Call Tracking « Mongoose Metrics

Posts Tagged: Call Tracking

Features, Tips, & Announcements — No Comments
10
Aug 11

From “Like” to Lead: How to Integrate Call Tracking into your Facebook Campaign

Facebook has more than 750 million active users. More than half of these users log on to Facebook daily and the average user is connected to 80 community pages, groups or events. With numbers like this, it’s no surprise that millions of businesses use Facebook Pages to connect with and engage their audiences.

Tracking Facebook conversions will provide insight into the success of your marketing efforts by establishing an ROI. While much Facebook activity can be tracked through web analytics, what happens when a Facebook lead picks up the phone? To account for this activity, you need call tracking.

Where to Integrate Call Tracking into Your Facebook Campaign

Below are four ways you can integrate call tracking with Facebook to capture conversions that happen via the phone:

In Your Profile — Always have a tracking phone number in your company bio and contact information. That’s the most standard place Facebook fans will look if they want to reach you.
In Your Updates — If you direct Facebook users to call through a status update or special Facebook fan offer, use a specific tracking number for that campaign so you can tie a lead directly to it.
On Your Website — By integrating your call tracking solution’s JavaScript snippet into your website, you can track all calls that come from website visitors that were referred by Facebook.
Within Your Facebook Ads — If you’re using this targeted form of advertising, track offline conversions by adding your call tracking number directly to the ad copy or design. For those audiences that click on your ad and visit your website, make sure the call tracking JavaScript snippet is integrated into your landing pages, and throughout your site. This way the call tracking solution can associate calls with a specific ad campaign, or ad.

How much time will your team need to analyze call tracking results?

While more phone numbers in your call tracking strategy are great for accumulating detailed analysis, they will also require more complex reporting that takes time to evaluate. Be realistic about your objectives and the resources you can devote to reviewing results.

Facebook can be an effective marketing tool, and its success can be measured when you have the right systems in place to track its impact.

Has your company integrated call tracking into its Facebook marketing? If so, what successes have you seen, or what challenges have you run into?

How to Monitor Twitter Lead Conversion with Call Tracking and Google Analytics

Twitter can be an effective and valuable option for your company to build brand awareness, exhibit expertise, share valuable resources and generate leads and sales.

If your business is using Twitter as part of a marketing campaign, you should be measuring the effectiveness of your efforts. Through technology solutions, such as call tracking and web analytics, you can gather valuable data on audience response to your Twitter activity and calls to action.

Tracking Conversations from Twitter

Ideally, your Twitter activities and marketing efforts associated with the platform will result in lead conversions, some of which may occur by phone. To track these
conversions, you should consider introducing call tracking into your Twitter strategy, and configuring analytics to track Twitter-related visitor activity.

Below are three ways you can integrate call tracking with your Twitter account to capture conversions that happen via the phone:

Within Your Profile — Assign a unique tracking number to your profile, and add it to the “bio” section under profile settings. The number can direct customers to your general business line, customer service center or sales department. (Remember that the bio has a 160-character limit, and a tracking number with hyphens will take up 12 characters).
Within Your Tweets — Assign a unique tracking number to an individual tweet or to your entire Twitter campaign. These numbers can be used to track responses from limited-time offers, customer service referrals, direct messages (DMs) and more. (Remember: tweets must be 140 characters or less).
Within Your Website — By integrating the call tracking Javascript snippet throughout your site, a visitor’s traffic source — direct traffic, search engine, referring site, etc. — will be recorded, and they will be shown a unique call tracking number. As soon as a call comes into this number, the call tracking platform associates it with the person’s traffic source and records it for later review.

When a visitor comes to your site from Twitter, then calls, the conversion is associated with Twitter and reported in your dashboard. This enables you to track calls from Twitter, thereby helping you to evaluate its ability to generate leads and evolve your Twitter strategy to increase conversions.

Twitter Conversion Tracking Through Analytics

Google Analytics can also offer insight on traffic received from different online sources, including social media accounts like Twitter. Under the Traffic Sources tab, you can set up Advanced Segment filters, giving Google Analytics rules for segmenting traffic from specific sources (such as Twitter and Hootsuite) as you define.

