On February 1 each year, all Dog Star Media tracking numbers come up for renewal. One payment of $480 secures a number for a year with unlimited use and free toll-free service if that is the sort of number the client wants. Since it all happens on one day, it makes me realize how important they are as I associate certain numbers with certain stories throughout the year.
We have one client that is struggling to keep a start up in business. Their tracking numbers are their lifeline as every call counts. Not only do they use the tracking numbers to evaluate the effectiveness of the media they are buying, but by recording the calls, they are able to shore up what had become critical issues at the point of first contact: when a prospective patient calls in. By recording and monitoring the calls, then using them for training purposes, the chances increase of turning a tire-kicker into a consult.
We have one client who was in need of a new web site. They were going from an old all-Flash site to a more SEO-friendly HTML/Flash site which we designed. The client had a problem leaving behind the higher aesthetics of the all-Flash site. That is until along with web stats, the phone calls increased coming in from the web site. That was the first real evidence that the new site was more productive.
We had one client whose use of the recording feature on the tracking numbers showed that most of his calls were going to voice mail. He changed his call answering protocol and now prospective patients engage in more conversations where most were hanging up due to message length.
We have had clients evaluate media buys with tracking numbers, use tracking number results to renegotiate media contracts, make decisions how and where to spend their money and, most of all, eliminate human error in collecting this information.
And, there are more stories from last year and from years past about how the foresight to use tracking numbers made all the difference.
I am frequently asked what is the difference between using a tracking number and simply asking people where they found you. Here are some basic answers:
1) You can only ask the people you talk to. Tracking numbers show evidence and details about the calls you miss.
2) Human error is full of just that... error. Using technology to track details paints a true and realistic picture of what is really happening. The technology creates the difference between assuming and knowing, between opinion and fact.
3) The tracking number is objective. One part of human error is paying attention. You have to factor in that the person may not know or really care about giving you the answer. The tracking technology has the objective of identifying facts.
Tracking numbers work out to an average of $40/month no additional fees. They record the details of every call, answered or not. They tell you what is working and when. And, using this inexpensive tracking technology strengthens every other part of your marketing efforts. It is simply the most important tool we have to sharpen marketing and sales efforts. If you are interested in trying a tracking number on your web site or in your media, please email me at donald@dogstarmedia.com.
