The trusty phone call continues to prove itself as the driving force in commerce. Even in this age of digital ubiquity, many consumers start their customer journey online, however most transactions take place offline in a store or during a phone call.
More and more companies are utilising paid search to drive traffic to their websites, which in turn drives calls. However many companies aren’t taking that critical step to optimise their paid search campaigns: they’re not tracking where the calls come from!
Without effective call tracking data, marketers and businesses run the risk of losing phone call conversions simply because they don’t know where to focus their marketing budget and resources. They are flying blind…lost in the wild!
We’ve identified 10 industries that need call tracking to succeed.
It’s true, people don’t (yet) buy cars over the phone - however calls are an important part of the path to purchase. Customers do most of their research online, and then they’re ready to visit. So, what do they do? They pick up their phone, search for their local dealer and view the results. They click to call a dealer that looks promising to ask if the model they want is in stock. They set an appointment and head over to the dealership.
Call tracking can also provide insights to help service departments improve store performance by understanding what’s happening on calls. Better insight into the customer journey creates new opportunities to close sales, while improving the customer experience can drive repeat business and loyalty. We know the first car sale comes through sales… the second and third come through service.
The pressure’s on for agencies to prove their value to their clients. With call tracking and analytics, agencies can optimise marketing campaigns and lower acquisition costs. Digital and Marketing agencies can also wow clients with detailed info on exactly how many calls were generated, why they called, and what happened during and after the calls. Take it further and show detailed reports on which calls resulted into sales and integrate call data into preferred dashboard, analytics and CRM platforms.
Hotels, cruises, car rentals and online travel agencies rely heavily on phone calls generated by paid search campaigns. Call tracking is critical for knowing which campaigns, channels, and keywords are driving calls that result in bookings. If travel companies aren’t tracking calls, these unoptimised campaigns are keeping the cost of acquisition higher than it needs to be.
With call tracking and analytics, marketers in the health and aged care industries can make better media buys to drive better calls. Call tracking and analytics helps you better understand your audience, optimise media spend, and increase the number of high-quality calls received. With these calls being driven by emotion, the phone is extremely important to improve customer experience.
The telecommunications industry is rapidly evolving, and finding new customers—fast and cost-effectively—is critical for carriers to compete. Since most people order phone and cable service over the phone, knowing which channels are driving calls is the key to optimising digital strategies.
People search for insurance online, and the next step is often a phone call for a detailed quote. Call tracking helps insurance marketers identify which channels and messaging deliver calls that end with a policy quote. This means insurance companies can lower acquisition costs by focusing on the highest performing channels, including aggregation and comparison sites.
When people seek out home repairs, online research typically concludes with a phone call. Many franchise businesses use centralised call centres and scheduling service is most efficiently handled over the phone. Call tracking provides insights into agent call handling so you can optimise the customer experience and make sure the booking is successful. These callers are time poor and require action immediately, which is why click to call directly from Ads is a key driver for business.
When customers are calling to book an appointment at a Dental surgery, they want to have the best customer experience possible. Once you acquire a customer, they become long term patients. However, if you mis handle them on the phone and they have a a poor experience, you can say good bye to their business! Using call tracking and analytics will help you target opportunities, and combining with call recording and intelligence you can be sure your front of house is handling the calls effectively and setting appointments.
Educational institutions offer highly personalised services in a competitive industry. Since prospects are likely to have plenty of questions, a phone call is often part of the path to purchase. Education based businesses that rely on phone calls can gain insights into high-intent callers and optimise the caller experience for this target audience.
The cost of lead acquisitions in the legal and finance industries are high. Law firms, finance businesses and agencies in these industries can use call tracking to increase net new client volume and reduce cost-per-acquisition. It also helps to identify callers who intend to purchase or procure help and financing. Optimising inbound phone calls can help increase calls from new client prospects within the current marketing budget.
Call tracking isn’t only for these industries it can benefit businesses in every industry. If your business relies on an inbound phone call for lead generation and sales, then you need to give us a call!