Data makes the world go ‘round, and companies are no exception.
Data analytics are the key to improving marketing campaigns and increasing productivity. But there’s a lot of data out there. The savvy company knows which data to focus on and how to analyze it.
Call data is a goldmine of usable information just waiting to be utilized. By properly tracking and compiling call information, you can send your marketing success skyrocketing.
Let’s break it down:
Call Tracking and Call Analytics
Optimizing your pay per call campaigns using caller data has two basic components: call tracking and call analytics. You can choose to separate these tasks or search for a platform that offers both. Either way, your first order of business is to collect useful call information.
Call Tracking for Pay Per Call
Simply put, call tracking is a relatively new system which allows companies to mine certain data from phone calls made to their business numbers. Most importantly, where the call is coming from. Did the caller see an online advert? Did they get the number from the company website? With call tracking, you can easily and cheaply associate different local or toll-free numbers with each advertising effort you put out. This allows you to determine which ad prompted each phone call.
Call Analytics for Pay Per Call
Once you’ve got the numbers flowing in, they’ll need to be compiled in a way that makes sense. A huge pile of randomly assorted data never did much for anybody. Finding an analytics platform that will provide you with the proper tools to analyze every angle of your call data is vital. In-depth call analytics are are key to optimizing pay per call campaigns for profit.
Return on Investment
When you begin a marketing campaign, you want to make sure it’s paying off. Are you really attracting more customer interest? Is that interest translating to sales? What areas of your investment are most effective?
You’re likely putting 7 to 10 percent of your gross income into marketing and advertising already. The last thing you need is for that money to be spent in vain. Throwing more money into advertising is the easiest way to try and up your return, but it’s frequently the wrong one. The goal is to spend your marketing budget more wisely.
Call tracking gives you access to data that can help you invest your marketing resources wisely. Not only can you determine which types of ads are working the best, you can narrow it down to the success of individual keywords and phrases. It’s a marketer’s dream come true.
Why Call Tracking is Essential for Pay Per Call
Now that we’re clear on what call tracking is and how it can be used, let’s look at why it’s vital to successful marketing.
There’s this idea in the modern world where everything is done online and nobody’s looking for a company armed only with a landline and the phone book anymore.
That is simply NOT true. The marketing world has changed, but that doesn’t mean that phone calls have gone away. If anything, they’ve evolved.
People still reach out to companies on their phones. In fact, phone usage is going up as cell phones become more ubiquitous.
The invention of the smartphone even cuts out the middleman, allowing people to search for phone numbers and call them directly from the web page using click-to-call.
Oh and by the way, nearly half of all sales representatives still consider their phones to be their most important sales tool.
A click-to-call interaction is not quite the same as a traditional phone call.
After the initial “click,” an intermediary platform requests a phone call with the end user, who then has the option to accept or not.
Since click-to-call requests usually come from callers who are highly likely to follow up or even make a purchase, they are usually treated with importance by most companies.
With so many people using click-to-call, it has become a primary source of marketing feedback. That feedback is only possible, however, with the aid of call tracking.
Call Leads vs Web Leads
Call leads by their very nature are more successful than web leads.
They have virtually a 100 percent contact rate while web leads hover closer to 30 percent. Putting your analytical efforts into phone leads is a more successful strategy. Phone leads have several other benefits over web leads as well.
- Immediacy – There’s an inevitable delay between submitting an online query and hearing back. Phone calls are instantaneous. Many people drop off between initial contact and the delayed response where web leads are concerned.
- Personalization – Most people respond better to personalized service. Even something so simple as a sales representative’s tone of voice can land a deal.
- Accuracy – How often do online web leads go nowhere because the phone number listed was inaccurate or the address was invalid? There’s a lot of room for typos and other errors in web leads that can result in the leads never being followed up on.
The Instant Benefits of Call Tracking
Using call tracking has a hidden bonus, as well. Aside from evaluating the success of various marketing efforts, you can use call tracking technology to manage your entire call flow.
For example, let’s say you’re running a car dealership that also offers minor services and repairs. By tracking your inbound calls you’ll be able to determine who calls you from an ad for car sales and who calls you from an ad for oil changes. Without any fuss, you can automatically route the call to the correct department.
Many callers hang up after an average of just two minutes of being continually transferred or placed on hold. Call tracking can help eliminate those potential sales losses.
Call tracking also allows you insight into the customer service being provided to callers. How long are your callers on the phone? How are they being treated by your staff? Are they cursing when they’re placed on hold?
There’s always room for improvement in customer service and call tracking allows you to pinpoint exactly where.