If you’re reading this blog, then the answer is probably ‘Yes.’
Call tracking is used to optimize marketing, increase sales and drive ROI for a variety of companies.
So how do you know if it is right for your business?
The following post outlines some of the most common profiles of businesses that use call tracking. If your company falls into one of these categories, then you may want to consider implementing a call tracking solution.
Large organizations with a strong local presence regularly take advantage of call tracking.
These types of companies have hundreds or even thousands of retail locations across the country. A few examples include hotel chains, automotive businesses, insurance agents, etc. They use call tracking to market local franchises and determine the effectiveness of their advertising.
If they use an advanced call tracking solution, such as Convirza, they also use Conversation Analytics to determine if individual locations are providing exemplary customer service, using effective sales practices and upholding the brand image.
Companies that are ‘non-customer facing’ also use call tracking to monitor calls from other businesses and manage various inquiries.
The full spectrum of marketing companies, especially local marketing companies, are using call tracking to optimize their campaigns and prove marketing value.
In the case of local marketing firms, here are two things that you might want to take into consideration:
– Google says that the #1 action someone takes after searching for a local business is to make a phone call.
– According to BIA/Kelsey, phone calls are the most important lead source for SMBs.
With this in mind, it is obvious that local marketing companies are (or should be) a dominant consumer of call tracking services.
Phone calls play an important role in the success of local businesses, which means that they are going to judge their marketing company by the number of calls that they drive to their business.
These agencies will typically resell call tracking to their clients by rolling it into their overall product offering. For example, $1000 of SEO services will also include 5 call tracking numbers and a login to Convirza. This makes it possible for the company to retain and acquire new clients by proving ROI.
Marketers that work with pay-per-call or pay-per-click are driving significant revenue for their clients and they use call tracking to optimize their campaigns and demonstrate results.
PPC and call tracking are a perfect match for each other.
Call tracking is used to connect advertising campaigns to phone calls and the calls to revenue. This relationship offers an obvious advantage for PPC marketers.
Call tracking makes it possible to distinguish between campaigns, ad groups and keywords that are producing calls from those that are not. With the use of Conversation Analytics, they can also tell which calls are good and which calls are bad.
This means that in addition to showing clients that their advertising is generating phone calls, PPC marketers can also prove the value of the calls themselves.
SMBs that choose to execute their own marketing campaigns, or that want to hold their marketing company accountable, often decide to purchase call tracking themselves.
If you’re an SMB and have hired someone to market your business through SEO, Direct Mail or PPC, you’re going to want a way to keep track of the calls they are driving to your business.
Don’t waste your time or money on marketing that isn’t producing results.
Hold marketers accountable.