Make sure your marketing content is reaching the right audiences and actually working – by tracking it.
Your marketing efforts are wasted if they aren’t reaching the right people – and you cannot know what is working the most successfully without learning, failing, learning more and succeeding – which requires data. By tracking your marketing efforts to receive inbound leads, you can stop wasting marketing dollars on what isn’t working, and start perfecting more of what is working to do more of it.
So what avenues exist to successfully track your marketing success? Let’s go over the options that you should be utilizing at your business.
Call Tracking
If you have an appointment-based business, call tracking is essential for correctly attributing inbound phone leads.
It is not serving your business to put the same, main phone number on all of your marketing pieces. Sure, your call handlers may ask callers where they heard about you to try to guess and attribute which marketing piece drove their phone call, but what there are many possible ways this can go wrong.
One problem is that the call handler will most likely forget to ask this question of every caller, which gives you zero information. Also, the caller may not remember where they saw your number, or state where they called from incorrectly. For example, the caller may have first heard about your business on the radio, but then it was a direct mail piece they received that really drove their call to you.
When you place unique tracking phone numbers on all of your different marketing pieces, there is no more guesswork or hoping that you will get the correct attribution.
Call tracking correctly tells you what marketing pieces are driving the most inbound calls, and even can break down how many actual leads you are receiving from each piece versus junk phone calls – so you can really invest your marketing dollars into the ones that are working and get rid of underperforming advertising sources.
Dynamic Number Insertion (DNI)
Dynamic Number Insertion, often referred to as simply DNI, is a more detailed hybrid of call tracking and digital attribution.
DNI is a great way to correctly attribute phone calls that come in from your online marketing sources. Instead of placing a static phone number on your website, dynamic number insertion will display a different phone number based on each unique visitor. This way, you can not only see from a call tracking standpoint that this lead called in from your website, but you can also then go back and see what search terms drove this person to your website in the first place.
Digital Attribution
We’re living in a digital world – so you better be able to improve your online presence and successfully attribute how you are earning leads in your internet campaigns and marketing efforts.
There are a few different digital attribution models, so it is up to you to pick the one that best suits your business needs. Here are some of the most popular:
Last Click Attribution Model: The last click receives full credit for the conversion
First Click Attribution Model: The first click receives full credit for the conversion
Linear Attribution: Each touch point receives equal credit for the conversion
Time Decay: The touch point(s) furthest away from the conversion receive the least credit
You can always create your own custom model for attribution – but it is important that you do choose and stay consistent so you can compare data to make informed decisions. Google Analytics is a great tool for your digital attribution that anyone can use.
Of course, having a combination of all of the above tracking models will yield the highest results. That is why CallSource delivers products to help you in all of these areas. Curious to learn more? Reach out to one of our representatives and we will be happy to help your business succeed.
