When you call a company, nine out of ten times you’ll hear the line “calls may be recorded for training and monitoring purposes”
This means that your call is almost definitely being recorded, and if so, the company will be able to listen back to the conversation. For marketing and business purposes, this is brilliant because it gives an incredible insight into how customers feel and interact with a company.
With approximately 47% of all UK adults saying they make calls on their mobile phone several times a day, there’s a lot of data you could be missing out on by not using call tracking. Beyond the immediate benefit of knowing exactly how many times someone has called your business, call tracking can give you so much more information.
Assign calls to the right marketing channel
If a customer calls the number on your website, without asking them directly, there’s no way of knowing how they found you. Most call tracking providers will give you code to add to your website that passes user data through to Google Analytics and their own reporting platforms. This will tell you which marketing channels are delivering the most calls to your business – from top level information, such as channel, right through to detailed information, such as which PPC ad delivered the call.
Track offline calls
Digital marketing is far more accountable than traditional marketing in the sense that we can track more of what happens in the virtual space. That being said, print and traditional marketing still have their place. With phone tracking, you can track exactly how many calls come from offline sources and gauge the effectiveness of each press placement. Using this information, you can make a more informed decision on just how valuable each press ad, flyer and door drop is to you.
Find out how many calls are actually sales
How many times have you heard your sales team complain that the only calls they get are marketing calls and spam? Phone tracking makes it possible to see how many phone calls that come through are genuine leads and sales vs less valuable calls. Once you’ve identified the source of the less relevant calls, you might be able to take steps to reduce them. For example, calls from one particular magazine might convert at a much lower rate or be more difficult to convert compared to a different source.
When the time comes to prioritise which press ads to run, you can better decide which ad placements to pursue. Also, determining the number of leads that come through the phone is essential for getting a complete picture of how you’re performing each month. If you count every phone call as a sale, you’ll be overestimating your performance. If you discount all phone calls as enquiries, then you’ll be selling yourself short.
Quality control and training
An obvious benefit is that call tracking gives you the option to listen to each phone call made to your business that comes through a tracking number. You can discover for yourself how each member of your team handles a phone call, find out if there are frequent questions from customers or if customers are calling for a similar product each time. Then, you can advance your call training, marketing campaigns and a whole lot more.
Interested in call tracking and how it can help your business?
Contact us today