While tracking online customer interactions is common, many businesses lack the proper tools to similarly monitor offline activities. This creates a significant blind spot when it comes to assessing the effectiveness and success of marketing campaigns.
Phone calls are one of the most important touchpoints within the customer journey and can provide a wealth of crucial information for your business. Investing in a call tracking system would give you the tools to capitalise on this data, ensuring that you have the true, complete picture of each customer’s journey.
To discover just how call tracking fits into your future marketing strategies and will push your campaigns to the next level, read on.
Unlocking a full overview of the customer journey
As much as online interactions and impressions will influence a potential customer, there is generally more to the journey than these. Someone who sees an online ad or researches the company through their website is still just as likely to make contact over the phone.
With call tracking, your business can bridge the gap between online and offline interactions, as each individual campaign or channel can be assigned a unique phone number. This means that you’ll be able to see exactly which social media post, Facebook ad or printed brochure prompted the customer to reach out.
Knowing which strategies are finding greater success and translating into higher-value phone calls or conversions is integral to improving the overall performance of your marketing campaigns. Insights into the customer journey will allow you to better target strategies to align with known preferences and behaviours.
Improving the customer experience
The ultimate aim of any marketing campaign is to create a meaningful connection with potential customers, encouraging the development of a sense of loyalty to the business. Ensuring that the customer experience is as smooth and positive as possible is crucial to turning leads into valuable conversions.
Phone calls are a major point of customer interaction and provide plenty of valuable insights into how your business could improve its customer service process. Call tracking systems monitor key metrics such as call duration and response times, in addition to providing complete transcripts.
Armed with the knowledge of what customers are saying, your business can better tailor its marketing approach to account for this feedback and improve the experience for future leads.
Optimising campaign performance
Without the ability to properly attribute leads and conversions, it is far more challenging to develop an accurate overview of a marketing campaign’s performance. Unless you can see which touchpoints are driving the highest volume and quality of leads, how can you truly determine what strategies are working and which aren’t?
As call tracking allows you to attribute each phone call, through the unique number assigned to each ad or channel, this ensures your business can see where to focus further investment and effort. Being able to see which strategies are failing to generate the desired levels of interest means less wasted time and budget spent in pursuing them for longer.
A more streamlined and optimised marketing campaign will ultimately translate into improved return on investment (ROI), giving you better results for a lower level of spend.
Without the proper tools, it can be easy to overlook the importance of phone calls within the customer journey. However, with the help of call tracking your business can take full advantage of the data that each call provides and get rid of the blind spot between online and offline interactions.
In order to get ahead and improve the performance of your marketing campaigns, get in touch with a respected call tracking provider today.