For manufacturers, distributors and dealers, success depends on many factors, including your ability to measure and analyze your efforts. This especially holds true for sales and marketing, whether it's online or offline, you need tools to analyze and understand what's working. This article help you understand why you need call tracking.
When it comes to your website, tools like Google Analytics have become the accepted standard used for tracking almost anything related to your online marketing. The problem is, you should be monitoring both online and offline efforts. If you're not tracking both, you're likely missing a big piece of the puzzle and wasting money due to inaccurate assumptions.
Call tracking is a tool that you need to get a full understanding of your online (and offline) efforts. Particularly for equipment distributors and dealers, the telephone is still a significant conduit for customer contact. Below we highlight some of the top reasons you should be using call tracking to gather and analyze call data to help improve sales and customer service:1. Measure ROI of Offline Marketing
With call tracking, you'll have a reliable way to measure conversions directly tied to offline activities. Whether it's a flier, direct mail, radio, billboard or an event, call tracking can help you accurately gauge the success of each marketing channel and campaign.2. Associate Calls to Online Success
Without call tracking, phone calls often get lost with regards to exactly what triggered the inquiry. Tools like Google Analytics can easily measure online conversions (e.g. forms), but without call tracking, you'll be missing a big part of the picture.
3. Dynamic Number Insertion
The real value of call tracking is tied dynamic number insertion. This standard feature allows you to automatically assign different phone numbers to callers or visitors based on their source (e.g. organic search, PPC ad, flier, radio ad, web promo, etc.). Regardless of the source, you'll know which sources drove the most calls. In other words, you'll know what's working and what's not.
4. Keywords Driving Calls
With keyword level tracking, you'll have the ability to know what keywords are driving calls from your paid campaigns like Google Adwords (PPC). With a pool of dynamic phone numbers, call tracking will help you know how people are finding your business and exactly what keywords are driving the most phone inquiries.
5. Call Recording
The ability to record calls provides an invaluable tool to know exactly what happens when a customer calls your business. Whether is it's good or bad; you now have the facts to help understand and improve the process, optimize training, develop better campaigns, understand customer issues, and more.
6. Multi-Channel Attribution
Before multi-channel attribution, you often only knew the first source of how the customer found your business online. Now multichannel attribution enables you to see the entire online journey they've taken. With this more comprehensive view, you can now make better decisions on what's important and how to improve touchpoints.
7. Marketing ROI
Without call tracking, you're likely missing the full view of how your marketing efforts are impacting your business. With the significance of phone calls to most manfucturers, distributors, and dealers, it's not an area you should ignore. Combined with online analytics, call tracking can help you better understand the overall ROI of your marketing spend.
8. Call Management
Depending on your business and needs, most call tracking systems offer tools to better manage and route calls. Call management features can include the ability to forward calls to certain people or numbers during designated hours, forwarding calls to pools of multiple numbers, or custom call flows to make sure calls get answered quickly and by the right person.
9. Reporting Insights
Most call tracking systems include extensive reporting tools to help sort and select data based on source, campaign, keyword, and more. Additionally, from recorded calls to detailed caller ID information, the level of detail available for reporting can be extensive and very insightful.
Like other cloud-based tools, most call tracking platforms can be integrated with many other sales, marketing, and analytics tools. This provides the ability to feed your call data right into other programs (e.g. Salesforce, Adwords, Google Analytics, Marketo, Hubspot, etc.) to improve the breadth and ease of your reporting and customer insights.
I could go on, but I think it's clear that call tracking is worth your consideration. It's fairly inexpensive to get started with a pilot program and expand as you see value. A few of the leading platforms I'd recommend reviewing are Callrail, Call Tracking Metrics, Invoca and DialogTech.
For additional information on tracking and analytics to better measure your performance, download our ebook on Closed-Loop Marketing.