Do you monitor your treatment center’s call tracking metrics? Is it a part of your marketing strategy? It should be, especially if your business revolves around people calling you up to set appointments or request consultations — much like the addiction treatment and rehab space.
Calls provide a lot of data for marketing use. Unfortunately, not all of these data will be fit to give you the information you need to improve your marketing strategy and techniques. This article will delve deeper into the importance of call tracking metrics, as well as how information from calls drives more sales and leads to greater marketing success.
What is Call Tracking Metrics?
Call tracking is the process of getting information from phone calls you receive as a result of implementing a marketing campaign. The main goal of call tracking is to measure the performance of your marketing campaigns. Think of call tracking metrics as a measuring stick. If we relate it to business parlance, we can compare it with segment performance.
Here’s an example. Let’s say Company A has three branches in the United States. Each branch drives sales, incurs costs, and yields a net profit to the whole company. Now, how can Company A assess if the branches are doing good? Well, it’s simple. The company needs to look at segment information particularly, the branch income statement.
The branch income statement will show how the branch is performing. The main office can assess if the branch is becoming more of a burden to the company as a whole or if it’s a revenue generator. Now, how do we connect that to call tracking? We can say that the branch income statement is our call tracking metric, and the branches are your marketing campaigns.
Marketers use call tracking metrics to assess what marketing campaigns drive the most calls and sales to the company. These metrics can help you make important decisions on what kind of marketing techniques you should prioritize and discontinue. In the next section, we’ll discuss how call tracking metrics work in marketing.
How Does Call Tracking Work?
A company that implements call tracking uses call tracking software. It is a special CRM (customer relationship management) software focusing on collecting and processing customer phone calls. The following are some of the data a call tracking software can collect:
- Name of the caller
- Location of the caller
- Notable keywords from the conversation
- Source of the number
- Purpose of the call (through keywords detected)
When you receive a call from a customer, the software can determine how the caller contacted you. Basically, you need to place different call tracking numbers on different ad campaigns to monitor where the calls come from. For example, you assign different numbers for Google Ads, Facebook Ads, Instagram, etc.
Then the software will take note of keywords spotted during the conversation. It can be keywords people use for search or keywords that indicate something like the occurrence of sales, product complaints, requests, and many more. Moreover, the software can identify the purpose of the call, like customer inquiries, follow-ups, or a closed sale.
Importance of Call Tracking Metrics for Your Business
Call tracking gives significant benefits to a company, especially to allied health companies. Telehealth communication plays an important role in driving sales to your business. At RxMedia, we’ve discovered that call tracking yields a high return to allied health businesses. Take, for example, Buena Vista Health and Recovery Center, one of our success stories.
Below are the reasons why call tracking is essential for your business. Moreover, we’ll incorporate our learnings from clients (Buena Vista and others) as we go through the list.
Understanding and Determination of Marketing ROI
One of the significant benefits of call tracking is determining marketing return on investment (ROI). ROI figures are our primary financial measure in assessing the success of a marketing campaign. Basically, marketing ROI is the ratio of income we derived from a particular marketing decision.
Through call tracking information, we can identify which marketing campaigns are performing well. Then, we assign sales figures to these marketing campaigns and compare them with marketing costs to answer the following questions:
- Are we over-investing in marketing campaigns that yield low returns?
- Are we under-investing in marketing campaigns that yield high returns?
- And are we ignoring marketing opportunities that have a high potential of generating high returns?
In Buena Vista, we first established the foundation of our marketing campaign: GMB and SEO. Google My Business (GMB) and search engine optimization (SEO) will lay the groundwork for our call tracking metrics. We believe that GMB and SEO will help Buena Vista gain an online presence.
Lead Generation Analysis
Call tracking metrics can help us determine leads. In marketing, leads are important. We need to nurture them and help them find their way to your business. In call tracking, we can determine leads coming from the following data categories:
- Specific geographical location
- Customer demographic
- Landing pages
- Social media ads
- Offline campaigns
The list above is non-exhaustive. In Buena Vista, we discovered leads after we established their GMB profile and SEO. The results of our groundwork yielded an increased online presence. In return, Buena Vista got more calls. Before we entered, the client had 55 calls per month. After they hired us, they had over 1,013 calls as of October 2020. That’s an increase of 1,742% from their base figures.
Better Understanding of Customer Behavior and Demographics
Once you have accumulated enough data, you can use call tracking data to understand your customers better. Creating a great overall call experience will make customers interested in buying your product or service. For example, you can analyze call logs and determine what callers are frequently asking.
Then, you gather all of these FAQs and address these questions on your website. In this way, customers need not call you right away to get simple answers to their questions. Optimistically, we can say that after reading the FAQs, the next call will be more on finalizing an appointment with your business.
Call tracking metrics are one of the most important things to track in any successful marketing campaign for service-based businesses. But beyond tracking, it’s equally important to know what to do with the data collected and use it to make informed business decisions.
At RxMedia, we’ve helped businesses like Buena Vista Health and Recovery Center get more engagements from their online platforms. In our six months of engagement with Buena Vista, we’ve helped our client get more clicks and conversions. And more importantly, our efforts drove 35 admissions for October 2020 alone. Check out our other case studies of how we increased addiction treatment admissions through call tracking.
Interested? Contact RxMedia now to get started.