Some marketers just shouldn’t use call tracking.
They just shouldn’t.
What follows is 6 reasons that you shouldn’t use call tracking.
If these reasons describe you, DO NOT USE CALL TRACKING.
Maybe you just don’t care if you can’t see all the data. The risk of wasting vast amounts of money is fun for you. You love it! You love that feeling of sending huge amounts of money into the ether and then hoping against hope, praying against faith, that this money generates something.
You love the feeling of not knowing if your marketing is working. It’s like a high!
Just sit back and wait baby.
Good things come to those who wait.
If there’s one thing I’ve always been taught about effective marketing, it is this: don’t measure anything! The more blind spots you have the better. The less data and the less visibility you have, the better off you’ll be.
Got it? Good.
You might be a business that doesn’t care about phone calls. You don’t like them. There are some businesses that legitimately don’t care about phone calls. They don’t like calls. These might be niche e-commerce businesses or restaurants.
There are some businesses in this category.
However (and this is a big however), most businesses that ‘think’ they don’t need phone calls or ‘think’ they don’t need call tracking are just plain wrong. They do need phone calls and they do need call tracking.
Take our business as an example. We’re a VC-funded tech startup. Our audience consists of other businesses. We’re not like a dentist’s office that gets hundreds of calls each day. Our focus is online marketing.
However, we receive a few dozen calls each day. These calls produce more customers than all the form fill-outs or PPC campaigns we run put together.
Businesses should value phone calls more than they do.
Some marketers don’t care about marketing ROI. They don’t mind if they spend $1500 on a campaign and it only generates $1000 in new business.
By the way, proving ROI is becoming less and less important. (Not true).
You get 100 leads in a 7 day period. How did all these leads find you?
It’s sort of fun not knowing isn’t it? It’s kind of like going to a horse race. You just don’t know what’s going to happen!
Because you don’t know which campaigns, sources, and keywords generated the leads, you’ll NEVER know what happened. You’ll continue to blindly throw money at stuff in perpetuity…sort of like the Federal government.
Who cares if you can’t attribute every lead? Your CEO won’t care…will he?
If you are sitting on a beach reading this article, smoking a cigar, surrounded by beautiful people in various stages of undress, you don’t need call tracking.
I’m being serious about this. No sarcasm here. For real.
Did you know that some companies invest in call tracking software because they want to record phone calls and hear precisely how their customers are treated on the phone? Honestly, that’s the reason that some of them buy call tracking?
You are smarter than they are. You don’t need to be bothered with trivial things like customer service and phone close rates. You don’t care if your employees treat people well. You’re a marketer for heaven’s sake!
You don’t want to know what’s going on during the phone calls. Just ignore it, and it will go away.