Once you’ve identified and setup Twitter, and any URL shortener sites, to be tracked as referring social sources, you can drill into the information — number of visits, pageviews, time spent on site, bounce rate and online form completions — that will help you better evaluate Twitter’s ability to generate leads.

If you feed your call tracking conversion data into Google Analytics, you can quickly obtain a holistic view of lead generation — both online and offline — that result from your efforts on Twitter, and you can more effectively measure and evolve your Twitter campaign based on ROI.

Has your company integrated call tracking into its Twitter account or other social profiles? If so, what have you found effective for enticing customer responses?

Analytics / Call Tracking / Mobile Marketing / PPC / Search Marketing — No Comments
19
Jul 11

Track Mobile Advertising Campaign Conversions with Call Tracking and Web Analytics

Smartphone adoption continues to explode with the ever-improving advancements in mobile technology. The introduction of faster networks and phones, greater data sharing capabilities and better user interfaces have enabled smartphones to dominate the mobile market.

According to a May 2011 report from comScore Inc., 76.8 million Americans use smartphones — 11 million more users than the previous three-month period. Additionally, Nielsen’s May survey of U.S. consumers concluded that 38 percent of all mobile consumers now own smartphones.

More companies are integrating mobile advertising into their marketing campaigns in response to consumer behavior and trends.. In fact, comScore Inc. reported that spending on mobile advertising in the U.S. is projected to reach $2.5 billion by 2014.

Mobile advertising offers companies the ability to reach busy consumers.. Using web analytics and call tracking, marketers can find the data needed to track consumer behavior and conversion rates, and evolve their campaigns to be more effective for targeting mobile audiences.

Mobile Advertising and Marketing Tactics

The following provides details on three common mobile advertising/marketing options, and how to effectively track results.

Mobile display ads

Display advertising strategically places a company’s ad and a concise call to action among relevant content — e.g. within an app, video or mobile site. Mobile display ads consist of text, logos, images, banners or maps whichdirect a user to the company site, conversion form or phone number.

Similar to desktop advertising, mobile display ads are tracked by web analytics and call tracking systems which monitor the conversion rates of individual ads.

While web analytics will provide you with information on visitor behavior and click through patterns, the call tracking number associated with a campaign will capture a caller’s mobile conversion source and other relevant information. Together, these tools will provide you with lead details needed to track campaign effectiveness and improve sales follow up.

Mobile PPC

Mobile PPC, or pay-per-click, is used for mobile search advertising. According to Google, mobile search queries represent approximately 15 percent of all search volume, and continue to grow at a rapid pace. In response to this growing opportunity, advertisers are turning to mobile PPC campaigns.

Click-to-call functionality makes mobile PPC particularly convenient and effective for mobile searchers seeking immediate information. However, to properly evaluate the results of your campaign, you should consider integrating call tracking into your PPC ads and web analytics and call tracking on the designated landing page(s).

Mobile Text Messaging (SMS)

Text message campaigns are used by a range of organizations to connect with audiences on the go, providing customers with easy access to relevant information.

For example, Scotts Miracle-Gro’s SMS campaign provides mobile users with a short-code texting option that automatically sends tips on lawn care, and upon activation requests an email address for delivery of the campaign newsletter. In essence, Scotts has leveraged mobile marketing efforts to further engage its customer base and drive email subscriptions.

Additionally, local and service-based businesses can include call tracking numbers within mobile SMS campaigns to better track customers who then make appointments or reservations, purchase tickets, cash in on special offers, or simply call with questions.

Tracking Mobile Campaign Performance

Smartphones offer users the accessibility to surf the web, find information relevant to their needs and take immediate action, such as access a website or call a local business or hotline. With effective mobile campaigns in place, along with data from analytics and call tracking tools, you can properly evaluate your efforts and capitalize on this fast-growing marketplace.

Have you integrated mobile into your advertising and marketing campaigns? If so, what have you found effective for monitoring conversion rates and overall success?

