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In digital marketing, there is one method that stands out to lead generation professionals as a critically important part of their business: generating inbound prospect calls.
Why is there such a high value on inbound calls? Because these are the calls that are made by prospects to an organization—and in doing so, they’re showing interest, initiative, and a high likelihood of conversion. As a result, these inbound calls are seen as high-quality leads and are greatly sought after by marketers and lead generators. Call tracking and call analytics are essential for organizing these prospects and optimizing marketing campaigns.
The Importance of Inbound Calls
The surprising truth is that even in our increasingly digital world, there is still an overwhelming preference by consumers to utilize a phone call to investigate and complete a major purchase. A call is immediate, clarifying, and offers a personal touch that is unmatched by chatbots or online forms. This can be especially true for business services that include sensitive personal or financial information, such as inquiring about a loan, purchasing insurance, or any requests relating to healthcare.
In fact, not only do consumers generally prefer calls: an inbound call is also significantly more likely to convert. Reports have shown that the conversion rates for calls can fall between 30%-50%, meaning that with most calls, there is a very good opportunity for a business to convert the inbound call prospects.
It is smart for businesses to not only seek out more inbound calls but to use call tracking and call analytics to manage their calls and fine-tune their marketing campaigns for a better ROI.
Key Metrics to Measure with Call Tracking
The advantage of call tracking is that it gives marketers the opportunity to view the data metrics that are relevant to their campaigns. These insights can help marketers see patterns in the calls they receive each day—while also revealing which campaign efforts are driving the most calls.
In order to organize your inbound prospects, you will need to know what metrics matter the most. Here are some key metrics that call tracking will measure.
This is the metric that call tracking is perhaps the best known for: call tracking can identify the source of your calls. This means tracing your call back to the marketing effort that drove prospects to call you—a wide range of possibilities that can include social ads, pay-per-click keywords, or a local billboard ad.
Knowing your call source gives insight into your campaign attribution, meaning you see which ads are driving more or less calls. You can then focus resources on the best-performing ads and modify or eliminate ads that aren’t driving as many calls.
Call volume is the measurement of how many total inbound calls you are receiving. The volume of calls you are taking in can be a big-picture indicator of your marketing campaigns. It can also offer a snapshot vision of your return on investment (ROI) by showing how many calls you bring in every day, week, or month to verify if you are receiving value from your budgeted spending.
How long a call lasts is an important data point you can use to determine the quality of calls. Oftentimes, very short calls are going to be lower-quality calls, while longer calls usually signify that a conversion has taken place. If you see you’re getting a lot of very short calls, you may need to adjust your filters or your campaign to ensure you get higher-quality calls.
Using Call Tracking to Organize Inbound Prospects and Improve ROI
Once you understand the key call tracking metrics to identify, you can turn your attention to what steps you can take to manage inbound leads and actively improve your ROI.
Use Campaign-Specific Phone Numbers
This is the incredibly useful benefit of call tracking: the ability to use campaign-specific phone numbers that can track everything that you do as a marketer. Separate out your efforts so you can easily see the attribution associated with all the calls that come in.
A/B Test Keywords
Because there are so many advanced ways to measure your campaigns with call tracking and call analytics, it is smart to test your keywords to see which search terms are driving more of your traffic. You can also test keywords in organic search vs. pay-per-click (PPC) campaigns. If you see success from certain PPC keywords, you can increase your ad spend and drive more calls.
Direct Traffic to a Landing Page
To further study how inbound prospects are calling your business, you can set up a landing page with a specific phone number to track callers from the web. If you have a specific campaign, perhaps one tied to a certain state or event, you can drive traffic to a special landing page and track those who dial the number on that page.
Record Calls for Customer Service
Using call tracking, you can record the calls from inbound prospects. These recordings are extremely helpful because they can be used to train call center representatives or learn from mistakes. If you are noticing a dip in conversions, call recording can also help you identify key issues that could be coming up from prospects.
Going Further with Call Analytics
There is so much that marketers can do by tapping into the many tools and datasets available with call tracking—and using call analytics multiplies that even more so. Call analytics uses sophisticated data reports and other tools to provide marketers greater insights into their campaigns.
One special feature that is not available with every call analytics platform is Predictive Analytics. Using AI, predictive analytics can show you how certain changes you make could impact your future ROI. Predictive analytics is like having your own marketing crystal ball that can forecast what impact your actions can have on your return on investment.
With call analytics, you can generate real-time reports. These reports can then be compared so you can see how different campaigns are performing. You can also use comparison reports to look at different vendors or prospects to make more data-informed decisions about your business.
Inbound calls are a very valuable form of traffic to marketers. Using call tracking and call analytics to organize your inbound prospects and gather key data points gives you the chance to optimize your business, create better campaigns, and improve your ROI.