Call Tracking Analytics: The Unsung Hero in Your Agency’s Marketing Arsenal
As an agency, you’ll know that proving the results you get from specific channels and campaigns is paramount for ensuring ongoing investment from your clients. However, with customers now able to switch between online and offline so easily, identifying the success of both has become more important than ever.
An often-overlooked piece of the puzzle is call tracking. With higher price point purchases often still being sold over the phone rather than through a website, the data on how those customers reached the buying point is lost without call tracking in place to capture this information. You could actually be causing your clients to miss out on 80% of their conversions. Talk about missed opportunities!
We have compiled five essential ways marketing agencies can benefit from call tracking and why you should incorporate it into your client’s business strategies.
Show ‘em You’re Worth it
A common struggle agencies and marketers have is to demonstrate how their efforts are generating leads over the phone. Considering that calls convert 10 to 15 times more often than web leads, being able to attribute each conversion back to the campaign that drove the call is essential. If you can’t prove your worth and results to clients, then you risk losing these investments altogether.
Call tracking completes the loop between digital advertising spend and offline sales. Using visitor level call tracking, you can assign unique phone numbers to each of your client’s marketing campaigns. This way, you’ll be able to understand which online channels (i.e. organic search, pay per click (PPC) ads, or remarketing ads) are generating offline, over-the-phone sales for your clients and pinpoint the exact return on investment (ROI) for each.
With this information, you can determine whether the marketing campaigns you’re running for your clients are generating profitable phone call leads, or whether they need re-adjusting (e.g. changing the bid management for a PPC campaign, or building more links to certain organic keywords) to achieve a greater ROI.
For example, let’s say your agency was running a location-based PPC campaign for a dentistry client in London. Because the phone number has been listed in the ad any potential, non-mobile, customers are able to call their dentist without clicking through to their website; meaning your agency will have no possible way of attributing which keyword drove this call.
However, if you integrated call tracking into AdWords, every user who visits your client’s website via the PPC ad will receive their own tracked phone number. With this powerful data you’ll be able to provide your client with a complete overview of their PPC performance and identify opportunities to make smarter, data-backed, decisions for their future campaigns.
The data provided will include the exact keywords used in their searches, which pages of your website were viewed, first and last touch points, and finally, if they actually made a call.
Get CRM Integrated
Despite being a go-to sales tool, many agencies have failed to connect their CRM systems with their marketing efforts. In fact, it’s estimated that only 13% of B2B businesses have an “advanced” ability to integrate data into their CRM systems.
For instance, one of the biggest problems comes down to call tracking and CRM integration. If your agency generates regular leads over the phone then knowing exactly how often phone calls play a part for an individual customer is essential.
But remember, a sale is rarely secured after one call. It’s merely a single step towards developing a better relationship with your consumers and with 75% of consumers believing that a phone call is the quickest way to receive a response, you could be disregarding a considerable amount of valuable information about each caller.
Also, not every call is equal. One lead could be enquiring about arranging a final sign-off meeting, while another could simply want to know more information about the digital marketing services you provide. They are at completely different stages in the customer journey. However, each call will provide reams of new information about the caller, including service interest, demographic data, buying stage, and customer type.
To gain in-depth insights into each customer, agencies should consider selecting a call tracking provider that integrates with Salesforce Lightning CRM—an upgraded version of Salesforce. This allows users to push all their call data into Salesforce that can then produce reports on all of the interactions made with each customer. You can utilize this data to ensure your agency assigns the most appropriate employee to manage the unconverted leads within your CRM.
For example, if your agency provided link building for SEO and a potential client was looking at the relevant landing page on your website, you could assign a suitably knowledgeable employee to nurture this lead through your sales funnel.
View High Intent Interactions
For several industries, such as law, financial, and automotive the desire for purchase can be costly, or urgent, meaning an open-ended, over the phone discussion is normally a consumer’s first port of call. These are known as high intent leads and are often the most valuable.
So, if your agency has clients who obtain a significant amount of business from high-intent phone calls, how can you monitor their entire journey before they decide to pick up the phone? These crucial interactions must be tracked so that you can determine exactly when and where they take place.
For example, imagine your B2B finance client had a lead who downloaded a PDF on which type of funding would best suit their business after clicking one of your PPC ads, but you missed these vital interactions before they finally decided to call. Being unable to view this journey in its entirety would mean your agency cannot attribute and optimize for these valuable interactions at the top of the sales funnel.
By using call intelligence, your agency can monitor each interaction made by these high-intent leads before they call your client, this way, you stand a chance of increasing the budget you receive from your clients. Integrated call tracking software enables you to implement strategies that generate the highest volume of quality phone calls--both leads and sales--for your agency and your clients. These systems also give you the ability to substantiate your reports and provide unquestionable evidence that your marketing efforts and strategies are causing their sales to spike.
Allyson Boudousquie, VP of Market & Product Strategy at Convergys (which has since been acquired by Concentrix), discusses the impact of millennials on contact center technology and practice in this clip from SpeechTEK 2018.