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How to Use Call Tracking for Your Marketing Campaign

Erica Hawkins

You know how the old saying goes: "You can lead a horse to water, but you can’t make it drink." The same holds true for your marketing campaigns.

You can spend months creating the perfect campaign to reach your target audience, but what happens once potential clients call your company or business? Is your team getting the information you need from callers to track the success of your current campaign and optimize future campaigns? Are they asking the right questions and communicating the right information to close the deal?

If potential customers aren’t buying and you can’t get data to optimize your campaigns, then your marketing is pretty pointless. And a lack of effective customer support might be the culprit.

According to the 2012 Global Customer Service Barometer conducted by American Express, 78% of consumers have bailed on a transaction because of a poor service experience.

Here are three common reasons your customer support might not be working, and some simple solutions to get your team back on track.

Why Your Marketing Might Be Pointless

1. You Don’t Know Why the Phone is Ringing… And Your Agents Aren’t Asking agent-18707_640 Easy questions like, “How did you find us?” go unanswered more often than you think.

Knowing what campaign or marketing channel caused a potential client to call allows call agents to tailor their phone call to the caller’s specific needs. It's also important to know why a caller called so you can track which marketing channels are working and use the information to prove the success of current campaigns or optimize future campaigns.

Solution: Play a Whisper Message Before the Call

Using call tracking can give you insight into what campaigns and marketing channels are driving calls. The process is simple; you use unique call tracking phone numbers within your marketing campaigns and when someone calls those numbers, the software collects information surrounding the call and tracks which campaign the triggered the call.

Call tracking software also allows you to have access to features like whisper messages, which allow customer service representatives to quickly find out which marketing channel or campaign prompted a phone call. It allows your representatives to be proactive and tailor their approach to every caller, even before the call begins.

2. Your Customer Service Agents Can’t Easily Access Information

It’s important that the representatives can easily access information from past conversations and interactions with customers. According to Mobius Poll, 84% of customers are frustrated when a representative does not have immediate access to account information, and frustrated customers don’t make purchases.

Solution: Real-Time Integrations for Inbound Calls

Syncing your calls with your current sales and customer relationship management software allows you to close the gap in your sales pipeline with more complete records. It also makes it easy to relate calls back to an account, shortening the time it takes to locate customers in your database.

3. You Need to Train Your Call Center Agents

According to the 2010 Customer Experience Index study conducted by Forrester, only 31% of organizations closely monitor the quality of interactions with target customers. This means call agents may not be asking the right questions or communicating the necessary information to potential clients to close the deal, and businesses have no way of knowing and initiating change in that behavior.

Solution: Record the Call For Quality Assurance (Really!)

Call recording is a great tool for coaching representatives by finding out how their calls are going. You can also use visual playback features to go to each section of a call so that you can visually find where calls start and skip to the most important parts of a call, allowing you to train representatives more efficiently.

Effective marketing is impossible without effective customer support. Implementing call tracking can give you a full picture of whether or not your customer support is the reason your campaigns aren't working, and give you the tools to fix them.

Author bio:

Erica Campbell is the Marketing Coordinator for CallRail, a call tracking platform that brings enterprise-level call analytics to businesses and agencies, making it easy to track which marketing sources and keywords make your phone ring. Connect with Erica on Google +.

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Erica Hawkins is Content Marketing Manager at CallRail, an intuitive self-service platform that tracks, records and analyzes phone calls. She creates content to assist data-driven digital marketers in implementing strategies and tactics to reach their campaign goals. You can reach her on Twitter at @ericahawkinsatl. Erica's last article for SEMrush was "How to Use Call Tracking for Your Marketing Campaign."
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