Local marketers need to measure one metric more than any other.
They hold one metric in preeminence. This metric is–our research shows–more directly tied to revenue than any other. What is this metric?
The bottom line metric for local marketers is phone calls. Specifically, the question for local marketing firms and businesses doing local marketing is this: How many phone calls does my website generate?
Of course other metrics are important. Our call tracking platform measures keywords searched before calls, call duration, what happened during the call, and caller ID. It can also track calls from offline marketing channels and other online marketing channels. But, the ‘bottom line’ metric is the number of calls generated by the website.
Our data shows clearly that increasing calls produced by your website increases your revenue.
Google says that over 90% of people searching for local businesses conduct a search before they call. These people are looking for a specific product or service. They are seeking something.
These people end up landing on your website. And, once they’re on your website, they call you. Local marketers and local businesses don’t care about form fill-outs, White Paper downloads, or product tours. Nope. Local businesses want phone calls.
Our research shows that phone calls originating from the website produce higher quality leads and produce more revenue.
Calls from a website are the perfect storm. These are callers who are looking for your product (because they searched) and they are interested (because they called).
One of our clients began using Convirza to specifically track how many phone calls his website was producing. He put unique local phone numbers from Convirza on his site and than spent some money on some basic online marketing.
After 6 months the calls generated from his website increased by more than 400%. His revenue doubled.
Now, obviously just using call tracking won’t increase your website’s visibility or increase the traffic to your website. However, using call tracking will help you TRACK how your website is performing and it will give you the tools to improve your marketing.
Here’s the bottom line: local marketing firms and local businesses should track calls. They should care about how many calls their website(s) are producing.