Where are your phone leads coming from? Do you know? Whether you are placing an advertisement in your local newspaper or promoting your business on Facebook, it’s not always clear exactly where your leads are coming from and, without knowing, it’s impossible to maximize your ad spend and measure your marketing campaign effectiveness.
Ask “How Did You Hear About Us?”
One of the simplest and most cost-effective ways to get a sense of where any new leads and calls are coming from. When you’re speaking with callers, look for an opportunity to ask them how they heard about you. You can create a quick checklist in Excel to track responses. One potential drawback—customers don’t always remember where they found you. They might group a Facebook ad and googling your business into “online” which ultimately won’t be of as much value of knowing exactly how they found you.
Call Tracking Software
For as little as $19 per month, you can use call tracking software such as CallTrackingMetrics. Instead of having to ask (and possibly annoy) every new customer and caller, with call tracking software you can quickly and easily track calls from every one of your marketing campaigns by creating custom phone numbers that are unique to each campaign. Beyond the conversion data which is already worth its wait in gold, the other great thing about call tracking software is the ability to listen to calls—helping you identify opportunities to improve customer service.
Call Extensions in Google AdWords
Similar to call tracking software, Google AdWords call extensions allow you to include a forwarding number on your website and a call extension in your ads so you’re able to draw a direct line between Google AdWords conversions and actual phone calls to your business. You can even set the duration of the call based on when you consider it a lead (ex. 30 seconds, 60 seconds, etc.)
If you’re advertising on Facebook, consider experimenting with a click-to-call button as your primary call-to-action for your social ad. This is especially great when you’re trying to reach mobile shoppers. Although your cost-per-click and cost-per-conversion will likely be higher than a post focused on engagement and social shares, anyone clicking on the call button has more intent on taking the desired action—in this case a phone call.
Tracking Phone Call Leads from Social Media
Whatever method you choose, it’s crucially important for you to be able to track any and all phone call leads. Once you have an accurate idea of where your calls are coming from, you’ll have a more complete look at your marketing campaign performance and can focus your budget on the channels that are generating the most calls.
As a disclaimer, I use affiliate links for some of the products listed. They are all products I absolutely love and trust and would recommend regardless of whether they have an affiliate program.