[Tim] Hi everyone, thanks for joining us for our latest agency-focused webinar designed to help you dial in to how you can grow your agency with call tracking and specifically, of course, with CallRail.
I’m Tim and I manage Demand Gen programs here at CallRail. Before we kick off the webinar, I’m just going to go over a couple of quick housekeeping items with you before I introduce you to our presenter, Madelyn Newman. Madelyn was actually the very first product-marketing hire at CallRail, and now, she leads all of our customer and product marketing.
She’s been a big part of building out our agency program and working with clients to better understand what their pain points are and how we can partner together to help solve for all of those. A couple of really quick housekeeping items before Madelyn jumps right in. You will be on mute throughout the presentation but feel free to submit your questions through the chat box throughout and we’ll monitor that during the webinar.
At the end of the webinar, we’ll have a quick Q&A session to go over those and, hopefully, we’ll get some good ones. You’ll also see a few polling questions during the webinar. If you can, please take a second and reply to them, they’re just quick yes or no type questions and they help us gauge what you’re looking for and get a better understanding of the type of content you’re looking for.
And with that in mind, I’ll turn it over to Madelyn to get started. – [Madelyn] Awesome. Thanks, Tim. Really excited to be here today. So, to kick things off, I thought I’d let you guys know everything that we’re going to go over in today’s webinar.
So the first thing I kind of want to tackle is “Why call tracking for agencies?” Why is this going to be beneficial for you guys, and kind of dive, you know, at a really high level, into the tech of how CallRail specifically works for call tracking. Then I’m going to talk about real-time campaign feedback and how you can use what’s happening in your phone calls to really optimize your clients’ ad spend and all the campaigns you’re running for them.
Then I’m going to dig into how CallRail and call tracking can help you with client reporting, and specifically, how we can help you with client retention through reporting and integrations. After that, we’re going to dive into how you can actually sell your clients on call tracking and some of the common objections that we hear, here at CallRail, every single day, that we’d like to kind of pass on to marketing agencies to help you guys get as much benefit as possible for your clients.
And then, lastly, we’re going to end with some specific client-retention tools that we offer, here at CallRail, that we think will be beneficial to marketing agencies of all shapes and sizes. And I think kind of before I get really down into the nitty gritty, we wanted to ask a quick question and see how many of you guys are actually using call tracking today.
So I’m going to go ahead and launch a poll…and you guys don’t mind kind of letting us know, but I think it’ll be really really helpful to see, you know, how technical you guys are, if a lot of you are already using call tracking, you’re just kind of trying to optimize what you’re already doing or if you kind of are starting at bare bones and you’ve never done this before.
So we’ll keep this open for just a few more seconds. It looks like most of you guys have voted. All right. Cool. Awesome. So it looks like most of you are already using call tracking today and you’re familiar with it, which is awesome. So we’ll kind of go through this next part, you know, pretty quickly because some of you guys are really familiar, but I want to make sure those of you that aren’t still understand who CallRail is and what we do and why you should even be thinking about call tracking.
So why call tracking for agencies? You know, we know that you guys are, at the end of the day, you’re focused on driving the best possible results for your clients and call tracking is just another tool that you can add to your tool kit to help you actually do that and achieve that. So this is one of my favorite data points to show, I show it in a lot of presentations that I do, and this is some information from BIA/Kelsey and they’re just showing point-blank the volume of phone calls that are being driven from mobile click-to-call by format, and the really big takeaway of looking at this is that phone calls are growing.
People think, you know, in this day and age, “Oh, everyone’s cheap, [inaudible] everyone’s texting, no one picks up the phone and calls anymore,” and the data just shows that that’s absolutely not true. And, you know, it’s pretty fascinating too if you kind of look at it by format. So I mean, as you can see here, phone calls from social are just going to keep growing, they’ve been growing year-over-year.
Same thing with messaging. Even though people are technically chatting and text messaging, eventually, at some point in the conversation, that lead is going to be best served by getting their questions answered on the phone with someone. So they’re going to pick up the phone and call. So no matter what, you know, phone calls are not dead, they’re happening and the fact is that they are really really good leads.
So not only are they a good volume of leads but the fact is that most businesses that get phone calls, those are their best leads. Phone calls convert to revenue at a way higher rate than just a traditional form fill out. They are really hot leads, if someone picks up the phone and calls a business, that means, more than likely, they’re ready to buy.
Right? They just need the answer to like one question and they’re ready to do it. So if you’re ignoring these leads and you’re not really thinking about them when you’re crafting your marketing strategy, you’re doing a huge disservice to your clients. And so, I think one way to kind of think about it is these phone calls are already happening.
