Why savvy agencies now rely on call tracking
Clients are looking at the expenses column with a magnifying glass more than ever and in your client’s management meetings your results are being passed around the team for scrutiny.
For marketing agencies to stay relevant and retain clients, one of the keys to success will be to quantifiably link marketing activity with ROI.
In 2017 savvy agencies will throw out the old Click Through Rate based goals and will instead optimise their client’s campaigns for conversions.
This is where call tracking enters into the conversation…
Call tracking has evolved a lot over the years, from adding a basic tracking number to a marketing campaign to 2017 where leading call tracking providers are offering sophisticated, call intelligence platforms where an agency can track the entire call journey from keyword to offline conversion and beyond.
Here are 7 reasons why agencies must use call tracking:
1: Lead Attribution Tracking
Which marketing channels are successfully driving inbound sales calls to your client’s business?
Of those channels, which are driving the best quality leads and the highest ROI for your client?
As agencies ask their clients to pour more money into multi-channel marketing campaigns, client’s in-turn want to see a tangible return.
Lead Attribution is an incredibly valuable tool for agencies because it allows them to prove the lead’s origin which demonstrates that the marketing campaigns are in fact working.
It allows the agency to continuously refine and optimise their campaign results thanks to the granular data reporting that call tracking provides.
Call tracking provides unquestionable proof of ROI to the end clients.
2: The phone is still king
Even in today’s digital world, the phone call still reigns supreme.
The reason for this is that the phone call is much deeper into the funnel than a lot of other lead types, therefore, making it a higher converting channel – in fact, inbound sales calls provide 10-15 times higher conversion rates than web leads.
Web sign-ups are necessary for most businesses but they’re a more immature lead, they are typically at the top of the funnel and require a nurturing process.
Our clients prefer inbound sales calls as it is a more valuable lead because it’s closer to the sale.
3: You can’t improve what you can’t see
Online analytics platforms offer a good picture of what’s happening with clicks, conversions, impressions, sign-ups, goal tracking etc but when it comes to the inbound phone call it goes blind.
This massive blind spot causes a lot of issues for agencies especially if the goal is to drive more inbound sales calls – you can’t optimise what you can’t see. Period.
Call tracking data lifts the veil and allows you to have a direct line of sight from your campaign and how it flows into the sales lead.
Being able to improve bid management and drive effective cost-per-click and cost-per-lead enables you to create a better return on investment for your clients.
4: Acquisition is costly; Retention equals growth
Acquiring new clients is an incredibly expensive business cost.
You’ve created your website, put in the SEO work, developed ad campaigns, produced videos, spent hours writing and proofing your marketing collateral etc. just to acquire a client, so why risk losing them?
While there are a myriad of reasons why a client may leave an agency, we know that call tracking has a dramatic effect on retention rates simply because it allows the agency to prove that their campaigns are working.
For example, one way that our agency clients use is ‘call whisper’ which means that whenever an inbound sales call comes in there is a short audio preamble that tells the business where the call came from e.g. “lead from X agency”.
Every time the client picks up the phone they know that the marketing is working.
Additionally, there are recordings and data that an agency can present to the client to prove the lead.
5: Create better campaigns, more often.
One of the most powerful features of call tracking is that it allows marketing agencies to see what is and isn’t working.
This insight alone enables you to create better campaigns, every time.
Forget about session times, bounce rates, time on site etc if your client relies on the phone to generate sales, optimise your campaigns for call conversions – having call tracking in your corner, you’ll be able to design campaigns that actually impact their bank statements in a positive way.
6: Service value-add
While adding call tracking as a part of your overall solution will mean having a higher price point than your competitors, it offers greater accountability, which is an incredibly strong value proposition.
For example, AVANSER works with an agency that will not work with a client unless they take call tracking because the data provided is that critical to developing successful campaigns which in turn helps with client retention and backend growth.
7: Uncover hidden opportunities
Sometimes your client may think a campaign was a disaster when the opposite could be true.
You may be generating leads but the team could be missing a good portion of those calls, based on our own call data, on average, 17% of calls are missed.
The team may be accidentally mishandling those calls – there may be a lack of product knowledge or sales development needed.
With call tracking, you can show proof of what’s going on and advise on additional support.
Call tracking reaches far beyond “where did my call come from?” savvy agencies can now help businesses influence the entire call eco-system.
AVANSER moves beyond basic call tracking and offers a complete call intelligence solution to help deliver marketing agencies powerful data to optimise marketing campaigns and improve sales leads and conversions. Call 1300 106 513 for a live demo.