5 Best Kept Call Tracking Secrets for Boosting Business

11th Feb 2016

I’m sure as a marketer, you’ll be keen to implement new processes and marketing models to help your business achieve its best ever sales performance. While there may be many different pieces of software or tools you can use to boost your business, I’m going to be discussing the necessity of call tracking to achieve your best ever sales attribution and marketing effectiveness.   

Here I reveal the five best kept secrets of call tracking software.

1.      Dynamic number insertion provides better website journey analysis

By using dynamic number insertion (DNI) you are able to measure the impact of digital efforts on your inbound phone calls. A DNI can associate the caller ID information, phone number, location, website browsing history, referral source information and much more. DNI also allows you to know which of your marketing efforts are making your callers get in touch with you.

An added benefit of DNI is that you can then decide where to spend your marketing budget by observing which channel is the most profitable. The telephone has evolved from being something that facilitates communication, it’s now a data-driven technology that can inform the decisions you make while running your business.

2.      Call Recording Provides Unprecedented Insight and Quality Control

Call tracking aids the process of measuring the impact of marketing effort on lead generation and sales, giving you insights into what happens before, during and after a call. By using call tracking technology you’re able to see which campaigns are generating conversions, and monitor which areas of your marketing are performing well; and which areas need improvement.

Using sales call tracking will allow you to filter successful calls via keywords used in searches, lead sources and individual campaigns. Listening back on these calls will not only show you which of your keywords and campaigns are driving leads, but will also help to improve future calls.

3.      Call tracking shows you where to find your clients

Google’s call conversion tool allows marketers to see which of their pages are driving the calls. Once the high converting pages are identified, marketers can then optimise each page of their website by the amount of engagement it’s getting.

By knowing exactly where the majority of your customers are coming from, and which channel bought them to your website, means you can widen your potential customer base significantly. By using an IP tracking software you can see the exact geographical location where your calls are coming in from. Integrating your phone call and website visitor tracking technology with bid management software can allow you to see which of the keywords that lead to the most offline telephone conversions. This kind of data will help marketers to fine tune their PPC and SEO campaigns.

Having this data is essential for marketers, especially those who want to track where their leads are generated from, so they can continue to do more of the same, and know where to put their content and services in front of the most relevant people. Companies who understand the needs of their clients and know how to target them are likely to significantly reduce their cost per lead.

4.      Use call tracking and CRM integration to follow phone leads through the sales cycle

A true indicator of a quality telephone call is whether the caller converted through to a sale or opportunity. However the case with many sectors is that the buying cycle can be a slow burn, taking weeks or even months for a lead to come through. Because of this, it’s essential for marketers to have some way to trace every lead’s journey through the final closing process. To get the data you need, apply a unique call tracking number across your marketing materials so you’ll be able to trace calls back to the exact source and channel that generated them.

5.      Click-to-call tracking: attribute keywords back to the correct PPC ad

Click-to-call tracking is one of the more popular call tracking techniques. Google announced last year that they are offering this service free for their AdWords users, but this still lacks the information on call data that many AdWords advertisers need.

 Click-to-call tracking allows advertisers to identify and measure calls to their business after a prospect clicks through from a paid ad. It’s an essential technique as it allows marketers to have an overview of which keywords and ads are bringing in the most calls from their website, and which of those are resulting in more valuable calls. Marketers are then able to use this data in their paid ad activity, replicating what’s going well and continuing to drive sales.

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