Call tracking is an established technology currently undergoing a major resurgence. With the rise of smartphones and the new mobile customer, click-to-call capabilities are becoming far more alluring to the modern marketer. That allure is part of what’s driving the 16% year-over-year increase in inbound calls to businesses in Q1 of 2015. But despite the increase in both calls and mobile advertising, many marketers have yet to jump on call tracking a an effective marketing tactic and are at a loss as to how to shoot this important arrow in the smart marketer’s quiver .
A majority of industry leaders are trying to address the conversion challenge through greater insight on which ads are or are not paying off. But no solution comes close to the affordability, accessibility and ease-of-use that modern call tracking platforms provide. When it comes to implementing call tracking across their marketing strategies, businesses need to keep in mind these best practices in order to better analyze marketing metrics and extract meaningful insights:
According to a recent new survey from Shop.org and Forrester Research, The State of Retailing Online, mobile optimization is the top priority for retailers. Consumers’ increased addiction to mobile browsing has led to a spike in inbound call volume, making call tracking a crucial element of the savvy digital marketer’s strategy. Since smartphones are now the way to get in front of these “transaction ready” customers, optimizing your mobile website is a crucial step towards call tracking implementation.
By assigning a unique trackable phone number to each marketing campaign, call tracking services are able to determine which sources are driving your calls. This level of insight allows businesses to know which banner ad, billboard, social campaign or PPC ad attracted the customer enough to call. Click-to-call CTA’s (Calls To Action) remind us that the devices we’re holding in our hands are still phones, capable of connecting us momentarily with someone at the business we’re viewing.
Keywords and Data-Driven Marketing
Search engine marketing (SEM) continues to capture the largest share of online marketing spend. Much like inbound call tracking, keyword-level tracking creates a unique phone number for each keyword source within a search, allowing businesses to drill down to the individual search keyword level and link calls to specific web visitors and their actions on the site. Data-driven marketing is an essential component for businesses that are looking to expand their marketing channels across digital mediums. Although most small businesses assume they’ll gain visibility through web analytics alone, they often overlook the power of the ever-important phone call.
CRM & Analytics Integrations
Integrating phone call analytics is one of the key ways businesses can gain deeper marketing insights. By syncing their call tracking solution with their current software, businesses can have a cohesive, more robust platform of analytics to take advantage of. When data is viewed in conjunction with online analytics, businesses can gain a holistic view of their advertising spend, allowing them to see what is working and fix or eliminate what isn’t. These insights help businesses significantly lower cost-per-lead, convert calls into qualified leads and increase the ROI of marketing efforts.
At CallRail, a call tracking and analytics platform, we help business owners discover which marketing campaigns and search keywords are driving valuable phone calls. Our customer National Builder Supply implemented our call tracking services and was able to cut PPC advertising spend by 60% while still maintaining the same level of sales. The company was also able to pull underperforming products from their marketing strategy thanks to the insight they gained through CallRail.
CallRail has really made the difference for us. I now have a solid picture of sales, revenue and margin attribution. I no longer give underperforming advertisements the benefit of the doubt; I can just eliminate the expense. CallRail gave us the last piece of information we needed to make this happen. David Gallmeier, Marketing and Development for NBS
Call tracking has proven to be crucial for improved customer experience, proper internal training, data-driven marketing and lead generation decisions. By implementing call tracking into their marketing strategy, businesses can help close the ROI loop without breaking the bank. Call tracking can help businesses start focusing on the marketing campaigns that work — and stop wasting money on the ones that don’t.
The practice of using tracking numbers to measure the effectiveness of different marketing campaigns isn’t new, and many agencies that have mastered it have seen amazing results for their campaigns, their clients, and their own businesses.