Why is it so important to track new versus existing customer leads? Take a look at this chart of all new customer leads, existing customer leads, and total phone leads for one our clients. Just over 80% of this client’s total phone leads came from new customers (January – May 2016).
We know you love existing customers and are thrilled they’re loyal to your business, but those new customer leads are where your business is growing. If your marketing company is just telling you how many calls you received or even the total number of leads without any additional information, you may not be getting the whole picture of your marketing success.
More importantly, your cost-per-lead can be skewed greatly if existing customers are included. Take a look at this example from that same client used in the example above. If we include all the existing customer organic and paid search leads, their cost per lead becomes artificially low.
How many of your phone calls are from existing clients? And how many of your phone calls are from new clients—the ones that are helping your business grow?
Call Intelligence Reporting: Why It’s Cool & Why You Need It
One of Blue Corona’s Smart Selling team members put it best: “Call Intelligence Reporting is essential for truly tracked marketing success.”
Blue Corona goes beyond phone call tracking by listening to and tagging every phone call coming in to your business to weed out calls like wrong numbers, solicitors, and job inquiries. Call Intelligence Reporting gives you the ability to recover lost leads and gain other important customer service insights. By better understanding your phone calls, you can assess how your customer service representatives are currently handling phone calls and instruct your team on how to convert more leads—existing or new—into booked appointments.
Ready to step up your measurable marketing game? Give us a call or fill out a contact form and our team will be happy to help you!
*Blue Corona counts a phone lead as anyone looking for service or to book an appointment on the call. New versus existing clients are determined based on questions asked or comments provided on the call.
About The Author: Alicia is a Pay Per Click Specialist at Blue Corona. When Alicia’s not optimizing paid search campaigns, she enjoys reading sci-fi novels and going on hikes with her rescued Boston Terrier.
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