This is a question we get asked quite a lot!
But before we answer the question in detail, let’s open the box of undeniable truths.
Let’s face it. Marketing is HARD.
You have to brainstorm ideas to craft compelling campaigns and then check how these perform in your audience.
For this you need to build your marketing stack with powerful tools that help you in your everyday struggle.
To check which of our campaigns bring quality leads down the funnel we use Nimbata.
It would be odd if we didn’t 🤣.
But it’s true that we also use Nimbata the same way as our users do.
8 ways we use Nimbata to assess our marketing performance
In this article, we’ll walk through how our very own marketing team uses Nimbata every day to assess the outcome of the marketing campaigns they run.
1. Track calls from our Google My Business Listing
Google My Business (GMB) is a channel that drives many calls for us on a daily basis. This is why we have placed a tracking number on our listing, which when dialed connects to our office. This allows us to know exactly where callers found out about us when they dial this number.
…and wanna know the best part?
It literally has 0 impact on your NAP consistency (Name, Address, Phone Number) – a crucial factor for SEO.
Check out how to start tracking calls from GMB in our detailed guide “How to track calls from Google My Business (GMB) – The correct way“.
2. Track phone calls and forms from our website
This is a no brainer for us, as the majority of calls come only after a user has viewed our website. We fully utilize Nimbata’s session based tracking, with Dynamic Number swapping with the use of number pools.
This allows us to know exactly which channel, keyword, UTM parameter triggered the call, and which was the page the user was viewing while making the call.
For detailed reporting, we have configured our own customized dashboard with all the essential reports we need for our internal reporting purposes.
3. Send offline conversions to Google Ads
Everybody who runs Google ads knows the importance of setting up conversion tracking. With Nimbata we have directly integrated our Google Ads account to automatically send Google Ads offline conversions after each call.
Take it a step further, we have configured multiple offline conversions, separating quality calls from simple leads as a primary and a secondary conversion.
If you want to copy our strategy take a look at our detailed guide “How to track Google Ads offline conversions”.
4. Apply automations to filter for “quality leads”
Think of Triggers as your secret weapon to slice and dice data, enabling you to retain only the calls that meet your criteria. And with the trigger in hand, you can unleash its power to perform any action you desire (such as sending a conversion event or triggering an automation rule). You can even create triggers based on Custom Properties or Custom URL parameters.
We use Triggers for our Integrations and to set up Automation rules like the following:
IF call duration >= 60 AND first time caller = YES THEN Tag = Quality Lead
This trigger is then used in our Google Ads integration to send only these calls as a primary conversion back to Google Ads.
5. Record and Transcribe Calls
Recording and transcribing calls is of utmost importance for us as it helps us discover what our potential customers are talking about.
As Dimitris shared, our transcriptions are a goldmine when it comes to generating content.
Loukia went a step further and wrote all about it in our blog post “SEO Call Tracking: The unexpected duo that actually works”.
6. Set up Email summaries
One of the easiest way to assess our performance is by having a report that sums up our day/week/month in terms of phone calls per source.
It’s a good starting point to log into the app and learn more information about calls that we need to dig more into.
7. Share each phone call in a Slack channel
We have to admit we love Slack and use it to communicate with each other.
That’s why we went a step further and partnered with them via our official Nimbata – Slack integration.
This is how each phone call our team receives shows in our dedicated Slack channel.
With a quick look we can find information about the source, medium and campaign that drove the call, the page the call came from and if needed click to listen to it.
Want to set it up for your team? Follow our simple guide “Elevate Your Slack Experience in 2023: A Guide to Must-Have Phone Call Notifications”.
8. Push phone call information to our CRM
Pushing phone leads to our CRM is probably one of the most important actions that we have automated with Nimbata.
We personally use HubSpot as our CRM which acts as the central repository for all our customer data (including calls and where thes calls came from).
This is what each lead that calls us, looks like in HubSpot. Created automatically with our native HubSpot – Nimbata integration, with no code needed.
The Nimbata marketing team has been crucial into making Nimbata what it is today. A call tracking tool, made by marketers – for marketers, that they actually love to use. Now you know how we use Nimbata for our own internal needs.
The question is, how do YOU use Nimbata?
Share your experience in the comments section below!