As marketers, we not only want to be spending our budget wisely to get the best Return on Investment (ROI), but we also want to distribute this budget into the channels that best work for our business. This is why it's so important that we know where our leads are coming from.
For most businesses, tracking leads is imperative, as it determines which marketing activity is working. There are so many different ways that you can track leads - some of these include:
● Asking your customer/prospective customers directly
● Urchin Tracking Modules (UTMs) and Google Analytics
● Lead tracking and marketing attribution software
● Hidden form fields
● Promotion codes
However, in this article, we will take a deep-dive into call tracking - what it is and the benefits of utilising it for your business.
What is call tracking?
Call tracking software allows you to track offline conversions, which, in turn, reveals the marketing sources and channels that lead to calls. These metrics are beneficial to marketers, as it gives a better understanding of which keywords, messages, landing pages and campaigns are working best. By using this data, you'll have a much clearer grasp on where the biggest ROI comes from.
As marketers, we are all familiar with finding our right customer, at the right time, with the right message. By using call tracking for your business, you'll find which methods work, to capitalise on your marketing efforts.
How does it work?
By installing a line of javascript code, your website can utilise dynamic phone numbers. This means that every website visitor will be provided with a unique number. You may have seen it on a site before - the contact number will change to a different one within milliseconds. If a visitor calls your business, you are able to easily track where they have come from, by which number they call.
The benefits of call tracking
The one main benefit of using call tracking is the level of insights you'll have access to - particularly in comparison to other platforms, such as Google Analytics and Google Ads. For example, leading call tracking from Mediahawk [1] offers tracking data including:
● Call start and end times;
● Call duration;
● The caller's area code;
● Whether the call was answered or not; and
● Conversions
In addition to this, you'll receive further, and more detailed information, such as:
● Call recordings;
● The Caller Line Identity (CLI);
● The user journey through your website (their IP address and the page they were on when they called);
● All historical interactions (previous calls, website visits and any scoring notes); and
● Advanced call handling and call management features
Not only could having clear knowledge of these insights improve the quantity of your leads [2], but also the quality, too. In turn, you could save money and maximise ROI.
Which businesses should use call tracking?
The first thing to note is that while call tracking will work in practically any industry, not every business will benefit from using it. Businesses that rely on leads [3], particularly via phone calls to build their customer base, will definitely want to consider tracking. However, if your business requires little interaction to convert, it probably isn't necessary.
A good way to make this comparison is via your website. If your phone number is on every page, and you make it easy for potential customers to contact you, consider call tracking software. And if it isn't, or you don't make it easy for a prospect to pick up the phone, you probably don't need it.
Some of the industries most likely to benefit from call tracking, include:
● Automotive
● Dental care
● Finance
● Healthcare
● Legal
● Marketing agencies
● Retirement and care homes
● Travel and hospitality
Call tracking is the best way to see where your leads are coming from. At the end of the day, it doesn't matter what industry you're in, or whether you're a small, mid-sized or large business. Having access to so many insights will influence your campaign decisions, and ensure you make the most of your marketing spend.