Would you mail a valuable package without a tracking number? I know I wouldn’t. If I can know where it is, when it’s going to get there, (and, if I sold something on eBay, when I can get my money), I’m willing to fork out a few extra cents for the tracking option. All those details are valuable to me. They put me at ease and help me plan for the future.
So, let’s switch gears a little… what about your advertising dollars? Are they valuable?
Of course they are.
Then I guess the real question is, why wouldn’t you track those dollars to see where they’re going?
So, what is a call tracking number?
Simply put? A “call tracking number” is a unique local or toll-free phone number that you can use to help you determine the return on investment (ROI) that you’re getting from your advertising. It forwards to your regular business phone number, so when people call they’re getting your business on the other end.
Here’s an example.
Dr. Clean is a dentist who’s planning to put advertisements for his dental practice on the radio, in the local newspaper and on television. He’s a really smart guy, which means he knows he doesn’t want to waste money on useless ads. So he buys three different phone numbers (that all forward to his office phone) to use as call tracking numbers for the adsâ€“one for the radio spot, one for the newspaper ad, and one for the television commercial.
After a few weeks of advertising through all three venues, he checks to see which phone numbers have been called the most. Turns out, the phone numbers he put on the newspaper and television ads haven’t been getting many calls, which means it’s not really worth the money he’s using to advertise there. However, the phone number on the radio spots is getting a ton of calls! Now that he knows that information, Dr. Clean decides to pull his newspaper and television ads, and put all his advertising money into radio spots.
But his call tracking efforts definitely aren’t over. Now Dr. Clean wants to know what the best time is for his radio spots to playâ€“early morning, lunchtime, or late at night. So he uses three different phone numbers in three different radio spots to test that out.
And the story continues.
Back To Real Life: Why You Should Care
Dr. Clean knows his stuff. He understands the number one reason he should care about call tracking numbers: it keeps you from wasting your hard-earned money on advertising that’s not working.
That’s the genius of call trackingâ€“it allows you to refine your advertising, so you know each and every one of your dollars is being spent effectively.
And it doesn’t stop with radio, tv and newspaper ads. You can use call tracking numbers on anything… even online.
Jeff Bullas, well-known Social Media Marketing Blogger, Strategist & Speaker, says that the often forgotten ingredient in measuring your content marketing online is a call tracking tool.
Call tracking tools enable you to include unique trackable phone numbers in your downloadable and printed content, videos, trade show presentations, emails, ads, and direct mail blasts to measure the calls they generate. Even if a lead visits your web site before calling you, call tracking tools can still tell you how that caller found your site and the web page or blog posts they called from.
The possibilities really are endless.
Start knowing exactly what makes your phoneÂ ring.
Don’t have a call tracking number yet? TeleCapture can help you with that. You can get started in less than 60 seconds.