If you are a business that uses several different media outlets as part of your marketing and advertising campaigns, wouldn't you like to know which medium is producing the most results? You can never assume that just because you're throwing huge sums of money into radio and print advertising that you are getting the same return on investment from both. How do you obtain specific data that will help you know for certain if any of your new customers have found you in direct response to a specific media campaign? The answer is: call tracking.
What Is Call Tracking?
Call tracking is a computerized system that literally tracks every inbound call to your switchboard. When you sign up for call tracking service, the provider (usually an SEO firm) will assign individual contact numbers for each of your different ad campaigns: internet, print, radio, TV, etc. Each number is automatically routed into your main switchboard, so you never have to invest in new hardware, software, or employee training. It is completely unobtrusive to your regular workflow.
How Does Call Tracking Work?
The call tracking system will automatically:
- Perform a date/time stamp on when the call came in
- Make a record of the caller's contact information (name, phone number, etc.)
- Make an audio recording of the call for quality control purposes
- Keep track of how many calls are coming in to each individual campaign phone number
How Do You Know Which Campaign is Getting the Most Results?
Each business that uses call marketing is given a private log-in account at the SEO firm's website. The business owner or authorized agent can log in whenever they want to and view real-time call statistics, as well as manage one or several different campaigns via XML feed. You can generate reports anytime that show side-by-side results of each campaign, including which numbers are generating the most leads. Having quick access to immediate analytics allows you to adjust the approach of or even drop a specific campaign that is simply not giving you good ROI: this saves you real money.
The Other Benefits of Call Tracking
As mentioned above, the call tracking system automatically makes audio recordings of all incoming calls that are generated by your marketing campaigns. This feature allows management to keep better tabs on the quality of employees' interactions with potential customers. After all, it's not enough to just increase the volume of incoming calls, it's essential to convert those information seekers into paying customers. Periodic review of call tracking audio information allows management to ensure that company protocol is being followed and even determine which employees are closing the most sales. It is yet another way to improve customer satisfaction and thereby increase your bottom line.
When it comes to attracting more customers in these tough economic times, truly effective marketing campaigns are more important than ever. Businesses simply cannot afford to waste precious dollars from their advertising budgets on efforts that are not yielding real results. Call tracking is a cost-effective way to make sure that you really are getting what you're paying for.
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Call Tracking