We're excited to have a new client this month who does some extensive marketing in traditional media. With radio, television and direct mail, the common method of tracking a campaign is by offering a coupon code or discount code that be related directly back to the offer.
However, with businesses that have an inbound telemarketing department, the primary method used is to buy banks of toll-free phone numbers and utilize a different phone number for each campaign. Recent studies have shown that a high percentage of web visitors will call rather than contact a company by form or email (40% on local searches).
This client has a great web presence and we've already increased visits to their site for a single keyword by 15% in less than 30 days. Increasing visits is nice, but we need to be able to pinpoint the traffic to actual conversions. Our client must realize that the expense of search engine optimization is adding dollars to the bottom line. The solution is to marry the two methodologies… search engine optimization directed to specific toll-free numbers.