So if you’re not tracking them, that’s just a gap in your reporting. So you really really, to be today’s like modern data-driven agency that’s the creme de la creme for your clients, you need to start tracking phone calls. I think a really good way to think about it, and actually one of our agency customers is…I know this is kind of the spiel that he gives to his clients, and it makes a ton of sense to me, is you could say to your client, “Okay, you gave me,” you know, “$1,000 to spend on Google Ads,” and without call tracking, your answer to them is “You gave me $1,000 and I got you,” you know, “50 form leads on your website.”
And that’s the end of the conversation. But when you actually start using call tracking and you install that, then the conversation changes from, “You gave me $1,000, I gave you 50 form leads and 25 phone calls.” So you basically just went from only delivering 50 leads to delivering 75 leads. And you can then kind of, once you understand that you are the one driving those leads, then you can start to optimize that marketing strategy with that information.
So how exactly does call tracking work? It’s actually really really simple at a very high level. Kind of the simplest way to get started is you’re just obtaining single phone numbers for each one of your marketing campaigns. So you can see how on the left, maybe you’re going to get a phone number for the website, then you’re going to get another phone number for a business card, and then, your client’s also running radio ads so you’re going to get another number there.
And that’s like the most basic way to do call tracking. And that way you’ll know, every time someone calls one of those phone numbers, where they’re calling from, where they saw that phone number because the phone number is different for each one of your, you know, platforms. But the really really cool stuff and where we get into some of the really fun data is with session-level call tracking, what we call keyword-level call tracking here at CallRail, and the way that that works is there’s actually a line of code that you’ll need to install on your clients’ website.
And so, basically every single time a visitor comes to the website, we’re going to show that visitor a different phone number. You’re obtaining a group of phone numbers essentially and we’re going to kind of serve them up to each individual web visitor as they come. We’ll then cookie that visitor using that line of code on the website and with the cookie, we’re able to say, “Okay, you know, visitor one maybe came from Facebook.Visitor two came from a Google Ads Search.And visitor three came from Bing.”
And we can tell you not only where they came from but what they searched to get there, what page on your website they landed on, what page they actually clicked on the phone and called from. We’re able to kind of track them through that entire visitor journey. And then, we send those calls to those numbers to your clients’ direct-business line where they can pick up the phone and close the leads and you’re going to have a ton of awesome analytics on the backend to look at to understand how that web visitor turned into a paying customer that you can deliver to your clients.
And most agencies that are really using call tracking to the fullest are doing some combination of what I have on this last page and session-level tracking. You might have session-level tracking, you know, on every single one of your clients’ website and you’re getting as much information as possible there but you’re still getting individual phone numbers for different places on the web.
Maybe you have a certain phone number in display ads or, you know, a mobile click-to-call ad. There’s a lot of different ways that you can do it. And with either one of these strategies, you are able to track pretty much any and all marketing channels and sources that you want. We can track, you know, Google AdWords down to the exact keyword someone searched all the way up to something as high-level as, you know, a print ad.
Right? So really anywhere that you’re running marketing, we can track with a call tracking phone number if that marketing is generating phone calls. And so, this is just a really really high level of a report that you can get here, in CallRail, this is actually one of our most popular reports, the call-attribution report. And if you’ve never done call tracking before, you’re just starting out with it, this is pretty much the most basic place to start is, “Where are my phone calls coming from?”
And so, this report can tell you, okay, most of the phone calls are coming from Google Paid. But, you know, that one billboard ad, maybe it’s underperforming, so is it really worth spending money on it? A billboard’s expensive, right? So maybe you should invest that client’s ad spend on that billboard back into Google Pay. And another key thing that I’d kind of like to point out here that’s a big, you know, KPI that we measure, here at CallRail, and that we instruct a lot of our customers to is First Time Callers.
And that’s just because, you know, you can say, “Okay, yes. Google Pay gave me 100 total phone calls last week,” but how many of those were actually net new leads? And that’s 84. Because one way to think about it, right, is the other 16 that are in here, or 17 I should say, those maybe are returning customers.
And that’s not to say there’s not revenue there either, depending on your clients’ business and how they run that but, you know, we really really want to be able to say to someone, “Hey, this person never would’ve found your business if it wasn’t for the marketing campaigns you’re running through me.And that, with that First Time Caller metric is going to allow you to do for your clients.” And so, throughout the presentation today, I kind of want to talk about a couple of different case studies with some of our agencies.
So the first one I want to talk about is an agency called SocialOn. And SocialOn has a really great story that I love and that is that one of their clients actually, they run a like children’s trampoline park, and so, as you can imagine, a lot of, you know, their business is done through scheduling children’s birthday parties, and that’s done over the phone.
So phone calls were their primary lead source. Well, when it came time to decide what the marketing strategy was for this client and where they wanted to spend their money, the client was dead set on saying, “Hey, we want to spend all this money on social media.We want to do a ton of ads on Facebook, Instagram, etc., etc.” And, you know, the agency said, “Well, let’s try out CallRail, let’s put in call tracking.And then, let’s, you know, then let’s think about it.”
