As an inbound marketer, you know the importance of tracking leads – attribution is probably your middle name. However, form leads and other online actions are just one piece of the puzzle. If you’re not tracking inbound phone leads, you’re not getting the full story behind your lead attribution.
Luckily, call tracking exists, and with it comes tools like recording, integration capabilities, and the ability to prove and improve the ROI of your marketing campaigns. Taking on a new tool can be an overwhelming task, so we’re giving you the abbreviated version of where to start. Here are three tracking hacks that will get you optimizing your inbound campaigns in no time, assisted by the power of call tracking.
1. Attribute & Qualify Your Leads (All of your leads).
Your job as a marketer is to attract leads, and call tracking allows you to fill the blind spot in your lead attribution strategy: phone calls. Even if you’re a call tracking novice, you probably get the point of call analytics software. Attribution, right? Yes and no. Call tracking not only shows you what channels drove a lead to pick up the phone on the path to conversion, it also gives you insight into whether or not those leads are qualified and converting. As an inbound marketer, you desperately need that information, because the truth is not all calls are conversions.
If you’re not implementing tools to separate the good leads from the bad leads, you’re not properly measuring ROI. Call tracking features like call recording give you context into which leads are valuable and which leads aren’t. You can also use features like customizable tags that enable you to categorize qualified and unqualified leads, and differentiate them for your reporting. Options like call flow menu steps automate the tagging process, and call duration reports can also give you insight into what inbound phone calls should be counted as valuable leads.
2. Integrate Call Tracking with Your Current Software
Integrating CallRail call tracking with the software you use daily to track your lead activity is not only intelligent marketing – it’s easier than you think.
We integrate with solutions like Marketo, HubSpot, SalesForce.com, Acquisio, PipelineDeals and more, but if you don’t use those platforms we still have you covered.
Marketing integrations that are simple to build, easy to reproduce, and will make every marketer’s job easier are possible through our integration with Zapier. From reporting inbound lead data within client-facing dashboards to pumping new leads directly into your company’s CRM, your marketing workflows will become more efficient by implementing customizable call tracking integrations.
3. Get Rid of Underperforming Channels & Cut Ad Spend
One of the perks of knowing what is working is knowing what isn’t. Knowing which ads drive qualified leads, and being able to get the full picture behind how these leads convert, can not only save you time, but also enable you to carve out a large bit of your ad spend as well.
Mike Belasco, President of Inflow, sums up the advantage of call tracking succinctly.
“Every time we implement the CallRail solution, we are able to close the loop on tracking—and essentially find money,” he stated. “It has enabled us to make higher-level decisions, such as which underperforming channels we should cut out.
“We had a real estate client where we analyzed form and online data, and we were suspicious of the performance of their Google AdWords campaigns. But we said, ‘The client is still getting calls.’ So basically we were afraid to eliminate the campaign. Once we deployed CallRail, we knew that the phone leads were not coming from AdWords and we were able to eliminate that expense for the client—to generate a savings of $4000 a month.”
