Someone asked us recently which types of agencies should use call tracking.
We’ve detailed why agencies should use call tracking and how they can implement it elsewhere. In this article, we’ll specifically discuss which types of agencies should use it.
This list obviously isn’t all-inclusive. But, if you work for one of these types of agencies, it is at least worth getting a demo of Convirza to determine if you can be a certified reseller of Convirza.
SEM and SEO agencies that work predominantly with small and local businesses are the perfect fit for Convirza.
Because local businesses utterly and completely depend on phone calls to survive. They need phone calls to live. Phone calls are the best leads they receive. This is according to local businesses themselves. BIA/Kelsey reports that 64% of local businesses say phone calls are the most valuable leads they receive.
Shouldn’t then their agencies try to give them call data? Wouldn’t the number and quality of calls an agency could produce be an important metric for that agency to provide?
Imagine your clients logging in to a tracking portal from your site. In this portal–with your branding, by the way they’re able to track how many phone calls you’re producing for them, the campaigns, keywords, and ads that generated those calls.
Become a call tracking reseller and you can have all this.
Data shows that local SEO firms that provide call tracking to their clients have less attrition. There are no more excuses.
Note: If you’re worried about call tracking and SEO, read this 30 page treatise on the subject.
Imagine being able to marry every single keyword, every visitor, and ever lead to a phone call. You’ll get credit, not just for the traffic you’re sending your client, but the calls you’re driving them as well.
That’s powerful stuff.
This one might be surprising, but B2B agencies are a great fit for call tracking. Why? Well, because B2B companies are a great fit for call tracking.
We’re a B2B company, after all, and our data shows that calls are significantly more valuable than form fills, White Paper downloads, online demo requests or even webinar leads.
In a recent webinar we hosted with Tim Ash, two interesting B2B data points were discussed:
– Inbound calls convert to accounts 10x more frequently than form fills. This is true both of organic and paid leads.
– BIA/Kelsey data indicates that calls are 3x more valuable than web leads across all B2B channels
In other words, calls are very valuable. At Convirza, for example, only about 5% of our total leads are inbound calls, however, 15% of our accounts are inbound calls.
B2B callers are lower in the funnel than web leads. If you’re an agency that caters to B2B clients, you need to provide them call tracking.
Call tracking data can be pushed into your clients’ CRMs, their analytics dashboards, and their marketing automation solutions.
Every keyword grouping, every bit of ad copy, every landing page, needs to be tested and optimized. Part of this testing and optimization process is with call tracking.
This allows you to determine precisely which ads, which copy, which designs, and which keyword groups generate calls.
You can test with as much granularity as you like. Honestly, PPC firms are perhaps the best fit for call tracking there is. Set up is easy.
Call tracking and PPC are a perfect marriage.
Some of our largest clients are direct mail firms. A phone call is the single most critical call-to-action on a direct mail piece. Most large direct mail firms–and we work with a lot of them–simply refuse to send out any piece of mail without a call tracking number on it.
Major call tracking firms, and we work with big ones like Money Mailer put call tracking numbers on every mailing they produce.