In today’s fast-paced digital landscape, phone calls remain the most effective way to provide instant customer service and convert leads. With the increasing importance of omnichannel communication, marketing agencies are focusing on generating more phone calls for their clients. However, optimising these leads and efficiently communicating lead details to clients at scale can be a challenge.
The Importance of Call Tracking
Call tracking is crucial for demonstrating the impact of marketing strategies on customer journeys. By attributing calls to specific interactions, aggregating caller data, evaluating conversations, identifying call drivers, and measuring outcomes, you can:
- Gain a deeper understanding of which touchpoints in the customer journey led to phone calls
- Combine data from various attribution sources to get a comprehensive view
- Assess call quality and evaluate the effectiveness of your marketing campaigns
- Identify what prompts phone calls and optimise campaigns accordingly
- Calculate the value of each call and optimise campaigns based on high-quality callers who convert to paying customers
What to Look for in a Call Tracking Dashboard
A call tracking dashboard provides valuable insights for creating effective campaigns by helping you:
- Attribute revenue to individual phone leads
- Visualise data from various sources in real-time
- Identify top sources driving phone leads
- Include essential details like name, source, phone number, call duration, location, and whether the call was answered
- Recordings of answered calls
Benefits of a Call Tracking Dashboard
A call tracking dashboard streamlines the monitoring of each client’s phone leads, allowing you to:
- Centralise all client call tracking metrics in one place, saving time
- Ensure you never miss a valuable lead
- Track the channels driving phone leads
- Enhance agency-client relationships through improved communication and collaboration
- Attribute phone leads to campaign success
Maximising Call Tracking
To get the most out of your call tracking dashboard:
- Invest in software that automates dashboards for both call tracking and other client metrics
- Offer clients independent access to their call tracking dashboard for follow-up and recording review
- Analyse source attribution to optimise marketing campaigns
- Set custom goals and track against them to exceed targets
- Emphasise ROI with call tracking reports by calculating the value of each phone lead
- Leverage customer lifetime value to establish acquisition targets and determine budget allocation
By integrating these best practices into your agency’s workflow, you’ll be able to showcase your efforts and encourage client loyalty by providing valuable insights into campaign performance and return on investment.
