Call tracking is a very common practice in digital marketing. It is an effective way of evaluating and optimizing all marketing efforts and campaign performance. Besides that, call tracking enables businesses to assess the customer journey in all channels, tap into in-depth call analytics, and even utilize all the conversion possibilities.
But how is this achieved? It is attained by pairing a phone tracking number with the source of calls, such as tracking Offline ads, Google Ads, Facebook Ads, Newsletters, etc.
Without significantly altering the process, the numbers will transfer the call to the company, enabling businesses to record these calls.
But why is it important to integrate call-tracking solutions? Let’s find out as this article discusses the importance of call tracking for businesses.
1. It makes it easier to understand the customers’ journey
One of the essential elements of digital marketing and advertising campaigns is understanding the customer’s journey. By using call tracking software, you will easily understand how your customers are moving through the sales funnel.
Sadly, many businesses usually understand only part of their customer’s journey. This means that it won’t be easy for them to fully utilize their online efforts. Moreover, it means that marketers are more likely to make wrong decisions because of incomplete or incorrect data.
Marketers are generally recommended to concentrate their efforts on the online experience and how it impacts phone calls to the company. In other words, the path a consumer takes from when they first see something online to when they finally call and make a purchase.
2. It improves customer experience.
Another vital reason why call tracking is crucial is that it helps to enhance the customer’s experience. Customer experience is a crucial aspect of running a business, and that’s why it is crucial to improve it. One of the ways you can achieve it is through call tracking. That’s because call tracking tends to meet customers’ expectations and promote smooth interactions throughout the sales journey.
Call tracking can help businesses find their target audience through demographic understandings. Once you understand it better, you can utilize A/B testing to find out what resonates with customers the most, and then you can adjust it to your marketing activities.
In addition, integrating call tracking with your existing CRM [customer relationship management] tool can allow your sales team to get information about who the caller is, where they are located, and if they called the business or visited their website before. All these can allow businesses to customize their interaction with their callers.
3. Boosts return on investment [ROI]
Finally, another reason why call tracking is important is that it helps boost return on investment. Businesses can use call-tracking software to track the effectiveness of their keywords, offline marketing efforts, and ad campaigns.
Of course, having an in-depth and clear understanding of how things work can allow marketers to concentrate only on efforts that deliver maximum results. In the end, this can help improve ROI.