offline conversions

Why Call Tracking Online-to-Offline Conversions Matter

15 January 2018

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The world is a digital place. There’s no getting around it; people spend most of their time either online at their desktop, or else constantly checking in with their smartphone. And this 24/7 plugged-in lifestyle has affected the way nearly every company does business. Since people spend most of their time online, businesses invest a great deal of money trying to catch their attention –– to get them to click on an ad, fill out a survey, or most critically, make a call. That’s because while many companies generate a vast majority of their leads online, important business sales still occur over the phone. And this disparity is where call tracking can benefit your business, and bring your marketing and sales teams together.

Call Attribution

Any company that markets itself extensively will likely have multiple platforms on which it advertises: Google, Facebook, Bing, are just the start. In addition, a company may bolster its profile online through content marketing, or may even decide to advertise across traditional media (TV, Radio, Print.) And though all of these efforts work to achieve the same end (i.e., clicks, calls, and eventually sales) they don’t work together. And by that, we mean that different marketing campaigns aren’t concerted –– rather, they’re tailored to a specific type of customer on a specific platform. So with all of these different avenues a company can use to market itself, it may seem impossible to tell where a lead came from without directly asking them the intrusive question: “how did you hear about us?” However, call tracking eliminates that need. With call tracking software, each individual ad and campaign is assigned its own unique number –– so that you can immediately see where a call originated. This process of connecting offline calls with online clicks is referred to as call attribution.

The Benefits of Online-to-Offline Call Tracking

The positives of being able to determine where calls come from are massive to any business that is involved in serious marketing. Identifying which ad campaigns are sending calls to your offices and which ones are missing the mark is the first step toward optimizing your marketing strategy. In addition, call tracking will inform your sales team exactly how a caller came across your business, which ads they viewed, how long they viewed them, and other key intel they would otherwise not have access to. This will enable your sales team to focus on what’s most important –– closing the deal, rather than foraging for information from a lead. Furthermore, with advanced call tracking software innovations unique to  Advocado, merely recording the result of a sales call in the system will optimize Google AdWords to help you land more qualified leads and make more sales in the future! 

Take the Next Step

If you want to get the most from your online marketing campaigns, using call tracking to attribute which ones are successful and which ones need improvement is just the start. With call tracking, your business can identify, improve, and optimize your marketing efforts both online and offline. Contact the Advocado team today and let us know what we can do for you. And for more information about how Traaqr can assist your business, request a free demo here:

 

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