Call Tracking Frequently Asked Questions
What Every Digital Marketer Needs to Know
Have you heard of call tracking, but perhaps are a bit hesitant to jump into the deep end without knowing more about it? Have you been wondering why your digital marketing agency competition has been overtly successful in helping their clients track their sources of revenue, or how it is exactly, call tracking plays a role in that formula?
We know that marketers are under a microscope when it comes to their budget and performance – after all, if you can’t account for every dollar spent and how it relates to your client’s marketing ROI, you won’t be able to attain the “executive buy-in” necessary to try something new. But this hesitation is costing you – some 95 percent of smartphone users have reported utilizing their phone to obtain local information, and in so doing 61 percent of them called a business.
The bottom line is that phone calls remain an essential element in healthy marketing ROI… and here are the most common questions (and answers) normally associated with call tracking and analytics:
1. What Information is Captured When I Track Calls?
This is a question often asked when a small or medium-sized business or marketing agency is considering an investment in a call tracking solution; the easy answer is that advanced call tracking solutions can track just about anything you want, so you always know how marketing efforts are driving both online and offline engagement. Common data points include:
- Marketing campaign
- Google Click ID (or any other paid search parameter)
- The landing page call originated from
Call analytics adds valuable information about the caller and the phone call itself such as:
- Caller location
- Call duration
- Date and time of the call
- Repeat versus new call
- Key demographic data
2. How Do I Make Sure my Sales Floor or Call Center Doesn’t Get Overwhelmed with Junk Calls?
Custom call tracking solutions boast custom filtering and routing features so you can qualify calls before they reach your sales floor or call center; calls can even be routed based on conditions such as day or time, while some can be filtered based on caller responses to custom voice prompts.
3. How Do I Set Up Call Tracking?
Getting set up is much easier than most marketers think – by placing a small snippet of code on your website, tracking phone numbers dynamically populates your site to capture the consumer’s online journey that led them to make the phone call.
4. Can I Create a Custom IVR to Route Callers to Specific Destinations?
An Interactive Voice Response (IVR) is a way to route callers based on rules, filters and phone menu prompts, while automated or professionally-recorded voice prompts help guide them through the call experience and route them to the appropriate individual or department. An IVR can be set up in minutes and can be optimized at any time.
Now that you have the answers to the most popular call tracking queries, you should be armed and ready to take your marketing to the next level with phone calls.