By using call tracking you can link your calls, keywords, and marketing campaigns to sales. Sound good?
By Richard Teahon
Through analysing call tracking data you will make more money through identifying what sells.
Call tracking can be applied to all of your marketing channels. The data call tracking provides will show which of your channels are selling your products and services, and which channels are under performers.
It works by using dynamic number insertion. (DNI). Call tracking software cross references the dynamic number which has been assigned to the marketing channel. From this you can tell:
Whether the phone call or click through resulted in a sale. The phone call or click through source can be identified as well. Online sources include:
- PPC campaign
- Keywords from PPC campaigns and organic search results
- Social media
- Your own website
- Any website where you can enter text
Offline sources can be measured as well. Your sources may include:
- TV/Radio ads
- Billboards
- Phone directories
- Anywhere you can put your phone number
Maximising your ROI
With the data in front you, it becomes clear which sources are contributing to sales. You can also see what products are being sold by each source too.
So, by looking at the information you may see a certain keyword is producing good conversion rates. Conversely, you may see another keyword simply receives no click throughs or phone calls. In this scenario you may want to consider channelling the budget for the failing keyword into the performing one.
On the other hand, you may have a high click through rate (CTR ) from a social media source but low sales. This indicates that everything is good with the marketing channel, but something just isn’t in place to make the conversion. Though not the best scenario, you are now in a position to correct the problem.
Learn from Mr TV
We speak to a lot of businesses who sell online. One guy sold televisions and accessories using a combination of PPC campaigns and SEO. He estimated that most of his sales came from online form completion rather than by phone.
After he implemented call tracking however, his view changed entirely. He discovered most of the expensive items were sold by phone. Often a caller would speak to him about televisions and home cinema systems on the phone and then complete an online form to buy the product. Straight forward items such as leads and DVD players were sold by completing a form.
He channelled his marketing budget into selling expensive items and increased his ROI significantly.
Big data
Seeing ROI in this light for the first time gives access to big data. This is the full view of sources which lead to a sale. With this new information, you will be in a better position to make marketing decisions to improve your return on investment for your marketing.
Bringing it all Together
The sooner call tracking is implemented, the sooner you can start maximising your profits. You may know that you spend £1000 per month on marketing and you receive a return of £2000, but can you say for certain which marketing sources are making the £2000?
If you can’t, call tracking will provide this answer. With canny decisions this £1000 could be making £3000, £5000, or more.
Maximise your ROI by talking to us. Call +44 20 31993343, or visit http://www.calltracks.com
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