To ensure optimal ROI, marketers can use various analytics tools to measure and manage the performance of their marketing campaigns. Real-time tracking and analytics can help marketers identify trends and customer sentiments, which can help to increase conversions. Businesses can also use the information to improve existing offers or introduce new products in the market.
Tracking and Analyzing Marketing Calls
Tracking and analyzing marketing data on digital channels such as social media and email is typically easy. However, tracking and analyzing offline marketing campaigns, such as traditional telephone outreach or telemarketing, can be a challenge. This is especially the case if you are not using a call tracking and analytics solution.
What Is Call Analytics?
You are probably familiar with web analytics. But what about phone call analytics? What is call analytics, and how can you use it for your business?
Call analytics involves tracking, measuring, and optimizing the performance of marketing- or sales-related calls. Call tracking can help your marketing team to improve your brand’s messaging, measure the performance of multiple call campaigns, and convert more leads.
Ultimately, phone call analytics provides insights that will help your team achieve better ROI. Can you imagine having the same level of data and tracking ability typically available for email or social media marketing campaigns, but this time, for your telephone-based marketing activities?
Here’s an overview of how call analytics can help to grow your business.
5 Ways Call Analytics Can Increase Your Business ROI
1. Measure the ROI of Your Marketing Calls
How many of your incoming and outgoing calls end up making a profit for your business?
Can you account for all the calls your sales teams receive versus the deals closed in a given quarter or financial year?
Call analytics can help you to identify profitable sales campaigns or channels.
2. Use Call Analytics to Optimize Team Performance
You can use call analytics software to automate tasks segmentation, prioritization, and other low-level call management operations. This way, your team members can spend more time nurturing and converting leads. Your team will also have valuable lead insights even before they place or receive a call.
3. Messaging Optimization Using Phone Call Analytics
One of the strategies used in telephony-based marketing is dynamic messaging, i.e., creating tailor-made messages for each lead. Call analytics will help your team easily identify high-priority leads, low-quality leads, and undecided ones. Based on these attributes, the team can approach the leads with the right messages for success.
For example, the sales team can know how far a particular lead is on the sales funnel and personalize the messaging appropriately.
Is this a new lead, a returning customer, or one who has already test-driven your product or service before?
This data will be available on the call tracking solution you are using.
4. Use Call Analytics for Web to Telephony Campaigns
Are you serving telephone numbers on digital marketing channels like Google AdWords, social media, or Google call-extensions and call-only campaigns?
If yes, then you should be using dynamic number insertion (DNI) to track and segment calls. A good call tracking and analytics platform should be able to serve DNI through digital channels to help you separate high-value leads from low-quality ones.
DNI allows you to serve different telephone numbers to various digital campaigns or customers, depending on your goals. These personalized numbers are important when it comes to segmentation, campaign testing, and ROI optimization.ca
5. Record Your Calls for Transcription and Analytics
There are several reasons why you may want to record and transcribe marketing and sales calls for analysis.
For example, you can use the data for internal performance appraisals, training, compliance, record keeping, and to track customer narratives throughout the sales process.
How Does Call Tracking and Analytics Work?
You now understand why phone call tracking and analytics are important, but how do they work?
Depending on your setup and needs, your call analytics and tracking solution may be capable of the following:
- Call tracking
- Lead scoring
- Call recording
- Call transcription
- Real-time call analytics and intelligence
- Lead distribution
- Predictive telephony modeling
- Call management, monitoring, and segmentation
- Dynamic number insertion
- Lead profiling
- Lead targeting