Trends for Recovery Services Marketing Agencies
Innovative marketing trends in Call Tracking enable agencies to instantly measure their online AND offline marketing efforts:
Common Questions:
How do we introduce call tracking products and services to our clients?
How can we justify our advertising budget to our clients?
How can we integrate call tracking analytics into our existing reports?
How simple is the technology for anyone on our team to use?
Can we listen to call recordings?
What type of additional session data can we obtain?
Should we abandon web form conversion optimization?
How do we introduce call tracking products and services to our clients?
If your clients have a phone number on their web site and are interested in tracking the effectiveness of their online marketing efforts, you should be talking to them about call tracking. Call tracking can help you build a stronger relationship with your client by providing tangible ROI results for each dollar of marketing spend. Both you and the client have to adapt your strategies based on the data provided by the service. This adaptation will help your client build a stronger and more engaging message.
How can we justify our advertising budget to our clients?
The best way to justify a budget is to demonstrate performance. There are methods for both offline and online conversion intelligence. You should employ a combination of web analytics (for customers who purchase from your client wholly through the web) and call tracking (for customers who might research your client on the web but complete a lead or sale through the phone). Combining these two sets of data gives you a holistic picture of their conversion funnel and will identify areas of strength and weakness for the focus of future efforts.
How can we integrate call tracking analytics into our existing reports?
You can export conversion data from call tracking providers into an automated computer system for your portal report generation. If you do not have a web customer portal, you can also export conversion data via Excel format for integration into your existing reporting mechanisms. Your clients could also be granted Reporting-level access to your call tracking provider’s portal so that they can review their campaign performance in real-time.
How simple is the technology for anyone on our team to use?
Report viewing and processing can be done by anyone on your team. Configuring of the call tracking service and interfacing to the client should best be handled by a technician. Most call tracking companies also have sales engineers on staff which can assist you with the technical details of integration as well as how to configure the service through the web portal.
Can we listen to call recordings?
With most call tracking providers, you can listen to call recordings online in near realtime. You can also download the call recordings in batch or distribute direct links to the call recordings. You could also integrate the links to call recordings directly into your portal so that your clients can listen to their calls without having to log into a separate interface.
What types of additional session data can we obtain?
With more advanced providers of call tracking, you can learn about sophisticated marketing behaviors of your clients. For example, if a client came to your site four different times, navigated to different areas and on the fourth visit decided to call and order, you could visualize the entirety of that interaction. Examples of data which could be captured would be source information (keyword, natural search, link, referrer), behavior on site (which page generated the call, which pages caused the visitor to stall or exit), as well as what happened on the call (was a sale completed, was it an unqualified lead). The important item is that with advanced call tracking, you can start to understand how a person is interacting with your business so that you can tailor future marketing efforts.
Should we abandon web forms conversion optimization?
Think of call tracking as a complement to web forms. Web forms have their place and purpose. They tend to indicate a customer to is making a small time committment to your organization. Most of the time, a web form is indicative of a browsing shopper. You can capture information on your customer early in the buying process with them. When a customer decides to call, they indicate that they are ready or nearly ready to buy. The takeaway is that web forms should capture information early in the browsing process while call tracking should capture information when the customer is ready to buy. Both are necessary and complementary data points. Call tracking and Web Forms can be implemented together on the same web page so that you can capture clients in both the browsing and buying phase of interaction.