Demystifying Call Tracking
Call Tracking, or tracking the calls, has been around for several years, but for some, it still represents a kind of "black box" that's difficult to understand.
Simply mentioning the term "Call Tracking" during a conference, meeting, or casual discussion can result in a variety of different responses, depending on the profile of your audience.
For the consumer, Call Tracking raises questions about privacy, while on the other side of the equation, entrepreneurs are concerned with the effectiveness of their advertising investments and are highly attentive to being reached by phone in a reliable and immediate manner.
Performance marketing professionals have long understood the importance of such tracking tools in order to provide their clients with precise indicators on the actions they take on their behalf.
It is time to reconcile all these parties by demystifying Call Tracking.
Call Tracking allows you to accomplish many simple and effective tasks, such as:
– Measure the effectiveness of your sales teams or service providers.
– Ensure that no contact is lost and will be followed up with.
– Indicate which channel, both online and offline, is the most effective.
– Track the performance of your lead acquisition campaigns.
– Provide you with a comprehensive view of each campaign.
The end of the channel fragmentation!
Today, thanks to the internet, marketing managers and agencies have become very good at measuring and directly attributing a contact (lead) to one or more online acquisition sources. But what happens when the same prospect picks up the phone to contact a business or merchant?
Without Call Tracking, it is impossible to attribute a contact to a specific source, and all your marketing efforts can collapse in an instant!
For some businesses, the phone channel represents a very significant portion of their daily contacts, and if these are not measured, it can call into question the entire marketing strategies and actions in place.
To address the issue of fragmentation in communication channels, Call Tracking can be implemented in a simple and transparent way for the end consumer. Each point of contact a business has can be easily measured by replacing the traditional phone number at the point of sale with a "tracked" phone number, while still respecting, for example, the company's regional location.
Now, the entire chain of your contact methods can be measured.
– your website
– your mobile website
– your landing pages
– Your advertisement in a local newspaper.
– Your ad in a specialized directory.
– A classified ad
– Your promotion on a placemat
– Your TV or radio commercial
– Your social media (LinkedIn, Facebook, Instagram, etc.)
– your QR codes
– etc.
As we can see here, Call Tracking is not only intended to measure call volumes but also to qualify the different communication channels.
In another article, I will detail the "best practices" for Call Tracking and the performance indicators that Call Tracking allows you to obtain.
To learn more about Call Tracking or to help you implement a Call Tracking service, contact me directly.
