Planning Your Call Tracking Strategy: 5 Critical Points to Address

Yesterday morning, I went to my favorite coffee shop to get my regular coffee, but this place was full and wasn’t able to wait in line, that’s why I walked into the coffe shops which was few steps away/. I ordered my coffee and was pleasantly surprised—it was really good, even better than my usual spot.

The moment I took the first sip, I couldn’t help but wonder, why do people wait in line when there’s better coffee in an almost empty shop?

Curiosity got the best of me, so I asked the owner how he promoted his business. His response was simple: he doesn’t do anything. That’s the strategy. Even if you have the best coffee in town with the best service in the best price, nobody will get your product because simply nobody knows your product.

The same principle applies to the tools you use. Google Ads, ClickUp, Nimbata, Semrush—they’re all tools. However, success hinges on how you utilize these tools. It’s not just about having them; it’s about employing them effectively. There’s a significant difference between using a tool and truly leveraging its potential.

Call Tracking Strategy and how to implement it into your marketing activities is a whole new chapter for many marketers and a lot different from just purchasing a Call Tracking platform. Day by day companies are getting more competitive in the global market by including new technologies and designing innovative marketing strategies to place them ahead of the competition. 

Small and medium business owners are constantly looking for new ways to increase sales both offline and online by searching for new technology solutions to adapt to their strategies and processes. Since inbound phone calls are usually initiated by ready-to-buy customers, implementing call monitoring analytics leads to higher revenue without increasing the advertising budget.

Call tracking is essentially the approach of presenting unique call tracking numbers to newsletters, Facebook or Google ads, and various other marketing channels to understand which marketing efforts drive calls to your organization. It is a method of gathering, analyzing, and reporting inbound phone calls. 

Call tracking becomes an irreplaceable tool that promptly tracks calls and generates daily profit when these pieces of advice are followed. Advertisers, managers, and call center employees must collaborate and use data from analytical statistics services to identify growth levers and tactics for your organization.

This piece lists a few simple and effective methods to make your Call Tracking Strategy successful and improve your marketing activities. Our foremost recommendation is to take little steps at first:

• Prioritize the features which you should implement at first.
• Consider Sales and Marketing alignment.
• Choose the right Call Tracking method based on your needs and budget. 
• Enhance your local marketing strategy with local phone numbers. 
• Leverage real-time call data and merge them into your decision-making process. 

How to win the game with Call Tracking in 5 steps

Undoubtedly, including new tools in your business processes can be a little chaotic at first. Call Tracking offers a variety of features, integrations, and addons. Using them all at once could be chaotic and discouraging, that’s why it’s important to start with the essential features and then start using the more advanced ones gradually. In order to overcome this situation, there are some features that your business could prioritize.  

By using call recordings you are able to record inbound calls, download, listen and rate them. Recorded calls increase your knowledge about your customer’ needs and help you create personalized experiences in order to develop stronger relationships with your callers and improve your engagement rates. Also, call recording is great for monitoring your call center’s productivity and figuring out your agents’ weaknesses so that you can provide a more impactful training.

DNI follows your visitor before, during and after the phone call. Analyzing your visitors navigation behavior and investigating his needs, pain points and goals, places you in a better position and above your competitors. Caller journeys don’t only enrich your insights, but they answer seamlessly the most common question “How did you find out about my business” and help you optimize your campaigns by indicating the journeys followed by your most quality leads.

The Call Log feature includes your call data fully detailed (call duration, caller’s demographics, source, medium, campaign etc.). By filtering this report according to your needs, you gain valuable insights about your callers that help you find your qualified calls and improve instantly your marketing efforts. 

Historically, Sales and Marketing teams worked together, sharing their goals, strategies, and processes. Today, things have become more complicated and a gap has been noticed in the alignment between sales and marketing activities. A Call Tracking software is a great tool to start collaborating again with each other because, to put it simply, both teams work synonymously and view the same picture. 

Call insights can be valuable for both marketing and sales and the key point is that they are accessible in the same app by both teams. Marketers can utilize call data like source, medium, caller’s demographics, landing pages that drive the most calls, keywords to optimize their campaigns’ performance and allocate the marketing budget better, and sales teams can use features such as call recordings, whispers, and transcriptions to improve their performance and the caller experience.

