Call Tracking is one of those business tools that a lot of business owners just don’t understand. Let’s start with a basic definition; Call Tracking is the use of specific, unique, telephone numbers in a company’s marketing/advertising efforts that will help determine what is working and what is not.
Really? Some of your marketing efforts could be generating a large number of customer service or unsolicited sales calls. These are less likely to result in new customers so you would need this information to first tweak your marketing campaigns in reducing these types of calls and secondly when calculating or comparing the Return On Investment (“ROI”) across multiple marketing campaigns.
It is certainly true, or at least it appears to be, that if you use multiple numbers on your website it can confuse maximization of ranking given search engines rely on the Name, Address and Phone number (“NAP”) of your business in their ranking algorithms. If your SEO or website company hard codes your call tracking number into your website, then you could run the risk of confusing Google. However, OK Telephone provides a tool that can be used in attaching as many call tracking numbers to a website or landing page without having to hard-code them – OK Tel Dynamic Track. There are a couple of solutions to deal with ensuring a call tracking number will work with the major search engines. Call us to find out how.
There is nothing wrong, generally speaking, to rely on a marketing company to draft and implement all of your advertising including both online and offline media. Some advertising agencies are fairly transparent in the reporting they provide. However, there are a number of drawbacks in doing this. Many marketing or advertising agencies charge a significant premium to provide the call metrics as in most cases; this service is outsourced to another company. One OK Telephone client saved thousands of dollars annually by simply opting out of the reporting component of his advertising contract and providing his own call tracking numbers. Whoever controls the telephone numbers controls the advertising. A business owner who does not “own” a call tracking number is potentially at risk contracting to a higher priced service when a lower option may be available. ALWAYS ensure you have complete control of the telephone numbers you use in your advertising.