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Phone Call Tracking for Marketers
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Phone Call Tracking for Marketers

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Phone call tracking is not as mysterious as many marketers and analysts think it is, hence the Dharma Initiative theme. The more we learn about it, the more sense it makes. This presentation was ...

Phone call tracking is not as mysterious as many marketers and analysts think it is, hence the Dharma Initiative theme. The more we learn about it, the more sense it makes. This presentation was delivered to Refresh Richmond (Virginia) on 1/18/11 and the majority of the content was voiced over. Hopefully the concepts and visuals are self-explanatory enough to convey the general ideas.

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  • Why Dharma? Call Tracking is a mystery to many people. \nThe more we learn, the more we understand its power.\n
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  • Why should agencies or marketing firms care?\n
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  • Internal or external clients\n“prove it” mentality, ROI focused\nExample: clients now ask about Social Media strategy & analytics\n\n\n
  • Built into AdWords Call Metrics\nGoogle Analytics integration Apps\nIndustry blogs (Avinash Kaushik, Search Engine Land)\n\n
  • Get ahead of the game\nMark up prices\nDemonstrate true ROI\n\n\n
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  • 50-75% of web contacts are phone calls\nPhone leads close at 30-40%, email forms 3-4%\n
  • Sales Leads\nBig Ticket Transactions (cars, houses)\nLocal Store Visits\n
  • Web analytics shortcoming\n\n
  • Contrary to what Amazon & Ebay think\nSome things have to happen offline \nconsumer preference\nlong purchase cycle starts with leads\nkick the tires\n
  • Process of testing and refining landing pages, ads & calls to action\n
  • Clicks and Bricks\nNeed to count\nOnline + Offline Conversions = Total Conversions\n\n
  • All traffic sources compared equally (online and offline)\nWiden the funnel\nPut money into what works\nImpossible without marrying online and offline data\n
  • Categorizing, scoring leads\n\n
  • Support calls, sales leads, existing customers needing info.\nCall tracking allows for lead categorization and scoring.\n\n
  • Tim Ash: SiteTuners.com: Phone calls returned in 10 minutes (versus 5 minutes) convert 4X less\n
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  • Get callers to the people that can help, quickly\nWhisper messages to prompt right message (offers or inquiries)\n
  • Just like online CRO\nExcessive ring times\nVoicemail prompts (after hours?)\nOption trees (who likes them?)\n
  • Are salespeople closing effectively?\nIs customer service helpful?\n
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  • Pen and paper\nMultiple phone #’s\n
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  • tiered for different volume levels\ncomparison table on CallTrackingBlog.com\n
  • comparison table on CallTrackingBlog.com\n
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  • If you can install GA, you can install call tracking\nJavaScript dynamically replaces text phone numbers on a web page\nMore complicated if phone numbers appear in images\n
  • Direct mail\nOutdoor ads\nPrint, TV, Radio\nCatalogs\nBusiness Cards\n
  • Direct mail\nOutdoor ads\nPrint, TV, Radio\nCatalogs\nBusiness Cards\n
  • Direct mail\nOutdoor ads\nPrint, TV, Radio\nCatalogs\nBusiness Cards\n
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Phone Call Tracking for Marketers Phone Call Tracking for Marketers Presentation Transcript

  • CALL TRACKING Andrew Miller @AndrewCMillerYourSearchAdvisor.com & CallTrackingBlog.com
  • Consumer
  • Consumer ...goes online...
  • Consumer ...goes online... ...sees an ad...
  • Consumer ...goes online... ...sees an ad......loves your site...
  • Consumer ...goes online... ...sees an ad......loves your site... ...makes a call...
  • Consumer ...goes online... ...sees an ad......loves your site... ...makes a call... ...gives you money!
  • Consumer
  • Consumer ...goes online...
  • Consumer ...goes online... ...sees an ad... *tagged with a campaign parameter
  • Consumer ...goes online... ...sees an ad... *tagged with a campaign parameter...loves your site... *that shows a unique phone number tied to the campaign
  • Consumer ...goes online... ...sees an ad... *tagged with a campaign parameter...loves your site... ...makes a call... *that shows a unique phone *to a tracking number that number tied to the campaign instantly routes to your phone
  • Consumer ...goes online... ...sees an ad... *tagged with a campaign parameter...loves your site... ...makes a call... ...gives you money! *that shows a unique phone *to a tracking number that *you learn which ads work! number tied to the campaign instantly routes to your phone
  • Why should marketers care?
  •  How can you prove your marketing works?
  •  Which advertising channels drive the most and best leads?
  •  Where should I spend my advertising budget?
  •  Client DEMAND
  •  Industry MOMENTUM
  •  Service DIFFERENTIATION
  • Phone Leads vs. Email Leads
  • QUANTITY vs. QUALITY <
  • Online to$ Offline Conversions
  • $ Clicks are Easy Calls are HARD
  • $ We can’t don’t want to buy EVERYTHING online
  • Conversion Rate Optimization
  •  TRUE ROI +
  •  Optimize ACROSS channels
  • Caller Qualification
  •  All calls are not created EQUAL
  •  Keep HOT leads hot
  • Improve Call Handling
  •  Effective, Efficient ROUTING
  •  Eliminate OBSTACLES
  •  Improve customer EXPERIENCE
  • Call Tracking Providers
  •  Call Quantity by Source Local & Toll-Free Numbers Call Recording Caller ID Campaign & Keyword- The bare Level Granularity MINIMUM Web Dashboards White-Label Reporting API Access Web Analytics & CRM Integration
  •  Call Quantity by Source Local & Toll-Free Numbers Call Recording Caller ID Campaign & Keyword- Necessary Level Granularity FEATURES Web Dashboards White-Label Reporting API Access Web Analytics & CRM Integration
  •  Call Quantity by Source Local & Toll-Free Numbers Call Recording Caller ID Campaign & Keyword- Advanced Level Granularity OPTIONS Web Dashboards White-Label Reporting API Access Web Analytics & CRM Integration
  •  Per-number monthly Typical “rental” fee Per-minute usage fee PRICING Required monthly minimums
  •  CallTrackingBlog.com
  •  Implementation
  •  ONLINE Copy & Paste Code Snippet
  •  OFFLINE Be creative
  •  REPORTING
  • I said there would be cake...