What is Call Tracking?
Hitting the phones is one of the biggest ways to drive business. 5 billion people in the world have a mobile phone – that’s two-thirds of the people on the planet – and most of them like to talk.
Call tracking solutions allow businesses to attribute calls to different traffic sources. One way to do this is by generating a series of unique phone numbers that can be assigned to a specific marketing asset. Example: direct mail, newsletter or online ad.
Advanced call tracking solutions can leverage more detailed call data in the forms of tags, which allow companies to associate unlimited amounts of data to specific calls and callers. Call tracking can improve your paid campaigns, help you attract new customers and give your teams an edge in closing deals.
But what can you actually do with all of this data?
Identify Omnichannel customers to track customer journey
Customer don’t behave like they used to. They don’t always follow the straight-line journey from interaction to purchase. They bounce around from stage to stage and from offline to online and back again, making them difficult to track.
Retreaver can look at the pages your would-be customers looked at before they call you, the ads on which they clicked and the sites they visited using real-time page tracking. That information is then paired with the subject of the call and its outcome. Marketers can use this information to see exactly where their marketing efforts are driving interests. Along with information on which ads get the most clicks and what characteristics those ads share.
Call tracking captures the identity of a caller and ties them to records in your CRM (or creating a new entry if they’re not there already). You can identify prospects as they jump from channel to channel. Without call tracking? You never would’ve known that the same person who opened your email a month back called today to order your product from an agent.
Build insights over your marketing performance
Call tracking technology automatically updates you with who is calling, why they are calling, and who they speak with when the call connects. This is critical for marketers to be able to respond in a timely manner to any shifts in the market, changes in customer mood, or problems with your campaign. Utilize CRM's and automated reports to paint an overview over your phone sales performance, build on what works or find gaps where to improve.
Analytics improve your vision as a marketer and better understand the target consumers you’re hoping to reach. Analytics deliver the data you need to see across marketing channels and track consumers as they weave through desktop searches, mobile app interactions and social media engagements.
Optimize Ad Performance
Optimizing campaigns can only be done with proper metrics. If we do not have the numbers to examine, there is no way to know if we are hitting our goals or what keywords and ad copy are helping you reach these goals. Therefore, we need to be sure that every goal is being measured correctly.
Get the granular data you need to understand how your ads are performing with call tracking. You’ll know which ads and keywords generated calls, and you can match conversions to ads to understand what your customers are responding to.
Integrating your ads with tools like Google AdWords paired with call tracking lets you follow each unique visitor’s interaction with your site, gathering the level of data you need. Now you have the data you need to pull underperforming ads and put your marketing budget to better use.
Identify Revenue Drivers
Call tracking and call intelligence can identify revenue drivers. Data will identify which campaign drove the most sales and which products or services get the most traction, illustrate the source of calls so you can clearly see what made a person pick up the phone. For instance, was it the ad for which you paid $1 per click or a blog post with your contact information that went viral? You can also see whether your marketing campaigns had a direct impact. If a particular product line is disproportionately responsible for phone call volume, it might be an area in which your company should further develop.
The best call tracking solutions integrate with Customer Relationship Management (CRM) platforms (i.e. HubSpot) so contact center agents immediately see the customer’s marketing history (how and when they’ve encountered the brand in the past), while being able to update the CRM with information. Knowing more about the customer makes it possible to create more targeted and more valuable experiences for your client.
Get definitive data-driven results
If digital marketers deploy ad campaigns without analytics, how will they know what worked and didn’t work? Modern, digital consumers leave a trail of digital breadcrumbs for marketers to follow and analyze along the path to purchase.
Forbes cites its own Insights Report, as well as work from ITSMA and Vision Edge Marketing, showing two startling statistics. First, only 22% of marketers have successful, data-driven initiatives delivering viable results. Second, 74% of marketers can’t even measure or report on the impact of their campaigns to the business’s bottom line.
As a digital marketer, if you’re going to make data-driven decisions you need analytics to deliver those data points. A/B testing will help you determine which channels are operating at peak efficiency.
Retreaver makes it easy to quickly create and assign intelligent phone numbers to online and offline campaigns, tracking not only which channel is driving the most traffic to your sales team, but also which is converting the most sales.
Digital interactions are vital influencers in the purchasing behavior of 21st century consumers. You don’t have to let phone calls fall through the cracks in your marketing analytics. With Retreaver, you’ll seamlessly bridge that divide and provide a better experience for your consumers from start to finish.
Call intelligence is a valuable tool for growing your business. It clarifies which efforts are producing the biggest impact and which are earning you a poor return on investment (ROI).