Marketing is actually quite scary.
The thing that makes marketing so scary is that you really don’t know what you don’t know.
You might think you know which metrics are important. But, if you have a blind spot (if you’re not tracking calls, for example), you simply have no idea what is lurking inside that blind spot.
You don’t know what you don’t know.
You don’t know what you’re missing, and you don’t know what vital information could be contained within that data you don’t know about.
Ad tracking via web analytics and call analytics can give you data you weren’t even anticipating. Stuff you didn’t know that you didn’t know.
Here are two examples of what I’m talking about…two examples of companies that didn’t know what they didn’t know, until they started using call tracking.
One of our clients started using call tracking a couple of months ago. They thought they knew what they didn’t know.
They started to implement call tracking on their website. Immediately they were able to determine how many calls their online marketing was generating.
This was the information they were seeking. They knew they didn’t know how many calls their marketing was generating.
BUT, they didn’t know some other things they didn’t know.
They didn’t know their phone close rate was 14%, for example. That means that only 14% of the people that called them actually turned into customers. They didn’t know this information. And they didn’t know that they didn’t know it.
With this information they were able to modify sales processes, their sales team, and even improve their marketing spend. They also made some substantial changes to their sales training programs internally and their CRM processes and procedures. All of these changes eventually increased their close rates by 350%.
Keep in mind, this was information they didn’t know they didn’t know until they started using call tracking to track their ads.
Ad tracking will tell you things you didn’t know that you didn’t know.
Another client started using Convirza just a few weeks ago. This client didn’t know how many calls their PPC ads were generating. They wanted to marry specific AdWords groups to call tracking numbers using Dynamic Number Insertion.
Convirza gave them these metrics. They were expecting this data. In other words, they knew they didn’t know this information.
But, call tracking also told them something that they didn’t know they didn’t know.
They didn’t know that they didn’t know that their local print ads were only generating one call every 4 weeks. This was information they weren’t even aware they were missing. But it helped them save money.
They have now optimized their marketing spend and are generating more calls than ever.
The truly frightening thing about ad tracking via web analytics and call analytics is that it will tell you things you didn’t know you didn’t know.
Analytics can give you insights that will change the way you market and operate your business. These will likely be insights you didn’t even think of. They’re things you didn’t know that you didn’t know.
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