A lot of people don’t see the value in call tracking because it doesn’t help drive traffic to your website or increase your conversion rate like other digital marketing efforts do. So, if it’s not enhancing your website’s SEO presence and it’s not generating leads or conversions, what is it doing?
Well, it’s doing a lot more than you might think.
In fact, without call tracking, your digital marketing campaign is far from complete.
Here, we look at what call tracking is, who needs it, and of course, why it’s the best thing to hit the digital marketing world since the Internet itself (okay, maybe not quite, but it comes pretty damn close!)
What is Call Tracking?
Call tracking is a process that allows you to track how many phone calls your business has received in a certain time period, and where they’ve come from. This call tracking data can then be used to measure the success of any digital marketing or advertising campaigns you’re running, as well as outlining how you can optimise your future initiatives to maximise the number of leads and conversions you receive.
So, say your business received 200 phone calls in the last calendar month.
Of these 200 calls, call tracking can tell you that 50 of these calls originated from a Facebook ad, 50 came from an email marketing campaign, 30 from organic search traffic and 70 from an AdWords campaign.
That’s incredible, right? But, how can you actually tell where the calls are coming from?
Call tracking allows you to assign a different phone number to each of your marketing campaigns (both online and offline). Each of these numbers will be forwarded to your main business number, so staff can answer the call as if it was made directly to that line. You will then be able to look at the data provided to you through your call tracking provider or digital marketing agency to determine how many phone calls each separate phone number is generating.
This will help determine which of your marketing strategies are the most effective, and which ones aren’t seeing a big enough return on investment. In doing so, you’ll be able to gather comprehensive, detailed and actionable data that will help you make informed decisions when you’re allocating a budget to your future campaigns.
For instance, if you’re not receiving any phone calls from the display campaign you’re running but you’re being inundated with calls that are originating from a Facebook ad, what can you do? Well, using your call tracking data, you can either re-direct your display campaign funds into your Facebook marketing budget or an entirely new platform, or you could revise your display campaign. If the display ad isn’t working, you might need to have a stronger call-to-action, use a different image, or re-evaluate the design and usability of your landing page. These are all things your digital marketing agency can revise when analysing your call tracking data.
What does this mean? This data can help you revise your marketing campaigns to maximise your return on investment, ensuring you’re only spending money on platforms that work for your business.
What are the Benefits of Call Tracking?
Call tracking is a simple and efficient way to gather an immense amount of data about how well your marketing efforts are converting into phone calls, and ultimately, leads and conversions.
As discussed in the above infographic, call tracking can measure the following call metrics:
- The number of calls your business is receiving
- How long each call lasts, and which marketing strategy is yielding the more in-depth phone calls that often result in a higher conversion rate
- The time of day the call was received and where it was made (i.e. city/suburb). This can be useful when you’re trying to maximise the performance of PPC campaigns
- How well your PPC landing page is performing
- How many conversions you’re making from each marketing campaign via phone leads
However, call tracking also comes with a host of additional services that will benefit your business.
How many times has your business received a strong phone lead, only for something to go awry during the conversation? Call recording can help you pinpoint this moment, while also identifying the areas of customer service your team excels in, as well as any areas that could be improved. This makes call tracking an incredibly valuable training tool.
You can sign up to receive instant email notifications, so you can follow up on any missed calls in a timely fashion or listen to a phone call and discuss the quality of the lead right after the call has finished.
Google Analytics and Google AdWords Integration
To better track your digital marketing efforts, you can integrate your call tracking with Google Analytics and AdWords. This will give you an overall look at how well your campaigns are performing, and help you identify any areas that are working well or that might need improving.
How Can You Implement Call Tracking With Your Digital Marketing Campaign?
Contact Webfirm today. Our team of dedicated digital marketing specialists will be able to set you up with a state-of-the-art call tracking service that will give you access to all of the above-listed features, as well as an account manager to guide you through the call tracking process, and answer any questions you might have.
Plus, we can integrate your call tracking service with our advanced reporting dashboard, so you can monitor the effectiveness of all of your digital marketing campaigns in the one convenient location.
To start taking advantage of the benefits of call tracking today, talk to your existing Webfirm account manager, or our business development manager.