I recently spoke to the owner of an SMB.
He’s been using call tracking for about two months. He loves Convirza and said he is actively recommending to all of his friends in the various business groups in which he participates.
He’s a very, very happy customer.
But, then I asked him what the data from Convirza is showing him so far. Here was his answer:
“So…Convirza is showing us that we don’t get many calls.”
He’s not getting very many calls at all. He feels fairly lonely.
He said that in the two months he’s had Convirza, he is surprised at how few calls his marketing is actually producing. It turns out that some of the marketing tactics he has been using for some time are not producing results.
He said that he was going to totally alter his marketing strategy after viewing this data.
It actually isn’t. Most marketers actually find out, once they start using call tracking, that they are getting more calls, not less. They are surprised to learn how many calls they are receiving.
But either way the information is valuable.
For example, if you’re expecting a certain marketing tactic to generate dozens of phone calls each day and yet it doesn’t, that is good information to know. It is critical information that will help you spend your money more effectively.
Negative information is more important than positive information.
You’ll notice that the owner of this SMB was not frustrated at Convirza because he wasn’t getting calls. Instead he was frustrated, rightly, because his marketing wasn’t working.
This is refreshing.
Sometimes clients will actually call us and get upset because their website isn’t generating calls for them.
Obviously this is silly because we have nothing to do with how many calls a website produces. This would be like blaming Google Analytics for a lack of web traffic.
Data is always amoral. It doesn’t care about you, your business, or your marketing tactics. Data just is.
That’s the business we’re in. We don’t try to interpret the data for you, or make decisions for you regarding the data. We simply provide the data and give you TOOLS to act on the data.
Don’t hate the data.
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