So, after implementing CallRail, they actually saw that most of the phone calls and the business that was coming in was coming in from Google My Business. So then, the agency was actually able to go back, SocialOn was able to say, “Wait, why don’t we actually take all that money that you’re looking to spend this year and let’s spend that on, you know, an SEO strategy and optimizing your website so that way your Google My Business listing comes up every single time someone searches for, you know, childrens’ birthday parties or whatever it is?”
And with the information they got from CallRail and by making that big key switch in strategy, they were able to help the client see a 250% increase in sales. And that’s really really powerful, as an agency, that you’re able to give your client, you know, say, “Hey, we’re the experts and we can help you do this,” and then, to get that kind of like actionable real insights and, you know, the results and revenue from what you’re instructing them to do.
That’s really really powerful and that’s how you’re going to keep a client for a really long time. So, once you’re using call tracking to kind of track where the phone calls are coming from at a really high level and understand what marketing campaigns are working and what’s not, kind of the next step in the process that I like to tell our clients to do is that’s when you start looking at actual campaign feedback and the quality of the leads you’re driving.
And what’s awesome about CallRail is that we can help you do that in real time. You don’t have to wait until, you know, your monthly reporting, or whenever you do reporting, to be able to say, “Oh, you know,” like, “wait, those leads weren’t performing great. This wasn’t awesome,” and then, you’ve already wasted all this time doing that. We’re going to be able to help you get on that and fix things faster and optimize things better.
So one thing that I always kind of like to talk about, and this goes back, and this is just similar to that First Time Callers metric. Right? If you’re just looking at some volume of where calls are coming from, that isn’t going to give you the whole picture. Being able to tell your client, “Hey, I sent you 150 phone calls from all that money you gave me to spend on, you know, Google PPC last month,”that sounds great but, if only 25 of those turned into paying customers for your client, they’re probably not going to be happy.
Right? So increasing call volume, it’s really only a good thing if you actually can ensure that you’re sending high-quality leads. And, you know, I mean I know this is something that, you know, me and Tim look at, here in CallRail, on our marketing team all the time, it’s really important to anyone that’s running marketing to make sure you’re not just driving the number of leads but that they’re actually good leads that are going to close.
So, here at CallRail, we have a couple of different features to help you do this, and really the key to doing this is that session-level tracking that I talked about earlier, but then also call recording, so actually being able to go in and listen to what is happening on the phone calls. And so, here at CallRail, we do offer call recording for free with every single one of our pricing plans.
And, as soon as you turn that on, what’s awesome is you can go in, at any point in time, and listen to the phone calls whenever you want. And you can see kind of, this chart here, we have the blue and gray, you can see when your client’s speaking, when their customers are speaking, and get a really good understanding for what people are calling about. But then, we also have some features that we call conversation intelligence that can actually automate that for you so you’re not having to spend, you know, 2 days every month listening to every single phone call, we want to kind of speed that up for you.
So we actually do offer transcriptions for the phone calls, that is a feature that we offer called CallScribe, and so, that way, you can read through kind of at a glance what’s happening to the phone calls and we’ll also surface keywords about things that are happening in the conversation. So, that way, I can just open up a phone call, I can see, “Okay, this person came from Google Pay, they searched ‘neon shop near me,’ and these are the key things they talked about in the conversation.Great.”
So that way I can make sure that the words that I’m bidding on are aligning with the leads that I’m driving for my client. Right? Making sure that we’re getting the best of the best and what we want. And another feature that we have that can help you automate a lot of this is called CallScore. And this is actually just kind of going to give you point-blank whether or not this is a qualified phone call.
And you can actually set…you know, we have ways… well, we will do it automatically for you, we have some machine learning and algorithms that we have used based off of, you know, the hundreds of thousands of phone calls that we look at on a monthly basis from our customers and we run all of those through models and we kind of hit on the key points there and we’ll automatically tell you, “Yes, this was a good phone call or,no, it wasn’t.”
But you can also, if you’re paying for the transcriptions, you can kind of set some of that up customized for your customer. So maybe, let’s say, you’re running marketing for an auto dealer, you know, you can set it up to say if anyone’s asking for words like service, oil change, you name it, you can make sure you’re reporting that those are qualified leads.
And then, maybe another good way to think about all this in terms of real-time campaign feedback and, “Okay, am I driving the kind of leads that my clients really want?” We also let you search in aggregate. So, you know, this example you’re looking at, this is out of our demo account, you know, we offer like a form-tracking tool, here at CallRail, and, if I wanted to run a campaign and see, “Okay, am I generating leads that are actually interested in this?”
I can just go in at a high level and search for it and find every single phone call where someone asked about it. And so, you know, 1,800 phone calls in a month where people are asking about, it’s not too shabby, right, but maybe it only turns up five, you know, “Okay, this marketing’s not working.” And you can also report on all of this in aggregate, so you can understand what callers are asking about the most.
