“Hello. How can I help you today? This call may be monitored for service quality.”
That’s the basic script if your business relies on phone calls. Of course, it’s imperative to employ friendly and knowledgeable humans to answer the phone. But perhaps more important is to understand – at a deep level – which online search engines, social media campaigns and direct advertisements are driving phone calls to your business. After understanding the marketing sources, you then need to understand how much revenue each phone call generated and then link that back to the marketing source so you can optimize your next round of spending.
An enterprise-level call tracking solution is specifically designed to take the mystery out of your web visitors’ search path from first click to phone call to completed sale.
Here is how we connect the click to the close:
- Marketing: Log website activity through Mongoose Metrics proprietary web analytics
- Action: When the prospect calls, connect the call information to the existing web analytics data
- Conversion: Synchronize information between Mongoose Metrics and the customer CRM
- Intelligence: Analyze reports from the Mongoose or CRM level to optimize which marketing sources are generating the highest value closes.
By integrating a robust set of call tracking data with your marketing automation software, bid management provider, analytics vendor and CRM system, it is possible to see the entire conversion picture from click to close. View a list of our integration partners including Google Adwords and Google Analytics.
The following screenshots detail the journey of Mike Browne, a recent Mongoose Metrics customer who called after viewing a PPC ad on Google and downloading a white paper. Here’s the path he took:
Step 1:
Mike Browne appears on the radar as a prospect in our marketing automation software indicating that he has been browsing the website and interacting with our content. This means he is interested but possibly not a qualified sales candidate yet.
Step 2:
The Mongoose Metrics system logs a phone call from Mike Browne. We link this phone call back to the web analytics data we have gathered about Mike from his website interaction. The data logged includes time, date, recording, geolocation, keyword source, keyword type and a variety of other data points. See a detailed list of data points.
Step 3
The Mongoose Metrics system injects this data into our CRM and assigns the lead to sales representative Drew Johnson. Drew then takes that lead and moves it through our sales process from qualified to opportunity and finally to closed sale. Once the sale is closed, the Mongoose Metrics system again synchronizes to the CRM allowing the Mongoose Metrics system to report the actual revenue generated from that lead and ultimately tying that revenue back to the source of the inquiry. Learn more about CRM integrations.
Step 4
View an aggregate of call data in the Mongoose Metrics dashboard to understand which advertising sources are driving phone calls. This completes the feedback loop so that you can make accurate determinations of which marketing sources are driving the key sales for your business.
Conclusion – Call tracking provides marketers with a powerfully simple way to understand and validate marketing campaigns. It’s a fact: Forty-six percent of local online searchers contacted a business by telephone following their Web research (TMP Directional Marketing and comScore, summer 2009).
With so many consumers letting their fingers do the walking, online marketers must learn how to measure and analyze calls resulting from online searches. And, as nearly all consumers (97 percent) now use online media to shop locally (BIA/Kelsey and ConStat Survey, February 2010), tracking phone calls resulting from online searches is more imperative than at any time in history.
