Did you know that inbound calls generate on average 5 to 10 times the revenue of web form submits¹? In other words… use call tracking! Marketing channels that generate calls are simply more valuable, and you should be able to identify them. While call tracking is useful for almost every type of business, there are certain sectors where not implementing is a critical mistake. If your firm belongs to the following industry categories, you should hurry and setup a call tracking software… Shortly you will learn why.
1) Home Improvement Services
When your roof starts to leak or hot water stops running you don’t wait to get help. You look for your local roofer or plumber to give them a call. You can’t take the chance of an email disappearing into the ether of someone’s inbox, right? You have a specific problem and want to explain your situation.
Even for less urgent home improvement services like renovating your kitchen or repainting the bedroom, it will typically involve a phone call. Home improvement services are tailored services, which means that the customer will have questions they want to talk through with the expert.
Call tracking is doubly important for such services which often run Google Ads to generate those calls. Without call tracking in place, it is impossible for them to know exactly which keywords are producing phone inquiries.
In fact, simply including your phone number in your ad can help to increase sales. In one study it was found that ads with included phone numbers had a 10% click-through rate (CTR) compared to those that didn’t².
2) Hospitality & Travel
Room service is not the only thing keeping hotel front desk staff busy… It’s new, potential customers as well! When looking to book a room, after the standard Google search, someone will next call to check the availability. And how will the hotelier know which source generated this call? With call tracking, of course! Call tracking is essential for service providers across the leisure industry. Tour operators, retreats and spas all live off phone bookings. This is why tracking calls is imperative for improving website conversions and optimizing your advertising efforts.
You woke up with an unbearable toothache and you want your problem fixed ASAP! Will you send an email to your dentist to book an appointment? No, no, no! This would feel like self-punishment. You simply pick up the phone and get the next possible booking.
Well, a visit to the dentist is something that people will go out of their way to avoid. As a consequence, dental treatment is usually put off until it can no longer be ignored. But once that point is reached it suddenly becomes as urgent as possible to receive treatment. Overwhelmingly dental bookings will be arranged by the phone. As a consequence, all dentists should have call tracking in place to track the effectiveness of their marketing activities.
Buying a home is usually the biggest financial purchase someone will make in their life. And one of the most complex. Therefore, it’s no surprise that people want to talk to someone when making a purchase. Realtors are invariably tied to their phone and making sure that these calls are tracked is extremely important.
Because call tracking lets them pinpoint which of their marketing efforts are working, double down on the successful marketing channels and eliminate spending where it is being wasted. Additionally, call tracking can provide very useful demographic information about the type of prospects that are interested in a property, including when those calls are most likely to be made and where the calls come from.
Come on people! We are talking about software. Customers have specific questions about the solution offered and these are best resolved through a phone call. Call tracking is essential for them, and this is not the only reason. Such companies typically implement a range of different marketing channels such as Google Ads, Facebook ads and email marketing. How on earth will they understand which are the most effective channels that bring customers in?… Call tracking!
One of the tropes of any crime drama is when the criminal demands their “one free phone call”. Calls to a lawyer are not always so dramatic but still is one of the main ways people will initiate the process of finding legal help.
Legal services are also often marketed through Google Ads. These types of ads are an effective way of getting in front of target clients. This is because people contact a lawyer when they have a problem. And they will search for a solution by searching online.
While Google Ads can be a highly effective marketing channel, the cost-per-clicks in the legal niche has a reputation for being notoriously high. Given the cost of a single Google Ads click, it is essential that the advertising budget is used frugally. With call tracking, your website will feature dynamically generated phone numbers and help you to isolate specific keywords and ad groups which lead to calls.
In a study by BIA / Kelsey, it was found that phone calls convert at a rate between 10 and 15 times higher than an inquiry through a web form submit³. This is particularly true for complex products like finance and insurance. When you find an insurance policy that seems to meet your needs, usually, you make a call to find out the exact details, don’t you?
As calls typically contribute the greater part of revenue for insurance firms, companies that do not track phone calls should reconsider… Unless they want to spend their marketing budget on dubious activities. Moreover, call tracking can improve the quality of the calls. As it reveals information about the way calls are handled and whether specific sales representatives may require extra training. Normally, you will ask “How can we extract such info?” Through the transcriptions of the call! Which types of questions do prospects ask? What approaches are most likely to lead to a closed sale? Read the transcripts and you will find out.
8) Mortgage Lenders
As already pointed out, prospects that are interested in financial services are far more likely to convert into buyers over the phone. And which mortgage to take out is one of the largest, and often the most complex, financial decisions people have to make. Agree?
At the same time, the mortgage market has become increasingly competitive. With many providers vying for some borrowers it’s important to identify your most successful marketing channels. Just combine these two factors and you will see why every mortgage provider needs a call tracking software.
9) Cosmetic surgeons
Have you ever decided to undertake cosmetic surgery? Trust me, it’s not at all an easy decision. You need to be sure you will get the desired results, plus to fully understand the surgery process. And you will absolutely not prefer to send an email with all your queries… At least we hope so! So you pick up the phone and search for answers.
Calls are more likely to result in a booked client because the patient can have their questions answered, making them feel comfortable about the process. Call tracking is the key to success because it lets cosmetic surgery identify how those calls are being generated. It also enables the clinic to identify which are the most common questions that do ask prospective clients. This allows them to prepare answers and material which will address these fully. By making the client feel more confident in the process, they are more likely to earn the booking.
Call tracking is just as important for charities and NGOs as it is for profit-driven businesses. Charities typically take a large number of their donations through phone calls. This means that tracking those calls is mission-critical to measure the most effective marketing drives and get valuable demographic information.
To conclude, this is by no means a definitive list of companies that should be using call tracking. Unless your leads are entirely in person or from web form submits, then you should certainly track those calls. And given the outsize revenue-creating power of phone calls, if you don’t think that customers need to call, you may want to reconsider.
(1) https://www.business2community.com/digital-marketing/5-statistics-will-change-mind-ppc-call-tracking-01040933 (2) https://searchengineland.com/infographic-search-call-tracking-106705 (3) https://conversionsciences.com/mobile-phone-calls-higher-conversion-rates Image: Business vector created by freepik