3 Things Missing in Your Digital Marketing Campaign HINT: Call Tracking

October 11, 2017 | Jason Kay

Why call tracking? Your digital marketing campaign is smart and responsive. You’ve geared it for your mobile users, because you know 60 percent of your customers are accessing your site. Your customers can call you from your site with a tap of their finger, and you’ve made conversion as easy and appealing as possible. But you’re still missing something in your digital marketing campaign. 

Does your customer offline experience match the online experience that you’ve honed so well? Do you know which channels and ads your customers are responding to the best?

With call tracking, the answer to these questions is yes. Adding call tracking to your digital marketing strategy lifts your marketing campaigns to a new level. Take a look at three reasons why:

 

1. Call Tracking Enables A/B Testing In Campaigns

A/B testing lets you know which elements of your ads and marketing are connecting with customers. It tells you how to adjust your ads for better performance. Call tracking is a primary tool in providing the data you need to make these adjustments.

Use call tracking to make constant modifications in your content and layout. As you run one marketing page connected to a unique phone number, you can make a small change — change the color of the click-to-call button, or add an emotional photo to the copy, for instance — and connect that to another unique phone number.

Each change helps you hone and optimize your marketing efforts. You know exactly what’s working, and you have the data to back it up. No more stumbling in the dark and guessing how to connect to your customers. With call tracking, you have the answers you need.

 

2. Call Tracking Enhances Customer Experience

Every time your customer is put on hold or transferred to another agent or department, you take a 20 percent risk that the customer will hang up. Not only do you lose that particular conversion, but you also run the risks of losing that customer forever and even having them spread poor word-of-mouth about their experience with your organization.

Call tracking helps put an end to the frustration and annoyance your customers can feel when their calls are endlessly re-routed, and they have to repeat their information over and over.

With call tracking, you can route calls to the correct department instantly based on the geographic information provided by caller ID. You can send repeat customers to agents they’ve dealt with before, or you can tie their calls with the data you already have about customers from your online contacts with them. Customer experience is enhanced because you do away with hold time, re-routing, and endless menus, and customer satisfaction goes up.

 

3. Call Tracking Provides Data on Ad Performance

Get the granular data you need to understand how your ads are performing with call tracking. By tracking keywords, you can know which ads, which keywords, and which of your overall campaigns are converting. 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.

Find out more about how call tracking can benefit your marketing campaigns today, visit try.retreaver.com.

Budget Season: Why Marketers Need to Make Room For Call Tracking in Their Budget

October 3, 2017 | Jason Kay

When customers approach your business online, you can capture their information easily. You can even use analytics to hone your marketing campaign based on the data you gather. But what do you do with customers who call your business? They’re probably even further along in the conversion process than visitors to your website, but their information — including their needs and how they found you — seem to be out of reach.

The answer is call tracking.

What Is Call Tracking?

With call tracking, each of your marketing campaigns is assigned a different phone number. You can assign numbers to both online and offline campaigns. Your customers call those separate numbers, which all forward to your main business number so they don’t require separate staff for answering.

Call tracking lets you compare the phone traffic that comes in on each dedicated line to determine how your marketing strategies stack up against each other. You can also gather actionable information on individual calls, aggregating the data to help determine the effectiveness of your marketing campaigns.

Benefits of Call Tracking for Your Business

Call tracking is vital to marketing campaigns. It’s not difficult to add to your marketing strategies, and it can even help improve customer experience. Take a look at some of the top benefits of call tracking:

Monitor Your Current Marketing Campaigns

Through call tracking, you can monitor the success of your ads and marketing. A/B testing is easy to check and quantify, since you can measure factors including time of calls, length of calls, location of calls, volume of calls and that all-important metric, conversion rate.

Keep an Eye on Your SEO and Keywords

Yes, you can monitor keywords even from phone calls. More than ever, your customers are calling from mobile devices and starting from landing pages, Google call extensions, and other trackable starting points. Call tracking can capture and tally this data.

Evaluation of your Sales and Marketing Teams

You know those recordings that say “This call may be recorded for quality assurance”? That call recording can be part of a call tracking program that provides you the data you need to understand how your individual employees are performing. You can also use the data to tweak the questions that your sales teams are asking, since you’ll know what approaches are closing sales. In addition, this data is invaluable when designing training programs for new sales and marketing employees.

Improved Customer Experience

Use your call tracking to route calls to the appropriate agent or department quickly. As part of this, call tracking can populate the appropriate data to the sales or customer service agent, speeding up the process of helping your customer. Your employees are then empowered to provide personalized customer service aimed precisely at meeting the customer’s needs. As a result, you end up with a happy customer.

Evaluation of Advertising and Marketing Channels

Where are you running ads? Are you spreading your ad budget across online venues, social media, newspaper, radio and even local TV? By using call tracking, you can track which channels are producing conversions and which are lagging behind. That data helps you allocate your marketing budget wisely, so you put effort and dollars in the most productive places.

Call tracking is a valuable tool that can help you optimize your marketing efforts. Best of all, it doesn’t affect what you’re already doing; it just provides the marketing analytics you need to increase conversions and sales.  To get started visit try.retreaver.com