In a sense, call tracking is an already mature technique used in businesses. But through technology, it evolved into a more sophisticated way of utilizing business data to generate useful reports, performance evaluations, techniques, opportunities, and marketing trend predictions. Now, its processes and technologies have become more efficient because of automation; and also have become flexible and scalable to fit even small businesses, as well as shifts in overall business growth.
Today, call tracking doesn’t just monitor legacy system based leads, but can also do the same from online calls (through Voice over Internet Protocol, or VoIP), online engagements like websites, blogs, web banners, pop up ads, and social networking sites through the use of keywords, or SEO. This is important in gauging each of the implemented campaigns and to know which is more effective in driving leads, or which needs improvement. In a modern business setting, a call tracking software is one valuable business tool in driving, not just leads, but high quality leads, and also help a business take better care of their existing clients.
High Quality Leads
Nowadays that marketing competition is very tight, with there are more than enough vendors selling one type of product and service, businesses are not just striving for quantity, but quality as well. This applies the same for consumers, in their quest to find a brand they can be loyal to. Marketing Metrics concluded, statistically, is that the odds of selling to a present customer are higher than getting new prospects. One consumer survey said that customers who are loyal to their brand, are worth as much as 10x, on an average, as their first purchase. On cost savings, it was said that it is even more expensive to look for new customers than keep the ones you have, by about 6 to 7 times! Numbers have spoken well of the value of having high quality leads, which can be translated to become loyal customers. How can a customer be loyal to you, when there are many options around?
McKinsey said in a market survey, said that customers have spoken, and 70% of them base their purchase behavior by how businesses make them feel when transacting. A warm and personalized service is basically what drives more customers to feel at ease and show trust on businesses. They might try other vendors once in a while, but a customer would still come back to its loyal brand once they won’t be able to find a better experience than the ones he/she had.
Consumer Oriented vs. Product Oriented Marketing
The market has become more consumer-oriented, than product oriented, just like what is prevalent in the past. Technology seems to be doing a fantastic job in making innovations in almost all aspects of our everyday lives, that the deciding factor of the consumers to purchase is by how they “felt”, than what they really need at that time. But of course, compelling reasons for certain market consumer behaviors couldn’t be determined by just a mere observation, but would need a more in depth analysis of certain factors and past data, or even the market history. In the past, you had to get analysts to this job of looking for a mine in the sea of business data. For small businesses, this could be costly, but equally important. This has driven the need for call tracking tools.
Why Does a Business Need it?
To better understand how a call tracking tool works in a business, here are 5 reasons why you need a sales call tracking software for your marketing campaign:
1. To Understand Which Web Page Drives More Traffic
Blogs are becoming popular because of its personal, but comprehensive reviews of whatever it is in the market – from gadgets, food establishments, travel, games, personal or business softwares, etc. Normally, blog owners are being commissioned to do honest reviews for a particular product or service of their own experience, and a business can use these as sources of improvement, or for increased publicity.
Social media is also one of the touch points for strong brand or company presence in the online market. It focuses more on spreading awareness, rather than produce leads directly, but is equally important and essential especially because of its growing number of users, with a significant percentage being consumers, or purchase capable people.
Web sites on the other hand, give first hand information about a product or service its company is offering, as well as an overview about the company itself. This is important as a professional portfolio aspect of a business. Its impression should make a potential customer feel a sense of expertise and authority in the specific industry that the company is operating within. It should contain related and engaging content, as well as accurate facts, especially in the technical aspect. Web sites are also important because it contains the company contact information, for potential customers who wanted more information about the service or product.
High web page views could mean sustained interest of online consumers in what your business is offering, or what is about to offer more in the future. By observation, statistically these could also be translated to leads as well. Nowadays, people are drawn to the internet to explore information about the latest offerings in services and products, as well as to get present client feedbacks over a certain product they are eyeing. Online engagements are also valuable in making effective marketing campaigns. So how to know, which of the above mentioned types of web page marketing campaigns, drive the most, or the least leads in your business?
A call tracking software is a specialized business tool that together with SEO, or Search Optimization Engine, can lead more traffic to these campaigns, and measure its individual performances too, for better implementation and content. SEO makes intelligent use of keywords; which can be a single word or group of words that a person types into the web browser to generate results about a certain thing or matter he/she is looking for in the internet. Marketing uses keywords to associate their company website or other web pages, so it will be listed on the page results when typed in. This will be a more effective approach if used with SEO. A call tracking software can associate a trackable data to these keywords, to monitor its effectiveness in driving web page views or traffic. Through this trackable data, marketing can also monitor the whole session of the user; from the time the keyword made him/her land on the website, and better if the session will end with the click of the inquiry form or call button to the company.
2. Get to Review Inbound Calls
One valuable feature of a call tracking software is its capability to monitor, real time, ongoing conversations between agents and customers over the phone. This is to make sure that the company customer service agents are rendering a high quality service to customers by making accurate and targeted response to their inquiries, concerns and needs. Not only that, phone call tracking software can also gather useful information from the calls transpired like the customer geographical location (when using a legacy system), call duration, and even collect data from the language used, or type of concern raised. Data on phone calls have so much potential and opportunities, which makes a call tracking software a beneficial tool for all business types.
3. Reach Out Better To Your Customers
Going through a customer’s journey across offline and online engagements in the market, is one way of realizing opportunities to better reach out to your target audience. There are certain campaigns that draw similarly grouped consumers; whether in age bracket, nature of work, gender, etc. These patterns and correlations can be seen through the process of data analytics, which is the heart of a call tracking software. Data analytics is the science of deriving very useful facts and information from big data, which is mainly used in business, enterprise or organization settings.
Data analytics works by finding patterns, relationships, and similar occurrences within the sea of business data. Since the whole system is automated, data located in different sources can be automatically gathered; whether internally or externally, or from online or offline engagements, and categorizes them accordingly. Upon a user’s request, a report can be generated out of it, for better visualization of the analysis results. The reports are usually in the form of charts or graphs, which can enable the user to reflect on the report right away. Reports can also be generated automatically, for real time monitoring of statistical data across key performance indicators of the company. This technique is otherwise known as, dashboards.
Now that a business have regarded the data from all marketing campaigns, it can now have a better understanding of the customer behavior, together with their needs, in order to serve them better, and even make future innovations out of it.
4. Improve Your Marketing Strategies
It is important that marketers should match offline and online customer feedbacks with their marketing strategies. Putting a premium on excellent communication and understanding between customers and businesses will definitely pay off for a better relationship, which is a valuable aspect in making sales or closing deals. Improve marketing strategies through effective performance evaluations, which can be achieved through the use of a call tracking tool.
5. Enjoy the Use of a Personalized Telephone Number
Call tracking basically work by associating a unique phone number to the marketing campaign to better associate all inbound phone calls to one phone number, to effectively track and monitor all relevant data arising from it. When multiple marketing campaigns are utilized, especially when using different online and offline marketing engagements, a call tracking software can generate a series of phone numbers to be associated with each campaign, as well. This is much less expensive to do than availing more business phone lines from network providers. The pay per call business model works well with call tracking software, for better flexibility and realization or ROI.
Needed a little more convincing? See client reviews and testimonies from professional customers by reading on these reviews of call tracking softwares. Ready to explore what is the best call tracking software provider for your business? Check out CrowdReviews.com’s list of top call tracking software available in the market today.
Jeev Trika
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