What is Call Tracking?
Although not a new service, call tracking is not something that most businesses know about or utilize in conjunction with their marketing efforts. Why aren’t companies informed about this option? It may be due to a lack of understanding of how the technology works. On the other hand, the owner or manager of advertising efforts may not feel that it is a good return on investment (ROI) or that it is a superfluous expense. However, to have a successful marketing campaign, it is vital to have access to all of the data that it provides in order to make informed decisions about how your ad budgets need to be spent.
How It Works
The quick rundown of how call tracking works begins with setting up the phone numbers and allocating them to specific ads, such as TV, newspaper, radio, billboards, websites, and so forth. When clients dial from these specific numbers, they all forward to your office or business, but the tracking system records the source from where the inquiries came from.
In this way, you are able to evaluate which segment is most effective for your company, as well as which advertisements to stop putting dollars into. Likewise, it can help you decide what cities or what sections of cities to cater to (i.e., perhaps one ZIP code gives a better response than another ZIP code, so then you can put more effort into the higher yielding area).
Reviewing Call-ins to Your Business
Another benefit of this system is that it records each conversation that occurs between the clients and your employees. Having this process done will help point out opportunities to improve conversations and help close a higher percentage of deals. This is another great way to limit cancellations and improve your sales numbers, as you will be able to dissect and critique dialogue and improve customer service.
Improve Your Bottom Line
The overall theme of utilizing this tracking feature is improving your company’s bottom line. By knowing which marketing pieces are successful, you will be able to funnel more funds towards methods that do work for your company and industry, which will ultimately maximize your ROI. Although this is a really basic and quick explanation, it does adequately break down the main premise of why call tracking is a tool that a business can’t afford to be without.
In fact, by not utilizing this service, you are most likely (needlessly) hemorrhaging money. It is definitely worth trying (at least) on a trial basis.
If you want to focus and maximize your marketing budget with call tracking, then contact Call Stage (http://callstage.com/). Xavier DelDuca is a freelance writer.
