Have you ever looked at your quarter-end marketing results and thought, ‘Man, our marketing has got to be working better than that!’ It doesn’t make any sense that we’ve only got x leads?!’
You’re following your tactical plan perfectly and yet, your numbers haven’t changed. Your marketing isn’t getting better. The sales team is still chomping-at-the-bit and demanding more leads. Management is wondering why they put more money into marketing and aren’t seeing better results. Why isn’t it working?!
Your marketing isn’t working.
And yet it should be. You ‘feel’ like it is working better than the metrics would indicate. It ‘seems’ like things are better. It ‘should’ be getting better. But it just isn’t.
Are you going crazy?
You’re not crazy. Your marketing is working better than it appears. You just aren’t counting the right things.
Most marketers track two things: web traffic and form fills. Those are great metrics. They’re not ‘wrong.’ But they certainly aren’t the whole picture. They aren’t indicative of the success of your entire marketing effort.
Thus, if you’re only tracking web traffic and lead form fills, you’re not going to get credit for everything you’re doing. Sometimes successful marketing shows in ways that are unrelated to web traffic or form fills.
For example, your marketing could be producing more phone calls with the same web traffic and the same number of form fills.
Recently we spoke to a large enterprise that was tracking web analytics fastidiously. They tracked every web behavior, page visit, and form fill. But, they weren’t tracking phone calls. They were missing a massive amount of data. They had a blind spot.
Their marketing was working better than they thought.
It turns out they were getting hundreds of phone calls each month. The number of calls they were getting had been increasing. But, they weren’t tracking it. Phone calls were accounting for about 8% of their leads.
They were not getting credit for these leads. There marketing was performing better than they realized. Is yours?
Even if phone calls represent less than 10% of your total marketing leads, they are easily the most important 10% of your leads.
Because callers are more likely to buy than web leads. In fact, callers are 10x more likely to buy than web leads. It takes 4 web leads to produce the revenue generated from 1 phone call.
Long story short: even though you likely get fewer phone calls than web leads, those phone calls may represent a MASSIVE chunk of your revenue. That’s why you should track it.
So, don’t worry, your marketing is working better than it appears. You just need to track the right things (call tracking), so you’re getting credit for everything you do.