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March 8, 2016 | Katie Friedman

How to Use Call Tracking for Your Business

Your business is your baby, so naturally you want to raise it well. You’ve put years of effort into business development and taken all the necessary steps to ensure your success. If you practice inbound marketing, these steps have probably included digital marketing campaigns to convert leads and various analytical tools to determine which campaigns were most effective.

But while you’ve cared diligently for your website conversions, your phone leads might have been neglected. Luckily, there are similar data-analysis tools that you can use to gather information about those conversions as well—and it all starts with a little something called call tracking.  

The Basics of Call Tracking: What It Is and Why You Need It

As HubSpot puts it, “[Call tracking] is a software system and platform that allows you to see calls much the same way you see leads on a website. Common features include allowing you to view which page the person was on when they originated the call, recording, and analytics.”

In other words, call tracking is another way to determine which of your campaigns are actually working. Call tracking tools assign a different phone number to each of your campaigns, allowing you to compare traffic and see which sources yield the best results. You’ll discover which of your campaigns produce the longest conversations, which landing pages perform the best, etc. Essentially, each phone call you receive is the equivalent of a form submission. 

In fact, with the right system, you’ll not only collect valuable information for tracking offline conversions, but you’ll also improve your inbound marketing performance. By tracking which campaigns produce the most positive results, you can further refine your strategy, nurture the right leads, and generate even more phone calls in the future. Given the fact that inbound calls are 10-15 times more likely to convert than leads from the web, those calls could make a tremendous difference for your business.

Using and Leveraging Call Tracking for Your Business

Clearly, call tracking is a big deal for measuring conversions—and thankfully, there are many service providers available to help you get started. One of our favorites is CallTrackingMetrics, an all-in-one call tracking software service that first launched back in 2012. CallTrackingMetrics helps users optimize their advertising budgets and enhance their overall inbound marketing performance.

Most call tracking software works in essentially one of two ways. You can either assign a unique call tracking number to a specific marketing initiative, or you can install a piece of javascript to your site and tag numbers that you want to track. 

Once your call tracking system is in place, you can then begin to leverage it for your business. For example, you could:

  • Identify the source of your leads, like a specific landing page or digital ad
  • Track the quality of those leads and their likelihood of conversion
  • Distinguish between calls that are more or less likely to convert into a sale
  • Use that information to improve your strategy and narrow down your material
  • Engage with prospects in real-time, instead of behind distant web pages

 
Without question, you love your business (maybe even more than your actual children—hey, we won’t judge), and you want to do everything you can to ensure that it flourishes. Measuring your digital marketing campaigns is a good first step, but call tracking can really help your company go the extra mile and achieve a greater return on your investment.

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Katie Friedman

Katie Friedman

Though Katie is no longer with VIEO, in her time as a content marketing associate she was our grammar, spelling, and punctuation queen. She used her considerable skill to write and edit blog posts, premium content offers, and much more for both VIEO and our clients.

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