Internet marketing and ROI should go hand-in-hand, but many companies miss the true picture of return when they do not track their phone calls. Typically, when utilizing phone call tracking, we track 2-3 phone calls for every 1 form submission. Especially for B2B, phone calls can often make up the majority of a site’s conversions. Bottom line, if you aren't tracking your phone calls, you aren't closing the loop on the efficiency of your website.
Call Tracking allows businesses to measure the 'offline' conversions (which are typically phone calls) that they receive through different forms of marketing. While our primary focus is on tracking the phone leads generated by your website, call tracking numbers can also be assigned to anything from white papers & brochures to trade show collateral.
At the end of the day, we want to help you track your return on your marketing investments. All of them. We have also found that evaluating your phone call recordings can shed light into the quality of the opportunity and how your internal team is managing opportunities. We find call tracking and analytics so insightful that it has become part of our standard tracking installation when you sign up for a PPC program with us.
Call tracking isn't just helpful for you, it's helpful for us as well! Call analytics gives your TopSpot team very helpful insights on your products, how people are interacting with your website, the quality of the phone calls being generated by your different mediums and even the time of day and location of those calls.
As part of our standard process, we not only report on your tracked phone calls each month, but we monitor them throughout the month as well. Don't be surprised if you get an email like the one below from someone on your TopSpot team from time to time!
Don't have time to monitor your incoming calls? No worries. It's part of our day to day management of your account!
Still not sure if phone call tracking is right for you? If any of the following factors represent your business, you may be missing out on tracking valuable ROI information.
Purchases tend to be products or services that require a higher consideration which many feel should require a phone call.
Often research and questions are involved, especially in an industrial purchase.
Many purchasers want to develop a professional relationship with their vendor, requiring a conversation.
Many purchases have a sense of urgency and are time sensitive (a broken part, an emergency, etc.)
Although behavior is shifting toward digital, offline purchasing remains a familiar practice for companies.