Call Tracking

Call Tracking – An essential tool for all digital marketing agencies.

Companies that implement data driven marketing are six times more likely to be profitable year over year¹. They understand the importance of basing their marketing decisions on verifiable data. They want their digital marketing agency to provide them with a complete picture of which marketing channels are delivering results – and which aren’t.

One part of the picture that historically has been missing has been call tracking.

Businesses will usually already have in place some form of conversion tracking.

However, when they look at the total number of leads the data doesn’t marry up.

Invariably it is calls which is creating a discrepancy between the two.

Companies know they need to track these calls but the actual technical implementation is beyond them.

With solutions like Nimbata setting up call tracking isn’t difficult. But the perception is that tracking calls is challenging to implement.

This creates an opportunity for digital marketing agencies.

Clients know that there is a “black hole” in their tracking. For digital marketing agencies this is chance to bridge the gap and solve what is a real pain point.

62% of people already access the internet via their phone². As the number of searches initiated on mobile continues to increase, call tracking only grows in importance.

And as you will see below there are other key reasons why call tracking should be a core offering for digital marketing agencies.

Provide an accurate picture of your client’s success

When running marketing campaigns on behalf of your clients, you need to be providing an accurate depiction of the success of those campaigns.

Clients want to be confident that their investment is delivering results.

There is a perception that digital marketing spend is often “lost” or unaccounted for.

In one study of the European market it was found that 48% of digital ads didn’t reach the right target audience³.

Call tracking is a key part of providing precise metrics on the results of advertising campaigns.

Having call tracking in place demonstrates that you are an agency that takes data-driven decision making seriously.

It provides verifiable evidence to support your marketing advice. And as detailed below, it allows you to make smarter decisions on behalf of your clients.

Accurately measure the performance of your clients advertising campaigns

When running paid advertising for clients, you need to accurately measure the success of those campaigns.

If you aren’t tracking your calls then you are missing a major piece of the attribution puzzle!

Call tracking enables you to accurately attribute your leads to the advertising campaigns that are generating them.

Imagine that you are running two campaigns.

Campaign A is converting at 15%. 

10% of those leads come in the form of web form submits and 5% are phone calls.

Campaign B is converting at 20% 

but in this case 15% of the leads are phone calls and 5% are web form submits.

If you are only measuring leads that come as web form submits then it may appear that campaign A is outperforming campaign B. It is only with call tracking that you would realize the campaign B is actually the winner.

Without call tracking in place, you may decide to end campaign A, so that you are able to allocate more budget to campaign B.

The best way to ensure client retention is to make sure you are delivering the best results possible. Call tracking lets you identify the right campaigns to allocate your clients budget.

Call tracking converts at higher rates

Calls typically convert at higher rates than web form submits. In one study it was found that calls convert 10 – 15 times higher than website leads³.

This is particularly true for products and services that require high touch during the selling process.

When purchasing a high value or complex product people want to talk to someone during the buying process.

Tracking these calls is essential from a qualitative and quantitative perspective.

Because call leads are higher value, it is critical that the sales process is optimized.

Call tracking provides you to evaluate the transcript of the call, measure the relative performance of individual sales reps and survey customer satisfaction.

As a digital agency this provides you with valuable insights that you can share with your clients.

You can look at calls which do convert, to understand what motivates your client’s customers to buy.

You also can show your clients which calls haven’t converted into sales and provide actionable advice for how the call handling process can be improved.

From a quantitative perspective, understanding that calls are likely to be the primary channel for generating revenue for your clients business.

You want to have a complete picture of both the number of calls that are coming in and the marketing which is increasing the flow of these leads.

Improve the success of your paid advertising campaigns

One study showed that over a two-year period Google Ads price had increased by 40%².

Competition on Google Ads is fiercer than ever. This pushes up prices, given less room for error to deliver profitable campaigns for your clients.

As a consequence, it is not enough to understand the broad strokes of which campaigns are profitable.

As a digital marketing agency you need to know exactly which ad groups and keywords are making your clients money – and which aren’t.

Call tracking lets you do exactly that.

Call tracking enables you to dynamically generate a different phone number for each Ad you run.

This makes it easy to track which campaigns, ad groups and keywords are delivering money making calls. As detailed earlier calls are far more likely to result in a sale and so these are leads you definitely want to be tracking.

Identify when to market to your customer

The time of day when customers get in contact will vary. Call tracking allows you to identify the peak times, when customers are reaching out.

This can be used to make informed decisions about what time of days ads should be scheduled.

This allows you to increase your advertising budget for those times when customers are most likely looking for your particular product or service.

You can also allocate internal resources to ensure that there are sufficient number of customer reps to answer calls, during these peak periods. When there are fewer calls coming in, these sales team members can be allocated to alternative responsibilities.

Phone tracking is essential for geo-specific clients

Mobile has become the dominant way for people that are conducting web searches. When someone is looking for a product or service in their local area, the natural next step is to pull out their phone.

When they find a relevant business, they will usually want to hit the call button, to make a booking or purchase.

There are a number of reasons for this including:

  • The convenience of being able to have questions answered immediately,
  • The smaller screen of mobile makes voice often an easier than navigating online forms
  • The personalized interaction with a customer rep saves time.

If you have clients where geographical location is important such as restaurants, dentists, bars etc. then tracking mobile is critical. As calls are a logical next step in any mobile search for a business they need to be accurately tracked.

Provide a more detailed picture of your client’s customers

Data privacy issues mean that is becoming harder to provide clients with detailed demographic information about their customers.

Call tracking allows you to fill in the gaps with additional demographic information.

Call tracking captures valuable demographic data, including the location of the call, time of day and if they are a repeat caller.

This can be put together with information captured during the call itself to provide a detailed picture of your client’s customers and when they are most likely to make a purchase.

Call tracking builds trust and improves decision making

Trust is a major issue between clients and agencies. Call tracking demonstrates that you take tracking seriously, in every aspect of your clients marketing.

You don’t have to say that your marketing delivers results, you can show it.

Call tracking improves decision making for both you and your client. With call tracking in place you will have valuable insights that you can share with your client.

This knowledge will empower them to improve their sales processes and tightly define who their buyers are.

As an agency call tracking gives you the data you need to make informed marketing choices.

Businesses know they need to track calls.

Call tracking is an offering that digital marketing agencies can’t afford not to include in their mix.

If you don’t offer call tracking, clients will find an agency that does.

While the perception may be that call tracking is complex, it really isn’t. With Nimbata, setting up call tracking on behalf of your clients is fast, simple and accurate.

Resources:

(1) https://v12data.com/blog/25-data-driven-stats-2018/

(2) https://www.statista.com/statistics/284202/mobile-phone-internet-user-penetration-worldwide/

(3) https://conversionsciences.com/mobile-phone-calls-higher-conversion-rates/

(4) https://www.adgooroo.com/adwords-cost-per-click-rises-26-between-2012-and-2014/

Image: Background vector created by pikisuperstar