Full Exploration of the Most Essential Features of Marketing Automation
Call Tracking: Immediately Connect the Prospect to a Live Person
One of the most important buying signals is the phone call. If you look at your current population of residents, there are two paths: the full journey of investigation, exploration, and decision; and, an emergency event that forces the decision. The latter scenario makes up a larger percentage of cases. When people are forced to decide based on an event, they look back and wish they had started the journey earlier. As marketers, we can be better prepared to help, and we can make better marketing decisions to drive more move-ins. Call tracking allows us to do just that.
Easy Process for Implementing Call Tracking
It’s so simple as to contact your marketing automation provider and ask to add it or, even easier if you know your software well, log into your system and take five minutes to set up call tracking. Use any marketing automation provider that offers call tracking as part of the journey.
The big choice is to make the right phone ring to a specific salesperson or department.
- Will you forward it to one number at a certain time (weekdays) and another at other times (weekends)?
- Set up conditional routing to prevent a ready caller from landing in voicemail. If phone A isn’t answered, roll over to phone B, and so on. Enable texts to automatically be sent to the prospect if the phone cannot be answered.
- Give prospects options for getting in touch with a live person. Enable text to the internal team to ensure all calls are followed up. In short, ensure that the prospect is connected to a live person as soon as possible.
Measure attribution on phone calls to minimize the number of missed calls and time to connect. To do this, conduct a missed call analysis and see how long it takes someone to answer the phone – or return a phone call. Speed to lead at its best!
Advanced step: Understand how far along the buying journey a person was before they made the call. Perhaps they visited the website three months ago, or perhaps they read your content – you can see that with automation software. Evaluate the impact of content on prospect decisions. Automate the engagement internally and externally, readily connecting the right people with ready prospects.
How Your Peers Use Call Tracking to its Highest Potential
When asked if their organization is using call tracking to its highest potential, 66% of your peers said yes. That leaves a fair amount of opportunity for improvement across the industry. Of those using it well, they had these suggestions for using call tracking to its highest potential:
 | Use call tracking to monitor incoming and outgoing calls, ensure customer service is responsive, and evaluate the performance of customer service agents against key performance indicators (KPIs). |
 | Record calls to review and improve communication, train staff and ensure quality control. |
 | Gather geographic data on prospects to identify which marketing strategies are effective. |
 | Assign unique phone numbers to different advertising channels to track the success rate of each medium. |
Remember, you don’t have to accomplish all of this right out of the gate!
Just by starting to use call tracking and gathering the resulting analytics, you are on your way to a more automated and effective marketing approach for your communities.
As we’ve delved into the transformative power of call tracking within marketing automation, it’s clear that the potential to enhance your marketing strategies and connect more effectively with your prospects is immense. But what we’ve explored today is just the tip of the iceberg. To unlock the full spectrum of strategies and insights that can revolutionize the way you engage with your audience, we invite you to download our latest eBook, “Full Exploration of the Most Essential Features of Marketing Automation.” Inside, you’ll find comprehensive guides, advanced tactics, and real-world examples that will empower you to take your marketing efforts to new heights. Don’t miss out on this opportunity to elevate your marketing game. Download the eBook now and start transforming your approach to marketing automation today!
