This is the question that marketers want answered when they invest in call tracking.
This is the singular question they are trying to figure out. They want to know which channels and marketing efforts produce phone calls.
So, let’s ask the question again: how many phone calls does your marketing generate? And, how can you find out?
Obviously different marketing tactics are going to produce different amounts of phone calls.
For example, in our experience, Facebook and Twitter don’t produce phone calls with any degree of regularity or consistency. Neither do print ads
However, organic search, PPC and direct mail produce phone calls A LOT. A huge percentage of organic search visitors to your site are going to call you.
If you’re a business that relies on phone calls you should be investing in direct mail, and online marketing. Period.
The answer here is obvious: call tracking. Call tracking allows you to marry marketing channel to phone call. It can even gauge which keywords and online marketing sources are generating calls.
Here are a couple of common use cases:
Use Case #1 – Call Tracking for PPC – Many of our clients use call tracking to determine which PPC campaigns and keyword groups are producing phone calls. This is done by associating a specific call tracking number with campaigns, ads, or groups. When the searcher clicks-through the PPC ad to a landing page, they see the phone number only associated with that specific ad or group from which they clicked. This allows Convirza to easily determine which PPC efforts are effective at generating phone calls and which are not.
This method can help online marketers track how many phone calls their marketing generates.
Use Case #2 – Call Tracking for Traditional Media – Traditional media could mean everything from TV and radio to direct mail and print ads. Call tracking is SIMPLE to implement with these methods of traditional marketing.
For example, simply printing a call tracking number on a direct mail piece or a print ad is very quick, very easy and very enlightening. You’ll know exactly, precisely, how effective that direct mail drop was. Additionally, using a specific call tracking number for your radio and/or TV ads is super-easy.
If you’re doing traditional marketing, you need to use call tracking to determine if these methods are still effective…or, if they’re not.
So, in answer to the big question at the outset of this article, How many phone calls does your marketing generate?…I don’t know. But you can know. All you need to do is use call tracking.
Boom. Simple. Done.