The number of calls to businesses keeps increasing every year. Estimates show that online and offline marketing efforts rope in millions of callers, raising the yearly number by 110%. After building a great website, you need the best tools to analyze your website’s success. Many online services such as five9 or Call Gear provide competent call management systems, including call tracking tools.
However, simply measuring online traffic and data is not enough. Call Tracking is a tool to help you get a collective understanding of your marketing efforts and how to improve your conversion rates. If you’re on the fence about using call tracking, these reasons prove its worth.
1. Know the Source of Every Business Call
Consider this:
A customer finds your contact information through an online ad but decides to call you using a different mobile. In this case, you cannot trace the call back to the online campaign. This data is needed for accurate measurement of the effectiveness of your online (and offline) marketing efforts.
In a different scenario, a customer decides to call you instead of filling an online form. You can assume that the lead is from an offline source but that is not correct.
With call tracking, you can know the actual source behind every single business phone call.
2. Tracking Inbound Calls with DNI
DNI or Dynamic Number Insertion is a feature included in call tracking solutions. It allocates phone numbers to each visitor based on their source. This helps in tracing the origin of the call back to the campaign that triggered it. With DNI, whether the visitor clicks on a paid ad or an organic search, you can find out the source of the call.
3. Call Recording
Call recording helps businesses optimize their marketing campaigns and train their employees. The feature has many other perks such as:
- Qualifying leads and tracking the quality of calls.
- Providing feedback to your employees by listening in on conversations.
- Using customer feedback to create content for your campaigns or websites.
- Documenting every call.
4. Calculate the ROI
Measuring the ROI of online campaigns sounds simple, but what about the offline marketing efforts?
You can measure overall marketing ROI using call tracking. Campaign level call tracking is a reliable solution to track offline marketing campaigns. Tracking numbers helps trace the call back to the online or offline source. Measuring the data from both campaigns gives you a thorough understanding of the campaigns yielding a maximum ROI.
5. Keyword Call Tracking
Call tracking makes it simple to track the keywords responsible for maximum calls and conversions. The keyword-level call tracking feature lets you know the keyword used by visitors to discover your website. Using this data, you can divert funds to the keywords performing best. The ability to determine which keywords are driving calls is another huge advantage of call tracking.
6. Multi-Channel Call Attribution
Businesses focus on reaching customers through multiple sources like television, smartphones, internet ads, and so on. Multi-Channel attribution allows you to find the exact touch points leading to a sale. This feature contains information on every interaction leading to a phone call. It lets you better understand a customer’s online behavior.
7. Call Management Features
Call Management is a powerful feature embedded in call tracking. Call tracking toolkits display information on user-friendly dashboards with built-in call management features such as call forwarding, call screening, and call logging. Many agencies offer customized call management solutions as per the client’s requirements.
8. Enjoy Simple Integrations
Integrating phone call data with your favorite CRM or marketing and analytics system is hassle-free. Different providers offer integration with several programs including:
- Salesforce
- Google Analytics and Ads
- Magento
- HubSpot
Customer Relationship Management (CRM) integrations streamline the entire sales process by connecting different departments within firms.
9. Call Reporting
The call reporting feature tells you which source drove the call, as soon as the phone rings. This information comprises of but is not limited to caller details, any previous call recordings, and call history. You can analyze these reports by source and keywords and, when needed, export them in different formats.
10. Outbound Call Tracking
Outbound call tracking allows you to use a tracking number to follow up on customer calls. This feature shows the employees are following up on missed calls or customer calls to convert those leads into sales.
Conclusion
Call Tracking is an essential tool to learn the behavior of prospects and customize your marketing strategy. It works in sync with any other platform or tools you’re already using to optimize your business. Most marketers only track their click-through rate, add phone calls to your data and you will see significant improvements to your business.