So you can make sure that everything is aligned well. And this is also a great way to kind of think about maybe keyword research for your clients. Right? What are people saying on the phone, how do they act, how do their customers talk, and how can I integrate that language back into landing pages, ad copy, you name it. And if you’re also doing the call recording in conjunction with our session-level tracking, that’s just going to help you optimize a campaign in real time even easier.
So session-level tracking will give you access to data like, “Was this caller coming in from a mobile search, are they viewing the website on mobile, or was it on a desktop?” And that way, you can, you know, update your ad targeting and your bidding based on where the caller’s actually coming from. Same thing with call duration, “Are these phone calls long or are they short?” We’re able to tell you that.
We can also tell you, you know, when the best day of the week and time of day are for callers. So maybe, with CallRail, you can go in and see, “Okay, my client’s getting the most phone calls Wednesday afternoons from 2 to 4 p.m., and these are the best phone calls,” why would you not want to spend more money on bidding, you know, during that period of time when you know the good callers are coming in?
And so, the next case study I want to talk about actually, this is a really really great story, I love this one, it is about, you know, really how you can use the call recordings and conversation intelligence to be that trusted advisor that your client is looking for when they hire you. So our client, MediaBeast Marketing, was actually…they were recording all of the phone calls for one of their clients and they went through and they were listening to all of the phone calls and they actually found that with one of their clients, you know, that the receptionist was not trained properly.
She was answering questions wrong, she was like kind of like…she was just handling things very very poorly. And, you know, the MediaBeast was spending a lot of money for their client and they’re working really hard to drive all these leads that they know are good, based on the questions people are asking but they’re not converting and they found out why, and that’s because of the receptionist.
So they were then able to go back to their client and they were able to say, “Hey, you know, here’s a report with all of the phone calls.Go in and listen to the recordings, we think that there’s a customer service staff training problem, and if we can fix that, you’re going to see an increase in revenue.” That was amazing, that really went a long way with the relationship between them and the client, right, because the client’s like, “Oh, not only are you doing my marketing but you’re looking out for my business.You want to make sure that I actually grow revenue, you’re not just like throwing leads over the fence.”
So that was huge there and they were able to make that change. And, you know, moving forward, the leads are all going to close, hopefully, but, you know, it’s a really good story for them. And they said that by using our new conversation intelligence tools with things like keyword spotting, that they were actually able to save hundreds of hours moving forward because they no longer, like I said, had to dedicate two days a week to doing this stuff.
And actually, before I kind of dig into the next part about client reporting and integrations, I actually wanted to kind of ask another poll and see kind of what the biggest challenges are for you guys today as agencies. Is it acquiring new customers or is it reducing that customer churn and holding on to the accounts that you already have?
These are two big pain points that Tim and I have definitely come across in talking to all of our customers. And call tracking can definitely help you on both sides of the fence I would say. So I’m going to leave it open for just a little bit more, a few more seconds here. All right, cool.
Awesome. So it looks like, with the results coming in right now, that most of you are having problems with acquiring new customers, which is all awesome. And I can kind of show you now, through this next section I’m about to go through, how CallRail can help you differentiate your offering so that way you can acquire more customers, because not only, you know, are you delivering the best in marketing but you have the data to back it up.
So I’m sure that this is a sentence that you guys have all heard before, right, “I’m not receiving any good leads.” Your client’s mad, they think they’re spending all this money on you, right, they’re on retainer, and they’re like, “What is this marketing agency doing for me?” They don’t see the value of what they’re getting from you. And a lot of the times that’s happening because the marketing agency isn’t able to prove what it is that they’re doing and where the money is going.
And if you’re not able to prove that, you’re not able to prove that you’re worth all the money they’re spending on your retainer and you’re going to lose the client, or you’re never going to win the client in the first place, right, if you are going out and pitching someone. If you can’t say to them, “Hey, you know, we’re going to do all of this great stuff for you and we’re going to be able to prove it,” someone’s going to be a lot more likely to sign on the dotted line.
So really the best way to do that with clients is weekly or monthly reports, which I know we’re all probably doing today and I’m going to kind of talk about how CallRail can help make that better and easier for you. But two other ways that I also like to think about are real-time dashboards, meaning giving your clients access to the data, and then, also integrations, which is a good way to think about that is putting the data where your clients live and breathe every single day.
So the first piece, talking about monthly and weekly reporting, I know we’re all doing that, but it’s important to make sure it’s not a time suck, so you can actually spend your time optimizing your clients’ reporting and delivering on bigger and better things for them every single day, that will make them think, you know, you are worth a retainer versus having to spend all your time on pulling the numbers that maybe aren’t so actionable.
So the best way to do that, right, is to automate all of your reporting. And we have actually been hearing this for a long time from a lot of our customers that reporting things like one of the most important things that they do every single day for their clients and it’s just a huge pain and no one wants to do it.
