Do your clients phone you to set up meetings or to request more information about your goods or services? Do you keep track of the callers and make a list of leads out of them? Do you provide phone assistance to your clients? If you have answered “Yes” at least once, call tracking is a marketing tool worth exploring and benefiting from.
What is call tracking?
Call tracking is a method of monitoring and optimizing advertising campaigns to achieve the best results. It allows marketers to identify the most productive ads, fish out relevant keywords, and create detailed customer profiles. Call tracking enables businesses to better understand their target market, improve the product, gradually develop the company, and grow internationally.
How does it work?
Call tracking software providers offer their users the option of registering an online account. Usually, it takes a couple of minutes, does not require sophisticated installation, and seamlessly integrates into any existing corporate CRM. After verifying the payment details, a user searches for the required types of virtual phone numbers and assigns them to current online and offline advertisements. Herein lies the great advantage of call tracking platforms. They allow marketers to assess the performance of any type of advertising, from online banners and landing pages to printed deliveries and billboards. When customers dial a number from the ad, the analytical data is sent to the call log. It indicates the ad that generated the call, the location of the caller, and other metrics, such as the length of the call, keywords, and others. Analyzing this data, marketers can come up with ideas on how to improve the overall strategy, save budgets, and increase sales.
Dynamic number insertion (DNI)
When potential customers see your banner online and make a call, you receive the number of inbound calls from that ad. This is called static number insertion. All the leads see the same phone number on the banner.
In contrast to static tracking, dynamic call tracking provides marketers with unique data about each of the callers. It is possible due to a code snippet that is attached to the ads. Therefore, each unique visitor to the landing page sees a different number. In the call log, the information about their search route is reflected in the customer journey around your web pages. It helps to understand customers’ needs and think about the website’s optimization for easier navigation and faster conversions.
Benefits for customer service
- Detailed customer profile
Call tracking analytics provide advertisers with the location of the callers. DNI shows the customer behavior on the site. Call recordings contain the most frequently used keywords and reveal the points the customers are happy about and the ones they wish to improve. All those facts comprise a complete customer profile. The better you know your customers, the better service you can offer, and the more satisfied your clients will be.
- Call routing
The system of call routing according to the set restrictions, time zones, and agents’ availability ensures that every inbound call will be handled. You can set schedules for the staff regarding time zones and their working shifts. Your company will not lose leads, and customers will receive competent expert assistance at an appropriate time. In cases of busy lines, there is always the possibility of calling back. Therefore, your clients will avoid the stress of being put on hold.
- Interactive voice response (IVR)
If you run a relatively large company with several directions, it will be convenient to use the IVR menu and allow a fast transfer of calls to the required departments. By choosing an option on the menu, the callers will be able to get straight to a competent expert. Furthermore, in the case of banking services, an IVR menu can handle some routine queries, such as learning the card balance. If you decide to explore international markets, the IVR menu can offer multilingual options.
Wrap up
Call tracking software opens up opportunities for business improvement. It significantly facilitates the tasks of a marketing department and contributes to a positive customer experience. If you ask your customers to leave their feedback on popular review platforms, it will work for organic traffic and add to the reliable image of your business. The number of happy customers speaks volumes about the business’ effectiveness and ensures commercial success.
