In order to get an accurate image of your marketing performance across different channels, you need to bridge the gap between online and offline worlds. To do so, you need to have a call tracking software in place. Knowing what inspires callers to reach a business with an intent to buy helps connect the dots and gain a clear understanding of the customer touch-points all the way across the sales funnel.
Enhance Marketing ROI
Call Tracking software is a powerful attribution tool that helps businesses and marketers learn which ads, keywords, or campaigns drive the most quality leads and sales for them or their clients. Having a clear perception of what works well, they can laser-focus their efforts to optimize campaigns for more conversions, boosting marketing ROI. This can be a game-changer for every business, leading to a much better campaign and budget management, reducing customer acquisition costs, and the risks lying in the decision-making process.
In case you are running Google Ads for your business or on behalf of your clients, call tracking can reveal leads and sales at the keyword level. This means that a call tracking software can tie calls back to the keywords that a user clicked before they entered your website, providing also insights on campaigns, ad groups, landing pages, affinity groups, etc. Such information allows you to re-allocate your budget to those keywords that inspire customers to click and weed out the ones that don’t perform well, minimizing the risk of budget wastes.
Understand the Customer Journey
Mapping the customer journey is one of the biggest challenges for today’s marketers and businesses since they have to bridge the gap between online and offline customer interactions. Knowing only part of the customer journey is definitely not accurate and may result in misguided marketing actions. This means that marketers shouldn’t focus their efforts online, but also measure the impact of phone calls to the sales journey, as well.
This is the only way to get an multichannel view of marketing performance and optimize your strategy based on them. Most call tracking software platforms integrate with CRM tools, such as Salesforce, enabling businesses to capture and store all the information about their customers to leverage them.
Improve Customer Experience
Customer Experience is a focal point and a critical success factor for every business. Meeting customer expectations and promoting seamless phone interactions through the sales journey boosts the perception of the brand and increases the propensity to turn callers into recurring customers. Call tracking can lend a helping hand on this.
Firstly, it helps find your target audience thanks to advanced demographic insights. Once you know it, you can then A/ B test to find out what resonates best with them and adjust your marketing activity so that your brand speaks their language. Secondly, following the customer journey across the funnel, you can map the path a customer followed prior to calling your business and you can tailor your conversations with them offering more personalized customer experiences.
By integrating our call tracking software with your CRM tool or other marketing automation systems, you provide your sales team with instant information about the caller (name, location, call history, etc.) so that they can personalize their interactions with them.
Furthermore, call tracking offers call recordings of the calls; to monitor your call agents’ conversations with customers, train them when you detect that there is room for improvement and finally assess the effectiveness of certain call scripts you use over others to increase conversion rates.
Prove Value to Clients
Undoubtedly, the No.1 priority for agencies and marketers is to prove the real value of their work to their clients. In case you’re a marketer you know this very well. Also, you should know how difficult it is to achieve this, unless you have a call tracking software in place.
Call tracking can be of great help proving the impact of your work and quantifying the contribution towards your clients’ businesses. This way, you can receive credit for leads or revenue they generate from the callers you bring in and finally keep your clients happy- which is the case.
Here’s an example: Let’s say you are running a Google Ads campaign for a sportswear brand. Prospective customers click on your ads and enter the brand’s website. Some of them find what they are looking for and click the “add to cart” button. Some others want to ask some questions to a sales representative before they proceed with the order. They close their browser and call the business. In this case, your Google Analytics will record users that bounced, while the truth is they are qualified leads that most probably completed the purchase over the phone.
In case you don’t have a call tracking software in place, the signals you get as a marketer are that your campaigns are under performing, which is not true. But if you do use call tracking, you know exactly what performs well or not and you don’t run the risk to leave your leads and conversions unattributed.
Eliminate Unanswered Calls
It goes without saying that prospective customers reaching a business over the phone want their questions answered asap. You can imagine how disappointing it is to put them on hold or even fail to connect with them due to busy phone lines. If such happens, you have a few chances to make up for and call customers back the soonest possible. Otherwise, you run the risk to steer them to your competitors.
No business can afford to lose prospects, thus such situations should be avoided by any means. The good news is that a call tracking software can help with this as well. This is done by sending real-time notifications (voicemail or email) for every missed call, so that call agents can take action as soon as they are available. In addition to this, most call analytics reports showcase peak hours and days allowing businesses to better organize shifts in order for the business to work at full capacity when needed. This way, incoming calls won’t be left unattended