Showing all posts tagged "Digital Marketing Automation Consulting Man Digital"
What Are The Dangers Of Call Tracking? – INFOGRAPHIC
I hear a lot of common concerns about call tracking. Most are quite valid, so let’s address them here to make sure you don’t make the mistakes that many do.
Keeping the same number (for NAP consistency and vanity numbers)
Your Name, Address, and Phone number ought to be consistent across the indexed web. This is NAP consistency, which is an important ranking factor in modern local search.
Solution:
Your SEO guy holding onto your numbers
I wish I didn’t have to say this, but some shady SEO practices are going on out there. Some agencies try to keep their finger on the button of your campaigns, so if you want to show them the door, all the progress they’ve made for you goes with them.
There are two steps to preventing this:
Dirty numbers
Eventually, a phone number goes around the block. It doesn’t commonly cause a problem, but from time to time you might get a brand new call tracking number that another business once used. It might have been a spa resort or a drug dealer. There’s often no way to find out. Either way, you’ll get a few calls from disappointed callers looking for the other business. It’s a small price to pay. The longer you use a dirty number, the fewer wrong calls you’ll get (and it’s rare in any case).
If you’re concerned with having a number which used to be associated with something shady, simply do a Google search with the number in quotation marks, including the various ways phones are written (with/without the area code, with/without the digits grouped together). If it’s not indexed by Google, there’s nothing to worry about.
Legal Concerns
In the United States, call recording is legal from cost to cost. There are some regulations, which depend on the state. See this article by Digital Media Law to read up on these regulations. Before you begin, simply check whether you need to be registered as a call recorder in areas you will be targeting.
Most regulations simply require you to notifying the caller that their conversation will be recorded. I’m sure you’ve heard a pre-recorded message telling you this in the past.
*Disclaimer: I’m not a lawyer, and nothing I say qualifies as legal advice.
Learn more how to do call tracking like a boss with our Ultimate Call Tracking Guide.
Sources:
Read more on our blog MAN Digital Blog
via Digital Marketing Automation Consulting | MAN Digital http://mandigitalblog.blogspot.com/2016/11/what-are-dangers-of-call-tracking.html
Read more on our blog MAN Digital MAN Digital Blogger
Posted on November 22nd, 2016
Marketing Automation For Small Businesses – Guide
TOC
Marketing automation? What is that?
Did you ever wonder where some of your customers come from?
Let me guess, you burned all your advertising budget online, got few leads and got flagged as a spammer just because you were not promoting the right product to the right audience.
It happens all too often.
Don’t worry, we understand you and we want to tell you how to solve this challenge.
But before we go on with this guide let’s destroy some myths. The myth that marketing automation is “impersonal”, “inhuman” and full of “spam”.
Here’s the big picture: Marketing automation is actually all about personalization, or in other words, messages tailored to individual people.
Perhaps you’ve experienced this before, where you surf online for shoes, browse some websites looking for the perfect pair, and then suddenly all the ads you saw online were about shoes.
I bet you thought, “Hm…this is strange.”
Then maybe you started to see a pair of shoes on websites, Facebook and you even got an email about them with a discount coupon.
The discount made up your mind, and you bought those shoes.
Let me tell you…those ads were not a coincidence. They were there because those shoes companies knew what you wanted. They knew what you were interested in because of what you browsed in their website, so they started to tell you more with the help of ads and emails.
This is what we call remarketing.
When a client gives you personal information such as e-mail, you now have permission to share with him anything you want. The challenge is to make sure it’s also what he wants, and to never make him feel like you’re spam- ming him.
With the help of marketing automation you know what your customers are looking for on your website and for what price. After you know what they need, you can send them different e-mails, automatically tailored to what they’re interested in. This creates a relationship with them, proving that you know what each person wants and needs.
Who Should Use Marketing Automation?
First thing’s first. Maybe you are wondering if your business is suitable for implementing marketing automation.
We think that using this kind of solution can take small and medium businesses to the next level and help them grow.
Marketing Automation is not something that comes without any other action from your side. That action is called investment. You want results, so keep in mind that in order to have results, you have to be ready to invest, otherwise this guide might not help you that much.
