How Agencies Use Marketing Analytics to Make More Money
3 min read
Last week, I spoke with a large local SEO firm based in California.
They said their biggest challenge as an agency was client acquisition, followed closely by the second challenge of client retention.
When I asked them how they succeed at both client acquisition and retention, their answer was not surprising. The main thing they do to address these headaches is to ensure that they get credit for everything they do. As a business, they prove their value with tangible results and data.
The SEO firm uses marketing analytics to monitor all their efforts. One fundamental metric they incorporate is Convirza call tracking.
Phone calls are vital to revenue. Call tracking links each phone call to the marketing or advertising that motivated the call. The firm clearly proves to their clients the number of phone calls they generated and the exact digital or traditional source that was successful. Clients see the return on their investments and fees.
Agencies are starting to realize that call tracking is a critical part of doing business. In this increasingly call dependent local marketing climate getting credit for calls is absolutely necessary.
Call tracking allows agencies to quickly show clients how many calls they’re producing for them. It also allows agencies to track which campaigns, ads, and keywords generating calls.
Call tracking isn’t a luxury for agencies, and it’s a necessity. Agencies MUST get credit for the calls they push. Conversation Analytics®gives agencies details about their campaigns and clients visibility into the results.
Calls are great. As I said above, phone calls are strongly correlated with making more money.
But, here’s the thing: most clients really don’t care about calls. It’s true. Phone calls are a means to an end. What they really care about is revenue. They care about customer acquisition. Although phone calls are valuable leads, clients need revenue proof.
But traditionally, agencies have had a hard time — actually, an impossible time — getting credit for revenue and customer acquisition. Traditional call tracking simply can’t provide conversion data.
Conversation Analytics® changes call tracking.
For example, Conversation Analytics® can track which phone calls result in a new appointment, purchase, or follow-up phone call. It can, in short, tell which callers purchased and which callers didn’t.
It can give you, the agency, credit for your efforts. And credit for the revenue you generated.
Imagine being able to tell a dentist that you generated 36 new patients for them last month. Imagine being able to say to an auto repair shop that you generated 56 new appointments for them last month.
These marketing analytics give agencies an incredible amount of leverage.
That’s why agencies love Conversation Analytics® services.
Most marketers depend on data to manage their campaigns and budgets. So marketing analytics are crucial and need to be relevant. Reports and data also should be available in real time.
Since phone calls are crucial to business today, so is call reporting. The specific categories of marketing analytics need to be available in usable formats and need to be available fast.
Reporting tools such as Marketing Dashboards give data-driven marketers compelling summaries. If you need more specific call information, Call Logs give you call trends over time and individual call details.
If you would like to see how call reports help attract new and keep current clients, we would love to schedule a quick demo. Get in touch with us.
Published on: Mar 27, 2018.