With the most effective marketing strategies and refined campaigns, you’ll have a greater impact on your customers, and thus, your return on investment (ROI).
The best marketing revolves heavily around generating new leads for your business, and not only this, but ensuring these leads are primed to convert.
There are many different avenues you can explore as a business to improve your marketing activity. One of the most essential is the leads generated from your phone calls with customers.
In order to achieve this, it’s vital that you implement call tracking software into your business, to offer the best method of tracking – and increasing – these leads.
In this article, you will learn how phone call leads can be successfully implemented into your marketing attribution process, using call tracking software.
- Create a detailed customer journey map
One of the first things to do after acquiring an expert call tracking software – Mediahawk call tracking is a great example – is to create a detailed customer journey map using its various features, such as the source flow report.
The reports can help you create an in-depth map of every customer journey, including every interaction with your business before a call, during it, and afterwards.
You’ll be able to see how many customers journeyed through certain marketing sources, leading to a phone call, and how effective your marketing strategies are at funnelling customers to call.
You can see the specific touchpoints that are most successful at this (e.g., emails, social media ads, webpages), and those that are less impactful.
Also, you’ll receive data on the touchpoints of customers after a call, which will outline how many customers converted to a sale from a phone call.
With all this information gathered from the call tracking software, your attribution process will have a more informed foundation, showing how successful your phone call lead generation is, and in what areas it’s most effective.
- Use speech analytics to analyse your calls
To aid in the attribution of phone call leads to your marketing activity, you can also use speech analytics.
Call tracking provides a unique tool that thoroughly analyses every phone conversation your business has with customers. This includes the recording and transcribing of the call – for analysis and review – as well as the identifying of important keywords that are spoken.
This data will further highlight the number of phone call leads generated by your marketing strategies. For instance, the speech analytics may identify spoken words which reveals how the majority of customers are already eager to make a purchase when they call – thus showing the effectiveness of your marketing.
Alternatively, it might identify a pattern of words related to uncertainty and concern in customer queries, showing how the customers are not quite ready to convert to a lead yet, and how a sale conversion is unlikely.
By understanding your customers’ behaviour and needs through speech analytics, you’ll be able to see which areas of your marketing are having the most positive impact on phone call lead generation.
This information will heighten the accuracy of your marketing attribution, and give you a great starting point for amending your marketing approach.
- Put the data into action
Potentially one of the most crucial steps is putting the data into action.
After your call tracking software has collected data on your phone call lead generation, ensure you analyse this data and determine new strategies to implement in your marketing activity.
For instance, should you find that high levels of phone call conversions come from specific touchpoints, a good approach would be to direct marketing budget at these points.
This will ensure your top performing marketing strategies are being further improved, which will consequently increase the number of phone call leads generated.
Also, you might find that a large number of customers are showing signs of hesitation – picked up by keyword recognition – during phone calls.
In response, you can ensure the previous touchpoints visited by these customers are improved, which will increase the confidence of the leads by the time they call. Moreso, it can increase the likelihood of these leads converting to a sale after the call.
This is a key part of your attribution process, as the phone call lead data can ultimately improve your marketing activity, and thus, your overall return on investment (ROI).
Call tracking software is a vital component of marketing attribution, but more specifically, understanding and analysing phone call lead generation. Therefore, it’s important that you incorporate it into your business right away.
