2 min read
What are call tracking services?
Call tracking is a business practice that leverages technology to measure consumer behavior before and during phone calls. This provides data that can drive smart decisions for marketing and sales.
What do you need to know about call tracking services?
Here are 5 rules to keep in mind as you are getting started with this marketing and sales platform.
Dynamic Number Insertion allows call tracking numbers to display on your website dynamically and temporarily. If someone visits your site via a specific organic search, they will see a certain call tracking number. However, if they visit your site via a paid ad they will see a different call tracking number. This allows Convirza and you to determine which marketing campaigns, ads, and keywords generate the phone call.
Why is this an immutable rule?
There are two reasons: First, because it allows you to track calls produced via online marketing sources, and second because it ensures that your SEO is safe.
Call tracking won’t do you any good unless you get granular with the data. For example, to track which ads, keywords, and campaigns generate phone calls. Analyze the data. You can easily determine which Google Ads copy, keyword groups, and even offers are generating phone calls.
That’s granular data that will help you make better marketing decisions.
Call tracking is great, but it is incomplete. Let’s be honest, the majority of the important things that happen on the phone actually happen during the conversation itself. Callers say they will buy, or not buy, on the phone. Employees either sell effectively or not, on the phone. Callers indicate they are price sensitive during the conversation itself.
Long story short: the important things happen during the phone conversation itself.
There are 420 billion words spoken on the phone between businesses and consumers every day. That’s a lot of words. That’s a lot of important stuff.
That’s why analyzing call conversations using Conversation Analytics® is vital. It uses speech recognition technology and thousands of proprietary algorithms to analyze the words and phrases spoken on the call itself. From this data we can extract metrics like lead score, sales readiness, buyer intent, appointment set, a purchase made, reservation made, and a host of other things.
Analyze call content. There is valuable information in your phone calls.
Call tracking will do you no good if you fail to use calls in your ROI calculations. For example, if you keep track of the leads you get every month/week/year and you fail to include call tracking data in that mix, you’re failing to use call tracking data effectively. This would be a massive mistake.
Marketers that include call tracking data in their leads mix make more money than marketers that don’t.
Calls are more valuable than web leads. Callers are 10x more likely to buy something than web leads. And, stunningly, it takes 4 calls to produce the revenue generated by 1 phone call.
The rule here is simple: use call data to make decisions about your marketing.
Originally published on Sep 14, 2015, last updated on October 29, 2018