Call tracking is a powerful tool that is very popular among businesses of all sizes. Every marketer recognizes the importance of knowing exactly how their lead generation efforts are paying off. This is where call tracking comes in.
While most prospects may reach a business through varying avenues like email, instant chats, and social media, a majority of consumers still like speaking with someone on the phone.
Since these customers prefer calling businesses, especially when they are ready to make purchases, tracking the origin of these leads becomes invaluable.
Here is how call tracking software can help scale your business in 2020 and beyond:
1. Call Redirection
In the past, calling a company for assistance was a headache due to the time spent waiting on hold. Today, call tracking has made it easier for businesses to serve their clients quickly by redirecting them to the appropriate department and personnel.
Call tracking software can redirect customers to appropriate call agents based on specific segmentation. The system evaluates customer interests and pre-set criteria, such as leading questions, to determine the kind of services needed and personnel best-equipped to handle them.
2. Improve Your Marketing Campaigns
Blind marketing is rarely a successful strategy for any business. Even if you are making good returns from your marketing efforts, if you are not sure where those profits are coming from, you could still be losing out and wasting your resources. You may be spending money and energy on ineffective campaigns while failing to capitalize on campaigns that actually work.
Call tracking gives you the data you need to pinpoint the origin of your leads and the return on investment (ROI) generated by every campaign. You’ll see what is working and what is not, and make adjustments that ensure a great ROI.
3. Valuable Statistics for Your Business
The number of calls, duration of calls, and your hold times are essential statistics that you should evaluate to determine customer interest. A reliable call tracking system will help you understand where the lead originated to assess the likelihood of the lead making a purchase. This information, as well as other statistics, can help in prioritizing and categorizing customers with pre-set attributes that can help you reach your sales goals faster.
4. Plan for Peak Seasons
Call tracking has eliminated the uncertainty surrounding customer calls. In the past, businesses had to play a guessing game to know when the best times were to receive calls. Today, using call tracking software, you can record and determine when calls are made to your business. You can identify the days and hours that you receive most calls and create a plan to handle this peak.
5. Understand Customer Context
Data from phone call leads is essential to both the sales and marketing teams as well as the customer relationship team. Call tracking software can sync this data and distribute it to various departments, as needed, to assist in serving customers effectively. The system can also relate customer call context to their habits and past interactions with the company. This allows the business to understand the customer based on their previous experiences and personalize customer support.
6. Optimize Online Ads and Marketing Efforts
According to independent research commissioned by Google, 70% of mobile searches make use of ‘click to call’ buttons on landing pages. The users also tend to move on to websites that offer the option of calling the business.
Integrating special phone numbers to your call tracking software to various campaigns helps give you a clear picture of the results of your marketing efforts. You will also be able to distribute leads accordingly within the company.
7. Customer Service Resolution
One of the problems facing many businesses is how to resolve customer concerns promptly. Customer service will always be the hallmark of a successful brand—you want to make sure none of your customers have a negative experience from waiting on hold too long.
With call tracking software, you can quickly pair a customer to the next available agent who is best equipped to handle them. The software achieves this by rerouting calls based on existing stats.
8. Helps in Budgeting Decisions
Call tracking software is a resource that captures various facets of your marketing strategy. With it, you can generate reports with vital information about the callers and their background, demographics, region, call duration, etc. This information will come in handy during your budgeting decisions, especially when allocating the marketing budget.
9. Targeted Advertising
Targeted advertising is a tremendous benefit of call tracking. With the data from your tracking software, you can determine your customer demographics with precision and learn who they are. This information is crucial, especially when building your marketing campaigns.
10. SEO Benefits
If you have not yet incorporated call tracking as part of your SEO strategy, you are hurting your marketing efforts. You can utilize the system to collect statistics about your marketing initiatives, such as PPC, backlinking, and branded content, to determine the keywords that are responsible for calls. From there, you can optimize your SEO strategy by concentrating on effective keywords that generate quality leads.
11. Staff Management
One of the major problems that call centers deal with involves staff members being unable to cater to customer concerns adequately. Tracking software has call rerouting features, which eliminate the time spent on looking for better-qualified agents, that tackle this problem.
Also, features like call recording let you monitor staff performance and allow you to create training materials for your new call representatives.
12. Use Dynamic Numbers for Analytics
Dynamic numbers are special phone numbers that you can list on your website, landing pages, and PPC campaigns to trace traffic origins. These numbers change depending on where the traffic comes from. Therefore, the numbers provide valuable analytics that you can use to optimize your marketing campaigns.
Call tracking is an invaluable technology solution that every business should take advantage of, especially since it tracks, segments, and reports calls. If you are looking to scale your business, call tracking software will help get you much closer to your goal.
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