So we actually rolled out, about five months ago, our new automated custom reporting engine. And what we allow you to do is we allow you to go into CallRail, you can create a report, filter it based on anything you want…so, you know, let’s say I only want to show, in this report, I want to show my client all the calls from this campaign or all the calls, you know, that I only want to show them the good calls maybe here, whatever it is, we kind of let you pick and choose there, and then, we’ll display all that in a beautiful graph.
And directly underneath that, we’ll also let you pick and choose what metrics you’re actually putting into a table format. And what’s really great here too is this is savable, so you only have to build this one time, you know, it might take you 10 minutes and, once you do it, once you have that 10 minutes, it’s done. Every single time you want to come in and look at this report and export it and send it to your client, all you have to do is log into CallRail and push like two buttons.
So we’re trying to make this as easy as possible for you and, by doing that, we’re hoping to free up your time so you can actually optimize the reporting but also you can download this, you know, every single month, every single week, get this in your clients’ inbox and say to them, “Hey, I know I’m doing things that work and here’s the proof.” Because that’s the biggest thing, right, is you need to prove that the client is getting some sort of ROI by working with you.
We do also have automated scheduled reporting and we do that on a daily, weekly, or monthly basis as well. I love this because, you know, the custom reporting on the last slide…oops. That’s like great to show someone like really pretty graphs and, you know, everyone loves that, of course, especially if they’re a small business owner.
But this is like very down to the nitty-gritty numbers and it’s a lot of stuff at a very high level so maybe where the custom reporting is great to show on a monthly basis, this is something that you can put into someone’s inbox every single week so they can keep an eye on it. And this is literally set it and forget it and you don’t really have to worry about it.
But, you know, you can do all of this and you can generate all of this, but honestly, how do you actually make clients read your reports? We had a handful of our agency customers that were in the office, not too long ago, we were talking to them about this and this is definitely a huge pain point that I’ve heard as well is I can take all this time and effort and, you know, put it into this amazing report but that doesn’t mean my client’s going to open the email.
So I think it’s time to also think about some alternative ways outside of just, you know, emails, or maybe if you’re having like quarterly, you know, business review meetings with them, how you can get the eyeballs on there. And so, one thing that we also offer is some real-time lead alerts. So this means that every single time their company gets a phone call, they’re going to get it in their inbox.
So this is like real-time constantly happening and it’s hard to ignore when they’re getting like 20 emails a day because you’re doing an awesome job and you’re driving them 20 phone calls. Right? And you can also set this up and customize these to only be the really really high-level important phone calls, which I think is helpful for getting eyeballs as well because they know that what you’re doing is working because they’re seeing it right there.
And then, the other thing is, and I’ll get into this a little bit more later, is that you can offer your clients’ logins into CallRail so they can actually come in at their leisure. And check this out, which I think is important, so if you’re putting, you know, the lead alert email in their inbox, they can click through and actually come in and look at it if it’s something that they’re interested in.
And really giving them the login gives them that power and insight into what you’re doing, which is going to make them trust you more. So if you’re going on site and you’re going to pitch a new agency, right, call tracking…or pitch a new client, excuse me, call tracking is a huge differentiator because you have access to all this data that your competitors don’t. And you’re giving this to the clients, and then, they feel empowered to know, “Okay, I can trust these guys with my marketing.They know what they’re doing and they’re delivering me, you know, the ROI right there, they have nothing to hide.”
And another example too. So we do have custom reporting, we also have an integration with Google Data Studio, which I think is awesome. So if you want to build some reports more integrated with your Google Ads and Google Analytics data, you can build a live dashboard here as well, give your clients access, they can log right in and update this in real time. And the CallRail custom reports and dashboards update in real time as well.
And so, kind of the last piece of this, in terms of how can, you know, you use call tracking as a differentiator to help you acquire new customers, I think integrations is a huge one. And that’s because, you know, trying to once again, trying to get your client eyeballs on the reports and approve ROI by just pushing this data somewhere where you know they live and check stuff out, that’s going to take you leaps and bounds to getting a client where you want them to be in terms of understanding the value that you’re bringing to their bottom line.
And so, some of CallRail’s top integrations are…oops, kind of skipped that there. So Google Ads and Google Analytics are our two most popular integrations, hands down, and we know that those are really really helpful for you guys and you’re probably already running reporting out of there and, you know, your client already owns probably the Google Ads data.
So that’s a really really easy one. We do also offer a WordPress integration, and that is just helpful because I know one of the biggest pain points with getting clients on board with call tracking is they’re scared and, “Oh, this sounds like it’s a lot of hard work and I don’t know how long is this going to take to implement?”
With our WordPress integration, if they’re using a WordPress website, it takes like two clicks and the script is on their website and the numbers are swapping. And getting this up and running is that easy, honestly, and it won’t be a headache for your client and they won’t know the difference. So that’s huge. But then, the bottom three down here are kind what I was talking about when I’m talking about getting data where your client lives.
