At its most basic level, call tracking tells an organization which marketing methods and advertising campaigns are generating phone calls, and which aren’t.
Many businesses market and then hope…perhaps assume, that their marketing is working. But they simply don’t know which advertising campaigns, or which forms of marketing, are generating phone calls. They don’t know if potential customers are calling because they found a listing on Google, if they’re calling because they got a flier in the mail, clicked on an Internet banner ad or because they heard an ad on the radio. They just don’t know which form of advertising generated that phone call.
Call tracking allows businesses to know which marketing channels are driving phone calls and to stop wasting money on marketing that isn’t working.
This guide is designed to describe all areas of Call Tracking - from discovery of the terms and phrases (keywords), to building your marketing around this new way of tracking ROI. Don't worry, if you are confused about this stuff, you are not alone.
How does Call Tracking work?
Well, let’s look at the most basic example. You’re a medium sized business. You do occasional direct mail ads, you do radio commercials, you are listed on an online directory, you do banner ads online and you have a Google PPC campaign.
LogMyCalls assigns a unique phone number to each of those elements and then via your exclusive LogMyCalls.com call tracking portal, shows you which phone numbers are generating phone calls and which are not.
There is no tracking ‘code’ to enter after the call is connected, or coupon to bring in to the store. You simply put tracking phone numbers (available on LogMyCalls.com) on various pieces of marketing and advertising and then, wait and see what’s working and what isn’t.
To be frank, if you are not tracking your marketing in this way, you are almost certainly wasting money.
Why will my business fail without Call Tracking?
Call tracking allows marketers to marry specific clicks, visitors, sources, referring sites, campaigns, ads, and keywords to specific phone calls. This means marketers can accurately attribute leads and to the appropriate marketing spend.
Most marketers do a fairly good job of online lead attribution, but they fail to 'close the loop' and effectively track phone leads.
Call tracking can help them do this quickly and easily .
We're not insinuating that call tracking can solve the problem alone, however, it can certainly help. Obviously for local businesses and local marketers call tracking is THE most vital tool to prove marketing ROI.
But even if you're not a local business, call tracking can still help less 'phone-centric' businesses prove marketing ROI. We're a good example of this.
Our campaigns are largely online-based. But we would have totally misjudged our campaigns were it not for call tracking metrics. We would have judged some campaigns to be failures.
Some campaigns that only generated a few web form fill-outs would have been judged a failure IF we wouldn't have known that they also produced some really good phone calls.
The world of Call Tracking is complex, but most people can easily understand the basics. Even a small amount of knowledge can make a big difference. For the most part, Call Tracking education is free and available on the web, including guides like this. Combine this with a little practice and you are well on your way to becoming a guru.
Depending on your time commitment, willingness to learn, and complexity of your marketing campaigns, you may decide you need an expert to handle things for you. Most large companies that use LogMyCalls Call Tracking usually have a group of people handling the ins and outs, with highly specialized focus, while others take a more broad and general approach. Using a web site with call tracking can require knowing code and programming that many marketers might want to consider learning a bit or outsourcing the work. We've tried really hard to make our call tracking software as user-friendly as can be, with plenty of help icons, tooltips, and videos with examples to make it easy for beginners or just as a refresher.
How much of this article do I need to read?
If you are serious about improving your ROI and are unfamiliar with Call Tracking, we recommend reading this guide front-to-back. It's short and easy to understand.
Because you've given us your attention, we've attempted to keep this short and give you the meat and potatoes of what you need.
Every section of this guide is critical to understanding the technology behind Call Tracking and its best practices.
Let's Get You Started
In the wonderful world of Call Tracking!
The Guide to Call Tracking is an in depth tutorial on how call tracking works and covers the fundamental strategies to incorporate it into your business model.
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