Additional Resources:

Analytics / Call Tracking / PPC / Search Marketing — No Comments
12
Jul 11

Determine the “Why” of Conversion Rates with Web Analytics and Call Tracking

Whether you’re investing in a multi-faceted marketing campaign, or you want to evaluate the main calls to action on your website, one of the most important metrics in determining the effectiveness of your marketing efforts is the conversion rate of audiences to leads.

However, looking at the conversion rate alone is not enough information to help you determine how to improve campaigns and increase conversions.

Instead, you must look at the full scope of data available to you through web analytics and call tracking tools. Together, these will help you paint a detailed picture of how your target audiences interact with your marketing efforts, and give you the information you need to better evolve your campaigns.

What Conversion Rates Tell You – Using Web Analytics and Call Tracking

The conversion rate, or frequency at which someone takes a desired action and becomes a lead, gives you the percentage rate of success your calls to action yield.

Utilizing both web analytics and a call tracking solution will help to you track both on- and offline conversions—for example, lead form completions and phone calls—for an accurate representation of marketing-activity effectiveness. This is particularly important when analyzing campaigns across several mediums, such as TV, print and online.

The conversion rate will help you answer questions about what is working: which aspects of your campaign are, and are not, successfully converting audiences into leads. But, it won’t explain why: why individuals respond better to one campaign over another.

It isn’t until you are able to answer “why” that you can make strategic adjustments to your campaigns that increase lead generation and increase ROI.

Answering the “Why” of Conversions with Web Analytics and Call Tracking

Let’s say your PPC campaign yields 10 percent more leads than your TV ad. While that number is useful for identifying one campaign’s effectiveness over another, it doesn’t tell you why this is the case.

To gather this information, you have to dig deeper into website analytics and call tracking data. Below are key metrics to evaluate that can help you identify why and how different elements of your campaign impact conversion rates:

Conversion Source (i.e. PPC ad or offline TV ad) — What sources drove conversions? Use this information to analyze the headlines, messaging, calls to action, or promotions that tend to result in lead activity, and which don’t.
Conversion Web Page — If a marketing effort drove visitors to your website, what was the last page they viewed before completing a lead form or calling? Again, look for headlines, messaging and calls to action that motivate visitors to convert.
Exit Rate / Bounce Rate — What pages are least likely to encourage a visitor’s conversion? Where are visitors leaving your site from, and how do these pages differ from those that generate leads?
Pages/Visit and Pageviews — On average, how many pages does someone view before converting, and what topics are they interested in? If multiple pages exist on the same topic, which of these pages perform best? Is there a way to consolidate information into one highly effective page?

How often do visitors click through your site and then exit, signifying that they couldn’t find what they were looking for? What content can be added to your site that will help prospects find what they need?

Use the Data to Evolve Your Campaigns

Use the information available to you through website analytics and call tracking tools, in conjunction with your conversion rates, to take a holistic view of your marketing performance. Evaluate what elements of your campaigns work, which need to be adjusted and how these pieces work together to yield conversions and sales.

By analyzing this data, you can extract valuable details about what your audiences like and dislike, what information they’re looking for and what messages resonate best. Then, you can create an action plan to better meet these preferences. Use A/B testing to further test your theories before full implementation.

What data do you use to analyze conversions?

Call Tracking / Examples / Integration / Offline Advertising — No Comments
5
Jul 11

3 Ways Call Tracking Moves Leads Through the Funnel

Lead conversion data — such as traffic source, keyword searched, web page visits, conversion type and past interactions — can help marketers understand what channels and activities motivate prospects to take action, and also help sales professionals better prioritize and customize sales pitches.

Platforms like HubSpot and Google Analytics, make it easy to track online conversion data (i.e. contact form completions), but what about when a lead picks up the phone and calls? To capture these offline conversions, marketers need call tracking.

Following are three ways call tracking can help to move leads through the sales funnel.

For more details about how to integrate call tracking with your online marketing and measurement tools, read our recent guest post on Hubspot “3 Ways to Track Offline Lead Conversions with Call Tracking.”

