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CONTENTS 1. Introduction 3 2. Call tracking Case Study Abbott Moore 4 3. Call Tracking tools For Financial Services 6 4. Testimonials 9 5. The Mediahawk Experience 10 6. conclusion 12 7. Request a Demo 13 2
1 Introduction Which leads successfully convert into income? Are they generated through online or offline activity? Which marketing activities spark an enquiry? Whether you promote pensions, savings and investments, insurance or tax advice, the phone is your number one asset. Even though you might generate a considerable amount of web traffic, when it comes to the crucial stages of closing sales, creating new business, upselling to existing accounts and offering customer support, the phone will always be your most valuable tool. So, if a large proportion of your enquiries and conversions occur over the phone, why wouldn t you want to monitor and measure the real value of those conversations? If you don t know which marketing activities are driving customers to call you, it s highly likely you re wasting budget. But amongst strict legislation, tax audits, pension changes and chasing down leads, who really has time to monitor and attribute all leads and sales? This is where call tracking can help. Until recently it was incredibly difficult to see which of your marketing channels were getting the phone to ring. But that s all changed. More financial services and advisors are using call tracking software to: Gain a full ROI picture of their marketing Automate sales and lead data collection to save time Make sense of the purchasing cycle - and efficiently track sales Track online and offline marketing Qualify and score inbound leads Protect their revenue and achieve competitive edge This ebook explains why financial and insurance companies are using call tracking to save money and time - and how it s helping to give them the competitive edge in a saturated market. 3
2 Call tracking Case Study: Abbott Moore In this hyper-competitive field, there s nothing wrong with using a wide variety of marketing. But if you re not monitoring how successful each campaign is, you ll be wasting your time and money. Most marketers monitor web leads using platforms like Google Analytics or AdWords. However, whether your campaigns are online or offline, they ll be generating phone leads and tracing those inbound leads back to the source requires call tracking. As a financial marketer, you ll know that you generate a great deal of phone enquiries. The reason for this is simple: financial products are often considered to be complex and expensive, so no matter where a prospect heard about your services, they ll want to pick up the phone and talk to you. Abbott Moore is a client of ours who provide expert tax advice as well as financial and accounting services. They know their prospective clients prefer to call to discuss their services and any issues they have. So, when they launched a new website, they wanted to make sure it was optimised for attracting phone leads. They knew, if they only analysed web click-throughs and ignored telephone calls, this would leave a considerable gap in their marketing analysis and lead attribution. Like many of their competitors, Abbott Moore use a wide variety of channels so we analysed their call response profile over a three month period to make sure their new website and marketing was delivering leads and a return on their investments. Here s what our analysis discovered and how call tracking streamlined their marketing and advertising s lead and conversion process: 4
A large percentage of calls came from one area of their marketing By placing unique numbers across Abbott Moore s spread of marketing, our analysis discovered that 62% of all telephone response was generated from one page on their website. This suggested that the majority of their content and advertising was under-performing and not delivering a return upon investment. Their solution: re-evaluate the messaging of their content across their site. Referrals were providing phone leads We also found that two referring websites, not search engines, were generating a visitor call ratio of 44%. Abbot Moore enhanced this by investing in and extending their partnership with refers who are producing strong telephone results. Without call tracking, they wouldn t have been able to find out how their wider marketing activities were getting their phone to ring. Also, if search engines aren t providing enquires for your business, you ll need to address your Pay Per Click (PPC) and Search Engine Optimisation (SEO) campaigns or renegotiate spend in these areas. Prospects only called from the website Call tracking allows businesses to trace all of their enquries back to to the original marketing source. When we looked at Abbott Moore s conversion path, we realised that callers either got in contact from a landing page or not at all. This high amount of bounces from website visitor traffic showed that Abbott Moore needed to make their web content more sticky so that it would nurture more leads. This insight helped Abbott Moore to gain better value from their advertising and stronger leads after only three months of using call tracking software. So whilst some financial firms and advisors continue to struggle in this environment, call tracking is helping many businesses to sucessfully consolidate and improve their marketing without having to spend more money. Let s look at five essential call tracking tools and features that will boost your ROI and streamline the operational side of your financial business. 5
3 CALL TRACKING TOOLS for Financial Services Mediahawk s call tracking technology tracks phone leads back to specific online, offline, mobile ads, keyword searches, direct mail and email, social media sites, content or any other source that marketer s use. It also provides an insight into how your prospects move through the purchasing cycle and the revenue generated from sources of advertising. Here are five essential call tracking tools for financial marketers. 6
Mediahawk Call Tracking tools 1. Measure Online & Offline ROI Our software will capture all forms of interactions with your campaign material and the resulting enquiries thus generating a full picture of your ROI. For example, you might be running TV ad(s), print advertising and Pay Per Click (PPC) campaigns. That s a large spread of advertising with a large marketing budget to match. You might decide that your PPC ads are generating more leads than your TV and print ads combined, so you cut these from your marketing mix. Almost immediately your enquiries dry up! What happened? If you had inserted unique phone numbers across your marketing and used our Vision Visitor Call Tracking on your website you would have discovered that more people were interacting with your print and TV ads, visiting your website and then picking up the phone. Not only will Mediahawk s call tracking software show you the phone leads generated from both online and offline enquirers, but it will justify whether your marketing is working in the overall conversion process. 2. Call Recording Call recording allows you to record and play back every inbound and outbound phone call. As you close the majority of sales over the phone, it makes absolute sense for you to monitor this stage of the conversion process in order to identify any improvements. Call recording captures two core elements: the quality of the conversation and the lead s source. This data tells marketers whether a lead is worth pursuing and if the lead source is producing quality leads. As a result, marketers will know whether certain channels are working, are worth the continued investment, or whether their messaging needs improving. For growing businesses, managers can listen back on sales conversations to ensure the smooth running of their business and fix any problems early on. They ll be able to identify problems in the sales language, lack of knowledge about products or services and whether staff training is needed. 7
