In an increasingly digital world, ‘offline analytics’ don’t get as much attention as their online counterparts. But for many small businesses, what happens offline is often the heart of your company.
Marketing your small business can take many forms–online content, direct mailers, eBooks, pamphlets, Search Engine Optimization (SEO) and social media content are just a few examples. But have we forgotten about the power of the phone call? It’s undeniable that some industries don’t find the phone an important part of their marketing and sales funnels, but for many, phone calls can be the most valuable type of lead.
When phone call leads are a prominent part of your marketing plan, finding a way to track and analyze that data simply can be problematic. That’s where call tracking comes in.
Over the last several years, this method of ad performance review has been shaking up the way small businesses interact with and advertise to their customers by providing detailed analytics about the phone calls made to a business.
Matt Prados, CEO of a search engine optimization company, understands the value of call tracking systems well and has seen it work in his business:
We use a call tracking company called Message Metric to find out two important things: First, is our marketing working? Second, are our employees doing their jobs? Having worked with hundreds of business owners and surveyed thousands more at Gotcha Local, we found the single biggest issue any small business owner has with marketing is just not knowing what is–and isn’t–working.
“Without knowing that, how do you make the right decisions on what to spend your marketing budget on? You don’t. You make the wrong decisions, your marketing results suffer, and your business barely survives.” Matt Prados, CEO/Founder Gotcha Local
Call tracking can tell you:
- The number that called
- The time of incoming calls
- What marketing campaign is creating calls
- What was said in the call (recorded phone calls)
Once your company has this information, you can go on to create reports listing:
- Which marketing campaigns are working
- Which marketing campaigns are not working
- Which staff convert phone calls
- Which staff do not convert phone calls
Imagine the value of putting this information to use in your next marketing or advertising campaign. Being able to track phone calls and analyze the resulting data could be untapped potential for your small business.
But make no mistake–the power of the phone call isn’t limited to brick-and-mortar small businesses.
In fact, a recent report from xAd showed that smartphone users prefer calling a business to filling out an online form, due to the small size of their screen and the difficulty of filling the form out on their mobile device. And, surprisingly enough, the same report found that up to 80% of customers still call a company after they’ve clicked on a PPC ad and have been directed to the company’s landing page.
What does this tell us?
The smartphone generation isn’t afraid of making phone calls. In fact, they often prefer calling a business rather than filling out forms online. Mobile devices are great for connecting with friends, playing games, doing research, and shopping for products, but when it comes down to it, many consumers are still more comfortable with calling to make or inquire about making a purchase. With the renewed focus on the value of a good “old fashioned” phone call lead, call tracking systems will become more relevant than ever.
If your small business receives phone calls, it may be time to begin tracking those leads and analyzing the resulting data. This will help you make the best marketing and sales decisions for your company by helping you get to know your customers and leads better.
This article was written by AJ Agrawal from Forbes and was legally licensed through the NewsCred publisher network.