If you’re a marketer who’s interested in using customer metrics to strengthen your business practices and marketing campaign strategies, call tracking could be just the tool you’re looking for. With a whopping 4.32 billion mobile internet users and a steadily growing percentage of mobile users who are likely to contact businesses with mobile friendly sites, the importance of call tracking metrics and its benefits is increasing greatly.
So what exactly is call tracking and what kind of insights will it give me?
Call tracking can be defined as the process that helps businesses and agencies determine which of their marketing efforts – both online and offline – are contributing to certain metrics such as inbound call volumes, conversions, and sales outcomes. Gathering insights from call tracking metrics is made possible by assigning a unique phone number to individual marketing channels or to your PPC customers who visit your website. This way, when a business or agency receives a phone call, it’s able to use call tracking to identify which channel drove the call, what led the customer to make the call, and ultimately understand how to gain the best marketing ROI at the most efficient cost.
Nowadays, there is various call tracking software available to marketers and businesses that allow you to track certain metrics about your callers such as:
– Which campaign, keywords, google search terms, website pages, landing pages, and channels prompted the inbound phone calls
– Date, time, duration of the call, and number of calls, which can all provide insights into how qualified your callers are and if they are potential leads who could eventually convert.
– Which marketing channels the caller engaged with before contacting your business. When asked the question “How did you find us?”, most callers are not likely to name their first true touchpoint or interaction with your business. Call tracking can save you the time of having to ask and direct you to the source with which your callers previously engaged with.
– Personal details about your callers such as name, caller location, and even whether or not they are first time customers of your business or repeat customers.
Who should use call tracking?
Call tracking is a useful tool for any business that can potentially acquire customers from inbound phone calls or who wish to track their marketing data to improve their services and strategies. Such industries may include but are not limited to:
– B2B Marketing and Lead Generation Agencies
– Marketing and Sales Teams
– Small Businesses or Large Enterprises
– Home services
Ultimately, what does all of this tracking and collection of metrics lead to?
Firstly, it’s always crucial to maintain a strong understanding of how your communication channels function, operate, support your business goals, and generate customer acquisitions/sales. Call tracking metrics enable you to see which communication channels are performing optimally, which may need more work, and which are leading to actual conversions and sales opportunities. You can assemble detailed reports from these metrics and assess how to determine next steps for your marketing practices.
Secondly, call tracking metrics can also enhance the quality of your company’s customer experience. Tracking your conversations and interactions with callers can give you a deeper grasp on their needs, history, and solutions they may be looking for. Call recording and transcription features provide specific information that can be used to improve your current marketing strategies, shape future interactions with customers, and assess the function and quality of your marketing channels.
Lastly, call tracking identifies which keywords drove customer conversions and therefore can enhance and narrow your keyword focus to produce more specificity in your content strategy. Knowing which keywords are targeting highly qualified leads is not only helpful in the short term but also in acquiring customers over time.
If you’re not utilizing call tracking metrics for your business, now is the best time to start!