So if they’re using Salesforce or HubSpot as their CRM, you can push the new phone call leads directly in there, your client can start working those leads immediately and there’s no disconnect there of you having to deliver that to them. And, you know, the lead source will show up as a phone call, and so, when they’re going into work that new lead, they’re able to say, “Oh, my marketing agency did this for me, it was a phone call.”
And then, of course, if they’re using any other tools, we do integrate it directly with Zapier. So, if you can push CallRail data wherever you need it to go for your clients, and that’s huge because, once again, it takes away the whole pain point, you know, “Oh, we have these crazy tools in place. Our marketing stack is yada-yada,” you can say, “you know what?
That’s no problem,” that, “call tracking will work with anything, you don’t have to worry about it.” And so, the last case study that I wanted to get to today. So this one’s really cool and really creative, it was awesome to hear. One of our agency customer’s kick points, they actually activated our Slack integration and they did that so that way they could keep their clients alert and notified about everything as it came in.
So one way to really think about it, right, is you can send them those emails but maybe they’re ignoring your emails, well, if you’re sending the phone call data via Slack, they’re in Slack all day every day talking to everyone they work with, they’re getting the notifications, and they can have that dedicated room, that’s like phone-call leads, and they can see the leads coming in real time time and they know that you’re the one that sent them there.
So that kind of leads me to how you can actually sell your clients on call tracking and some of the common objections that we hear from this. So probably the most common is “My client has a strict budget,” and budgets are really really hard to work with and everybody knows that and that’s a tough one to get around.
But what we always say to anyone, we hear this from on our end is, “Well, without call tracking, you’re actually missing out on new revenue.” So your budget is, you know, tight but the only way to loosen that is if you make more money, and guess what, call tracking is going to help you make more money because we’re going to be able to actually optimize your ad budget super efficiently, use that money better, and find, you know, “Hey, you have a bunch of callers asking about ADT,
[SP] why don’t we go run ads on that?Why don’t we create a new landing page or a campaign?” There’s a whole gaping hole of information you don’t have without this and getting that data is only going to make you better. The second probably most common one, “My client’s hesitant, they’re unsure, you know, this new technology thing.Maybe it’s the whole, they don’t understand what this is.”
They see the benefit, they’re like, “Okay, cool, but I don’t know.Should we really do this?” The best way to get over that one is to create a sense of urgency and to emphasize the cost of waiting. So, you know, if you think back to what I just said about someone that has a strict budget, it’s kind of the same thing where you’re in the hole and you’re missing the information and you’re not going to make it better and, the longer you wait and hold out…you know, maybe they’re like, “We’ll do this next year,” that’s a whole year worth of marketing that’s not being optimized and used like the best way possible.That’s a whole year’s worth of data that could actually be used to drive your future growth.”
So really emphasize the cost and what’s going to happen and kind of create, you know, some sort of level of maybe FOMO, that fear of missing out, if they don’t have, you know, call tracking. And we do actually offer a 14-day free trial, here at CallRail, so one thing that I always urge our agency clients to do, you know, is, “Hey, let’s just put them on a trial and show them the type of data they’re going to get,” and then, after two weeks, they’re going to be like, “oh yeah, we can’t lose this,” and they’re going to want to keep it.
The third one is if your client is scared of obtaining a new phone number. So we hear this all the time where maybe the end user or small business owner is, you know, “Well, my phone number has been 888-123-456 for forever and people have that number memorized and I don’t want to get rid of it.”
And this really really really comes down to education and I would say that this is a great time to really take your client along the journey of what it is that you actually do for them, especially if you’re doing any sort of SEO services or website development for them. You know, they might just think they throw some money at, you know, the marketing agency and, “Oh, we got this fancy new website out of it,”but then, they don’t really think about it, this is a great time to kind of take them along how everything that you do.
You know, “Oh yeah, it’s a bright new shiny website but it also got you the number two spot on Google,” like what you’re doing actually impacts that and how getting these new phone numbers to swap on the website is not going to affect any of that. And you’re really not replacing the existing phone numbers, they’re really just enhancing it is kind of a way that I like to think about it because, ultimately, having the numbers swap on your website, it’s just going to get you the data that you need to do the best possible job as a marketing agency, and then, also give them the data they need to grow their business with things like call recording.
So it’s a win-win for both of you. And then, if they’re still resistant, usually something I can use to get them over the hump. You know, here at CallRail, we service over 100,000 businesses worldwide and all of those businesses are doing just great by using different phone numbers. And it’s really less of a lift than someone thinks it is.
Right? We’ve proven the concept that it works and people are less tied to phone numbers than you think, especially in today’s modern day and age. No one’s like saving their local, you know, car salesman’s phone number in their contact list, they’re probably just Googling it and finding it on the website every time they need it. And so, they’re not going to notice when it’s different.
