You might have considered ditching phone calls from your plans for your business. After all, your potential customers can simply send you a message or an email instead, right? You couldn’t be more wrong though as ReportLinker had found out in a survey that they conducted last 2017 that 37 percent of all Americans still use their smartphones to make phone calls. That’s right! Even as smartphones have mostly replaced landlines, most people still prefer to call and ask about a business’s products and services. Thus, you’ll want to reconsider your business plan and accept phone calls. On top of that, you should have call tracking too. But how can the said technology help your business in the long term?
1. Helps you identify which marketing channels you’ve used to promote your products or services which are generating the most number of leads.
When a potential customer calls the phone number from a marketing channel that you’ve used to promote your product or service, it’s bad etiquette to ask them where they found out about your business. The said person on the other end of the line might even feel offended that you’re prying too much and cause them to call another business instead.
But with call tracking, you can figure out how a potential customer found out about your business without ever asking them about it. This technology uses different local or toll-free numbers which you can spread across all the marketing channels that you’ve used to promote your product or service. You can then easily see if someone had dialled the local number that they saw on your Facebook business page or if they dialled the toll-free number that you’ve put on your product or service’s magazine ad instead.
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2. Call tracking can make you allocate your limited advertising budget to only those high-performing marketing channels that you’ve identified.
You might have initially wanted to spread the word about your product or service through your business website, via social media, through email blasts, by having print ads made, and so on. However, you’ve only got enough budget to use perhaps three marketing channels at most.
With call tracking, you can easily identify which among the marketing channels that you’ve used to promote your product or service are worth spending more budget on and which ones have to say goodbye.
For example, you might be generating more leads on social media because of the timely ads that you’ve patterned after the latest viral memes to hit the Internet. On the other hand, you might not be generating as many leads through email, possibly due to your email’s content coming across as spam. By using call tracking, you can spend more of your advertising money to make even more engaging ads on social media while axing your email campaign at the same time.
3. Call tracking can provide you with the opportunity to get to know your target market better.
Call tracking is so powerful that using it to identify both high- and low-performing marketing channels is only scratching the surface. You can also use call tracking to record each incoming call to your business. You can then use all of the calls recorded by your call tracking software to list down some of the most common traits that your potential customers have, and use those demographics to enhance your product or service to better suit their needs.
4. Call tracking can help you pinpoint which parts of your customer service need improvement if there are any.
Since you can record calls with call tracking, you can also identify which among the customer service staff that you’ve hired are drawing in the most number of leads towards you. At the same time, you can also use call tracking to pinpoint which among your customer service staff aren’t as favoured by your customers both old and new. You can then use the information that you’ve gathered about your customer service staff using call tracking to either reward them for a job well done or talk to them about how they can improve their relationship towards customers.
Even if you might initially dismiss the humble phone call as obsolete, you’d be surprised to find out that 65 percent of businesses still consider it as a valuable source of leads. For that reason, you’ll want to keep accepting phone calls from potential customers of your business. However, that isn’t enough as you’ll also want to know the particulars of each call that your business receives, thus the need for call tracking. This technology can help your business in the long term as the above list has shown. Thus, you should have call tracking installed by a trusted provider such as Fone Dynamics and watch yourself become a much more powerful leader by knowing your customers better.
Author: John Taylor
John is a long-time professional with over two decades of experience in analytics and communications technology. He works as the Senior Data Analyst at Fone Dynamics, a leader in call tracking, voice, and SMS communication. When John steps out of the office, he loves to spend time with his family and bike riding.