Why Should You Use Tracking Phone Numbers for Marketing?

Without a method for tracking the success of your campaigns, you’ll essentially be hoping that you reach your goals. And we all know that hope is far from an effective strategy. So how can you track the results of your campaign? There are numerous tracking methods you can use, but tracking phone numbers for marketing purposes is far and away the most used. To find out why so many marketers rely on tracking phone numbers to gauge the success of their campaigns, continue reading below.

 

How Does Tracking Phone Numbers for Marketing Work?

Leveraging tracking phone numbers for marketing isn’t complicated. Let’s explain how it works with an example. Let’s say you’re executing a direct mail campaign for a local heating and cooling company. Your goal is to send a mailer to all of the communities that make up your service area which consists of several different mailing routes. By including a tracking phone number on the mailer, you could find out which areas respond to your mailers well versus which ones you might benefit from a different marketing method.

That’s because your tracking phone number will allow you to seamlessly identify who calls the heating and cooling company and makes an appointment. This completely eliminates the guesswork when it comes to your future campaigns. Tracking phone numbers for marketing provides the clarity marketers need to conduct high performance marketing campaigns.

 

Relying on Tracking Phone Numbers Simplifies Lead Attribution

One of the most perplexing situations for marketers is getting a lead to convert, but not being able to source the origins of the lead. There are numerous ways leveraging tracking phone numbers can eliminate this problem. One of the most important details regarding using tracking phone numbers for marketing purposes is that your tracking phone numbers are different from your ordinary one. This way, whenever leads contact you using your tracking phone number, associating the lead with the marketing method that was used is simple.

This also increases the importance of segmentation of your marketing campaigns. For instance, if you provide multiple different services you might want to offer one audience a discount for a specific service while providing an alternative for a separate audience. Providing both audiences with different offers, along with different tracking phone numbers allows you to identify how effective the offers in your campaigns are in getting new leads to convert.

Tracking Phone Numbers Provide Valuable Insights Regarding Your Marketing ROI

Without an accurate understanding of your marketing ROI, it’s nearly impossible for you to know if you’re investing your dollars wisely or not. Another key benefit of using tracking phone numbers for marketing is that they can be instrumental in helping you track the ROI you’re getting for your marketing dollars. The way using tracking phone numbers for marketing helps track ROI is simple. Let’s say for instance that a local dentist office includes a tracking phone number on a recent back-to-school postcard that they sent to the community.

Several of the recipients of the dental postcard wind up calling the marketing tracking phone number. And while two of the recipients who called wound up making appointments for teeth cleanings for $99, another two made follow-up appointments for x-rays, a tooth pull and a root canal which amounted to several hundred dollars. Since each of these patients called in using a tracking phone number to book their appointments, you can easily associate the revenue from these patients with the marketing channel the leads came in from. In this case, that would be a postcard marketing campaign. So that means you could identify your marketing ROI for this campaign by subtracting the sales revenue from your marketing campaign cost, then dividing by your campaign cost (sales – marketing costs / marketing campaign costs).

 

Tracking Phone Numbers for Marketing Allows You to Refine Your Marketing Strategy Where Appropriate

There are numerous reasons why tracking phone numbers for marketing purposes can help you determine what your highest and lowest performing channels are. This information can be essential when it comes to refining your marketing efforts. Aside from the fact that they help marketers track ROI and capture lead attribution, they also do the following:

 

Help Determine Which Marketing Channels Are Most Engaging

 

• Let’s pretend that you’re performing an email campaign and a postcard marketing campaign simultaneously for a landscaping company. You’re tasked with determining which medium performs better for an even bigger campaign that includes a discount. So you include one tracking number in the email and another in the postcard you mail.                                                                                                                                                                                                                                                                                                                                                                                                                                              
  The tracking phone number used on the postcard gets called a dozen more times than the number listed on the email. This leads you to quickly  identifying that postcard marketing is the more effective medium of the two.

 

Using Tracking Phone Numbers Can Help You Capture More First Party Data

 

• Collecting first party data that you can leverage in additional marketing efforts is easier said than done. But including a tracking phone number in your marketing collateral can ease the process of collecting first-party data because members of your audience may be more likely to provide you with the information you need over the phone than online. This data is essential when it comes to creating more personalized marketing collateral that stands apart from your competition.
  

 

Tracking Phone Numbers Can Help You Identify When Your Audience is Most Likely to Engage

• Timing matters when it comes to getting your message across to your audience. Let’s say for example you include a tracking phone number for marketing purposes on a postcard you send out. Then, you notice that during the hours of 2:00 p.m to about 3:30 p.m the phone begins ringing off the hook. You can use this insight to make sure that any of your collateral like emails or social media posts go out around that same time since that’s when your audience is most likely to engage.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            Tracking phone numbers are among the best resources available to marketers today. The impact that tracking phone numbers for marketing can have on your overall marketing strategy is immense. From helping you gather insights like ROI, to simplifying lead attribution, you can leverage tracking phone numbers in a variety of ways.

 

Learn About the Benefits of Tracking Phone Numbers for Marketing Firsthand With GrowMail!

If you’re ready to leverage the power of tracking phone numbers for marketing, speak with a marketing representative from GrowMail. Our friendly, knowledgeable marketing specialists are more than capable of answering any questions you might have about making tracking phone numbers a staple of your next marketing campaign. If you’re ready to take your marketing efforts into new heights with tracking phone numbers, speak to a GrowMail representative today!