1. Lead Generation

To fill the top of the sales funnel with quality prospects, you need to continuously analyze how leads find you and what they are interested in. Armed with this information, you can evolve campaigns to focus more resources and budgets on those activities proven to generate lead conversions.

Call tracking can support this effort by accurately recording offline conversions (i.e. phone calls) and associating each with a specific marketing initiative.

As a visitor arrives to your website or landing page, source data, such as referring site (i.e. search engine, business directory) and keyword query is captured, and he or she is shown a unique tracking number. As soon as a call is placed to this number, the source information and conversion are logged.

From here, this data can be combined with online conversion data to:

Improve website optimization and content marketing efforts by targeting the keywords that have proven to generate leads — whether they come from online or off.
Enhance PPC campaigns by associating conversions with campaigns, ad groups, ads and keyword bids, and then adjusting ads and budgets based on ROI.
Adjust calls to action and messaging by reviewing what seems to resonate with target audiences, and apply this knowledge to other initiatives.

2. Lead Nurturing

After a person has converted into a lead, your job as a marketer is to activate a nurturing campaign that guides them further down the sales funnel. To do this, you need to share useful resources, product details and/or promotions that keep prospects engaged and interested, and your business top of mind.

Call tracking can enhance lead-nurturing campaigns by tracking offline conversions that take place after a prospect has already converted into a lead. For example:

Content Downloads — Integrate a unique tracking number into eBooks, reports, whitepapers and other content downloads. All calls that come in as a result will be associated with the proper content piece and tracked as a requalified lead.
Online Webinars — Similarly, by including a tracking number in webinar call-to-action slides, you can associate resulting calls with the webinar that prompted them.
Lead Nurturing Campaigns — By including tracking numbers in lead nurturing emails and any corresponding landing pages you can associate calls with these efforts.

Using this data, and similar data pulled from online conversions, you can update your content and lead-nurturing campaigns to include calls to action, headlines, promotions and messaging that have proven to re-engage leads, and identify and update the areas that need work.

3. Sales Conversions

To effectively close leads, your sales professionals need to be able to identify a prospect’s need and customize a sales pitch to prove how your product/service can satisfy it. Conversion data collected during the lead-generation and lead-nurturing phases can help simplify this process.

With call tracking, you can capture useful background information for all offline conversions, including traffic source (i.e. referring site, keyword searched, PPC campaign, drip campaign email, content download), last web page visited prior to calling and caller I.D. In addition, you can record incoming calls so that sales professionals can listen to, and get caught up on, what was previously discussed.

By then feeding this information into a CRM, and combining with online conversion data, you can create a comprehensive lead profile, which sales professionals can use to:

Prioritize follow-up communications.
Learn more about a lead’s needs or topics of interest.
Tailor sales pitches.
Engage the prospect.

Do you use a call tracking? If so, how has it improved your inbound marketing campaign performance?

Analytics / Call Tracking / Integration — No Comments
29
Jun 11

Integrate Web Analytics, Call Tracking and CRMs in One Marketing Dashboard

The most useful marketing performance reports are built on a foundation of comprehensive data collection. They include accurate and complete information covering all possible marketing interactions, ranging from website visits to phone calls to customer conversions.

Digital marketing agencies and corporate marketers rely on these reports to effectively evaluate campaign performance, identify trends and opportunities, draw conclusions, and then make campaign update decisions based on meeting goals and increasing ROI.

Generating these reports requires the proper tracking tools, understanding which metrics matter most and effectively combining all this information into an easy-to-review dashboard.

Following are the main things to consider when building your own marketing reports:

Integrate the Proper Tools

You need to be able to capture and record audience interactions online and offline, from new leads to lead conversions in order to properly track campaign performance. This requires the use of:

Web Analytics Platform (e.g. Google Analytics) — To capture sources of website traffic, what actions visitors take while on your site and online form completions.
Call Tracking Software (e.g. Mongoose Metrics) — To track phone conversions and associate them with a marketing initiative and website activity.
CRM Solution (e.g. Salesforce) — To close the loop on your marketing efforts, show which activities generated leads that converted to customers, and accurately determine ROI of marketing activities.

