How Your Telephone Call Tracking Can Boost Your Online Marketing Campaigns

Posted on: 21 May 2015

In an era when most business marketing operations have moved online, you could be forgiven for thinking that the business landline has effectively been made redundant.  However, most people still regard the telephone as the most satisfactory channel of communication, and prefer a good old-fashioned phone chat to an email. 

The landline telephone system can be an extremely useful tool that you can use to enhance the effectiveness of your online marketing campaigns.  Here's how you can use call tracking to make your business telephone system work harder for you.

Evaluation of offline and online marketing campaigns

Placing trackable telephone numbers across your online and offline marketing operations is the only way of accurately measuring the performance of each of your marketing channels.

Obviously your return on investment (ROI) is key to the success of your business, and determines which of your campaigns are working most profitably for you.  You can use call tracking in conjunction with online analytics to provide a full picture of where your marketing spend is best placed. For example, if you can see that a radio advertising campaign is generating more incoming phone calls than an email marketing initiative, you might decide to invest more in your next terrestrial media campaign, and perhaps revise your online mailing list.

Use call recording to improve sales

If your business takes incoming calls from customers and prospects concerning product enquiries and potential sales, call tracking and recording can be an extremely useful tool to help improve staff performance.  Listening to calls allows you to determine whether your call handlers need more training, or whether your message needs improvement. 

Attribute the source of your sales prospects

Measuring the source of every lead, conversion and subsequent sale is extremely difficult.  This activity is usually the result of a number of campaigns rather than just one, and a prospect's journey can be complex and convoluted, often taking in many websites and multiple channels en route.

It can also be virtually impossible to work out which keywords used in your marketing campaigns are leading to incoming sales calls, and which of those calls is actually converting to a purchase.  Call tracking allows you to more accurately measure how your prospect arrived at conversion, and this will provide you with a good insight into consumer behaviour.  You can utilise this data to work out where to invest your marketing and advertising spend in order to produce good quality leads and prospects that do actually convert.

The telephone certainly does have a place in today's online business world.  Make sure you use call tracking to get the most from both your business telephone system and your online marketing campaigns.  Use resources like to connect with business telephone systems provider to find out more.