CALL TRACKING: Which Keywords Trigger Phone Calls?
Is There a Better Way to Track Your Phone Calls?
Most people enjoy the sound of a phone ringing, especially in business (unless it’s the car warranty people, of course!). For entrepreneurs and small business owners, the sound of a phone ringing is a very good thing indeed. It means people are interested in your business and called to find more information, or perhaps to even place an order.
Inbound calls have always been important to small-to-medium businesses, but never more so than in 2021. Pre-pandemic, 60% of customers preferred to call small businesses on the phone, according to a report cited by Small Business Trends.
During COVID, an analysis of 100 million phone calls revealed that customers called in even greater numbers, as a way of circumventing the need for in-person interactions.
The goal of a website marketing strategy is to drive website traffic, and motivate people to call you, but how do you measure success?
Which phone calls are coming from which keywords?
Which phone calls are coming from which banner ads?
Which phone calls are coming from Facebook? Instagram? Email?
How can you tell which segment of your online marketing strategy is pulling its weight in generating calls, and which might need a little work?
>> Enter CALL TRACKING.
That’s where a call tracking can prove to be an invaluable tool. Call tracking provides verifiable results that reveal which of your campaigns are driving those crucial phone call conversions. Instead of guessing which strategies provide the best return, call tracking provides exact performance data.
Call tracking automatically assigns phone tracking numbers to various components of your online marketing, such as Google Ads, Google My Business listings, Facebook Ads, Yelp, Email newsletters, etc. These calls are then forwarded to your business, and you are provided with data you need to track their sources.
Benefits of call tracking include:
- Verifiable ROI: Most businesses don’t really know which components of their marketing strategy are doing the most work. This allows you to prove whether you are receiving a good return on your marketing investment.
- Better Customer Journey: Sometimes one call is all it takes to make a sale, but it usually requires several steps to complete the buying journey. You want to make sure the customer has the information and motivation needed to proceed to the next step. If calls don’t come in from a marketing source, you need to re-examine it to determine what needs to change.
- Drive More Traffic: Once you know what is working, you can invest additional dollars and effort into that channel to increase your traffic even more.
Which Call Tracking Tool Is Right For Your Business?
Call tracking is especially important for businesses that want to get to know their customers on a more personal basis. One tool I recommend is the highly-rated CallRail. The co-founder of CallRail was an entrepreneur, too, so he knew what would be needed in an intuitive call tracking platform uniquely suited to meet small business needs. Check out some of their case studies to see how other small businesses used the power of call tracking to their advantage.
CallRail Call Tracking software reveals the sources behind your calls, and provides access to each lead’s name, number, and location. After a free trial period, the call tracking suite starts at $45 a month, depending on the volume of phone numbers you need, the number of minutes your calls take, and other factors. Included in the basic plan are 10 local numbers, 500 local minutes, and 100 local messages. Basic features include:
- Attribution matches incoming phone calls and texts to your marketing channels and tactics. This helps you measure the success of advertising campaigns while fine-tuning marketing strategies and spending.
- Data-driven reporting helps you spot trends, save money, and market smarter.
- Consolidate communications: With CallRail, you can talk, text, and track in one place. Advanced features like pulling up insights on a screen when a call begins give your callers a more personalized customer service experience.
- Summary emails provide a breakdown of lead activity for companies within your account. You choose the data presented in your email, including total calls, total minutes, and statistics on new callers, keywords, and sources driving calls to your business. Here’s an example of a Summary Email:
Available for Apple and Android devices, the CallRail mobile app puts your call analytics in the palm of your hand, providing a real-time view of your inbound, outbound, and missed calls. You’ll also be able to listen to call recordings and communicate with customers via text message.
If you add on The Conversation Intelligence plan for $50 a month, you can transcribe the phone calls and have them sent as a text message.
The keywords associated with calls can be used to gain insights into the language your customers use to talk about you, develop hyper-targeted ad campaigns, and include in blogs, ads, and other marketing materials to speak to your audience in terms they understand.
If you are trying to grow your business online by maximizing your web presence, driving traffic to your website, and presenting your website content in a way that more people will use your services or buy your products – tracking your phone calls is an essential ingredient for success.