Measure Performance With Metrics

With the appropriate tracking technologies in place, it’s time to define the metrics you are going to use to show marketing campaign performance.

This starts with indexing all the various activities involved in your marketing campaigns, and then identifying how your audiences may interact with each. In addition, you’ll want to track how they interact with your company over time. Some common metrics to consider include:

Source: Referring website, call source (i.e. offline ad), PPC campaign/ad group/ad/keyword bid, email click through, keyword search.
Engagement: Click through rate, ad impressions, page views, bounce rate, time on site, last URL visited, repeat visits.
Conversion: Conversion rate, cost per conversion, form completions, phone calls, resource content downloads, coupon submissions.
Sales: Cost per acquisition, lead-to-customer conversions, contract renewals, up-sells.

The metrics you select should help you answer the following questions:

Are your marketing campaigns satisfying the targeted business objectives?
Are your marketing activities generating responses from target audiences?
What topics, messaging, promotions/specials, or calls to action seem to resonate best with audiences?
How qualified are the audiences you are reaching?
Are they taking the actions you want them to take?
Is the conversion rate in line with expectations?
Are campaigns generating high quality leads?
What type of return are you getting on your marketing investments?

Create a Marketing Dashboard

To simplify creating reports that answer these questions, consolidate your critical metrics from your tracking tools into a marketing dashboard. Select web analytic, call tracking and CRM solutions that can feed information to each other through the use of APIs.

By connecting performance metrics across tracking tools and reporting silos, marketers can create a complete, closed-loop marketing picture and be better prepared to review, evaluate and make campaign update decisions.

The following Mongoose blog post outlines some of the benefits of marketing dashboard and how to identify what should be included — Putting Performance Metrics into a Single Marketing Dashboard.

What technology and metrics do you use when structuring your campaign performance reports?

Call Tracking / Features, Tips, & Announcements — No Comments
28
Jun 11

Social Proof: Testimonials for Call Tracking

Social Proof: Assuming the actions of others reflect correct behavior for a given situation.

You like us on Facebook and more than 12,000 of you follow us on Twitter. Thanks! But with all the buzz about social media and the benefits of social proof, marketers often overlook one of the simplest – yet often elusive – tactics for building credibility with prospects: the testimonial.

Brian Clark, of Copyblogger fame, says testimonials are, “Intermediated word-of-mouth marketing, and they do work when credible.” He adds, “In fact they work very well indeed if you work hard to get the right kind of testimonial. They can provide the much-needed social proof that tips a wavering prospect into a paying customer.” Read more about Clark’s best practices for generating customer testimonials.

Testimonials for Call Tracking

Mongoose Metrics CEO Bradley Reynolds draws two winners for the company's testimonial contest. Winners received a new iPad2.

In the spirit of garnering good word-of-mouth about the benefits of call tracking, we’re delighted to announce the winners of Mongoose Metrics’ testimonial contest. Our CEO, Bradley Reynolds, randomly drew the winners in a drawing today. Each of these lucky customers is the proud owner of a new, iPad2:

Ben Pate, Co-Founder & COO of Web1 Syndication, Inc. www.web1syndication.com

Daniel G. Hidalgo, Senior Marketing Director, www.baldwinresearch.com

In all, 12 Mongoose Metrics call tracking customers entered our testimonial contest by providing us with stories about how and why they use call tracking to better understand offline conversions and optimize their marketing spending accordingly.

Read what they had to say about how call tracking helped their businesses grow.

Many thanks to all who entered:

Randy Abair, iMarket Solutions

Larry Bloodworth, Certified Transmissions

Ken Diamond, www.myoxygencontrator.com

Richard Guy, Dynamite Veterinary Marketing

Kristen Rakoczy, Ferocious Media

Tom Elliott, CKMG

Isaac Berkovits, AceWeb

Jason Owen, iContact.com

Michael Cohen, Green Dot Advertising & Marketing Solutions

Andy Anderson, CDC Federal Credit Union

How do you use testimonials to create social proof for your business?

