For security and alarm companies, the marketing tools available today are much more diverse and complex than they were years ago. Most businesses will leverage a variety of different marketing methods in order to generate leads and conversions. But how do you know which of these marketing platforms are most effective? Which options give you the most return on your investment?
Many companies utilizing web marketing strategies are already using the numerous analytics tools available in order to track the performance of their website. While these analytics can give you a great deal of detailed, actionable data, they can’t paint the entire picture of how successful your marketing efforts are. In fact, since they don’t evaluate phone leads from your website, these analytics tools can’t even provide you with the total number of leads being generated by your website.
If you aren’t using call tracking, you’re missing out on a wealth of data that can significantly improve your marketing efforts. By using call tracking metrics, you can compile important data about the phone leads you receive from the various marketing platforms utilized as part of your campaign. This will help you optimize your marketing channels so that you get the best possible return on your marketing dollars.
What Marketing Channels Are Ideally Suited For Call Tracking?
You can use call tracking to compile important data on the phone leads you receive from just about every aspect of your marketing campaign:
- Pay per click (PPC) campaigns
- Print marketing
- Web marketing
- Television marketing
- Billboard marketing
- Direct mail marketing
- Email marketing
Ideally, you’ll want to use a different call tracking number for each different marketing platform so that you can more accurately track the performance of each.
What Can Call Tracking Metrics Tell Me?
Call tracking metrics provide you with much more information than just how many calls come from each of the marketing platforms in your campaign. These metrics give you the type of detailed data that can help you streamline your marketing efforts and maximize your ROI.
For example, if your business places a heavy emphasis on email marketing to generate leads, call tracking metrics can help you determine which landing pages generate the most calls and which ones need to be improved. If you’re not leveraging this type of data, you will never truly know how to refine your marketing efforts to maximize your success.
What Call Tracking Metrics Should I Pay Attention To?
The following call tracking metrics will help you get the most out of your marketing efforts:
Number of calls
At its most basic level, call tracking records the number of calls you receive, eliminating the need for you to manually track this data yourself. You can receive detailed reports regarding call patterns, allowing you to gather a more accurate understanding of your ROI.
Not all calls are equally valuable. Some calls are likely to yield better leads than others. In general, the longer the call, the more likely it is to turn into a quality lead. After all, why would a prospect waste a lot of time talking to your team if they weren’t interested in your product or service? Call tracking metrics provide you with the length of each call, allowing you to determine which campaigns, keywords, PPC landing pages, and ads generate longer, more meaningful conversations (and most likely the best potential leads).
Most importantly, call tracking metrics can help you track conversions for each marketing platform in your campaign. Not all calls convert to customers right away. Sometimes, it may take weeks or even months between the initial call and when that prospect becomes a customer. Call tracking allows you to trace new customers back to their original call, giving you a more accurate assessment of which platforms in your campaign achieve the most conversions. This data can also give you a better understanding of your sales cycle.
Cost per lead
How much are you spending to generate each lead? If you’re spending $1,000 a week on your PPC campaign and you generate 100 leads, then you are spending $10 per lead. If your direct mail campaign has a $500 weekly budget and it generates 100 leads, then you are spending $5 per lead. This is important information to have when deciding how to allocate your marketing resources.
Using Call Tracking Metrics to Identify Performance Issues
Wouldn’t it be great to know which members of your sales team are most effective at converting leads into customers? Call tracking metrics can tell you what percentage of leads each member of your team actually converts into sales. This data is extremely valuable and can help you:
- Determine which team members to send the most calls to
- Determine the training needs of your sales team
- Evaluate the performance of team members with regard to raises, promotions, and dismissals
Ignite Security Marketing is an experienced team of professionals that has been providing digital marketing solutions for the electronic and physical security industry since 2009. Book a meeting today for a complimentary consultation.
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