Building a case for an increase in marketing budget using call tracking

Marketing during a downturn is never easy as all too often budgets are cut and buyers are taking longer to make decisions. The tried and tested marketing methods are being relied upon more and more and this is when you need facts to support your need for a bigger budget. Analysis of the success of most campaigns is largely based upon an increase in sales or number of enquiries received from a particular campaign.

The offline response can often be forgotten in an online campaign....

The emergence of social media and the move towards digital marketing has made it easier to track the success of a campaign but also highlighted a missing element of tracking online responses. The offline response can often be forgotten in an online campaign and these statistics can prove to be vital in the decision making process where budget is concerned.

Call tracking is used to define the online visitor behaviour as soon as it becomes an offline response. Many visitors will go through the buying process online right to the point of purchase or enquiry and then feel the need to pick up the telephone. It is these calls that are getting missed when it comes to the analysis of a campaign and this is where call tracking comes in.

Using specific telephone numbers allocated against certain activities such as: PPC adverts, keywords for search marketing and referring urls, the number then changes dynamically on your website and as soon as the call is made it can be tracked back to the activity that the visitor saw to lead them to your website.

...the visitor can be tracked right back to the individual keyword they typed in.

Call tracking is particularly useful to use on PPC and SEO campaigns as the visitor can be tracked right back to the individual keyword they typed in to find their product or service. Once they are on your website the telephone number they use to call you will be logged and ready to view in a report.

Very simply, the visitor that chooses to contact you via the telephone can be captured in exactly the same way as an online contact and to this end will provide you with all the insight you need to support and budget changes according to the level of response you get from any marketing channel.

With both the offline and online data available any budget increases to support already successful marketing activity will be easier to come by

Often the online marketing budget can be further supported by having data on the number of calls that came in against certain keywords, ppc adverts, search marketing and referring URLS. With both the offline and online data available any budget increases to support already successful marketing activity will be easier to come by.

To find out more about call tracking please call us on
0845 120 7440. Visit our call tracking page.

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