Who Needs To Be Using Call Tracking?
Does your business get a decent amount of prospects calling in before they buy? Are you a B2B or B2C company where the best leads are your calls?
If you aren’t yet tracking which channels/keywords are driving your calls, you’re missing out on easy opportunities to increase your sales/leads.
The Challenge in Tracking Phone Calls
It’s always been relatively easy to track online conversions like filling out a form, placing an order or starting a download. Tracking calls, however, hasn’t been so straightforward.
If all of your customers are seeing the same phone number, you can’t automatically see which channels/keywords/elements are driving performance.
This is where call tracking technology and strategy comes comes in.
With the advent of call tracking this has changed. Essentially it involves swapping out the phone number on a website dynamically for users who came via a specific channel. John came from an organic search result and sees one number, while Jane clicked on an Ad from this keyword, and sees another.
When the visitor calls this number details are recorded about how they arrived at your site and what they searched for before they got there.
Why Use Call Tracking?
Yes, you could simply ask your callers how they found you. When they say ‘Google’ how do you know if they clicked on your ad or your organic results? And which ad did they click on? Which keyword did they search for to find you?
However, you wouldn’t be able to do actual bid optimization (if you are running PPC Campaigns).
Using call tracking gives you all this data and more. You can integrate with other platforms too, such as your CRM platform, to allow you to trace calls right through to a sale. You can record the calls, and some platforms allow you to have ratings, scores and report on revenue / pass it back into your analytics package.
But what’s the REAL point of call tracking? – The Biggest Mistake 95% of People Make, and the “Conversion Forward” Hacking Secret
Many people misunderstand what the point of tracking conversions in their different ad platforms are. This mistake they make gets them stuck creating countless reports, getting lots of hair pulling, and having them or their team focus on the WRONG things, leaving the real revenue opportunities on the table.
This is especially prevalent once you are successful, have many different overlapping channels, and it starts becoming far harder to see what the impact of individual channels are.
At that point, instead of the marketing/sales channels working together to close sales, you have everyone fighting for “budget” and “credit” for a sale. Different ad platforms each take credit for a full sale, even though their channel only took care of one part of the sales channel. Or, the sales people aren’t marking in the CRM that the call was an inbound call, and the marketing people are trying to take credit from the sales people.
This leads to endless report creating and lots of spinning wheels, but staying in the same place. All of this stops us from focusing on the key reason why we care about seeing which keywords/channels etc. engaged in a the process of moving down the sales funnel.
If this sounds like you, I’m going to share with you the “Backwards Wheeling vs. Conversion Forward” mentality, that will clean all of this up. The truth is, that as you get more and more successful, your various marketing channels are going to be “synergistic”. They will help each other close sales. Having a strong sales & PR team will get you better results in online advertising.
What you want to know, is what percentage “lift” does this specific channel do for you, which clicks, were you to invest in them more (raise the CPC’s), would you likely see a higher return, and which ones are you currently investing in, that would you remove them, you wouldn’t see a drop in leads/sales.
You don’t have to know exactly how much money is being generated from each channel, you just need to know that you are at least hitting your minimum performance targets (and likely more), and which clicks/prospects should you invest more/heavier to get them.
The Power of call tracking is that it allows you to clearly see which clicks are more worth your time to invest in, by giving you clarity at the visitor level, rather than just a channel level (at most).
Having this data means you can look forward and identify the areas where you can invest more time and money and which areas can you pull back on, and be more profitable.