25 June 2015

Why Call Tracking Metrics Are Better Than A Genie In A Bottle

Imagine this: you’re in the office, pounding your head against the wall, racking your brain for a way to improve your company’s marketing strategy. All of a sudden, a genie appears in front of your desk (just bear with me) and offers to grant you one wish for anything you desire. What one thing would you wish for? (Not more wishes—everyone knows that’s against the rules!) Would you wish for more marketing dollars? More customers? Success?

What if you could get all of those things with your marketing from something much more real than a genie in a bottle? It turns out you can—with call tracking metrics. Let me explain.

What are call tracking metrics?

Call tracking is when companies assign a unique local or toll-free phone number to each of their specific marketing methods in order to determine its return on investment. Call tracking, also known as call measurement, lets you discover your precise cost-per-lead by media, source, and campaign.

For example, let’s say your company runs ads in the newspaper, on the radio, and on TV. Each ad will be promoting a different phone number, so when customers call in, you’ll know which advertisement they saw based on the number they used to call you. The data you’re able to collect from each unique phone number is called call tracking metrics.

How will call tracking metrics make my wishes come true?

Remember when I said call tracking metrics can grant your wishes for more money, customers, and success? It can, but not in the way you might expect. Call tracking metrics give you each of these things and more by giving you just one thing: knowledge. What kind of knowledge?

You can see which of your ads are working.
By giving each marketing piece a unique phone number, you’ll know which of your ads are bringing in calls and which ones aren’t. No matter how you market—online, through out-of-home advertising, in the yellow pages, on your website, or via direct mail—you’ll see exactly which ads are bringing you customers.

You can find out if you’re missing calls and opportunities.
If a customer is interested in your business after seeing one of your ads, they’re probably going to give you a call regardless of what time of day it is. That means they may end up calling when nobody’s there to answer the phone. Call tracking lets you keep a record of the calls you’re missing even when your business is closed, so you’ll see if you’re missing out on potential revenue.

You can learn how you’re making conversions.
Call tracking metrics tell you about much more than just which ads bring you calls. You can find out who is calling, how often, how long calls last, and which of those callers turn into paying customers. With this information, you’ll know which specific ads yield longer, more in-depth calls that are likely to result in a higher conversion rate.

What can I do with this knowledge?

Knowing and understanding call tracking metrics allows you to do several things. (Here’s where your wishes come true!)

You can evaluate the performance of your marketing team.
With call tracking metrics and call recording (a companion to call tracking), you can evaluate the performance of your marketing team to see exactly which team members are converting the most leads. This can be extremely valuable when deciding who should receive the most calls and who deserves a raise or promotion. It also tells you which employees are under-performing and allows you to identify the needs of your staff in order to properly train them. This ensures that everyone on the team is up to speed and working toward the same goals. You can also see if you should be hiring more people or adjusting your hours to catch any calls you’ve been missing.

You can better target your marketing.
By knowing who’s calling you, which ad they saw, how long they talk with you, and what their needs are, you’re able to better target your future marketing to make sure you’re reaching the right people. Call tracking metrics give you the specific demographics of your callers, so you can create more campaigns that target the location, age, gender, and more of the audience that seems to be contacting you most often and becoming customers over time.

You can save marketing dollars.
Everyone wants a bigger marketing budget. But when that can’t happen, you have to stretch every dollar to make the budget you have count. Call tracking metrics save you money by telling you which of your efforts are bringing in revenue, and which ones are wasting your resources. When you can clearly see—with real, concrete data—which of your marketing campaigns are working, it makes choosing where to put your money easy. When campaigns don’t bring in enough calls to be worth the investment, they can be changed or eliminated altogether.

You can improve your marketing strategy.
All of these benefits add together to improve your overall marketing strategy. Call tracking metrics give you the clear, concise data needed to analyze your marketing, allowing you to not only improve upon your current efforts, but create new strategy ideas for the future. You’ll never have to wonder if your time, money, and effort are going to waste, because your results will be tracked, and your progress will be evident.

Get the most from your marketing.

As you can see, call tracking metrics can do a lot to support your marketing campaigns. If you want a high performing marketing team, a more targeted audience, more marketing dollars, and a better marketing strategy, stop waiting for that genie in a bottle. Implement call tracking in your business—you’ll definitely see magical results. Find out how easy it is to get started with call tracking today!