At the same time, if you haven’t done any online advertising before, maybe you should start now, and come back to this guide after you’ve had some experience.
Let me give you a visual look of how marketing automation goes.
If you want to implement marketing automation, first you need to start building your assets:
Track the behaviour of your leads so you better understand your audience, and know how to interact with them.
You need to ask yourself this: What do your customers need?
Once you know that, marketing automation will help you give them what they want.
Why Do We Need Marketing Automation?
A little bit of history
In case you were wondering, marketing 15K automation has existed since 1992. Yes, 1992.
Now, in order (for you) to understand how things evolved, I need to take you through the story. Follow me…
Marketing automation started before it was actually called marketing automation.
The question that was always the same was, “How do we (as a company) help somebody stay engaged with us?”
Email Marketing
It was easy to promote your business through email marketing in the early 1990’s, because Microsoft’s new hotmail service was handing out free accounts to anyone that signed up. Email marketing grew very fast. Because it was new technology, users would read every email carefully. Eventually, spammers abused email and the public gradually put up their guard, making it harder for good marketers to get through to people.
SEO
In 1995, Yahoo started to gain popularity as a search engine. Their algorithm was simple, and marketers found simple ways to game the system and get on the first page of search results using keyword density and automated backlinks. By the end of the century the practice of search engine optimization was well established.
Smartphones
Soon, smartphones arrived on the scene. Marketers realized that they could offer people more content and ways to interact because they had the freedom of accessing the internet while on the move.
Inbound Marketing
With so many devices helping people connect to the internet, marketers needed to be even more visible. They had to use engaging content (like articles, videos, and infographics) to hook more buyers. They needed to educate their audience about their product because people began to expect to know more about a product before buying.
Marketing Automation
After social media became popular with the public, the marketers followed suit. The various platforms were very challenging for the marketers, so marketing automation was invented to helped them connect with people through email, search, and social.
Let’s have a look at the evolution of marketing automation. The first tool was Unica in 1992.
After people started to use the internet more and more, companies started to promote themselves online, and nowadays this phenomenon has reached such level that most marketing has a bigger impact online.
Eventually, companies became aware of the fact that in order to have more profit, they needed to invest in marketing automation. Note that marketing behavior always follows buyer behavior. When the public changes their behavior, we need to update ours. It’s the way of the world.
What Is Marketing Automation?
By definition, marketing automation is the practice of automating all parts of the customer journey that don’t need direct human input (i.e. the boring stuff) so that marketers can focus more on strategy. Because of this rise in efficiency and creative focus, marketing automation always makes campaigns more lucrative if done right.
Automation software helps you track the actions of customers online, so you can provide them with truly relevant content until they are ready to buy. All this data also informs your strategy by “lifting the lid” off the internet so you can peek inside and see what’s going on.
“Marketing automation democratizes the highest levels of marketing best practice. Even the smallest of teams can incorporate automation to perform complex workflows routinely and at low cost.”
(Marketing Automation for Small Business, LeadPages)
“Campaign workflow can be designed within the tool and then executed automatically; once a campaign has run its course, a range of analytics tools can measure its performance to understand what worked well and what did not.” (What is Marketing Automation?, TrustRadius)
“Using behavioral inputs from multiple channels such as social clicks, viewing a pricing page or consuming a particular piece of content gives marketers the context they need to fully understand a lead’s challenges and how to guide them down the funnel. The most effective marketing automation not only collects data from multiple channels but uses those various channels to send their marketing messages as well. That means the success of your campaign relies less on the email and fully utilizes the various channels that influence a buyer’s decision.”
