Best Practices For. Tracking Marketing Campaigns With Phone Numbers ebook

Transcription

1 Best Practices For Tracking Marketing Campaigns With Phone Numbers ebook

2 WINNER TAKES ALL WHEN YOU TRACK CALLS A BETTER BOTTOM LINE IS CALLING The world is obsessed with phones. According to the latest report from Pew Research, 91% of Americans have a mobile phone and 61% have a smartphone. 1 People are using their phones to do anything and everything, from checking the weather and texting, to shopping and gaming, Ironically, with all the hullabaloo over using phones to take pictures and search the net, it seems that many businesses have forgotten people still actually use their phones to make calls. Those companies that avoid posting numbers on their site or attaching numbers to their marketing efforts are leaving a lot of money on the table, as well as a high number of potential customers hanging on the line. So how do you avoid being that company who missed its calling? You track every call that s made like you re a government agent, only less creepy and more helpful. 71% OF SMARTPHONE USERS that see TV, press, or advertising that interests them will immediately do a mobile search 43% OF ALL INTERNET SEARCH sales conversions happen over the phone (Source: (Source:

3 LET S CONNECT TURN CLICKS INTO CONVERSATIONS Lots of potential customers on your site do not want to fill out a form or give you their information, but they will take down your digits, and they will call. When they do, it s imperative you make it easy for them to chat you up by listing your number. Aside from making your number highly visible, you should make it memorable via a vanity number that pertains to your business. You can also use numbers to tell callers a little about yourself. To project the fact that you are currently dominating the world, use a toll-free number. To appear like one of the locals, use a local number. 65% OF BUSINESSES consider phone calls their highest quality lead source 61% OF LOCAL mobile searches result in a phone call 52% OF ALL MOBILE ads result in a phone call 59% OF ONLINE SHOPPERS call to ask about products (Source:

4 CALL TO ACTION GENERATE LEADS If you are serious about someone, you call. If not, you text. When a call comes to your company, that person is ready to talk. They are further along in the sales cycle than form-fillers and if you answer their questions correctly, you just might close the deal. So how do inbound calls help you generate leads? If you track them, they ll reveal lots of exciting information you can then put to use luring your next caller. Some of the things you will want to track include: Is this caller already a customer? INBOUND CALLS INCREASED LEADS TRACKABLE DATA VALUABLE INFORMATION

5 FOLLOW THAT CALL QUALIFY LEADS & ROUTE CALLS Of course you would never do this, but lots of people keep numbers of people they don t like programmed in their phones so they know not to answer when that person calls. Call tracking enables you to do something similar for your sales team, ensuring they don t waste time with unqualified leads. offer: You can use your call tracking system to filter calls by having callers respond to an automated list of qualifying questions. If the caller qualifies, you can have the call sent directly to someone on your sales team. You can also do all sorts of other cool things, like have the call go to everyone on the sales team at once and the fastest pick-up wins, or you can have it ring your most successful sales person first, and if they don t pick up it goes to the next sales person on the list. 10% HIGHER click-through rate for ads that have phone numbers 63% OF WEBSITE visitors complete their purchases offline. 5-30% HIGHER conversion for Click to call AdWords campaigns than their click here Mobile counterparts. (Source: (Source:

6 CALL WEIGHTING MEASURE MARKETING ROI If you need to know which marketing campaigns are making it rain and which ones are making funds drain, track each one s performance via a unique phone number. For example, if you have a promotion you are featuring on TV, radio, and web, you would assign each medium a unique number. When the calls come in, you ll know which campaign investment led prospects to pick up the phone. Half my marketing budget is wasted, I just don t know which half. John Wanamaker You can also rate the quality of each call, so that you can determine if web leads are a better investment than radio. And you can run different marketing campaigns and assign each its own number so that you can see which one is generating the best leads. Best of all, when it comes time to make a case for your marketing budget, you ll have the numbers to back you up. PPC ads generate online conversions and offline conversions (e.g., phone calls). With the massive growth in mobile advertising, the likelihood of your ads generating phone call activity is even greater. John Lee, Managing Partner of Clix Marketing (Source:

7 DIALING FOR DOLLARS INVEST IN WHAT WORKS Once you know which campaigns are bringing in top quality leads, you can stop funding the ones that aren t and re-invest in the ones that are. The Internet is filled with high-profile companies that have harnessed the power of call tracking and the numbers they report are nothing short of inspiring % 30% MOBILE CALL VOLUME COST PER ACQUISTION (Source: 1 (Source: 2

8 CALL A FRIEND TALK TO SHORETEL We hope our insights on how call tracking can boost your bottom line have been helpful. To learn more about ShoreTel Sky and download other related ebooks, white papers, and view product demos, please visit