The best way to determine whether your marketing dollars are being invested wisely, is through proper tracking.
According to Digital Depot Marketing, “Most landing pages convert only 2-10% of total visitors. While phone call conversion rates can approach 80%. Sixty-three percent of people complete their purchase offline following their search activity. 46% of people who conducted local online searches resulted in a phone call to a business.”
Therefore, not only should you have a landing page strategy for all web marketing, but call tracking should be integrated into all marketing efforts. It is a critical component of campaign management.
So, how do you do it? You first purchase unique local or 1-800 numbers that forward to your main phone line for each specific marketing channel. There are companies that provide these unique numbers and then send you reports each month on the number of people who called that specific number. If you combine this effort with landing pages, then you have a much better idea of the cost per lead for each advertising vehicle and ultimately the cost per sale.
So, where could you use unique phone numbers? Anywhere you are spending time/money on marketing! These would include:
- Chamber/Membership Directories
- Online PPC Ads
- Print Ads – unique number for each ad
- Email Newsletter
- Business Cards
- Social Media (Facebook, Twitter, Linked-In)
One company that provides these local or 1-800#s is WWW.HOSTEDNUMBERS.COM. You need to weigh the costs of the numbers with how much you would save and/or make by diverting your marketing dollars to channels that are the most effective for your business.