(What is Marketing Automation? HubSpot )
“Without marketing automation, you are just guessing – just hoping that people will take the bait and be ready to buy your products. Statistics show that buyers don’t do that. They want to learn at their own pace and be reached when they need more information or are ready to buy. A well- constructed marketing automation strategy makes that a reality.” – John McTigue, Kuno Creative – Marketo
“91% of the users who had a success of their business say marketing automation is an important factor.” – Marketo & Ascend2 “Marketing Automation Strategies for Sustaining Success” (2015)
“8% of B2C and 21% of B2B marketers find Marketing Automation one of their Top Digital Priorities.” – Adobe“Quarterly Digital Intelligence Briefing” (2014)
Marketers say that marketing automation helps them save their time (74%), and increases their CRM (68%). They have a better and more timely communication with their customers (58%).– Adestra Marketer vs Machine (2015)
“B2B marketers who implement marketing automation increase their sales-pipeline contribution by 10%.” Forrester Research “The Forrester Wave Lead-To-Revenue Management Platform Vendors” (2014)
4 Useful Steps That Will Help You Kick-Start Your Marketing Automation
Step 1
Send an email invitation to check/view/read/download some of your newest content – send this to the list of people who are interested in that type of subject.
Step 2
Send a thank you message to everyone that checked/viewed/read/downloaded from your previous email.
Step 3
Wait a few days (approx.3) and send them a follow-up email where you offer them another article similar to the topic you send a few days ago. For example use case study.
Step 4
Once you know who opened that mail and who downloaded your content, your sales team can start nurturing them with more relevant content. These people have indicated they will be more likely to buy from you, which is why you should put a focus on them.
7 Steps On How To Make More Money Using Marketing Automation
1. Outrun your competitors
“63% of companies who use marketing automation are outgrowing those who don’t.” (Lenskold and Pedowitz, 2013 – Today their company is a distinguished leader in the development and implementation of ROI processes. They work with companies like MasterCard, JP Morgan, Microsoft, Seagate, Kodak, Siemens, American Century Investments, and ADM)
Relevant data leads to happy customers and high conversion rates.
2. See the effect of marketing efforts with the help of the data
Marketing automation can show us the steps that potential buyers are taking once they make contact with your company. It shows us which strategies had more effect on converting them into leads.
3. Run programs through different channels
We use many channels to connect with our audience. Each channel has a different “culture” and should be handled differently. We need to control the content we show and to measure the effects of each type of communication we try.
4. Save time
When you “program” your campaigns and watch them run, you don’t have a worry about forgetting anything. The software will do most of the work for you.
5. Collect data for your business
You will have more traffic and more information about that traffic.
By getting to know your potential buyers you can improve your advertising campaigns and the communication between you and your audience.
6. Improve your CRM
With so many data about how your customers are behaving, what they like, and what they want less of, your relationship to them will vastly improve. Turn them into ambassadors!
7. Tailor the experience
Marketing automation helps you educate your users and tailor their experience with you. What leads to sales is the personalization and the relevancy of what you say to them.
Why Do Companies Use Marketing Automation?
Because it works. Because it brings them profit.
Let’s take some case studies of both small and big businesses and see how marketing automation increased their profits.
Paper Style
Paper Style targets brides and brides-to-be. They base their campaigns on what these brides search for on their website. They had 3 primary action types that would change what content their visitors would receive from them.
1. Clicking on links about weddings from their email newsletter. 2. Buying products used for weddings.
3. Looking at any page on their website that had a connection with a wedding.
They paid attention to all the behaviors of their possible buyers and took action when possible. For example, if a bride-to-be would purchase an item from their website, they would send a “thank you” email a few days later. But if friends of the bride would buy a bridesmaid accessory, they would also receive wedding gift ideas.
Did it work?
Yes. They had an increase of 330% in revenue per mailing and a click rate increase of 16%.
Barrack Obama Campaign
Still not convinced?
Let’s take Barack Obama’s political campaign as another example.
In 2012, Obama was running for president for the second time. His team used marketing automation with their volunteers through the website you can see above. Marketers would recognize that page as a landing page designed to collect information.
Obama’s team knew the area where every volunteer lived and could track their activity on the site. Time was not wasted on the volunteers that were not that active on their platform.
The result of this campaign, as you can guess, was the re-election.
Let’s take another example.
Cincom Systems
Cincom Systems is a private company that offers software solutions. They were having trouble establishing which buyers were coming from their newsletter. Here’s how they figured it out.
