When I started working for Stowe Family Law, all enquiries were taken by the reception team (2 people), recorded on paper, then transferred to an Excel document where all the analysis was done. Around 70-75% of new enquiries were coming in via telephone and, other than directly asking the potential clients where they had found us (usually “Google”), we had zero knowledge of which channels were performing well and if we should invest more in paid search, traditional marketing, or referral channels.
At the same time, we were investing heavily in opening new offices and the number of enquiries we were receiving were growing. But we had no specific data behind it all and little knowledge of which enquiries were generating revenue. We were also increasing the amount spent on PPC without specific knowledge of which campaigns or keywords had a positive ROI.
We needed a way to measure the volume of calls from different channels, attribute new client wins, and determine ROI from our marketing spend. We asked a few different call tracking companies for proposals and invited Mediahawk to present to us. While costs were all broadly similar between suppliers, the easy to use dashboard and superior customer service of Mediahawk made them the clear choice for us.
We have now been using Mediahawk for over 18 months and are loving the insights. We have hooked the reports up to Tableau so all our marketing, enquiry and financial data can easily be analysed together, giving us a much greater depth of knowledge of our marketing activity. Our enquiries have increased by around 75% year on year. The insights that Mediahawk has provided means we can analyse where that activity is coming from and justify increasing marketing spend to our board and investors to allow us to increase enquiries by so much. We are now optimising our marketing spend to only attract the most valuable enquiries in the most cost effective way.