Overlooked marketing channels: 5 untapped sources driving high-quality leads

This month’s upcoming marketing monthly performance meeting felt a bit different than the others.

Something just didn’t seem quite right.

Business was thriving but marketing numbers simply didn’t add up.

How could that be? Were we missing something? Where were all these leads coming from?

And then it hit me.

I hadn’t included phone leads in my reports!

Among gathering data, creating reports, and editing presentations, suspecting that conversions have slipped through the cracks and not being able to prove it, can be a frustrating experience for any marketer.

Who wouldn’t feel outraged when leads are coming in but there is no way to attribute them to a marketing campaign?

We created this guide to help you fix leads that “leaked” because they converted over the phone and to help you increase the number of leads you report by more than 30%.

1) Track phone calls from website visitors

You did it! The visitor clicked on one of your campaigns, landed on your website, and then..*crickets chirping* 🦗

The session ends, the bounce rate goes up and the prospect moves on with their life. 

Or not? There’s a chance this customer preferred to pick up the phone and connect directly with the sales department. 

There are 3 ways to discover if this is true.

• Set up a Trigger via Google Tag Manager to monitor clicks on your phone number – but there’s a catch here –  many of these clicks do not become actual calls
• Bribe your sales team with donuts and get them to ask your callers how they found you
• Use a dedicated Call Tracking platform

2) Phone calls driven by Email Newsletters

Newsletters are a great way to introduce a new product or a time-limited discount.

Their formula is simple. Amazing offer – Frictionless CTA

The term frictionless is key here. Customers prefer to convert using their favorite methods (form, online purchase, phone order, or even physical purchase)

Eliminating specific methods for the sake of marketing analytics has a huge impact on conversion rate. 

When it comes to phone calls, consider using a unique phone number in your newsletters to monitor call conversions for specific offers & campaigns.

3) Organic & Paid Social Media offline conversions

Similarly, Social Media is used both for brand awareness and lead generation.

When a phone number is included either in the body or creative of a social media post, it’s quite likely that some conversions will not be attributed.

Like in newsletters, it is highly advised to use a unique phone number in your social media posts to attribute 100% of your phone sales, increasing the ROI and leads generated by the organic channel or paid campaign.

4) Google My Business & company pages on social media

Do not underestimate the power of listing your phone number on GMB, Facebook, Instagram, and pretty much any place you can set up a company page.

During the initial observation period, most marketers are astounded by the amount of phone calls driven by these commonly overlooked sources and listings.

At the end of the day, this is a testament to the impact of Local Marketing, SEO, and Organic growth.

5) Google Ads Call extensions

When a user with high buying intent searches for your product or service on Google, he or she can do the following:

• Click on the Google Ad
• Call the Google My Business number
• Call the Google Ad extension

In case the user doesn’t interact with the Google Ad but prefers to call the extension, the campaign managed to deliver a new lead. But this won’t be reported in your analytics tool, leading you to think it’s performing poorly.

To counter the above, a unique tracking number should be used as an Ad extension so we can measure those cheeky conversions.

Takeaway

Tracking phone leads & conversions may seem daunting at first. But on second thought, the process is very similar to using UTMs. 

A decade ago, the paperwork needed to apply this would be immense. Not to mention the costs. 

Today you can acquire, affordably and quickly, a bunch of unique phone lines to place in your campaigns and track their performance.

FAQ – Phone Leads