There is a famous quote in the world of sales and marketing; ‘half my advertising works, I just don’t know which half’. For businesses investing in a range of marketing channels, both online and offline, this is a common problem. This is particularly true when the goal of your marketing efforts is to have prospects call you; it is impossible to know with any real degree of accuracy which marketing channels, or campaigns, these phone calls have originated from. Even if your sales team do remember to ask it is unlikely the prospect will recall whether it was a Google ad, a natural search listing or the flyer they found in the back of a magazine.
But there is a solution to this problem. ‘Call tracking’ is an accurate, simple and cost-effective method of establishing where your telephone leads originate from. It allows you to quickly identify which marketing channels are generating you sales, and therefore providing the best return on investment (ROI). You can track phone calls back to natural search listings, Paid Search adverts and email campaigns, as well as traditional advertising, such as newspaper adverts, radio and TV.
There are various solutions available but having taken a really good look at each of them, we have come to the conclusion that market leaders, AdInsight, offer the tool which is best suited to our clients. Having struck a partnership deal with AdInsight we can now offer their tried and tested system to Leapfrogg clients at discounted rates and with the support of the Leapfrogg team in the implementation and management of the system.
So how does it work? Well, in simple terms, a different telephone number is displayed on your website depending on the origin of the visitor. So for example, a different number would be displayed to a visitor who has clicked on a Paid advert to that of a person clicking on a natural search engine listing.
All calls continue to be routed through to your office or call centre. However, with a call tracking system sitting in the middle, real-time data is collected telling you the exactly where the call originated from. As a result, a much more accurate picture of ROI can be established for each of your marketing channels.
Highly accurate tracking of this kind offers unparalleled marketing intelligence. By acting on the data the system provides you can refine your marketing efforts to focus time and budget only on the channels that you know are providing a return. Now that’s powerful stuff!
For more information call the Leapfrogg team on 01273 322830 and we’ll explain how it works in more detail.