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As a business owner, you may have heard the importance of tracking visits to your website. That is absolutely true. However, by tracking your website AND your phone calls, you gain an additional understanding of your marketing picture by seeing who picks up the phone to call you. Phone call tracking and recording gives extra, important insights into your business and marketing investments.
Here are three important reasons to track and record your phone calls:
Determine Your True Marketing Return on Investment
By implementing tracking numbers on your marketing strategies, you are able to see how your customers are finding you. With these tracking numbers, you can compare the annual cost of your marketing investments – web, print, television, radio, etc. – and then figure out which of those investments successfully generate leads. By tracking and recording your phone calls, you have the ability to discover:
- How your customers are finding you
- The volume of calls from each marketing strategy
- What percentage of the calls from each strategy are leads
- The true value of your marketing investments
Take this scenario. You are a small business owner advertising in your local phone book. Each month, you spend $2,000 on your advertisement, unsure if this advertisement is bringing in leads. Since there is not a tracked number associated with the print advertisement, you don’t have any data to confidently decide whether to keep or to cancel the print advertisement.
This story is a common experience amongst business owners. Tracking and recording your phone calls gives you the ability to determine if you are you making money, losing money, or breaking even. You can do this by comparing how much you are spending versus how much revenue that strategy brings in for you. It is easier to measure the success and failure of marketing investment when you have all the numbers out in front of you.
Recover Your Lost Leads
Now that you have taken the important step in determining which of your phone calls are leads, we now recommend you go a step further and find out which of those leads turned into a sale or appointment. If a lead did not turn into a sale or appointment, we want to know why. Our call analytics experts can help you determine why your leads are not closing and what you can do to improve your bottom line. Some important ways to recover lost leads include:
Calling the customers back
Who better to know why an appointment did not book than the actual customer. By calling a customer back you have a new opportunity to capture the lead. Ask the customer about his or her need, incentivize the customer with a coupon, waive a trip fee, or offer a special time accommodation.
Even if the lead isn’t recovered you can end the customer’s experience on a positive note. By letting the customer know you care, there is a better chance that if another issue occurs down the road, your company is who they think of to call.
Training your customer service and sales reps
Even if you are unable to recover past leads, you still have the opportunity to capture new leads. By training your customer service reps and sales reps, you can help them increase the number of appointments they book and sales they make.
Customer Service Insights
As a business owner, you cannot be everywhere at all times. By tracking and recording your phone calls, you have a special insight into your customers’ experience when calling your company. One of the biggest ways you can recover lost leads is by closely examining your business’ customer service.
Your customer service reps are the first and sometimes only impression of your company your customers will experience. By listening to your phone calls, you have a firsthand look into:
- When throughout a work week (Sunday-Saturday) people call you
- When through a work day (9 a.m. -5 p.m.) people call you
- Whether you have a large number of missed calls
- Who answers the phones
- If your customer service representatives are polite and knowledgeable
- If your leads convert into appointments
By having a better idea of your company’s customer service, you can better accommodate staffing needs, training needs, and have the opportunity to reward great employees for a job well done. With a new perspective on your customer service and you customer’s needs, you can then make the internal changes necessary to capture future leads.
For more information on the benefits of tracking and recording your phone calls, contact our online marketing experts who can get you started today!
About The Author: Erin is currently the Call Analytics Manager at Blue Corona. However, as one of the first five employees with the company, she has held many positions, including analyst, copywriter, office chair building expert, and (self-proclaimed) bake-off favorite.
View more blogs by Erin Whetham