First, they collected their buyers’ information (from the subscribe button from their page) and started to track them. They analyzed their content and the impact it had on their audience: newsletter, blogs, emails and so on, and adapted them to their reader’s expectations.
Then they analyzed their data about their readers and created different strategies to engage with them even more. For example, Cincom would ask for the size of their companies. Once they learned this, they would ask for more specific information later on. This way they had a highly detailed profile of each contact.
Did it work?
Acteva
Acteva is a company that offers services such as online payment, online registration, and ticketing. They started using marketing automation because they needed to improve their ROI and their targeting system. They created content campaigns for their visitors, personalized based on the information the visitor gave them on the landing page.
How did marketing automation work for them?
• Their ROI increased by 350%.
• They had 100% growth in the areas in which they used marketing automation.
• Their revenue increased by $2m.
6 Software Applications That Will Help You With Marketing Automation
We’ve said a lot about marketing automation so far: We shared our insights, we told you why you should use it, and what it’s done for others.
But we haven’t discussed who can help you automate your marketing. Which tools are best? Which companies can you trust?
Just for you, we made a list of 7 applications you should take into consideration when you decide it’s time to use marketing automation. There are much more out there, but because this guide is mostly for small businesses, we will tell you the ones that are the best mix of affordability and power.
1. Sales Manago
“Our software enables our customers to achieve outstanding sales results by implementing a complete range of automated and personalized marketing in a multichannel environment.”
Number 1 marketing automation for B2C in Europe.
Our recommendation for small and medium businesses.
2. Hubspot
“It was time to make the marketing and sales process human. Time to treat buyers like people, not numbers on a spreadsheet.”
3. Salesforce
“Salesforce is much more than just a CRM solution. It brings together all your customer information in a single, integrated platform.”
4. ActiveCampaign
“We believe in intelligence-driven marketing. Marketers get better results. Contact get a need-driven & respectful experience.”
Focused on e-mail marketing, sales and CRM.
5. GetResponse
“Among us, you’ll find experts in various fields who stay creative and open to new knowledge and experiences.”
You can start small by not having to pay a lot for the first few thousands of subscribers.
6. InfusionSoft
“We accelerate small business growth in technology, sales, and marketing strategy, and a community of industry leaders, business owners, coaches, and consultants.”
Funnel Lead Marketing – Example
DO’S and DONT’S When Using Systems To Automate Your Marketing
Don’t just automate your current process without revisiting your goals and strategy.
Marketing automation is a multiplier. If you’re already executing a bad strategy, accelerating it with automation software could be disastrous.
Make sure your goals and strategies line up with customer needs and expectations. If you’re not sure, begin slowly, and carefully track how your audience responds during the first few weeks.
Do integrate marketing automation with your inbound marketing strategy.
With marketing automation, there is no need to send a general, broad message to your entire contact list that will end up getting deleted or marked as spam because it’s not relevant.
Do send highly targeted and specific content to a narrow audience.
Put yourself in the customer’s shoes. Say that you’ve engaged with a company; maybe you’ve downloaded a piece of their content and really loved what you read. The next email you get is a completely different topic that has nothing to do with the thing that made you interested in the first place. Wouldn’t it make more impact if you received an email that continued to dive further into the topic of the content you already read?
Don’t forget about your existing customers.
Selling is hard work. Many companies are so focused on generating new revenue that they forget about their current customers: The group of people that already have an affinity for what they are selling, and most likely want to buy more.
Do set up customer engagement campaigns to keep your current customers happy and coming back for
Keeping your customers engaged with content marketing is an essential piece of growing your company. Nurture those relationships by sending segmented, customer-only content, that will educate and encourage them to keep coming back to your company for thought leadership and expertise.
Digital Marketing Automation Checklist
Marketing automation is all about three things: strategy, relationships and time.
Give yourself some time to really think about the strategy and prepare for the implementation. As they say “Rome wasn’t built in a day.”
1. What do you want?
2. What does your lead want from you?
3. Where are finding you now?
4. What and Who?
5. Set implementation goals for:
They will help you get on the right track in moments of crisis.
