Guide to Call Tracking for Marketing Professionals

Every business is focused on delivering an excellent customer experience. And the crucial aspect of it is the availability and accessibility of the service itself. To make sure that customers can reach out for help or assistance, businesses need to establish the channels that will ensure instant access to customer support. One of the most effective channels is inbound calls.

As one of the high-quality lead sources, a phone call cannot be underestimated, especially when more than half of mobile searches today lead to a call. And that is when call tracking comes into play. With a call intelligence platform, companies can significantly benefit from managing moderate or large numbers of calls and also get sufficient insights into the process of attribution. However, understanding how to get the most out of call tracking is essential for the success of your future marketing campaigns.

How Using a Call Tracking Software Can Boost Your ROI

Naturally, it is crucial for any business to manage any of the incoming calls effectively. To make it work, companies often have to set up call centers handling all the incoming requests and complaints. In a nutshell, the call centers partly organize the workflow of the customer service team by distributing calls to responsible reps, like sales managers, for instance.

However, setting up an inbound call center is only the tip of the iceberg. Skillfully handling the calls is a far more demanding task. But what is inbound call handling, and why is it important? To put it simply, it is the process of managing the incoming calls, which usually incorporates basic techniques, like building relationships with customers, understanding their needs, and creating value. As a primary function of the service team, it is mostly aimed at enhancing customer experience and improving customer retention.

Apart from the basic principles of successful call handling, businesses need to utilize inbound call tracking and analytics. This way, they can get a deeper understanding of their audience, receive actionable call data, optimize their marketing efforts, and, as a result, expand their reach. The ability to track back a call to a specific marketing activity or campaign presents significant opportunities for any business. Establishing this connection is helpful not only in terms of performance optimization. Aside from that, it proves to be helpful when it comes to lead distribution since it is the key to eliminating the possibility of manual errors and ensuring precise targeting.

Understanding which marketing campaigns are driving calls or leads is essential for evaluating marketing investments. Tracking and recording the inbound calls, for instance, can help you find out about the way the customers find your company and establish the real value of your marketing campaigns. Even though cold calls tend to be less financially successful, every outbound call the company makes can potentially improve the level of your accessibility. Besides, it can help engage and reach even more prospective customers.

Another substantial advantage of utilizing call tracking software is that it can help you eliminate inefficient investments. This way, you can come up with and invest in new advertising strategies that are unlikely to increase spending and redistribute costs inside the company. Besides, it is a handy instrument when it comes to recovering the lost leads and improving your bottom line.

With solutions like lead and call analytics, tracking, lead distribution, and lead nurturing, businesses can effortlessly measure their attribution, get more visibility online, and accurately estimate and boost their ROI. But there are no limits when it comes to fueling growth, and a combination of email marketing and call tracking offers yet another opportunity.

Driving Calls With Your Email Marketing Efforts

Today, more than half of web page views are generated via mobile devices. That is the reason for click-to-call to be extensively utilized by businesses. Whether your customers have a small question about your product or they prefer to communicate in real-time with the company reps, click-to-call offers them personalized customer service. The same approach can prove to be useful in email marketing campaigns.

The first thing you need to know about email marketing platforms is that they have everything it takes to make your businesses thrive. With the automation tools, the platform can entail the potential for connecting with more prospective customers and leads. Besides, it can provide an opportunity to create and customize email strategies aimed at engaging new users. For instance, an email can trigger a phone call that later will be attributed to a specific email campaign. In this case, integrating a call tracking software with your CRM is a wise choice. The integration will allow you to track the email-generated leads through the sales funnel and then associate them with revenue. This way, you will be able to determine the campaigns that have the most significant impact on your business.

Inbound Call Strategy Essentials
The success of your company also depends on the effectiveness of your inbound call strategy. While the proactivity of your company matters and outbound calls need to be made, incorporating and embracing the inbound call strategy is paramount. Use the following tips to effectively assess, improve the strategy, and ensure that you are making the most of it.

1) Adjust your communication channels

The more valuable customers should be the first to be served. Therefore, you need to make sure that you route the calls to the right company representatives. In other words, the communication channels should comply with the lifecycle stages.

2) Provide a toll-free number

To keep a decent level of availability and accessibility, you need to consider adding a toll-free call option to your website. Keep in mind that you can end up being flooded with unreasonable calls if you do not select the placement for this number carefully.

3) Assess the quality of the inbound calls on a regular basis

Keeping the reps on their toes is crucial if you want to keep the calls efficient. Call recording can come in handy if you ever need to assess the conversations or make an in-depth analysis.

4) Consider integrating CRM with the call tracking platform

It can prove to be helpful during the calls when your employees need to access the information on-the-go. This way, you can considerably reduce the average handle time and simultaneously improve customer satisfaction.