To maximize revenue, it’s essential for businesses to not only generate leads but identify the sources of said leads in order to identify which marketing campaigns lead to a conversion, and which underperform. This knowledge can then be used to optimize marketing spending. One tool can accomplish all this and more: call tracking.
Here are some hidden tools included with call tracking:
1. “Close the Loop”
Identify the link between marketing sources that produced phone calls and the revenue generated with Sales Conversion Tracking. Closed loop attribution technology can match ingested sales conversion data to their source calls, giving marketers the ability to see which channels or campaigns are generating calls that result in sales. This knowledge is key for determining ROI from campaigns like paid search.
2. Adjust Sales Resources
Optimize your sales efforts so your team does not miss the time frames with the most valuable calls. Your call tracking data will reveal the windows in which the most qualified callers try to make contact. With this information, you can delegate the appropriate number of inbound sales team members available to those times, so you miss as few high-intent calls as possible.
3. Optimize PPC Keywords
Using keyword–level attribution, call tracking technology logs the specific keywords prospects searched for prior to clicking on their ads. Marketers can then deduce which keywords are performing best in their paid search campaigns and integrate this information into their Google Analytics, Adobe Analytics, or CRM platforms to gain a more detailed picture of the customer journey. Each customer’s unique identification number assigned with Dynamic Number Insertion (DNI) technology would also be tagged in the keyword that triggered the ad, allowing marketers to see which keywords lead to calls.
4. Observe User Journeys
With Dynamic Number Insertion (DNI) technology, each site visitor session is associated with the specific tracking phone number displayed to them. Marketers can use this information to track their user’s journey through the website. From there, they can uncover which pages and elements on the website are driving calls, and which cause visitors to lose interest and exit the site. This data can then be used to optimize the website accordingly. Marketers should prioritize pages and features that site visitors gravitate to, and scale back or discard elements that don’t resonate with them.
5. Identify High-Intent Calls
With certain conversation intelligence platforms like Marchex, marketers can track keywords that appear in high-intent conversations. Once identified, ad bids can then be optimized based on quality of calls rather than just volume to facilitate higher conversion rates.
Call tracking is an essential tool that gives your revenue team critical information that can be used to make informed decisions regarding the marketing budget, sales operations, and more.