Mediahawk Call Tracking tools 3. Advanced Call Reporting Mediahawk s reporting suite automates lead and sales data from every single channel of your marketing both online and offline sources. Marketers are able to drill down and analyse exactly how effective their marketing campaigns are as well as deciphering the often complex purchasing cycle associated with financial products and services. Our Visitor Level Call Tracking package will show you every interaction a prospect has with your website, which source brought them there and what made them call. For example, a prospect might receive a direct mail, call their current insurance provider but find that the quote is too high. They then decide to shop around, looking at price comparison sites, come across your AdWords ad and finally call a telephone number from a landing page. Similarly, in terms of offline media, the data will show you which advertisements are more popular in certain parts of the UK, for example, whether newspaper advertising is more popular in London papers than it is in provincial publications. You can even search report information to pin-point the leads and enquiries worth following up: another useful time-saving feature. 4. Call Alerts Marketers can configure either missed call or priority call alerts. A priority call alert might monitor every time your most important clients and prospects call you. So, for example, say you ve sent out an offline mailer to 100 priority contacts. You could add a unique phone number to the mailout so that when they call, you ll be notifed that the prospect is from your priority list. This means you ll be able to prepare and refine the best possible sales message in advance in order to secure those potential clients. 5. Attributing Sales to Marketing Activity Our call tracking solution seamlessly integrates with other web analytics and monitoring software such as Google Analytics, Google AdWords and your CRM software, allowing you to close the loop in your marketing reporting and analysis. You ll be able to use the data to optimise other marketing channels in order to protect your revenue. For example, you can see which PPC keywords and other offline advertising produces actual sales and revenue. Here s how call tracking helped two other financial specialists. 8
Michaela Glendinning Marketing Manager F&C Asset Management Matt Ball Joint Managing Director Ptarmigan Media The telephone is a key response mechanism in financial services marketing which makes it important to use telephone tracking to understand the effectiveness of our campaigns. We have been using Mediahawk for over three years and find their reporting and insight vital to help us monitor and manage the success of our marketing. Mediahawk allows us to focus our spend more effectively by understanding what media are generating response. Furthermore, their detailed reporting allows us to understand how we are performing operationally with the response we generate. Ptarmigan Media has been working with Mediahawk for over five years and we consider it a must for any direct response campaign. The data our clients receive provides valuable insight into the effectiveness of their media placements and also improves the efficiency of their call centres. Read more case studies from our clients 9
4 the mediahawk experience For the last twelve years, businesses in the financial sector have relied upon Mediahawk s call tracking software to prove the real value of their marketing. We ve helped them to differentiate themselves from their competitors, improve lead generation and boost ROI. 10
Why Choose Mediahawk? The Benefits: Our online and offline marketing tracking solution creates an overarching view of your marketing effectiveness. In no time at all, you ll be able to increase your productivity, gain a better insight into what s really contributing to your bottom line and understand the precise cost-per-lead. Here s why many businesses in the financial sector chose Mediahawk: Obessive Customer Service Our high calibre IT department and our always available customer support team are here to help you make the most of your marketing and inbound leads. In the unlikely event of a failure, our disaster recovery service has the ability to switch all of your live numbers to different destinations numbers, so you never miss a lead. Feature Rich Platform Our call tracking and web analytics system comes with more features than other providers, allowing you to truly tailor the product to direct requirements. Reliable Telecoms Service As a Tier 1 Telecoms provider you should expect as standard that your numbers for your advertising are unique and never recycled. You ll have a dedicated Account Manager who is familiar with your business and who can help you with any queries that you may have after the installation. 11
5 Conclusion The key to sustaining your financial business in these challenging times is staying ahead of the game. The only way to do this is to know which of your marketing campaigns and strategies are contributing to your bottom line. If you ve been losing out to the competition one too many times, you need to find out what it is that your target audience really wants and needs. Building a strategy around measuring how effective and targeted your marketing is will help you to pin-point what strikes a chord with your prospects so you can re-invest in more of the same. We ve helped a diverse range of businesses within the financial sector gain a 360 degree perspective of key marketing revenue drivers and spot advertising opportunities. But call tracking is so much more than this. It s helping hundreds of organisations like yours to continually optimise and redefine the operational side of their business, from having the confidence to sort the good leads from the time-wasters, through to monitoring the success of their inbound response team. In order to generate more revenue for your business you need a clearer understanding of your advertising s performance, helping you to test, innovate and optimise future campaigns. Generating revenue starts with: Capturing data Measuring performance Optimising campaigns Eliminate the guesswork from your marketing. Make sure you have the right tools to justify every marketing decision. Get in touch 0845 164 0555 info@mediahawk.co.uk 12
Call Tracking For The Financial Services 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: info@mediahawk.co.uk t: 0845 164 0555 13