And so, the last section kind of to lead you guys through in the homestretch before we get to questions is specifically CallRail’s client retention tools and how you can offer call tracking to your clients. So the first thing I kind of wanted to talk about is giving your clients access. So, like I mentioned earlier, giving them access is just going to only make you prove your ROI to them better because they’re going to have an awesome understanding of what it is that you’re doing for them.
So what we offer, here at CallRail, we actually recommend that, if you’re an agency, all of your clients set up their own individual accounts that they pay for, because it is their data, their phone call. And then, we have a tool here, called Account Center, that you can actually use to manage all of those accounts. So you have access to all of your clients’ data.
You can set up the phone numbers, you can set up the campaign, no problem. But what’s awesome is you don’t actually always have to pay for it because your client ends up paying for it, which is great and we are happy to help you get that set up and it makes things a lot easier too. Right? You can see everything at a high level, in terms of billing, how many numbers they have.
And we’re constantly working on things to improve this every single day, we have a lot of stuff coming out this quarter I’d be on the lookout for. But Account Center is a great tool to manage multiple clients at once. We do also offer white labeling, if you would prefer to have, you know, one account with everything in it. And as you can see, this is a white-label demo account, your logo could go up here, in the top left, we know that’s something that’s important and that’s interesting to people so we do have white labeling if that’s something that you’re interested in as well and maybe your clients don’t want to sign up their own accounts.
But really, either way that you do that, it’s just really important that you give your clients access to the dashboard so they can log in and see all the phone calls that you’re driving for them. And then, the last slide here that I want to talk about is we do have a new Agency Partner Program, here at CallRail, and it’s really built around three big tenets, and that is that we want to help marketing agencies worldwide market.
Right? We want to help you guys win more business and be seen as the high-caliber agencies that you are. We want to help you sell more call tracking to your current and future clients, so, if you’re going out there and pitching, right, you guys all said that acquiring new customers is hard, well, we want to help you do that and close the deal with call tracking. So we definitely want to be there for that.
And then, we also want to make sure that you guys are networking together and, you know, we recognize that all agencies have very similar pain points. And then, if you guys can just talk, it’s typically awesome to help you kind of solve those issues. So we’ve built this whole new program around those three things that we want to help you with. And it’s a tiered program and it’s got incredible benefits with things like co-marketing.
So, if you want to write guest blogs on the CallRail website, if you want to come present with us at a conference, you want your logo on our website, all of that’s in the program, we have a revenue share piece so, the more business that you bring us, you know, we’ll of course share that with you as well. And then, we also have some nice exclusive community and networking opportunities for agency partners because we want to make sure that you guys are talking to each other and understanding, you know, how you can get the most out of the call tracking.
And every agency in our program will have access to one of our two agency-partner advisors and they’re here to help you every single step of the way. And the entire program is tiered based on your total spend with your clients, meaning that, if you have, you know, 10 clients putting $100 each on CallRail, that would get you gold.
And as you scale and grow, you have access to more and more benefits in the program and the tighter our partnership with you gets, which is the ultimate goal. Right? We’re really excited to work with you guys on this. And so, this is brand-new, we just started rolling this out, you know, a month or so ago, not even, and we haven’t even announced this broadly yet, but if anyone is interested in learning more or you want to join, please send an email to either myself or Tim, we’ll show our emails again at the end but we’re definitely happy to send you some more information.
Cool. So I think, before we get into questions, right, we’re going to do one more poll. I just want to see who here is interested in setting up a quick CallRail demo. I know a lot of you guys it looks like you’re already doing call tracking but, if you’re interested in learning more about CallRail, we definitely want to make sure that we can help with that.
So I see some of the answers coming in and I’m going to leave it up for just a few more seconds, and then, we’re going to get the questions, it looks like a lot of good questions came in throughout. So I’m excited to answer those for you guys. All right, just a few more coming in. All right.
Looks like…cool, awesome. Okay. So yeah, let’s get into some questions.
– Yeah, there were a bunch of great questions throughout the webinar. So, thanks guys. I answered a couple of them privately, while Madelyn was speaking. But just a quick recap, we’ll definitely be sending out this recording, it’ll go out tomorrow via email, so watch out for that. And then, a lot of the questions Madelyn touched upon but maybe she can do a slightly deeper dive…one of them came in about how dynamic tracking impacts an AP and local SEO.
– Yes, yeah, absolutely. So this is a topic that is near and dear to our hearts, here at CallRail, we would never want to do anything that impacts, you know, an AP or SEO. And the good news is that, if you are using our dynamic swapping on the website, it will not.
And actually the strategy that we suggest for anyone that’s really concerned about that, so, you know, any business should have a single, what we call, a mainline business number, and that should be the one number that’s hard-coded on the website and lives on every single listing everywhere on the internet. And, once you’ve set that up, then what we recommend you do is you actually purchase a keyword pool from CallRail, so that’s session-level tracking that I was talking about.