6. Take action.
7. Revise and analyze your steps.
8. Don’t give up before the payoff!
What’s Next? The Future Of Marketing Automation
One of the best things about Marketing Automation is its efficiency. With relevant technology you’re able to manage leads and finally benefit from the content you create to the maximum degree.
It helps you build long-term relationships with your customers and to manage their preferences. You already know it. There are two sides to everything. And it’s worth to look ahead and see if you’re taking the right course.
Find out some insights/predictions about the future of technology and marketing. See how they can work and turn into profits for your small business.
“The integrated messaging activities will be based on detailed subscriber profiles including precious cross-channel information.”
René Kulka – Email Marketing Evangelist at optivo, Consultant, and author of E-Mail-Marketing: Das umfassende Praxis-Handbuch
“Marketing automation is still in the early innings. And the way marketing automation is used is still evolving.” (…) In the next phase, marketing automation will solve far more than demand generation – it will be used to deliver a better customer experience from brand awareness through customer retention and loyalty. Marketing automation will serve as the command center for orchestrating prospect and customer communications in Account-Based Marketing. And marketing automation will be the big data platform used by marketers to make smarter decisions and to better understand their customers. We’re excited to play a role in helping companies better understand their business and meet their customer’s needs.”
Andy MacMillan – CEO at Act-On Software, Inc.
“Marketing automation needs leads, and while content is the most potent fuel for lead generation, managing and leveraging that growing library of content will be vital in order to fully utilize marketing automation.” “Too many systems still don’t connect. It’s time to stop using Excel spreadsheets as the glue that holds your marketing operations together, manually collecting data from disparate systems.”
Jeff Cohen – Oracle.com
In our opinion, the integration of marketing and technology is certain and it’ll be developing. Be aware of that and see for yourself what marketing automation can bring to your small business.
Whatever you do, don’t get left behind!
Read more on our blog MAN Digital Blog
via Digital Marketing Automation Consulting | MAN Digital http://mandigitalblog.blogspot.com/2016/11/marketing-automation-for-small.html
Read more on our blog MAN Digital MAN Digital Blogger
Posted on November 17th, 2016
Stop Wasting Time And Start High-Value Inbound Calls - INFOGRAPHIC
When you have a robust call tracking system in place, you feel excited to invest in a new campaign, because even if it doesn’t work the way you’d hope, you know the data you’ll get from it will be true and useful.
Website
Make your site call-friendly. Independent market research company Ipsos found that 70% of mobile searchers use click-to-call. At the very least, this means hyper-linking the telephone number on your website with “tel:+441010101010” for example. Be sure to include the area code at the start of the number to make it clickable.
Callback Widgets
Add more design and functionality with a callback widget. Most digital marketing blogs will persuade you to put share buttons on your website that follow the user as they scroll. But you don’t pay the bills with shares, do you? You pay them with the sales that happen on the phone. So why not replace your share buttons with a call button that follows the user as they navigate your website, and keep your call staff only a quick tap away at any moment.
Landing Pages
Pages with a telephone number convert better than those without, even if the number is never called. If your goal is to get calls, do one better by making the number more inviting with a callback widget or other click-to-call button. You don’t have to be techy to pull this off. There are many tools available today for creating beautiful landing pages. Among my favorites are:
Add coupons to your landing pages to help prompt on-the-fence leads to action. Make sure they know that quoting their unique coupon code over the phone is the only way they will get the discount. Don’t be afraid to give them a fat discount either. The phone is a great place to upsell, and repeat custom is worth the initial cut in price. The critical thing with a landing page is getting them past the hump of tapping that call button.
Adwords
With Google Adwords, the majority have focused on getting people to click, but search advertising can be even more effective for inbound calls. You can create as many different campaigns as you have target demos. Optimize them for calls with phone-specific calls to action:
Pro Hack: In the Adwords interface you can add a location extension, which will present your phone number listed in Google My Business. Maybe people, especially from the desktop, will call that number without clicking. No click means you don’t pay a penny. Free calls!
Bing & Yahoo
When you’ve found a groove that works in Google Adwords, it’s a cinch to import the same campaign into Bing or Yahoo Search. These widely used Google-alternatives might not have as huge a user base, but they are certainly big enough, and they are more relaxed about what you can do in your campaign.
