Though we have offered you plenty of content on how phone call tracking can be applied to online campaigns, call tracking can also track phone calls generated form offline phone numbers as well.
In the video below, Paul Manning talks about how they saved £6,000 per year by identifying their return on investment from Directory Enquiries was poor.
Tracking offline numbers however, is not just about cost saving. It can also be used to gauge the success of traditional marketing campaigns.
If you run a few radio or television commercials, the chances are you are going to mention your contact number. Using call tracking, you can determine how successful the commercials were in terms of phone calls made to the business from your TV and radio ads. If this is combined with a related billboard ad, again you can determine the profitability of that campaign.
How does this work?
Phone call tracking software will provide you with the numbers to show in your sources (marketing channels). So by putting a different number in each source – one number for the TV ad, another for the billboard, and another again for the radio ad, you can identify which number is generating calls.
And that’s not all
Phone call tracking will also be able to link the phone numbers directly to sales. This shows the profitability of each marketing source and from this point you can determine:
- Which marketing source is profitable and;
- Which marketing source is unprofitable
You are now in a position to decide which numbers to keep, and which to cut. You may want to reallocate budgets where possible to the most profitable marketing sources.
In addition, the software will record what the customer or client purchased. Before too long you will have a complete purchase history for that phone number. Trends will become apparent; you may find the TV ad may sell more expensive products for example, and the ad on the side of a bus sells less expensive products. Either way, the marketing information will help you make decisions on your business to make it more profitable.
Find out more
Visit us at http://www.calltracks.com or call us on 020 3199 3732, and start identifying the calls that result in sales.