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Which online marketing campaigns are driving telephone calls?

In this article we will be looking at how using call tracking can offer a more accurate solution to finding out the ROI from online marketing campaigns. We aim to answer the following burning questions:

1. How can I find out which online marketing activity is driving phone calls?

When developing a marketing campaign you generally offer the recipient a means to make contact, what’s known as a ‘call to action’. This call to action can appear on your website, an email broadcast, an online advert such as PPC or organic search or a traditional direct mail campaign for example. The ‘call to action’ is generally a telephone number, web form or email link. The web form and email contact are easily measured through analytics but the telephone call is not tracked.

When tracking a telephone number, you would be allocated a specific number to use as your ‘call to action’. This number would sit over the top of your existing number (landline) and record every call that is made to it using an online reporting system. You will then be able to see which PPC advert, direct mail campaign or email broadcast produced telephone enquiries. In addition to this basic information it can tell you how long the call was, where the call was located, how long it took for the call to get answered (if at all) and the cost per lead. All this information is viewed through a secure online portal where your campaigns can be easily managed and put into management reports.

Set up a free trial of call tracking.

2. How can I compare clicks to calls from marketing activity?

You can set up your call tracking numbers to appear in Google Analytics, therefore allowing you to view your web activity against telephone enquiries. If you are registered with Google you can integrate the Mediahawk call tracking system into your current account.

In the same way that you currently view number of visitors, which keyword they used and which pages they viewed, you can view your telephone enquiries in the same way. Every time a prospect calls one of your pre-allocated tracking numbers, this number will appear in your tracking account.

For example, if you use a main contact number on your website that is being tracked, every time a prospect calls this number it will display as ‘website telephone number’ or which ever description you have given it, with (phone) next to it to identify it as a telephone call.

Try call tracking free for six weeks.

3. How do I know the calls displayed on my reporting are actual sales enquiries and not sales calls?

With call tracking you can adopt additional features such as call recording. Call recording records every inbound telephone call on your tracking numbers for you to listen to through a secure online portal. This way your marketing team can monitor how many of the calls listed through call tracking were actually sales enquiries.

Call recording works in the same way as call tracking and simply sits on top on your existing telephone number to record the content of the call each time it comes in. You can make the call secure when taking credit card details by adopting a mute feature when the caller gives you their number and taking it off to record the remainder of the call.

You have to inform callers that they are being recorded and this can be done by placing a message on your website or on an on-hold message that your organisation plays.

Set up a free trial of call recording.

4. What are the benefits of using call tracking? Can’t I just get the sales team to keep a record of incoming leads?

Call tracking offers you a much higher level of accuracy when reporting on the success of marketing campaigns. It can give you accurate predictions of seasonal customer behaviour that enables you to prepare campaigns according to what works rather than on a whim. If your busy periods are September to March, you can re-structure your campaigns according to the results you get during the quieter times.

By monitoring how many telephone enquiries you get by telephone and listening to the content of the enquiry you can clearly identify the following:

a). which methods of marketing work best at what times of year b). How much each enquiry is costing you to achieve b). how telephone conversions can be achieved by monitoring call content and improving these calls through training.

Call tracking can be used to market tactically and more competitively as the knowledge it gives you can be used to make marketing decisions based on facts rather than guesswork.

Speak to one of the team about how call tracking could help your organisation. Call us now on 0844 243 5880 or send us an email with your details and we will call you back.

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