Call Tracking / Integration / Offline Advertising / Search Marketing — No Comments
22
Jun 11

How to Integrate Call Tracking into A/B Testing

The beautiful thing about today’s tracking and reporting technologies — such as web analytics, call tracking and CRMs — is that marketers can use them to test which campaign aspects are better at converting audiences into leads. One way this is done is through A/B testing.

A/B testing enables you to evaluate how well a control version (“A”) compares in performance to a test version (“B”), which may have a different message, call to action, web page layout, color scheme and/or imagery. This type of testing is often used in ads, direct-mail pieces, email marketing and landing pages.

To accurately track performance, you’ll need to capture and record online and offline conversions for both the control and test versions. This can be done with web analytics for online conversions, and call tracking for offline conversions.

Following are the ways you can integrate call tracking into your A/B tests:

Integrate Call Tracking with A/B Testing

For those A/B tests that take place off your website — such as TV ads, direct mail, email newsletters, etc. — associate and integrate a unique call tracking number into the control version and another into the test version. As calls come into these numbers, the call tracking solution will record the conversions and associate them with each test version.

For website and landing page A/B testing, you can install a Javascript snippet provided by your call tracking vendor into the code of your web pages. When a visitor arrives to your site, the web page test version they landed on will be logged and he or she will be shown a unique tracking number via the Javascript. As a call comes into this number, a conversion will be recorded and associated with the corresponding control or test version of the web page.

Note: It is possible to manually add a unique tracking number to each A/B test page, but if a visitor leaves this page and goes to another on your site, the ability to associate offline conversions with an A/B test version will be lost. By installing the Javascript throughout your site, the tracking number follows them from page to page.

Once you have integrated the call tracking numbers, launch both the “A” and “B” test versions simultaneously and allow them to run until a statistically significant data set is collected.

Monitor and Analyze Your A/B Tests

To determine which version performs better, combine both online and offline conversions of each version to form a complete lead-conversion picture.

If your control “A” converted more, that’s the version with which to move forward. Likewise, if test “B” converted more, make this your updated standard. For an additional layer of data, integrate conversion data into a CRM to associate A/B test versions with sales.

Armed with this information, you can confidently make updates to your campaign based on conversion rate, lead quality and ROI.

For more information about A/B testing, visit the ion interactive blog.

Features, Tips, & Announcements / Offline Advertising — No Comments
15
Jun 11

Three Tips to Maximize Offline Advertising Conversions with Call Tracking

As we discussed in our post “Call Tracking for Offline Traditional Advertising,” offline advertising — billboards, radio, TV and direct mail — is a great way to reach target audiences, but you need to accurately track conversions to understand which ads are driving leads/action and generating an acceptable return on investment.

Armed with conversion data, you can more effectively evolve ad campaigns, including medium selection, headlines, messaging, promotions, calls to action and budget allocations.

However, since billboard, radio, TV and direct mail ad campaigns are offline, they are naturally more difficult to track than online banner ads and PPC campaigns.

We’ve detailed three call tracking tips to maximize the ability of each ad to produce results.

1. Use Strong Calls to Action

Depending on the medium, your audience may only be exposed to an ad for a brief moment, such as, the time it takes to drive by a highway billboard, listen to a :15 second radio commercial, or watch a :30 second TV spot.

In addition, your audience is not sitting in front of a computer, so ads and calls to action need to be highly motivating and memorable.

For this reason, when integrating a tracking number into your ad, make sure it is combined with a strong call to action.

• Make it Directive: Eliminate any unnecessary wording and simply tell them what you want them to do — “Call Today [Tracking Number].”

• Make it Valuable: Clearly explain what the prospect is going to get in return for calling — “Get 50% off your first month.”

• Create a Sense of Urgency: Make them feel like they will be missing out on an opportunity if they don’t act fast — “For a limited time only.”

2. Account for Geographic Location

When integrating tracking numbers into offline advertisements, make sure to take into account for the geographic locations of your audience:

• If you’re running an ad in a different part of the country than where your business is physically located, provide a toll-free call tracking number.

• Conversely, if your business is local, it’s probably better to display a local area call tracking number to show your community presence.