Pro Hack: Add your phone number in the display URL of your Bing Ad. This can lead to free calls.
Social Media
With a Facebook business page, you’ll have the option to set up a call campaign. You’ll have the same audience targeting features as you would with any other social ad campaign.
Use promo numbers for your profiles on Facebook, Twitter, Pinterest, Instagram, Snapchat, and any other platforms where your target demographic spends time. Have your social media managers handle the phone calls from those platforms so your other sales agents can focus on their own specialty channels.
Citations
Your business citations should be plastered all over the internet, and be as consistent as possible. The same title, the same email, the same description, and the same telephone number on all your citations helps your search results in Google Maps.
The downside of using the same number on every citation means that you cannot differentiate traffic from different citation sources. My recommendation is to take this trade-off. Citation traffic is organic traffic and therefore is not the most critical kind to dissect.
Learn more how to do call tracking like a boss with our Ultimate Call Tracking Guide
Sources:
Read more on our blog MAN Digital Blog
via Digital Marketing Automation Consulting | MAN Digital http://mandigitalblog.blogspot.com/2016/11/stop-wasting-time-and-start-high-value.html
Read more on our blog MAN Digital MAN Digital Blogger
Posted on November 15th, 2016
How 3 Companies Plugged Their Revenue Leaks
If you’re just about to get into call tracking, I’m excited for you. You’re about to identify and plug up major revenue leakages and grow your bottom line. Here are three cases of companies doing just that.
1) Fannit Marketing agency Fannit was being wrongly accused.
Their client thought Fannit wasn’t doing their job. It looked like lead generation was too low. However, by tracking where phone calls came from and how effective each call was, they discovered the problem wasn’t in lead gen at all.
The problem was in sales.
The phone agents didn’t know the answers to many of the questions that leads had. Spotting this gap in their process added $250,000 of potential annual revenue for the client.
2) Hotel Grand Lucayan Knowing what’s working is sometimes enough to transform a business from “flirting with broke” to stable and growing.
As a luxury vacation resort in the Bahamas, Hotel Grand Lucayan spent most of their marketing budget on Atlanta. That’s where most inbound flights to the Bahamas came from, so it seemed to make sense.
After implementing call tracking, however, they found advertising in certain areas in the US northeast and Florida worked far better. They now knew their highest performing areas down to the zip code.
Grand Lucayan’s phone conversion rate went up by 157%.
We live in a multi-channel world.
To win, you need to be omni-channel.
3) Paychex
To be omnichannel, you need to have a clear view of your customers’ buying cycles. No gaps. If you’re tracking click through rates but not inbound calls from specific ads, for example, you simply can’t know how well they’re performing.
Paychex reduced cost per acquisition by 43% and increased leads generated by 95% when they started tracking calls.
They found their Adwords campaign was doing more than twice as well as they thought, and they zeroed in on their best keywords. They also reduced their ad spend during peak times when the staff was often overwhelmed by call volume, thereby reducing their cost without losing any sales.
I, for one, like to know where my money is going. I like to see how each dollar is performing, and how much return I’m getting from my investments.
I’m willing to bet you do too.
Learn more how to do call tracking like a boss with our Ultimate Call Tracking Guide
Sources:
Read more on our blog MAN Digital Blog
via Digital Marketing Automation Consulting | MAN Digital http://mandigitalblog.blogspot.com/2016/11/how-3-companies-plugged-their-revenue.html
Read more on our blog MAN Digital MAN Digital Blogger
Posted on November 8th, 2016
How To Track Calls For Beginners Like A Boss – INFOGRAPHIC
Imagine if you could track calls like you track clicks.
Wouldn’t you like to track the results produced by individual sales reps, individual calls, or calls that come from particular marketing channels?
Once you have this knowledge, you’ll never go back. It’s like going from tunnel-vision to 20/20. The phone is often the critical junction where a sale is made or lost.
