Why Call Tracking Matters for Marketing (and How to Get it Right)

If you want to find out how prospective customers are discovering your business, then call tracking is a great way to go about it.

Many marketers swear by the benefits of call tracking tech, but unless you have experienced it first hand, you might not appreciate its advantages. Likewise you could already be using call tracking, but you may be failing to make the most out of what it has to offer.

Read on to understand more about its role as a promotional tool and the techniques needed to maximize its impact.

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The basics

There are a few fundamental benefits associated with call tracking, first amongst which is the ability to ensure that inbound callers are directed to the right department and individual.

This matters both in the context of running marketing campaigns, and in providing follow-up support after a sale has been made.

Another perk is that call tracking can let you measure the success of both online and offline marketing campaigns, and even unpick the keywords used in them which stimulate customers to get in touch.

Choosing a call tracking tool

In terms of best practices for call tracking, using the best white label call tracking tools should be a priority, as this market can be intimidating and complex-seeming to newcomers.

The reporting capabilities of any solution for call tracking should be put at the top of the agenda, because ultimately it is the data that matters most, or more importantly how you can drill down into it and extrapolate meaningful insights from it.

You should also consider implementing services that not only keep tabs on calls from customers, but also other aspects of a modern marketing campaign, whether that might be via email, social media or even traditional print media.

Acting upon the information

Once you have got the hang of call tracking, the next step is to actually take the initiative and make changes to your marketing campaigns based on the findings you generate through studying inbound call sources.

For example, if you are getting a lot of calls thanks to a particular landing page, but fewer from your other online marketing efforts, then it may suggest there are some areas in which optimization is needed, especially with regards to keywords. Tweaking pages to improve conversion rates through the calls that are generated can be a relatively quick and affordable process, and most importantly it means you do not need to rely on guesswork to justify the changes themselves.

Likewise you should treat call tracking not just as something which can shape your decision-making right now, but also be used to influence the things you do in the future. You could uncover a previously untapped market, or learn that a specific channel is one which connects with your customers unexpectedly well. It is all about keeping your ear to the ground and leveraging the potential of the tools at your disposal to gain forward momentum.

Adam Hansen