When it comes to marketing attribution it’s easy to think that all your business needs is Google Analytics.
However, while those tools are great for keeping track of all the online leads that come into your business, they leave a conspicuous gap when it comes to phone calls. How are your systems meant to properly account for customers who have crucial interactions with you over the phone?
Well, with the use of call tracking software your business can plug that knowledge gap and account for the source of every potential lead. Read on to understand just how this software can transform your marketing outlook.
Join up all your marketing channels
While online customer activity is relatively easy to monitor the same isn’t usually true when it comes to phone call data. Without a system in place to record things like call duration, customer numbers and the conversation itself, your business is losing out on key information for your marketing team.
Using a call tracking tool can resolve this issue and ensure that you have the maximum degree of insight into your customers’ offline contact. This can then be joined up to your pre-existing martech systems, allowing for a seamless integration between online and offline customer data.
It doesn’t matter whether your campaign is using social media posts, web ads, printed pamphlets or TV ads, you will always have an overview of how leads are being generated and what channels are performing best.
Follow the customer journey from start to finish
Being able to follow the journey of each customer from their point of origin, without any interruption or lost data, is crucial in painting a complete picture for your marketing outlook.
However, it can be easy to lose track of an individual within the system between different visits to your website, social media impressions and phone calls, for example.
This is another area where call tracking software can offer the assistance your business needs. With software that can clock and monitor each touchpoint along your customer’s journey you can rest easy in the knowledge that none of that data is being lost.
Not only can you build and maintain a more complete picture of how an individual has interacted with your business, call tracking enables you to gain insights into how best to streamline the process for future leads.
Better optimise your campaigns
Knowledge is the greatest tool that you can have in the quest to learn from your past performance and deliver greater business growth in the future. If you don’t have full insight into the results of your marketing campaigns, how are you supposed to know what worked well and what didn’t?
Having the complete picture is essential for evaluating the performance of any of your marketing strategies, so if you can’t properly attribute any of the leads that come in over the phone then clearly there’s a problem.
With the ability to assign unique phone numbers to each of your campaigns and marketing streams that call tracking offers, though, that issue goes away. Being able to track each lead back to its origin point allows you to more accurately see which keywords or tactics are driving the most engagement, rather than just the ones that resulted in online clicks.
And, with this knowledge in hand, you can take these learnings forward into your future marketing efforts, optimising and perfecting the best strategies to deliver even stronger conversions in your next campaigns.
Correctly attributing all your leads to their original touchpoint will only benefit your marketing team and give your business an even stronger footing in the coming months. Thus, the best choice you can make for your future growth and marketing success is to implement call tracking software.
