Ten reasons why you should be using call tracking

Call tracking will identify which of your marketing activities are successful. By allocating specific telephone numbers to your marketing collateral, you can track and measure the telephone response you get from marketing. If you currently use an analytics package to monitor your online activity, why not measure the telephone response to give you a more rounded picture of your marketing response? 

There are many good reasons why you should use call tracking to measure the success of your next marketing campaign but we’ve narrowed it down to ten. 

...make bolder decisions based actual response data

1. Get buy in for the marketing decisions you make
It is sometimes difficult to persuade everyone in your organisation to support the decisions you make on where to market products and services. If you use call tracking to monitor the success you have from marketing activity, you will always have back-up in meetings and be able to make bolder decisions based actual response data. 

By allocating specific telephone numbers to your marketing activity you can capture all calls made in response to specific advertising. This data will give you the confidence to re-book or make changes to your campaign midway through to avoid wastage.

2. Ensure you are getting return on investment (ROI) from marketing
It is part of the job as a marketer to ensure that all activity achieves ROI. Using call tracking will ensure you get a complete picture of the success of your latest marketing campaign. The management reporting that comes with call tracking telephone numbers will calculate exactly how much each lead cost to generate and will give you an overall cost per campaign. In addition to this, the actual sales from each advert can be identified by washing your CRM sales data against our call tracking system to discover which adverts generated the most sales.

Once the issues have been ironed out you can be sure that all your sales calls will be answered effectively...

3. Never miss another call again
The Mediahawk call tracking system provides you with a missed call alert. Every hour you will receive a notification of any missed calls via an email message. With this information to hand you can iron out any internal issues you may have with response handling. Find out why the calls are being missed; is your team overstretched; do the calls need to be directed to a different department? Once the issues have been ironed out you can be sure that all your sales calls will be answered effectively and see a rise in conversion rates. One client we had was missing 56% of their calls, after integrating our call tracking system we can happily say that they are now experiencing 99% effectiveness.

4. Track which keywords make the telephone ring
Identify visitors to your website that have typed in certain keywords to find the products and services you offer. Once the visitor has reached your website they will be allocated a specific telephone number. This number is tracked and will capture when the visitor makes a telephone enquiry. You can successfully measure the number of visitors that make telephone enquiries and discover which keywords they used and also identify the referring website. This will help you to identify which keywords and online advertising are generating enquiries.

5. View web stats and telephone calls using Google Analytics™
View your online activity alongside your telephone enquiries using Google Analytics™. If you currently use Google Analytics™ to measure your web activity, you can now view your inbound telephone calls in the same way. If you want to monitor the success of your marketing and get a more rounded picture, you can view the activity all under one roof. In addition to this you can use Mediahawk secure online reporting and get more detailed data on every call that comes in.

Use Mediahawk secure online reporting and get more detailed data on every call that comes in

6. Listen to the content of your inbound sales calls 
Are you getting lots of calls in response to advertising but very few conversions? If this is the case you could find out why by recording the calls that come in and listen to them to identify weak areas at the call handling stage. As a result of this you could re-train your team and dramatically improve your sales conversions. If your advertising is generating good enquiries train up your team and start improving conversion rates now.

7. Get to know peak call times and set up appropriate response handling 
Use a call tracking system to discover which time of day, week or month are your peak selling periods. Using call data from previous campaigns you can hone your activity to ensure that calls get answered promptly and you are not spending money on advertising during low response periods. Identify who your customers are, when they want to call you and most importantly where they found the number. If you are experiencing high call volumes during the weekend but there is no one there to answer the calls, your budget is being wasted. 

A leading university received an unprecedented number of calls during clearing (over 17,000 calls on the first day). As a result of using call tracking the university could identify how many calls were missed, the duration of the calls and where the callers found the telephone number. The university is using Mediahawk data to make improvements to their response handling and be more prepared for next years calls.

8. Discover the most popular location of your callers 
If you market nationally but wish to carry out segmented campaigns targeting certain regions, you can use the Mediahawk call tracking system to find out the location of every caller. Is there is a particular area that responds to your advertising the most? Focus on this area for an increase in response rates for a particular product or service. If you target regionally you will see expected locations appear but the data will also give you mobile statistics which are very useful if you are using online and email marketing to target new business.

You can use a call whisper to announce the source of every call that comes in

9. Announce the source of every call
As part of the call tracking package, you can use a call whisper to announce the source of every call that comes in. Before the call gets answered a pre-recorded message will announce the source of the call, i.e.: auto trader advert. This is extremely useful if all your calls go into a main reception or you have more than one campaign running at a time. It is much easier to filter calls efficiently if the call handler knows the reason for the call. It is all too often that a caller responds to an advert and the call handler doesn’t know where to transfer it to. There is nothing more infuriating than getting passed around an organisation when all you want to do is make a purchase. Iron out this issue with a call whisper and your inbound leads will reach you with ease.

10. Refocus your marketing budget and increase enquiries 
Using call tracking you can identify the main players in your marketing activity. With this knowledge on board you will be able to spend more on the areas that give you the greatest response and of course achieve ROI. By eliminating the waste in your marketing budget and getting rid of advertising that doesn’t bring you the leads you need, you can start refocusing your spend and increasing response rates as a result. Once you know which marketing generates the biggest response you can start improving your results. Take away the guesswork and carry out your marketing campaigns with renewed confidence.

To try call tracking free for 6 weeks, sign up here. There is no commitment, no credit card will be taken, just try it and see the benefits for yourself. 

For more information call us on 0844 243 5888.

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