I am frequently asked high level marketing questions regarding best practices and the latest tips and tricks. Everyone seems so interested in whatever is trending and trying to stay ahead of the competition. And, why not, it‘s fun and exciting. It certainly is not the meat and potatoes of marketing, which unfortunately, most people take for granted.
So, every once in a while, I like to stop down and remind everyone of the basics. Today, that is top of mind as we are going through an annual rite of renewing the most basic and integral marketing tools: Tracking Telephone Numbers. There is a daily conversation about tracking telephone numbers at Dog Star Media and I wish the focus remained this intense all year long. You see, the fact is, there is one common thread that runs through all our successful clients’ marketing programs: a diligent eye on metrics. And, nothing provides a more specific measurement of results than tracking telephone numbers. Basically, if you are not using them, then you are flying blind.
For those of you who are unfamiliar with how this tool works, a tracking number is a unique telephone number that routes to your main number. The unique number is placed in one location such as a web site and a print ad. When that number is called, a switch is flipped electronically and all the information about the call is recorded. The call can even be recorded for training and review purposes. At $40/month, this is the least expensive marketing tool out there and by far the most valuable because it shows EXACTLY what is happening.
Our most successful clients use tracking numbers for the following:
1) Make sure response/call benchmarks are being met.
2) Evaluating the effectiveness of advertising buys.
3) Evaluating how well calls are being received by their front desk staff.
4) Negotiating prices with ad sales reps.
5) Making operational changes to make sure calls do not go unanswered.
6) Evaluating quality of incoming calls from a given ad placement.
7) Understanding how multiple marketing investments work together to create responses.
There are other specific ways that tracking numbers are used but the bottom line is that they give you REAL numbers and REAL results. I tell clients all the time that tracking numbers are by far the most important tool out there. I have several clients that use multiple numbers and they know exactly what is happening. Nearly all of our clients use the call recording features and most have instituted some sort of change after hearing the first group of calls. We have had multiple clients make changes in their phone answering procedures after seeing how many incoming calls from their marketing go unanswered. And, nothing sharpens the sword of selling than knowing that phone calls are being recorded for review.
Tracking numbers are all about accountability. This is the meat and potatoes of marketing. Choosing to measure and then following up to use the information yielded allow you to make the best business and marketing decisions. Here is my challenge to all business owners: Try tracking numbers for a year and pay attention to the results. It is $480 that can change the course of how you do business.
If you are interested in tracking numbers, try one by adding on to your web site. It will be the source of at least 75% of your calls and will give you great first experience with this technology. If you want to order a tracking number, please email me at donald@dogstarmedia.com and we will get you set up with this tracking technology with monthly reporting and online, real-time access to your calls.
