As we head into a major US shopping season and final details are being placed on Small Business Saturday and Black Friday campaigns, marketers are being tasked with how to track the success of their advertising methods. On one hand, digital marketers often have the easiest access to data regarding their campaigns. Tools like Google Analytics for example are ubiquitous, detailed, and easily customized by wide ranges of businesses to capture sales, engagement, and form activity. But what happens when a customer calls your business?
Start Tracking Marketing Phone Numbers to Gauge Campaign Success
One of the strongest tools in a digital marketer’s tool kit is segmentation. It is no different for phone numbers. How may phone numbers are employed comes down to how granular campaigns should be tracked. Here in the VirtualPBX Marketing Team, we divide phone numbers by lead source, but have also seen customers breaking this down further to test a/b test campaigns, products, or seasonal specials. Plans from VirtualPBX come with at least three phone numbers and these can be added, removed, and reconfigured with just a few clicks. Many will stop here – by just segmenting phone numbers, you’ll now be able to track each of those numbers in Call Logs or Advanced Reports. These reports will show volume of calls, call length, who answered, and more. But there is much more that can be done.
Give Sales a Heads Up
Let the left hand know what the right hand is doing. When a call comes in from a marketing phone number, gives sales a heads up using Prepend. Prepend allows you to add text before the caller ID indicating what the purpose of that call is. This gives sales an edge, allowing them to anticipate the caller’s needs and of course, gives them the intel they need to appropriately define the lead source if they’re tasked with entering lead details into a CRM manually.
Add Marketing Phone Numbers to Website Tracking
As phone numbers are added to website pages, they should be considered a conversion point. While a catch-all solution may be employed, again, granular segmentation will be a better indicator of which campaigns are performing well. This can be as simple as noting which phone number link is clicked in tools like Google Tag Manager.
Show Numbers Dynamically
How should you plug in phone numbers on your website? The easy option is to segment pages just as you’ve segmented phone numbers. If the landing page is exclusively for Google Ads, then show the Google Ads phone number. But what about when a page receives traffic from multiple sources you’re tracking? Here’s where a little bit of set up with dynamic content goes a long way. Using a tool like If-So (see screenshot) allows you to identify the criteria behind showing each phone number.
Go Even Farther with Integrations
Adding phone numbers to campaigns essentially gives you one more data point to pivot off of. While phone system data, especially with Advanced Call Reports give a wide range of indicators to analyze, many marketers will look to their CRM when pulling campaign success data. Here’s where phone system integrations play a major role. Integrations with VirtualPBX include Salesforce, Webhooks, API, Zapier, Microsoft Teams, and more.