Proof That Marketing Agencies Bring Results
There once was a time when advertising agencies worried mostly about the creative projects and meeting deadlines. Imagination and the desire to win awards reigned supreme. No one at the agency really cared too much about results, nor gave it much thought. After all, those were the clients’ realm. As long as this perception existed, agencies generated as much traffic as they could and their client companies become a well-known name. And everything was good.
Wait! Your agency still lives in that world?
Wow…just wow. You may be in trouble without even knowing it.
The landscape has shifted, as if the very foundations of business have been altered, and in a way, they have. When the internet arrived back in the mid-nineties, it brought massive upheaval with it. Social media totally blew the old top-down. With it fell the company-controlled collateral model. Instead, the power now lies with the people.
Similarly, web analytics gave companies the ability to track everything, every keyword, every change, to see what impact each decision had on their results. Web analytics took power away from advertising agencies. Companies now demand the best return on investment. Plus, businesses require accountability from their agency’s online efforts.
Smart agencies are now bringing that same level of accountability to the offline world through call tracking and call analytics. These agencies find that they have a much higher retention rate among clients when they can prove how each campaign and each effort performs. Clients love seeing the data that’s generated. Knowing that the money they spend on marketing produces a profit gives them confidence in their agency.
In our experience, clients are willing to pay even more to receive this type of proof.
Data from call tracking gives your agency insights into how ads are pulling so that you can gauge effectiveness. You can use this data to conduct split tests. You can even track customers across multiple touch points. In some industries call tracking is considered mandatory.
But, how does it affect your average business client?
According to BIA/Kelsey, 66% of local businesses say that phone calls are their most important source of leads. Not only that, but this study further revealed that a phone call was 10 times more likely to result in a conversion than was any online activity. So, for local businesses, the data found in call tracking is of utmost importance (even if they don’t know it yet).
As an agency, you help your clients build profitable campaigns across the board – and now you have the ability to prove it. How much more would your clients be willing to pay you if they knew that you always delivered?
How many new clients could you attract by broadcasting your successes with hard data to back up your claims?
Some companies provide call tracking services, like Convirza, which streamlines the whole process for you. Convirza does all the heavy lifting. You reap the benefits. Your clients don’t even need to know that you use our services. We offer a white label call tracking product. You include your logo and packaging. The pricing is also up to you. Some agencies use call tracking as a free incentive to help drive sign-ups, increase client loyalty, etc.. Other agencies add it onto to clients’ monthly fees.
Here’s how we stand out from our competitors. Our call tracking includes sophisticated call analytics we call, Conversation Analytics® services. Every phone call that comes through our system is measured against 45 key metrics and compared to hundreds of thousands of words and phrases to understand what happened on the call.
From this analysis, you and your clients can tell the mood and sentiment of each caller. You know if the caller was a good lead or prospect. Not only that, but any great leads who hung up without completing the desired action will trigger an alert sent to your clients within minutes of the call. The prospect can be contacted, and the transaction saved.
Think of how much value that will add to your services! Your clients will stick with you year after year as you add tremendously to their bottom line.