I know you’re busy, so to prevent any wasted time for you or your team, I made this guide. Below you’ll find the step by step system I use with my clients to set up basic call tracking from scratch. Also, learn how to move into advanced call tracking (known as call intelligence).
What is Call Tracking?
Basic call tracking is the use of unique numbers (generated automatically) to track the source and efficacy of your inbound phone calls. Use a different number for each marketing campaigns, and your call tracking software can measure the true results of each channel.
Advanced call tracking involves the automatic analysis of phone conversations, pre-recorded voice menus, and auto-scheduled call flows. We’ll cover that later on.
What You Stand to Gain
There are five main benefits to call tracking:
1. Know your ROI. You’ll know for sure how much money all your marketing efforts (and investments) bring into the business.
2. Watch the right KPIs. Forget bounce rate. The phone contains much more critical metrics.
3. Increase call conversion. Inbound calls convert extremely well already, and by tracking results, you can run tests to optimize sales.
4. Call intelligence. With advanced call tracking, you’ll know the full picture of every lead who winds up on the phone.
5. Find and fix money-leaks. Uncover gaps in knowledge or skill within your staff that would otherwise go unnoticed.
Know your ROI
Time and again, businesses who try call tracking find huge discrepancies in their sales and marketing systems. You might be pouring money into something you assume is giving you a return when it’s not, and simultaneously ignoring something that’s doubling every dollar you put into it!
Without call tracking, how will you keep your marketing channels accountable? Instead of hearing a monthly tally of keyword rank, bounce rates, unique visits, and other “slightly useful” figures, wouldn’t it be simpler to see how many phone calls each channel has generated for you?
With call recordings, you’ll also know the quality of calls coming from various channels. You can find real gold mines this way!
Watch the right KPIs
Key Performance Indicators (KPIs) are simply metrics that matter to your business.
Many of us working in local SEO have focused on KPIs based on rankings and traffic. Not because they’re necessarily the best metrics to follow, but because it has been easiest to track them for a long time. Relying on these metrics nowadays, however, does not make sense. With the rise of personalized search and internet directories, they miss a lot of conversions.
For example, when someone searches for a local plumber and calls directly from the SERPs, you wouldn’t see that as a click-through. And yet, it could be the hottest lead you got that day! A rankings and traffic report is blind to those valuable phone calls.
Increase call conversion
Calls are highly profitable.
According to Google, inbound phone calls are 10–15 times more likely to convert than inbound web leads. BIA/Kelsey notes that 61% of businesses rate their inbound phone calls as “excellent leads,” while only 52% rate leads from the web as excellent. Most high-ticket products and services depend on phone calls to close the sale, and they’re the most important sales to be tracking!
You can only sustainably improve what you measure. When you know what’s bringing in the most calls, and how many calls vs. sales you get, you can start running tests and optimizing your sales systems. Until then, you’re in the dark.
Call intelligence
Going beyond call tracking and recording, those with the budget can also get “call intelligence” to get to work for them.
· Know how many phone calls are first-time and how many are repeated.
· Get alerted when someone who was on the phone a week ago shows up on your website again.
· Automatically assess the sales skills of your telephone sales reps.
· Track how many times a customer showed interest in purchasing, without having to sit through recordings.
· And much more.
Find and fix money-leaks
It’s time your receptionists and other call agents were accountable for their performance on the phone. It’s not about being “Big Brother” or pointing fingers. It’s about helping them improve and become masters of their job, to become an even more valuable asset to the business that pays their wage!
For example, they might have knowledge gaps that they feel too busy or too embarrassed to mention or fix themselves, leading them to stumble through customer questions and lose sales. Advanced call tracking is great at figuring out where phone performance can be improved.
As long as your workforce is happy to learn (as they should be!), then performance-tracking will be good news for everyone.
Learn more how to do call tracking like a boss with our Ultimate Call Tracking Guide
Read more on our blog MAN Digital Blog
via Digital Marketing Automation Consulting | MAN Digital http://mandigitalblog.blogspot.com/2016/10/how-to-track-calls-for-beginners-like.html
Read more on our blog MAN Digital MAN Digital Blogger
Posted on October 31st, 2016
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Posted on October 14th, 2016