And that session-level tracking, because we’re sitting kind of on top of the mainline number that’s hard-coded on the website, that will not impact anything at all and you’ll still be able to track calls from any single channel. Anytime someone comes from the website, we’ll be able to do that. And the Google Scraper, when it’s going through, looking at the site, won’t even notice. We can also actually track calls from a Google My Business listing without impacting an AP or SEO.
And the way that we recommend you do that is you actually purchase a single number from CallRail and you put it as an alternate phone number in the business listing. We have a whole blog post that goes through both of these, and we’ll follow up with whoever asked that question and we’ll send that to you. If anyone else is interested, let us know. But currently today, CallRail’s technology does not impact an AP or SEO at all.
Can confirm, we have our own tracking code on our website. And we’ve had, like I said, over 100,000 businesses worldwide that are using us and we’ve done a ton of testing. So everything’s good from there.
– Awesome. An agency-specific question, “If we use CallRail’s products with our clients, can our clients take their data with them if they decide to leave the agency?”
– Yes. So that’s actually one of the main reasons…well, I shouldn’t say a main reason, but a reason why we recommend the Account Center set up where your client has their own account with all their own data on it. If they do ever decide to leave your agency, right, they have access to all the data right there. And it’s a cleaner break but, obviously, we don’t want that to happen and, you know, we want to make sure that you guys are still managing that account up until that point.
In a similar vein, if you do have one account that you want to pay for and manage everything and your clients’ data is in there as well, we do believe that they have a right to their own data, it’s their phone number, so all they need to do is contact us and we’ll coordinate with both of you that it’s a thumbs up on both ends and we can always port out all their information into their own account that they manage.
So that’s a yes.
– Great, next question. “If a keyword is organic, does that pass through into our initial sources like you see with Google Paid and AdWords?”
– So that is a limitation on Google then. So we can not show phone calls by keyword for Google Organic searches, only Google Paid. And that’s just no one can do that in the industry, right, Google’s kind of limited us there, we can’t see the organic keywords. But we do have some pretty good content on our website about how you can kind of get to search intent just by looking at other data.
Right? Like if I can look at the landing page someone came in on from Google Organic and maybe listen to the call recording, that can give you some idea about what someone’s intent was when they landed on the page before they picked up the phone and called.
– Next question, “You mentioned HubSpot and Salesforce, but are there other CRMs that CallRail integrates with?”
– So CallRail also integrates with Pipedrive as well, but HubSpot and Salesforce are the two biggest CRMs that we integrate with. But like I mentioned, we do integrate with Zapier so you can always push CallRail data wherever you need it to go, most big CRMs are on there. And we do also offer a fully open API, so, if you’d like to write an integration somewhere, I know that we have some clients that have written integrations to other CRMs as well, that’s definitely possible.
– And this is a product-specific question, “If numbers are generated for every person, how long will they actually stay active?”
– So the way it actually works is we don’t necessarily generate a number for every person, what we recommend you do is go into Google Analytics and look at how many visitors you’re getting to your website per hour, and look at the peak number there. And let’s say that number is 20. In that case, you know, we would recommend that you get four numbers for your website.
And those numbers just kind of rotate through every web visitors they come through. Because one way to think about audit is 20 people came to your website the most times ever people were on your website. So, on average, that means usually about four people are on your site at a time. So those four numbers were circled through and, when that visitor leaves the site, we then free up that number for the next visitor that comes on, if that makes sense.
– This is kind of maybe a products release question, “Is there going to be a way for clients to track chats on your website similar to CallRail’s form tracking?”
– So yeah. So for those of you that don’t know CallRail’s code today, we can also track form tracking, meaning any forms you have on your website, we’ll push that data into CallRail so you can get attribution for calls and forms in one spot. We do not currently do that today with chats, that’s something we’re definitely interested in and that is a great feature request.
– Do you have one tip that you recommend the most for agencies and call tracking?
– Oh man, that’s a tough one. The best tip overall for agencies and call tracking… I think the best tip I would just say is, if you don’t have all of your clients on call tracking, just like get them started with one number.
I think it’s kind of like a good way to think about it is like a gateway drug but, once you get them in there listening to the call recordings, just the stuff that they’re able to learn about their business is like, “Oh man, why didn’t I do this sooner?” So, you know, maybe you’re only doing it right now for like 3 or 4 clients, like but you’re managing 10, get those other 6 on there, even just start doing it for like 1 campaign and we can do it with 1 number.
Right? So the cost isn’t too high on that. It’s like what? Three dollars depending on what plan you’re on. And get them in there and just show them what’s possible.
– Awesome. Those were our biggest questions.
– Awesome. Cool, great. Well, if you guys have any more questions, feel free to email myself or Tim and be on the lookout for the recording. I’ll show our emails one more time so anyone can screenshot it if they need to. But, thank you guys so much for joining us today.