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Are Phone Calls Killing Your Marketing Campaign Performance?

For too many businesses, phone calls are killing marketing campaign performance.

Why is that?

Well, imagine a fully integrated multichannel marketing campaign.  Your company is going to spend a substantial amount of money on email, PPC with landing pages, direct mail, print ads, radio spots…

And you’re going to use the same telephone number on each one of them.  That means that if I call you because of the email, and someone else calls you because of the print ad, the telephone number is going to be credited with our business – not the email or the print ad.

[callout_left]So when the head of marketing walks into the weekly sales and marketing meeting in order to report on campaign performance, the CEO is going to see that your company’s best performing channel is your general telephone number.  And that’s going to set off WWIII.[/callout_left]

So when the head of marketing walks into the weekly sales and marketing meeting in order to report on campaign performance, the CEO is going to see that your company’s best performing channel is your general telephone number.  And that’s going to set off WWIII.

What are your options?

Well, I am a huge fan of using unique numbers for each activity.  Now, you need to remember that I cut my teeth in marketing with a catalog/mail-order company back in the 80’s.  We had more than 500 unique toll free numbers and we used them on everything from our ads to our free coffee cups.  (And sales generated from the coffee cup give-away became a running joke with the CEO – and that made the weekly meeting a whole lot more fun!)

[callout_right]Before you start screaming about the cost of acquiring all those toll free numbers, remember that they cost about $125 per year.  And if you’re running a $20,000 full page ad in the local magazine or mailing out 100,000 pieces of mail at about $1 each including postage, you can see that the cost the toll free phone is next to nothing.[/callout_right]

Before you start screaming about the cost of acquiring all those toll free numbers, remember that they cost about $125 per year.  And if you’re running a $20,000 full page ad in the local magazine or mailing out 100,000 pieces of mail at about $1 each including postage, you can see that the cost the toll free phone is next to nothing.

Some of you will have a phone system and CRM that allows for the automatic capture of the information.  Others will have the toll free number pop up on the sales reps phone so they can select that number from a pull down menu in the CRM.  And others will have the sales rep ask for the number the caller just dialed so they can manually enter the number into the CRM.

They all work.  Some are more customer-friendly than others.  But next week, when the head of marketing goes to report on campaign performance, they will be able to say that the direct mail campaign generated X response, of which Y were phone calls and Z were webform submissions.

And that will make the CEO a whole helluva lot happier.

[Note from Pat:  The motivation for the post came from a short tease I read for an article - Call Tracking: The Missing ROI Metric - written by Irv Shapiro.  I'm not a subscriber to Search Marketing Standard so I didn't get a chance to read the entire post.  But the tease got me thinking...and this post was born.]
2 comments
phone service
phone service like.author.displayName 1 Like

That's why it's important to have a reliable and stable phone system that can help in the business big or small. In getting the ideal phone system for the business, it's best to look at what the company really needs so that they can get the right phone system that suits the needs of the business.

patmcgraw
patmcgraw moderator

 @phone service Great point - and it's key to stay on top of the upgrades and add-ons the phone system offers over time that can help improve performance even more.  Thanks for sharing!

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