Phone calls result in more sales in comparison with other forms of communication (email or chat) with potential customers. Therefore, it is crucial for window professionals to use call tracking to gain insight into where calls are coming from and how to best answer them. In this guide to tracking phone leads, learn how to use call tracking to make the most of your marketing efforts.
Know Where Calls Are Coming From & Attribute ROI to Marketing Efforts
Hearing the phone ring is great, but incoming calls don’t always mean sales. To strategize your efforts efficiently and effectively, it’s not enough to have calls coming in. You have to know where they’re coming from. Call tracking allows you to see which marketing materials are driving calls, and ultimately, to decide how to allocate your marketing efforts and budget.
With call tracking, you can put unique phone numbers on:
- Search ads
- Print ads
- YouTube videos
- Website pages
- Landing pages
- Social media accounts & ads
- Product pages
- Downloadable product brochures
- Direct mail
- TV ads
Then, when a call comes in, you can track the call to a specific marketing source. With this knowledge, you’ll know which campaigns are driving sales and your ROI on your marketing dollars. For example, you may find that a significant number of phone calls are coming from social media ads. On the other hand, you may find that your emails are not driving enough calls to justify the expenses of your current email marketing campaign.
Tailor Conversations to Customers’ Needs
When you know where your calls are originating from, you’ll have more insight into a potential customer’s needs. In addition to knowing which marketing materials a lead interacted with before calling you, call tracking can provide you with caller demographics and keywords they searched, so you’ll know exactly how to approach a call before saying hello.
For example, if you get a call from someone who was visiting your landing page on replacement windows, then you know that that’s what this particular customer is looking for. This customer will have different needs than someone shopping for windows for new construction.
With the insight to understand your potential customers’ needs and mindset, you can tailor follow-up conversations to recover leads and return calls.
How to Set Up Call Tracking
First of all, make sure that the phone numbers on your marketing materials are easy to find and easy to read. On your website page, make sure your phone number is above the fold, so leads don’t have to scroll down to find it.
Allure Home Improvements has a perfect example of an easy-to-find phone number on their homepage. Their phone number is in the top right-hand corner in large, bold font. Note that the phone number on their Facebook page is not the same number—they are using call tracking to see which calls are coming from different sources.
You can set up call tracking with Google Analytics, or you can use professional software to implement it. Grasshopper, CallRail, Invoca, 800Response, and CallTrackingMetrics are a few examples of call-tracking services and software. Depending on the software package, you can use call tracking to obtain data like call length and call recording, and you may be able to integrate the call tracking data straight into your CRM.
Other features you may want to take advantage of include dynamic phone insertion (unique phone numbers will show up for users depending on which keywords they searched), call forwarding (so that the right person on your team gets specific calls), and click-to-call for mobile users. Click-to-call means that mobile users will be prompted to call a unique phone number rather than having to fill out a contact form, since they’re already on a phone.
Direct Leads to Call You With CTAs
When you have implemented call tracking, make sure that your marketing copy and design is ready to go, so you can input the correct phone numbers on the correct materials.
Along with the correct phone numbers for each source, you’ll need a call-to-action (CTA) accompanying the phone number. CTAs encourage potential customers to contact you with their questions, concerns, and needs regarding windows.
CTAs to Use with Call Tracking
- “Speak to a Window Expert Today”
- “Call to Talk to a Replacement Windows Expert”
- “Call Us to Learn More About Energy Saving Windows”
- “Contact Us for a Free Quote”
- “Schedule an Appointment for a Free Consultation”
These are just a few examples—you need to tailor each CTA to your marketing goals.
When used correctly, call tracking can help window professionals optimize conversions, understand which marketing efforts are bringing in sales, and adjust their marketing spending accordingly. You can use it to see which ads are working and which aren’t working, which keywords are worth your time, and to recover leads you otherwise would have missed. We highly recommend call tracking for every window professional conducting online marketing.