The. The Marketing Agency s Guide to Call Tracking

Transcription

1 The Marketing Agency s Guide to Call Tracking 1

2 CONTENTS 1. Introduction 3 2. Why Marketing Agencies use Call tracking 4 3. Call Tracking tools 6 4. The Mediahawk Experience 8 5. Conclusion call tracking for marketing agencies 12 2

3 1 Introduction What sets your marketing agency apart from the rest? Your creative vision? Your personable manner? Of course these attributes count, but, let s face it, your clients are hiring you to deliver results. The best agencies stand out because not only do they deliver great results, but they re also able to quantify effort against the outcome. Back in the dark ages, it was difficult to tell which of your marketing efforts were causing the phones to ring. Now, thanks to call tracking software, agencies have a real-time perspective on which ads (online and offline), which keywords and web pages are driving the most calls, and ultimately, the highest revenue. Would any agency worth its salt release a digital campaign without capturing the digital response? So why would that agency ignore the telephone response? It s the most valuable interaction with a real prospect. Call tracking is no longer a luxury it s a basic requirement of any advertising campaign. Call tracking was built with marketing agencies in mind. Why? Because the technology arms agencies with tangible data to prove to clients that their efforts are working. What s more, call tracking is useful to agencies because it s scalable. Many agencies add call tracking to their service offering, providing an enhanced service whilst generating an extra stream of income. This ebook will tell you why marketing agencies can benefit from call tracking, but also tell you how you can become a reseller. 3

4 2 Why marketing AGENCIES use call TRACKING With so many businesses using all sorts of channels to market themselves it would be virtually impossible to evaluate all lead activity without some sort of call tracking solution. More and more agencies are realising the advantages of call tracking and the value it adds to their service proposition. By implementing a call tracking solution, you ll garner a level of insight into offline conversions as well as actionable data, the type that can help to continually improve campaign performance, whilst justifying your worth to clients. Let s look at some important reasons how marketing agencies can benefit from using call tracking and why they should integrate it into their client campaigns. The latest call tracking capabilities create opportunities for agencies and their clients to track and associate offline conversions with specific campaigns and sales. 4

5 1. A value proposition You might have created a slick marketing campaign for a client, but it s worthless unless you can show how your hard work is contributing to your client s bottom line. For example, if a sale is closed offline, but as a result of your digital marketing, then you ll want to take credit for this. Only visitor level tracking (the unique technology of call tracking) can provide a conversion record of an offline sale and be linked back to the initial interaction. Call tracking is like a value proposition. When implemented as part of an overall marketing analytics system, you ll be able to quantify the performance of your efforts. Clients can hold you accountable for your output and, with tangible data; you ll be able to justify the allocation of marketing budgets. 2. To provide an enhanced service Imagine if you could offer clients the ability to see the full lead generation picture. Agencies can add call tracking to their service bundle, enabling them to demonstrate a holistic view of the impact of their campaigns. 3. Agency Branded Product Extension Alongisde offering call tracking as a conversion analytics tool, white labelling the product allows agencies to offer call tracking as a branded product extension. Clients can log in to their call tracking dashboard and be greeted with their own logo, so it looks very much part of their company. Don t forget the benefits for your agency too. By monitoring the spread of marketing, this tool can improve future campaigns by establishing which ones are generating different types of responses and the quality of each lead. 5

6 3 CALL TRACKING TOOLS Call tracking software is smart. It is a sophisticated method to attribute leads to sales; the features help to create an efficient data collection and performance monitoring system. 6

7 Mediahawk Call Tracking tools 1. Closing the Sales Loop Mediahawk s call tracking software can be fully integrated with all other web analytics and monitoring software. You can create closedloop reporting that allows you to capture all forms of interaction. Complete data will therefore be shared amongst all parties involved via their preferred software e.g. Google Analytics and AdWords. 2. Access Campaign Response Information Quickly Time is of the essence. The ability to drill-down and pivot information in the reporting suite quickly is critical. Call tracking generates enormous amounts of data and busy agencies need to be able to summarise hot leads and the most useful information fast. 3. Sales Revenue Attribution Feeding sales from your CRM (Client Relationship Management) software back into call tracking software will allow you to attribute sales against keywords. 4. Concentrate on Cost per Response This is one of the most useful metrics you ll have access to, which will help you prioritise advertising spend. You should be using this information to renegotiate media rates for adverts that are not as high impact or performing highly, or revisit or cut marketing that isn t delivering results. 5. Focus Effort on What Works - By Analysing Call Data you can look at which areas of your marketing are underperforming and adjust advertising spend and channels accordingly. It will empower you to divert spend through to channels that are proving their ROI, rather than experimenting. 6. Call Recording Record calls and playback in the cloud, in the office or on the train using your mobile. If advertising isn t converting into revenue the problem could be in the phone call. Listen to the calls find out and flag problem areas. 7

