If you are about to embark and invest in a digital marketing campaign and want to ensure your investment is taken seriously, then you’ll need to consider two very important things:
- Customer service and sales training for your employees
- Call tracking and analytics
There are many benefits for the entrepreneur or business owner to include Call Tracking software and Analytics with their digital marketing campaigns.
Call Tracking Considerations
However, with the setup of call tracking, unfortunately, there may be a hurdle to overcome and that is having employees initially feel as though big brother is watching. Employees may feel they are suddenly being micro managed with the sudden implementation of call tracking and recording, particularly in a small business environment where only one or two employees are responsible for customer service or sales. The idea of call tracking may even have some employees avoid picking up the phone. The initial concerns your employees may have are normal. To help reduce or remove their concerns or fears I recommend holding a group or one on one meeting to explain the objective of the digital marketing campaign including the purpose and benefits of the campaign, call tracking and the support they would receive during this new transitionary period.
As always, when providing any type of training, it is important to have a great leader or manager that can deliver the training and lead by example. Trust in the manager delivering the training will be very important to ensure the training is an ongoing development exercise and not a performance measure.
What you may find is that employees with a great attitude will welcome the training and the constructive feedback. In fact, I have seen employees in these positions excel in their roles and are promoted and find it intrinsically rewarding when they can witness their own performance improve over time due to the training that was received. These employees will help your business to propel forward, give your customers a better experience, help increase the number of customers and improve your business’ revenue and profit. The qualitative benefits are great too with employees becoming more positive, productive and content in the work place.
Call Tracking Benefits
Call tracking offers many benefits to a business and their staff members including the ability to learn more about your target market or potential customers, assist with customer service and provide personal development for staff including sales training.
Call Tracking allows us to hear firsthand the conversations with your customers and understand where the conversations with your customers are going well and where improvement is needed. Call tracking allows the business to review their sales scripts and improve areas of the script to increase conversion rates. Usually the hardest part in the sales cycle is generating leads and most organisations have a one in four conversion rate, reminding us that each lead that comes into your business is incredibly valuable. Therefore, understanding your clients key pain points and understanding how well your business can address these issues need to be well communicated to your potential new client.
Customer Service and telesales is one of the most important functions within a business since digital marketing campaigns alone are not successful even with top Google rankings, web traffic and high-quality lead generation. Leads must convert for your business to return a positive return on investment.
Finally, call recording and the qualitative data obtained over the phone can elevate the customer experience, bring new products or services to market and ultimately, be the driver of key business growth. Call tracking can help your business make new and improved marketing decisions. For example, when we reviewed the calls of a fitness client, we realised that many calls and the demand for the fitness club services were coming from outside their geographic area and therefore due to proximity of the club the potential customers declined to visit the club. The fitness club then used this new information and decided to establish a new club in that respective region. Another client’s main source of leads was Instagram. However, when we listened to the recorded calls to understand which lead source was converting and then measured sales per lead source, we realised Instagram was not the key driver of new business and in fact we realised Instagram was the least profitable lead source so we decided to stop some of the Instagram marketing campaigns and create new ones that better resonated with the target audience and which would better qualify them too.
Without listening to the calls, these marketing decisions would not have been made and my clients’ return on investment and growth would have been limited. The direct cost of call tracking should not be a major consideration if you will be investing in digital marketing as the insight, in my opinion, is critical to helping you make invaluable business decisions.