5 Things Manufacturers Should Know About Call Tracking

Industrial Marketing Trends: Call TrackingCall tracking can be an excellent investment opportunity for your manufacturing business and will undoubtedly turn up many sales marketing insights along the way. Most manufacturing marketers do a fairly good job of online lead attribution, but they fail to ‘close the loop’ and effectively track phone leads. Unfortunately, some companies hold many misconceptions about call tracking, and this lack of education can keep them from getting a complete picture of industrial marketing ROI. Call tracking is especially important to manufacturing marketing. Due to the long sales cycle and high lead value, fostering leads over the phone is vital. Tracking where these leads came from will help you replicate success in your industrial marketing strategy. Let’s take a look at 5 important points to share with higher-ups that may not be convinced call tracking will ‘work’ for them!

  •  You Don’t Need to Change Your Company Number

Your current company phone number does not need to change, nothing needs to be ‘done’ or ‘completed’ with your phone company because call tracking resides outside of your phone carrier. Let’s say your company phone number is 440-989-1200. In the call tracking world, your company number would be referred to as the “destination number” because it is the final end-stop of anyone trying to your reach your business. You can then purchase a toll-free or local call tracking number (local numbers are usually more expensive), and assign that number to a specific marketing initiative, let’s say a print campaign. Let’s say the call tracking number you purchased is 888-950-2424. When a potential customer sees your print postcard and dials 888-950-2424, the caller will automatically be forwarded to your manufacturing company’s number (the destination number). You can purchase one call tracking number for each of your marketing efforts (website homepage, PPC ads, mobile, print, TV, etc.) as this will give you insights into how many calls each of your campaigns are receiving, and each campaign number would be routed to your company number. Easy-peasy.

  • Customers will NOT Hang Up if their Call is Routed

Call tracking software will automatically route a caller, and the experience is seamless so your customer will not know they are actually being routed to our company phone number. While the experience of call tracking is seamless, how your company handles the calls CAN be detrimental to business. For instance, sending callers to voicemail is a bad customer experience, unless you have a self-serve phone system that can automate information requests and transactions. If your sales team or call center is only open during normal business hours, don’t run ads with call extensions all day and night. If you’re using call tracking with your PPC ads, you can use PPC bid modifiers to make sure your campaigns with call extensions display during peak times of traffic, when you’re most likely to generate calls. The point is, call tracking software will not be the reason callers hang-up, but it is your company’s job to ensure their buying experience is easy and friendly from start to finish.

  • Using Multiple Call Tracking Numbers Really Doesn’t Confuse People

The truth is, your customers won’t even notice. If they’re on their phone and do a Google search, they will find your business and call with the click of a button. If they find you on a laptop, it is extremely unlikely your potential customer will notice or care if the number they’re seeing is different than the one in mobile! At the end of the day, you will be able to measure which ads and campaigns in your OEM marketing strategy are producing the most ROI, and your customers will not be aware that it is a different number.

  • There is Nothing to Physically Install in Your Phone Systems

Call tracking requires no on-premises installation within your phone system or on your office phones to work. Instead, there are two main options. Option 1- call tracking numbers can be hard-coded into your manufacturing website in place of your normal company phone number (remember the call tracking number routes to your real company phone number anyway).  Or, option 2 – depending on what specific online source your customer visits your website from, (a PPC ad, referring site, etc.), they will actually SEE a different number on your site. Thus, this enables you as the marketer to have insights on how each marketing campaign is performing. This dynamic number insertion trick is completed by inserting a small piece of javascript on your website pages, and it is very easy to complete.

  • Call Conversions Do Have Monetary Value

It’s amazing to me how many companies, when asked what their average call leads are worth, make up a number, and usually a much lower number than a typically form fill out. Really? 89% of local mobile conversions occur offline. 70% of mobile users call a business directly from the search page. 52% of marketers say their sales teams prefer receiving inbound calls to web leads, yet only 22% use call extensions in their PPC ads. Inbound calls = sales. Especially in industries where high lead value, high consideration purchases are common, like manufacturing, the rise of mobile search has dramatically boosted inbound call volume. You can’t measure ROI unless you know much your calls are worth to your business. Determine the average number of calls that result in sales. Next determine the average sale value. You can use this information to estimate your call conversions in real dollars and integrate your call data into your analytics and CRM tools.

For more industrial marketing ideas, read our blog on OEM marketing trends in email advertising.


You might also like Fathom’s The MFG Standard, a manufacturing marketing publication.

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