Call tracking has been around for several years, but not enough local businesses are utilizing this nifty tool for marketing. In this post we’ll go over what call tracking is, how it works, and how it can help your business to get the most out of your marketing campaigns.
Related: 5 SEM Mistakes and How to Avoid Them
What is Call Tracking?
Call tracking sometimes gets confused with caller identification, but the two are actually opposites. With caller identification, you see the unique number of each person calling you. With call tracking, callers see a unique number for contacting you.
Call tracking makes use of a unique local or toll-free phone number for each of your campaigns. Even though each number will forward to your main number, you now a way of associating specific calls and leads with specific campaigns. For example, the number that a company shows in their SEM ad will be different from the number they include on their Facebook ad or car decal. Each number will forward to the same line, but now the company knows how each caller discovered them.
Why Call Tracking?
Call tracking is one of many great tools for marketing campaign success. With its data collection capabilities, it offers valuable insights into your campaigns so you can maximize the return on your investments.
Real Time Results
Call tracking will differentiate each of your marketing campaigns from one another—that is, not just different campaigns for different offers, but different campaigns for the same offer (such as by promoting the same product or piece of content across different channels, or to different audiences). With call tracking, you can see which campaigns, mediums, and methods are generating the most leads—not just after the fact, but in real time, as the leads are coming in. With this real time information, you can adjust parameters and reallocate your resources more quickly, to maximize results.
Detailed Caller Information
In addition to connecting phone calls to their campaign source, call tracking allows you to monitor several other metrics on your marketing campaigns. You can capture all incoming calls, hang ups, and voicemails from customers, and you can see precisely which piece of content encouraged them to call you in the first place. Call tracking reports are like call logs. They show the name of the caller, telephone number, location, duration of the call, and voicemails.
Call tracking can be used in all types of marketing mediums, from print ads, to display ads, to direct mail, radio, TV, and more. Marketing is an investment and you need to know what just you’re getting in return for your money. Start using call tracking in your marketing campaigns so you can get a better grasp on your ROI today.