8 4 the mediahawk experience That s right. Agencies can resell our call tracking software. With our reseller package, you ll add genuine value to your service offering whilst making money. The benefits of providing your clients with call tracking is clear, but you might be overwhelmed by how to implement it for them. We have created a reseller package, that allows agencies to deliver advanced call tracking with minimum effort and maximum support. Through our eleven years experience in the call analytics market, we ve seen other providers come and go. We ve perfected a service that strengthens both our clients and our resellers marketing efforts. Leading companies of all shapes and sizes use Mediahawk for their call tracking solution. We re a Tier 1 Telecoms Service with features specifically designed for agencies. Of course, businesses from all sectors use our software, but ultimately, our offering suits agencies because it s scalable. Find out more about the benefits of becoming a reseller with Mediahawk. 8

9 BEnefits of becoming a reseller why choose MEDIAHAWK Implementation Package With our reseller package, your agency and account management will stand out whilst we do all of the technical stuff. We ll provide your clients with phone numbers and the reporting system. It s quick and - easy to set-up and seamlessly integrates with their Google Analytics and AdWords. Dedicated Account Manager As for aftercare you ll have a dedicated account manager who can help you with any queries you or your clients may have after the installation. Bespoke Marketing Material As well as ongoing support, all marketing materials that explain the benefits and technicalities of call tracking will be provided by us, so there s no need to create your own. Reliable Telecoms Service If you are delivering your clients calls you want a copper-bottomed telecom supplier backing up your service. As a Tier 1 Telecoms Service you should expect as standard that your number(s) are safe, secure and will never be recycled. Obsessive Customer Service We know how frustrating long set up times can be. That s why we pride ourselves on holding the record for the fastest response time in the industry. In the unlikely event of a failure, our disaster recovery service has the ability to switch all of yours or your clients calls to different destination numbers. We ll never leave you hanging. Feature Rich Platform Mediahawk s call tracking system comes with more features than other providers in the industry, including our white labelling offering, which can be resold to clients and branded with their own colours and logos. 9

10 Kat Gibbs, online marketing Manager beseen MARKETING neale evans, mb advertising and marketing Having powerful, advanced analytics on our own and client s websites will be hugely beneficial for sales and marketing so they can see exactly where their leads are coming from, providing our client s with an advanced return on investment. Mediahawk have an excellent reputation and are not a one size fits all provider. We chose Mediahawk as our call tracking partner as they are highly experienced, knowledgeable, and their reporting system is clear. As a results driven agency, it is essential we anticipate our client s needs and have robust performance measurement systems in place. Call tracking is a key analysis tool that we use to help us to monitor and provide accurate ROI for the campaigns that we run for our customers. We have been using Mediahawk for over five years because they are continually moving with our needs. They are at the front end of the call tracking and ROI analysis developments, which are essential to the services we provide for our clients. Furthermore, they consistently provide an excellent service and back up which means we can recommend them with confidence. 10

11 5 Conclusion The bottom line of all marketing is conversions. In this day and age where agencies are judged on their ability to generate and prove ROI, call tracking is an affordable, common sense option. Not only does call tracking pool call data, but when it s synced with other conversion analytics software, you ll realise it s the vital component that s been missing from your overall lead generation picture. In order to generate revenue for your agency and for your clients, you need to know what exactly has been going well. The data collected from call tracking captures both online and offline advertising performance, lending itself to test, evaluate and optimise future campaigns. Generating revenue starts with: Capturing data Measuring performance Optimising campaigns Make sure you have the right technology to continually test and obtain the best results for your and your clients marketing campaigns. Get in touch [email protected] 11

12 Call Tracking For Marketing Agencies Request a demo today to see how call tracking can enhance your services, streamline conversion tracking and improve client retention. Measure your SEO and PPC efforts and measure which are really generating telephone conversions. Make sure you re focusing on the right keywords and not wasting valuable marketing budget. Improve customer service and sales staff effectiveness with call recording and call whisper. By listening to inbound and outbound calls you can monitor how staff are performing and help to improve their performance with personalised training. You can also listen for any frequently asked questions to improve your content marketing strategy. Follow your visitors through your website and discover which pages they visit before, during and after a call. This is a super effective way of optimising your website as some pages will drive more phone calls than others. REQUEST A DEMO > Mediahawk Ltd Power House Harrison Close Knowlhill Milton Keynes Buckinghamshire MK5 8PA e: [email protected] t: