Have you seen the movie The Waterboy?
If you haven’t I feel bad for you. Truly I do.
I strongly recommend you forget you are an adult, channel your inner 14 year old, and watch the movie. The movie is about a college football team’s waterboy, played by Adam Sandler, that suddenly channels his inner rage and becomes the best football player on the planet.
His mother is a hillbilly and doesn’t want her son to play football. Since her son was young, she has continually referred to anything bad, uncomfortable, or new as ‘The Devil.’
“You can’t play football, football is the Devil!”
“Girls are the devil.”
“School is the devil.”
Everything is the devil.
Call Tracking is the Devil
Sadly, many marketers act like the mother in The Waterboy. Call tracking is new to them. It is uncomfortable. They’re not sure how to use it, how to apply it, or even what to do with it.
And when they call us, sometimes, they are skeptical.
They don’t want call tracking. They don’t need call tracking. In fact, they are so worried about call tracking that they enter into the conversations with us convinced call tracking is the devil.
Now, I should add a caveat here that most companies realize they need call tracking and are thrilled when they get it. However there is a segment of businesses–some SMBs–that reluctantly pursue call tracking. So why are these SMBs so scared about call tracking?
1) They Are Worried About Changing Their Phone Number
This is the number one concern we hear from SMBs. They’re terrified to change their phone number. They’ve had the same phone number for 25 years. If a person sees a new number on their website that person will get confused and won’t call…that’s their concern anyway.
Our message to this person is twofold:
A) We’re not asking you to change your number. We’re asking you to market with new numbers. Thus, people that have your phone number in their phone can still call you. They can still reach you. Additionally, data shows clearly that in our modern smartphone era no one remembers phone numbers, ever. Research shows that 94% of Americans can’t recite one business phone number! Bottom line: your customers will call whatever number they see on your website, or in your ad. That’s it.
B) If you are absolutely married to your current number and you want to market with that number and that number only, we can ‘port’ the number to Convirza. And you can get data from that number in our system. We don’t recommend this. But we can do it.
It is better to market with unique phone numbers.
2) They Don’t Have Time to Mess Around With Call Tracking
Sometimes SMBS believe that call tracking will take too much time. Honestly this is silly. Call tracking saves time. You can have reports emailed to you. You can have data text messaged to you. You don’t even need to log in to the system to get your data. Even the busiest people have time for call tracking.
3) I Won’t Use The Data
This one I can’t help you with. If you honestly believe that you won’t use call tracking data to improve your marketing…that’s a problem.
Call tracking will tell you which marketing channels produce phone calls and which, conversely, are wasting your money.
Every business should be interested in using that type of data.
Even if call tracking is new to you, even if call tracking is uncomfortable, or you don’t understand it, please don’t act like Adam Sandler’s mom in The Waterboy. Call tracking is not the devil.