Phase 1: Choose A Call Tracking Provider
Always use a SaaS service with cloud PBX technology. They will be able to handle any sudden peaks in traffic, and troubleshoot other issues.
In-house call tracking is what large corporations have been doing for a long time, and it takes the resources of a corporation to make that option viable. SaaS has opened this technology up to the rest of us.
It also makes sense to choose a call tracking provider who is also a Google Partner. Click here for the list. My personal preference is RingoStat.
Phase 2: Set Up A Tracking Number
If you’re a business that operates locally, get a local number. This helps give you an SEO bump.
Get a call-tracking enabled phone number.
Set the destination number.
This is your business’s root phone number.
Use that number for a marketing campaign that you want to illuminate.
Don’t muddy the waters by using it everywhere. When you want to compare two different marketing channels, use two different numbers.
Phase 3: Hook Up Analytics
If you’re using Google Adwords, you’re now ready to get maximum mileage out of the “Click to Call” feature. Pop a tracking number into that field, and you’ll have added a layer of Google Analytics on that number.
Google Analytics is a common integration for call tracking platforms, so you can use it even without an Adwords campaign. Double check that the platform you want to choose has this feature before you hand over your credit card number.
Focus on one metric above all others – First-time callers. It will take about 3 to 6 months of call data for this metric to emerge from the noise, since at the start, everyone will “technically” be a first-time caller.
Phase 4: Generate More Calls
The next chapter is packed with my favorite techniques for increasing the volume of inbound calls.
The “master technique”, however, is deceptively simple.
Now that you have tracking in place, you can watch any change you make to your marketing systems ripple through your results. However, that won’t help you much if you make changes at random.
Be a scientist about it. Choose one thing to test at a time, and keep everything else the same. Implement the test, and wait until you have statistical significance before you make a decision on the change you’ve made one way or the other.
This is the one principle to rule them all when it comes to optimizing your results in business.
Test, track, analyze, repeat.