Call Tracking - Marketing when the budget has been cut |
| 23-06-2010 |
| Marketing in a downturn can be a frustrating exercise. If your budget has been cut you need to look at where your enquiries are coming from. With an effective call tracking system in place you will be able to see clearly how many calls were generated from your last press campaign, direct mail or email campaign. If your website brings in the most enquiries, you will be able to clearly see this from the stats and call volumes.
Once you have this information you will be able to focus upon the more successful areas of your marketing budget. Gather the information you need by channel, time, date and location and start making decisions about how and where you spend your marketing budget. If your press advertising brings in a steady stream of enquiries, you need to drill down the information so that it brings you more detail such as cost per lead. This way you will be able to gather information on each activity and make informed decisions on how the money is spent going forward. If it costs £22.50 to generate a lead from press advertising compared to £3.50 from Google advertising you must then focus upon sales conversions. How did the leads from Google develop? Were they strong leads that resulted in sales or did the press advertising bring you more developed enquiries? Once you get to this stage in the process you have to use other tools such as call recording to listen to how your enquiries are being handled. In summary, the perfect way to manage a budget that has to stretch but still keep the sales team busy is to use call tracking. Track your telephone enquiries and record the calls when they come in. For the clearest way to manage a budget there is an easy way to find the answers. Free trial of call tracking with call recording Find out more about call tracking |
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