How Call Tracking Can Make or Break Your Next Marketing Campaign
It's come to my attention that you may not be tracking your business fully, and therefore are missing many good marketing and advertising opportunities.
By fully tracking I mean tracking all calls that come into your call center, especially all campaign-related calls. There are simple, inexpensive online tools that enable you to track your service calls.
Recently I had a conference call with a client of mine and a well-known magazine publishing group. I told the rep that he needed to prove our results in order for us to expand our campaign with his publication. I mentioned call tracking to the rep and he wasn't aware of this service. As a marketer, I want my clients to know every call that a campaign generates in order to justify my existence. I assumed the ad rep would have too.
I started out in ad sales back in the day. I would have killed to be able to call up a client and hear them say, "we just looked at the call reports and saw that we got a ton of calls from that campaign." Instead, I used to hear, "well, nobody mentioned the ad when they came in, so I guess the campaign bombed." (I learned pretty quickly about coupons, promo codes and tracking sheets, pre-database marketing that is.)
The bottom line is that every company should use call-tracking software. It's really easy. Do a Google search for call tracking and dozens of companies come up. Personally, I use Kall8, but only because that's the one I first learned about and am used to.
What can call tracking do for you? Here are four benefits:
1. Allow you to see all of your call activity online. You know when calls came in, the caller ID if available, and can drill down into data such as city, state, county, ZIP code, etc.
2. I always record calls. It's an extra cost, but cheap compared to the learnings you'll receive. I find it invaluable as a teaching tool, both for the reps themselves and for management, who invariably learn a thing or two or at the very least are shocked and amazed by the conversations that they hear.
3. It's also a great tool for upper management to learn what's really happening on the front lines of their business.
4. Other advanced features you can put to use include the ability to create hunt groups, forward calls in off hours, even look up addresses so you can respond back with a mailer (Hint: automate the process to reach out to your hot leads).
Are you using online call-tracking software? Discuss …
Jim Gilbert has had a storied career in direct and digital marketing resulting in a burning desire to tell stories that educate, inform, and inspire marketers to new heights of success.
After years of marketing consulting, Jim decided it was time to “put his money where his mouth was" and build his own e-commerce company, Premo Natural Products, with its flagship product, Premo Guard Bed Bug & Mite Sprays. Premo in its second year is poised to eclipse 100 percent growth.
Jim has been writing for Target Marketing Group since 2006, first on the pages of Catalog Success Magazine, then as the first blogger for its online division. Jim continues to write for Total Retail.
Along the way, Jim has led the Florida Direct Marketing Association as their Marketing Chair and then three-term President, been an Adjunct Professor of Direct and Digital marketing for Miami International University, and created a lecture series, “The 9 Immutable Laws of Social Media Marketing,” which he has presented across the country at conferences and universities.