Your phone is ringing, and you’re showing a decent return on your investment. You’re satisfied that it was money well spent, so you give your marketing specialist a quick high-five and a promise to do it again next month.
But what if that uptake in calls was coincidental, and you replay the marketing campaign in the future to reduced results? Or what if one element of your campaign is doing all the work, but you’re funneling marketing resources equally into other components?
Basing all your marketing decisions on an assumed correlation between campaigns and calls can be risky, but there’s a small, inexpensive tool that removes that risk and can drastically improve your ROI.
It’s called call tracking.
Call Tracking is Simple
Call tracking is a simple, extremely effective option. It helps you evaluate the individual elements of your campaign.
Basically, it works like this:
- Each of your campaign elements launches with a different phone number for contact.
- All calls forward to your normal business line.
- Nothing changes in your day-to-day operation.
- Having individual phone numbers lets you evaluate each individual source.
Call Tracking Lets You Analyze and Improve Marketing Campaigns
Let’s look at a hypothetical situation. A week after launching the marketing campaign from the introduction above, you’ve received 200 phone calls and closed 20 percent of them. That’s 40 sales.
Those results may show your marketing campaign is a worthwhile investment, but you could be missing critical information.
With call tracking, you can see exactly where the calls come from. A closer look at your results might reveal that the blog generated the most calls while the emails provided the most sales. Perhaps social didn’t drive any conversions.
Would you run that campaign again? Probably not the same way.
Call tracking helps you analyze your campaign. If email efforts drove fewer calls, but those callers were clearly ready to buy, it could mean a couple of things.
- The email list was well targeted
- The email copy did a better job presenting your service than the other copy
With this type of information, you can make adjustments for an even better potential outcome with your next marketing campaign.
If one type of content seems to be working well based on call tracking, figure out how to carry that success across other channels. If a single channel isn’t working for you, alter your content or engagement efforts there or consider dropping the channel from your next marketing campaign.
With call tracking, you have data that lets you continuously improve your marketing efforts.
Call Tracking Lets You Better Manage Your Budget
Call tracking lets you compare the results of individual elements within a campaign to the cost of those elements. If blog content accounts for 50 percent of the budget for your campaign, but it only drives 10 percent of sales, you may need to make adjustments. If social or email accounts for 20 percent of the budget and drives 60 percent of the conversions, you might consider allocating more funds to those areas on future campaigns.
Contact Lead to Conversion today to find out how we can help you implement and manage call tracking to improve your marketing campaigns and better allocate your budget.