Inbound Calls

The Ultimate Guide to Inbound Call Tracking – JustCall 

Introduction

Be it online or offline, marketing is all about building connections between brands and customers. However, with changing times and with most marketing now being digital, several businesses tend to overlook the value of a simple inbound call.

However, doing so leaves them deprived of a crucial element that can help them understand whether or not their marketing campaigns are working and what they need to build better connections with their audiences and customers.

One of the key benefits of call tracking software is to gather data from inbound calls from customers to understand what marketing campaign they responded to, along with what the call resulted in.

Businesses can use inbound call tracking software to analyze conversations and keywords to see which generates the most calls and conversions.

Types of Inbound Call Tracking

Dynamic Number Insertion

Dynamic Number Insertion (DNI) refers to the process of tracking customer interactions with your brand by examining the path every visitor on your website uses to call your business.

It allows you to track your customer’s journey right from the origin of the call till they convert into a customer.

Call Recording

Call recording is another key manner in which businesses can track inbound calls. It allows them to analyze them by listening to the recordings and qualifying them rather than just focusing on the length or duration of the call.

In addition, it also allows businesses to identify calls from potential customers to those made by spammers, robots, or telemarketers.

Call Tagging

Call tagging refers to the process of tagging inbound calls into different categories based on the context.

In simpler terms, one can consider them a note attached to a call to understand what it was about. It can help businesses identify trends, analyze the calls, and stay organized.

It also helps when businesses save calls for training purposes.

Benefits of Inbound Call Tracking

Inbound call tracking offers several benefits, four of which are discussed below.

ROI Measurement

The first key benefit of inbound call tracking is that it can help you determine the return on investment for different marketing campaigns your brand may have launched.

The use of unique numbers for each ad can help marketers understand which ads are leading to the most calls and, in turn, conversions and profits.

Enhanced Customer Insights

Another crucial benefit of using inbound call tracking tools is that they offer unique insights into the psyche of your customers. It can help you create caller profiles and gather conversion data, adopt common phrases from customer conversations further to enhance your brand’s messaging, and much more.

It can also help you understand which customers respond to a certain ad better than others.

Improved Call Conversion Rates

Inbound call tracking can also help your business benefit from an improvement in its call conversation rates.

When a business records and analyzes calls, it can determine its pain points and analyze the agent’s response and performance.

This allows them to tailor responses and solutions to lead to better conversion rates.

Measuring the Effectiveness of Marketing Campaigns

Using unique tracking numbers can also help you identify which marketing campaigns are resonating better with audiences, thereby giving you valuable information for future initiatives.

Besides customer responses to campaigns, they can also help businesses understand which landing pages lead to more conversions, thereby helping them refine their SEO.

Inbound Call Tracking in Multichannel Marketing

The sales and marketing teams in an organization must work in unison for their efforts to lead to greater leads and conversions. This is where inbound call tracking plays a crucial role.

The following marketing channels are key when tracking calls online.

Email Marketing

Given that the ROI on emails remains the highest among all marketing channels, the use of inbound call tracking here can offer valuable information on which campaigns are performing well while helping devise future campaigns.

Social Media Marketing

With the use of dynamic phone numbers, businesses can track sales calls made through social media channels.

As a result, they can better assess the impact of a particular platform on their sales figures.

Search Engine Marketing

Just like social media channels and emails, a business website is one of the primary mediums for receiving inbound calls.

The use of call tracking in this context can help a business identify which keywords or landing pages result in higher call rates and conversions, thereby helping them refine their SEO strategies.

Pay Per Click

Lastly, Pay Per Click offers marketing key data such as clicks and keyword performance, allowing them to understand customer behavior better and tailor their ad campaigns accordingly.

Best Practices for Implementing Inbound Call Tracking

Analyze Call Data

Track the Number of Calls

With each channel ideally linked to a dynamic phone number, businesses must track the number of calls they receive.

This can help them understand how many calls they receive and which medium led to the most calls and understand their ROI.

Track the Source of the Calls

Aside from tracking the number of inbound calls received, businesses must also track the source of these calls.

This helps offer crucial insights into which channels result in the most calls and conversions.

Distinguish Peak Call Times

Tracking the number of calls can also help identify patterns in peak call times, so businesses can understand which hour and day they receive the most calls.

This can help them organize their staff to ensure all callers are promptly attended to.

Note-Down High-Value Keywords

Lastly, marketers must use call tracking to track high-value keywords that lead to the most calls and conversions.

This can help them reflect on and tailor their SEO practices to achieve better results.

Defining Call Goals

By obtaining all the data mentioned above, businesses must define their call goals to ensure they create the highest likelihood of the customer converting.

This includes using the right keywords or addressing their queries in a manner that leads to a sale.

Challenges of Inbound Call Tracking

Privacy Concerns

The use of inbound call tracking tools tends to bring with them major privacy concerns, along with those of fraud. This is understandable, as cyberattack rates have been on the rise in recent years.

The right tools must make use of the best security mechanisms, such as biometrics or a combination of other means of verification.

Data Accuracy

Manual call tracking often leads to information being inaccurately tracked. This leads to a situation where marketers don’t have the right data to rely on when devising a marketing strategy or campaign.

Inbound call tracking software eliminates this roadblock by offering accurate data across all mediums and metrics.

Inability to Analyze Call Data

Call attribution, or attributing a call to a certain medium, is crucial for brands to understand what aspects of their marketing efforts are working and what aren’t.

This inability to analyze call data is solved when using the best call-tracking systems, such as that of JustCall. They offer accurate data that can be properly analyzed for more targeted marketing in the future.

What’s Next?

The key benefit of using inbound call tracking is that it offers businesses a data-driven model to aid their marketing strategies. While several businesses are still apprehensive about these tools, it remains clear that they have a lot to offer.

Further, with the increased role of Artificial Intelligence (AI) and Machine Learning (ML), call tracking is bound to become far more accurate. AI will offer deeper insights into trends and patterns, while ML could streamline the customer response system.

This, in turn, will benefit marketers across all industries by offering them data-driven insights into the degree of success of their marketing campaigns, thereby allowing them to meet customer demands far more effectively.

FAQs

What Is Inbound Call Tracking For Marketers?

Inbound call tracking refers to the process of data analysis and trends from inbound calls to understand and improve a business’s marketing efforts.

What Are The Different Types Of Inbound Call Tracking?

There are three main types of inbound call tracking. These include Dynamic Number Insertion (DNI), call recording, and call tagging.

What Are The Benefits Of Inbound Call Tracking For Marketers?

Inbound call tracking offers marketers several benefits, including

  • accurate ROI measurements,
  • improved customer insights,
  • improved call conversion rates, and
  • the ability to measure the effectiveness of a marketing campaign
How Does Inbound Call Tracking Integrate With Other Marketing Channels?

Inbound call tracking can be integrated with websites, social media channels, email marketing, Pay Per Click, and more using dynamic phone numbers.

These allow marketers to gather data on how many calls they receive and from which channels.

What Are The Best Practices For Implementing Inbound Call Tracking?

The best practices to integrate inbound call tracing include:

  • Tracking the number of calls
  • Their source
  • The peak call times
  • Identifying high-value keywords across digital channels

It’s also crucial that businesses define call goals to ensure higher conversions.

Taran, as the Support Manager at JustCall, spearheads efforts to enhance customer satisfaction by strategically collaborating with client-facing teams. He upholds rigorous standards, ensuring JustCall's support services consistently excel. Passionate about superior customer experiences, Taran champions a company-wide dedication to a customer-first mindset.

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