Marketing Accountability
Every business and industry needs to know exactly what their marketing ROI is, and call tracking provides that information. Many businesses use call tracking in one or two places, but the power of call tracking is that it can be used to measure almost every marketing campaign you employ. You can customize call tracking by placing a unique phone number in each marketing piece you use, which gives you an accurate, unbiased measure of each medium and/or marketing piece based on its cost per call.
Who it’s for:
Everyone. This type of customization is helpful to any business/industry where the expectation of the advertising is a direct response.
2. Geographical Analytics
Geographic analysis is an underutilized but extremely valuable customization. It’s most useful when you’re using shared mail that is distributed by zip code and/or zone. Let’s take a look at direct mail, for example. Valpak and Money Mailer direct mail services both distribute by zone. By placing a unique call tracking number in each shared mail zone you advertise in, you’ll learn which zip codes and/or zones are the most effective for your products or services. Then, you can do additional marketing in these areas.
Who it’s for:
Anyone who focuses on a geographical approach to marketing. Take, for instance, an HVAC contractor who advertises in several zip codes with an offer for a replacement heating or cooling system. With analytic call tracking that’s customized by geographic data, the HVAC contractor learns that zip codes XXXXX and YYYYY have the highest response, but zip code ZZZZZ had hardly any response. Now, he can drop direct mail in the successful zip codes, or leave door hangers since they obviously have the highest needs for replacement units. He can safely assume that marketing in the ZZZZZ isn’t going to give him a valuable return at this time, and decide to advertise less in that area or revisit it at a different time.
3. Gender Analytics
By using a unique tracking number paired with call recording, advertisers can measure the response rates of their advertising material and A/B-test it to determine if they are attracting more of a female or male audience; gender analytics also give you an idea of whether a male or female audience is purchasing your product based on the material you’re investing in.
Who it’s for:
Many industries can use this customization. If you’re goal is to get a direct response from a specifically male or specifically female audience, gender-targeted analytics will be valuable to you.
4. Conversion Analytics
Once you’ve placed a unique phone number in each marketing piece/medium and learned the cost per call, you’ve got to figure out your next steps. Conversion analytic call tracking helps you figure that out—with conversion analytics, you can find out how one medium stacks up against the other in terms of conversion. With call tracking, call recording, and call evaluation, advertisers can learn which medium converts best into a final purchase, sale, or appointment.
Who it’s for:
If you expect a direct response, you should measure conversion. In addition to learning your cost per call, you’ll also be able to find out your cost per sale.
5. Web Analytics
Marketers and advertisers need to pay close attention to search terms and referring sites that generate the most offline conversion. By placing unique dynamic numbers on their paid and/or organic search, you’ll be able to find out which pieces of internet marketing are making your phones ring.
With web analytic call tracking, each visitor to your site is presented with a unique call tracking number. You get to see the results through specific codes on the website that allow you to learn search terms and referring sites that generate the most offline conversion.
Who it’s for:
Web analytics are critical for businesses with smaller budgets. Let’s say you’re a plumber based in Wichita, Kansas—web analytics can help you decide between bidding $35 for the keyword “plumber” or bidding $7.50 for the keywords “plumber in Wichita.” You can add call recording and evaluations and test further to find out exactly which search terms are converting to sales.
Customization is the difference between “just barely getting there” and being excited about where you’re headed. With analytic call tracking, you’ll know precisely how your advertising and marketing campaigns are doing, so you can make changes that bring you more customers at a lower price.