3. Tag Call Tracking Numbers and Integrate with CRM

For effective reporting, in your call tracking platform, tag tracking numbers with the corresponding medium (i.e. billboard, radio, TV, etc.), ad, messaging, call to action and any other details you feel are important to capture.

Next, feed these conversion details into your CRM software. This allows:

• Sales professionals to prioritize and customize lead follow-up communications.

• Tracking of which offline advertisements generate leads that convert into customers.

How have you used call tracking to improve offline advertising campaign performance?

Call Tracking / Integration / Sales — No Comments
8
Jun 11

For Digital Marketers: How To Sell Call Tracking to Clients

If you’re a digital marketing agency or corporate marketing professional, part of the way you demonstrate value to clients and managers is through campaign performance reports, for which you likely rely on tracking and reporting technology, such as web analytics platforms, CRM systems and call tracking solutions.

Of course, often these tools come with an additional fee, which you need to justify to your client or manager. To help you through the call tracking solution sales pitch, we’ve compiled the following tips:

1. Understand Their Motivations

Structure your pitch around how call tracking will improve your ability to achieve the objectives set for your marketing campaign. For example:

• If the person you’re pitching is focused on maximizing ROI, explain that with call tracking, you’ll better understand which marketing initiatives generate leads. That way, you can more effectively allocate resources and budgets toward activities that deliver a higher return on marketing spend.

• If your audience is more sales focused, concentrate your pitch on the fact that with a combination of web analytics, call tracking and CRM, you can accurately tie marketing initiatives to customer conversions. With that info, you can shift resources and budgets towards activities that have proven to drive leads that convert into customers.

2. Clearly Detail How Call Tracking Will Work For Them

You don’t necessarily need to get into the specifics of how call tracking works — although you should be able to answer the question if it arises. Instead, focus on explaining how you plan to implement call tracking into your campaign and how it will improve performance. For example:

• PPC campaigns — Add tracking numbers into PPC ads and integrate into landing pages to identify which PPC campaigns, ad groups, ads and keywords drive offline leads. Pairing this data with online conversions will enable you to better allocate budgets and evolve campaigns based on ROI.

• Email Marketing — Integrate tracking numbers into lead nurturing campaign emails and e-newsletters to better understand which specials or promotions motivate people to call.

• Mobile Marketing — Track calls that come in via mobile marketing initiatives — including apps, ads, text messages, QR codes and mobile sites — since these audiences may be more inclined to call than complete an online form.

• Offline Advertisements — Track calls that result from promotional initiatives — such as billboards, print ads and on-site promos.

• Tradeshows — Keep track of phone leads that arise from tradeshow booths to better measure and justify the resource and budget commitment for next year.

3. Explain What They Will Get For Their Money with Call Tracking

In addition to the benefits clients and higher-ups will see in marketing campaign performance, make sure your client or manager knows the features and functionality they will get for the investment, and the benefits. Some examples include:

• Web analytics and CRM integration — Automate data sharing to create a single dashboard with all campaign performance and lead conversion details for real-time review and analysis.

• Last web page visited — Understand what a lead was reading or watching right before they called as a way to improve follow-up sales communications.

• Call recording — Record conversations to learn the types of questions leads are asking ask as a way to guide marketing initiatives, and to help sales professionals better qualify and understand a lead’s interest. These recordings can also serve as one-on-one or group sales training tools.

• Caller ID — Collect useful information, including the call back number and name of the company or person that called.

Additional sales tips:

• Show enthusiasm. Get excited about what you’ll be able to do with call tracking, and let this show through in conversations.

• Keep it simple. Keep your descriptions on par with your audience’s understanding of call tracking. You want to express how call tracking will simplify things, which may be hard to do if your explanations are overly technical.

• Speak to a call tracking solution representative. Before your pitch, gain insight from a call tracking sales rep on how to sell the solution and its specific benefits to your client or organization.

• Encourage a trial. If nothing else, try to get your client or manager to agree to try call tracking for a couple months, and then make an educated decision on whether or not the solution is right for the organization long term.

What are some of the ways you got your client or organization to use call tracking?

Mongoose MetricsConversion & Call Tracking Blog