How you manage phone calls is essential for your business reputation and end revenues. Compared to web leads, phone calls convert 10-15 times more!

Surprising, isn’t it? Well, the phone is a powerful tool, and as a seasoned marketing professional, you simply can’t afford to not chalk out a call management strategy!

Now, one thing that you can do to skyrocket your bottom line is track calls! Tons of advanced tools and platforms can help you monitor calls and the impact they have on your strategic objectives.

If you are not tracking calls, you could be missing up to 80%of the final conversions.

Think of all the lost opportunities for your organization! 

Read on to learn more about call tracking so that you can implement the best practices for your organization and reap the benefits.

What will you learn from this blog? 

  • Understand the meaning of call tracking.
  • Know the various metrics that can be measured and monitored through call tracking systems.
  • Learn five ways that call tracking can leverage business bottom-line results and profitability

What Is Call Tracking?

Let’s understand what is call tracking. It is a solution that enables marketers to measure the value of inbound calls generated through marketing campaigns. It is a structured system to evaluate the impact of marketing efforts on lead generation and sale conversions.

When you start tracking calls, you know what’s working and what’s not! It’s a great way to gauge the effectiveness of your marketing initiatives. You get to know how many real conversions you are generating through your inbound call strategy.

Five Ways To Leverage Call Tracking

In this era of fierce competition, it is vital to use the power of technology to enhance marketing efforts. Here are five ways call tracking can help your business increase performance in key functional domains:

1. Keyword Tracking

Your phone number is displayed at several places – your website, landing pages, and social media channels. Call tracking keeps an eye on marketing campaigns and helps you figure out the main keywords callers searched for before engaging with your brand and making a call.

So, how does it work? Well, you need to assign a unique virtual phone number for each visitor. This number is tagged to the keywords seen by customers.  Hence, you get to know what keyword triggered a response to your advertisement and optimize your Pay-Per-Click campaigns.

2. Monitor Omni-Channel Conversions

Conversions rarely come from one source. Let’s take an example. A customer may click on your company’s social media page and not call you immediately. However, the same customer may later do a Google search, find your website, and click to make a call.

Call tracking and analytics will help you understand how the social media visit preceded the Google search and played a role in the final conversion. You can monitor customer journeys as they navigate through different channels and interact with your brand. It helps you make informed decisions and know what channels are working best to churn out maximum conversions.

3. Intelligent Call Routing

Nothing can turn a happy customer into an unhappy one than being asked to hold calls endlessly. Continuity matters to your customers. A recent survey revealed that 72% of customers expect call center agents to ‘ know who they are, what they have purchased, and have insights into previous engagements.’

This is where call routing comes into play! Call tracking tools can help you capture customer intent and route calls to the best agent. You can segment calls based on geographic location, past interactions, demographic details, or any other variable. 

Intelligent call routing ensures that your customers get in touch with the right agent and increases the chances of first call resolution – a win-win situation for both parties!

4. Gain Insight To Vital Call Metrics

A sound call tracking system can help you gain insight into essential metrics such as the number of calls, length, average wait time, and conversion rate. Advanced analytics provide context to customer calls and link them to time of the day, social media engagement, and past agent interactions.

Since most call tracking tools enable users to monitor call metrics in real-time, you get a top-down view of your marketing campaigns’ effectiveness. This enables marketers to make informed decisions that increase return on investment and profitability.

5. Identify and Prioritize High-Intent Calls

Key caller data can give the sales team the ability to identify ‘high-intent’ customer calls. Call tracking tools are an all-in-one solution – they provide sales reps with all the information they need to serve customers and personalize the experience!

Organizations need to work out a system to prioritize high-intent calls and capitalize on long-term valuable clients. Call tracking systems can help you route these calls to the most qualified agents and increase the final conversion rate.

The Bottom Line

If you are not tracking calls, your organization could be losing some serious money! Call tracking plays a vital role in marketing and is the best way to optimize your budget, generate qualified leads, and increase your overall sales count.

So, jump on board and invest in a call tracking system for your organization to witness an increase in your bottom-line results.

Updated : July 14, 2021

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