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Call Tracking: The Ace-In-the-Hole for Small Businesses
The current financial climate poses an imminent question to the owner of a small business: 'Is there a way I can maintain my edge through this slump?', which will be the debate of this article. The reluctance of larger companies to concentrate funds on advertising opens an important window for smart marketers. For smaller businesses, a way of assuring one's ability to exploit this opportunity would mean the difference between adopting a fatalistic attitude of the possibility of growth during the slump, or having the chance to really move forward as the bigger businesses relent. This is where call tracking comes in.
Call tracking allows you to break down information from any telephone all made through a printed ad campaign, providing your business with an insight into your advertising campaign's success, and gives you a diagnostic look at trends in the way in which customers interact with your business over the phone. For people familiar with Google Analytics, one might say that call tracking is its counterpart in the management of a successful campaign in other areas than online sales. With phone call tracking, a small business can have a wealth of instant marketing feedback immediately to hand, allowing one to attain an optimum level of advertising maintenance previously unavailable to one's offline marketing strategy.
As an example of applied call tracking in order to ensure the optimum spending of one's advertising budget, we could take one advertising campaign and interpret its performance through the data made available to us through call tracking. Where the success of this campaign would usually be a holistic, grouped total, call tracking software allows us to dissect the campaign and to isolate areas in which the campaign is failing to reach its full potential, or to deploy further campaigns of a similar nature to a particularly successful one. The problem of dealing with 'lumped' data on a campaign is effectively overcome with the integration of call tracking software. Online call tracking solves the problem of analytics data missing from a business's picture of its offline marketing strategy, and is intuitively designed to serve businesses with both elementary and advanced computer acumen.
In practical terms, a telephone call tracking system affords us the chance to differentiate between the channels generating us sales and those failing to realize their potential, where formerly it would be impossible to determine the varying levels of a campaign's success. For example, it is extremely beneficial, especially for a business struggling to justify its advertising expenditure to be able to identify that a campaign generating fifty calls a day is in fact making very few or no sales; this is but one scenario in which call tracking uses marketing data to tighten one's marketing strategy just by identifying weaknesses leading to a loss of conversions.
The nature of your offline ad campaign being essentially performance-based, call tracking affords your business a way of translating even a small amount of lost leads into valuable revenue. An example of this would be the e-mail notification system for calls made after business hours, allowing you to retrieve the number of the lost client – in this way, call tracking allows your business to generate sales and to get the most out of the performance you are putting into your campaign.
A call tracking system offers you the edge in interpreting and maintaining a successful marketing strategy by giving you the power to see the inner workings of an advertising campaign. This is an incredibly cost-effective way of ensuring that everything possible is being done to monitor and subsequently maximize your return on investment, and really capture those leads which will determine your marketing success through these tough financial straits.
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