How to Use Call Tracking to Optimize your Print Marketing

By January 8, 2015Signs, Social Media
Call Tracking

The marketing resources that are available today are much more complicated and diversified than years past. The majority of companies utilize numerous marketing methods to generate online leads and conversions. This leaves the question as to which platforms are most effective at providing the best returns on investment. With most businesses using many analytics tools to track performance, most cannot provide an entire overview as to how successful your marketing efforts have been.

Related: Why Your Print and Internet Marketing Need to be Working Together.

Therefore, if you are not using call tracking, you are passing a major opportunity to generate a wealth of data that can improve overall marketing efforts. By utilizing call tracking metrics, you can amass critical information about phone leads as part of your campaign. As a result, you can optimize your marketing channels to receive the best return on marketing dollars spent.

Best Call Tracking Marketing Channels

Call tracking can gather phone lead information retrieved from almost every aspect of a marketing campaign including:

  • Billboard marketing
  • Direct mail marketing
  • Email marketing
  • Pay-per-click (PPC) marketing campaigns
  • Print marketing
  • Television marketing
  • Web marketing

For the most accurate performance tracking results, you want to utilize different call tracking numbers for each platform.

Identifying Performance Issues with Call Tracking Metrics

Call tracking metrics can tell you the percentage of leads that each sales team member converts into sales. This data is critical to determine which team members need additional training, who to send the most calls to and to evaluate team member performance for dismissals, promotions and raises. Also, it can provide insight into the performance of PPC campaigns. Determining that one PPC keyword grouping has acquired a higher conversion percentage than another, you can invest more resources in the better performing group. It can also help to identify if adjustments must be made for the campaign.

Related: Design a Print Strategy Around your Website Analytics

Call tracking metrics are an extremely critical resource for any company’s print marketing campaigns as they can help to identify successes and failures, thus allowing you to put more resources into the better performing campaigns. With so many different marketing tools available, call tracking is not as utilized as it should be. This resource should be part of every company’s marketing strategy.

Andrew Pinch

About Andrew Pinch

Andrew has been working in the print industry since 2003, working in prepress, management, and ultimately owner of print shops, including Printing Solutions of Tempe, Arizona. See Andrew's LinkedIn Profile here.