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How to Spot Which Marketing is Driving Customers to Business

December 23, 2013
By Steve Anderson - Contributing Telemarketing Software Writer


It's a universal principle of marketing to go where the people are, but just going where the people are isn't the only part of the picture to come into play anymore. Increased resistance to advertising is forcing marketers to come up with new strategies, and attempts to find not just where the people are, but also where the most receptive people are. Recently, Business 2 Community's Zoe-Lee Skelton took a closer look at this phenomenon, and came up with a variety of points worth considering further.


While it's comparatively easy to check traffic coming from a website, several metrics, including Google (News - Alert) AdWords, are already in place to show just what kind of traffic is inbound, thanks to the Keywords tab. But other media is much more difficult to track than this; consider something as simple and time-honored as taking out an ad in a newspaper. With new kinds of call tracking software, figuring out what drove a call can be simpler than ever before.

It may seem difficult to separate the two, especially based on contact methods. After all, the number that appears in the newspaper ad and the online ad might be exactly the same; so when users call in, who can tell where the user first saw the ad that inspired the call?  The answer comes from the combined use of call tracking software and separate phone numbers.

Once a business can assign a unique phone number to each form of advertising—one number for the online advertising, one for the print ad, one for the local radio spot and so on—businesses can then put call tracking software to work to see what number was called. Thus, it becomes possible to see just what numbers generate the most calls, and by extension, what breed of advertising generates the most calls.

What's more, call tracking software can also test for things like organic traffic—see which landing pages are creating traffic—and conversion rate by seeing which stage users are calling in by changing the number on each landing page. Issues of bounce rates can also be examined, and so too can studies be launched on various types of display ads, keyword measures, and display ads. They can also measure the effectiveness of AdWords against Bing and even the ability to listen in on calls, giving users a better idea of how well customer service is working.

Naturally, at this point, some might wonder where all those numbers would come from in order to be tied to all these different potential metrics. The good part about this particular plan is two-fold: one, just because call tracking can do all these things doesn't mean it needs to do all these things to be effective. Picking just a couple at a time can serve as the best measure, so that the system isn't overloaded with information and more actionable conclusions can be drawn. Two, local numbers can be obtained thanks to things like VoIP systems, many of which offer local numbers—even in areas that aren't specifically local to a business' location—available as part of services.

Finding out the marketing style that works is a valuable part of any operation, and the more a business can do to stick with what works in marketing, the better off it's likely to be in the long run. Call tracking software can be a great way to distinguish the advertising that pulls its weight from the advertising that's just dead weight.




Edited by Rory J. Thompson



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