The alignment of sales and marketing activities is crucial for every business. In fact, 87% of sales and marketing leaders say collaboration between sales and marketing enables critical business growth. Marketers can utilize the sales insights originated by phone calls to indicate the qualified leads (call duration, closed sales, tags and ratings) and incorporate them into their strategy (Email marketing, Content Strategy etc.) Linkedin’s survey also found that the most common measurement of success for content marketing programs is Total Sales. So, if you are about to start using a call tracking software, include your sales and marketing teams in the onboarding training to achieve better communication and work together synonymously. 

3. Make your Call Tracking Strategy budget-friendly

There are many providers that offer distinct pricing plans out there. It’s easy to compare prices, offerings, features etc., but when it comes to your specific needs, especially if you are new to call tracking and unfamiliar with the terminology and functionality, choosing the right and the most cost-effective pricing plan becomes a little bit more complicated. My point is that Call Tracking Softwares offer different types of call tracking and at first might seem a little daunting to choose. So, make sure to include dynamic call tracking into your marketing strategy that can actually reduce your budget.

That’s because dynamic call tracking uses a pool of tracking numbers so that each visitor sees a unique number during his navigation on your website, but when he leaves, DNI frees up this tracking number in order to be assigned to your next visitor. Recycling your tracking numbers has a huge impact on your budget, because, to put it simply, you just need to purchase less tracking numbers.   

4. Local phone numbers for local marketing

If you own a small local business or you just want to target customers in a specific region or city using phone numbers with a local prefix that callers are familiar with is an excellent strategy. Local Marketing is a very well-known strategy and helps businesses to engage better with their audience all over the world. Think Global, Act Local (not my words people).  Including local phone numbers make your business more appealing to your potential customers and increases the chances to actually visit or call you. According to Business News Daily, these are some of the benefits of using local phone numbers:

• Patrons are less likely to answer unfamiliar area codes.
• Inbound callers may have to pay long-distance charges.
• Customers may perceive your business as inadequate. 

5. Enhance your activities with real-time data

Marketers use real-time data to monitor their performance and activity in order to act opportunely, improve their strategy, understand their target audience, deliver better and more tailored experiences, and create value for their business or clients. Understanding your customers’ behavior as it happens, instead of relying on historical data,  can place you ahead of your competitors if you leverage these insights into your marketing activities wisely and on time.

Phone calls are your most valuable touchpoint when it comes to monitor or analyze your customers’ purchase behavior and that’s because your customers call you when they are ready to buy. So, phone calls are the place to be when it comes to finding out which are the pains of your potential customers or what their actual needs are or from whom competitors they are switching, or which are their expectations about your solution/product/service.

We are sure that these are some interesting questions that you’d like to answer for your customers. A call tracking software, like nimbata, collects all these insights and helps you improve your caller experience, optimize your marketing activities and improve your sales process. You can take advantage of nimbata’s real-time reporting by doing the following. 

Call tagging and scoring is a widely used feature in our platform. With tags you can easily label your callers according to your business industry and needs in order to track dissatisfied customers or gather feedback for your product/service or create customer categories (e.g. “high chance to purchase”, “switching from x competitor”, “interested in x product rather than y”). Monitoring this kind of data in real time, gives you the opportunity to tailor your approach into your customers needs and prevent them from choosing a competitor.

The most common scenario of losing a potential customer is when you miss their call. Knowing instantly your missed callers combined with other call data (the campaign, source, medium that drove the call), gives you the opportunity to handle your missed calls efficiently and engage in a conversation that you already know what it’s about! Our slack integration and email notification feature will help you to act on time!

Nimbata offers a variety of pre-built reports. However, different businesses have different needs, so by customizing your dashboard you can access the data you need the most instantly and effortlessly. The “all-in-one platform” model seems to work for most businesses so make sure to connect nimbata with your preferred data visualization platform to monitor all your conversions in one platform and get the whole picture. 

Conclusion

Every organization needs granular data marketing initiatives or ad campaigns to make them successful. The above-mentioned recommendations can surely help you start figuring out which marketing activities can make your phone ring, so you can emphasize the ones that are truly generating excellent call leads.