Let’s say you’re a business that’s running different online and marketing channels like SEO, PPC, email marketing and direct mail. You notice a remarkable uptick in sales, but you’re not precisely sure where they are coming from, as you’re using a variety of different marketing methods.
If many of your leads contact you via the phone, you absolutely need to have call tracking to fully determine where the sale originates.
Today, I’m going to discuss why call tracking is critical for local businesses, and how it can boost the ROI on your marketing methods.
What Is Call Tracking?
Call tracking allows you to determine the source for each lead that contacts you via the phone/
Let’s say that your business has one phone number. This one phone number is placed on all marketing efforts– web pages, social profiles, Google My Business listings, direct mail, etc.
The problem is that all of your leads will be funneled to that phone number. Unless you have some sort of tracking technology that monitors the performance of your marketing, you will have no idea where the leads are coming from. Some marketing methods are absolutely hard to track with online technology, especially if that marketing method is offline-based– like direct mail, postcard mailing etc.
With call tracking, you will assign unique numbers to each marketing method. For example, you will assign a number to a PPC campaign, and you would assign a different number if you’re running print ads.
You’re probably thinking that running different phone lines can be a hassle. However, companies like Callfire make call tracking incredibly easy, as you can cheaply purchase different phone numbers, and you can forward calls to your main phone line. You will get a report on the amount of calls that arrived on each phone line, which will help you understand the performance of the individual marketing campaigns. Most call tracking software will offer-
- Caller ID
- Location of the caller’s phone number
- Date and time of the call
- Call recordings
With Callfire, you can even integrate the call tracking software with Google Analytics, giving you more insight into the source of your leads.
How to Implement Call Tracking for Your Local Business
Sign up with a service like Callfire. If you’re running multiple marketing campaigns, purchase unique phone numbers for each one.
The call tracking service will track how many calls come in, but it’s still your responsibility to determine which calls are actual leads, and how many actually become buyers. To do this, you’ll need to be organized, so CRM software like Salesforce can come in handy for determining where those leads sit in your buying process.
Look at the results and adjust. You will notice that some marketing methods bring in more calls than others. On the other hand, some methods may yield less calls but more sales. Whatever the case may be, you need to look at your results, and see what needs to be improved.
When you run a marketing campaign, you need to know the specifics of its performance, otherwise it’ll be hard to determine whether it’s worth the time and investment. The great thing is that call tracking is an easy way to get a very clear picture on your marketing performance.