Return on investment, or ROI, is used to measure success over time and helps make future business decisions. ROI is important when it comes to marketing because ROI points out which marketing areas you should be spending money. ROI can show you if your entire marketing plan needs to be changed or if you’re on the right track. When it comes to digital marketing ROI, there are several tools that marketers use to measure the return on their investments. The most commonly used tools are Google AdWords and Google Analytics. While these are useful for tracking web session/visits, clicks and ad spend, they don’t provide the full scale of the buyer experience that helps you determine ROI. Call tracking, on the other hand, gives you insight into what happens between the first website visit and the time the lead makes a purchase. This understanding of the data is the key to efficiently and accurately measuring ROI.
There are several ways to track and measure ROI.
The first is Keyword Call Tracking; With keyword call tracking, website visitors will see a unique tracking number when they land on your site. That tracking number will follow them as they navigate throughout the site and when they return to the site. When the visitor calls one of your tracking numbers, you will be able to attribute that call to the source, paid ad and keyword that initially brought the visitor to your website. Marketers can easily track which keywords are generating good leads.
The next is Campaign Call Tracking; Campaign call tracking is perfect for tracking income from leads created by channels that are more difficult to measure, like social media and trade shows. In campaign call tracking, assign a tracking number to a specific online or offline source.
And then there is Multi Channel Attribution; With multi channel attribution, you are able to see the entire buyer journey. A person first lands on your website by clicking on a Google Paid advertisement. The next time they visit your website, they do so by clicking on a regular plain search result in Google. After several days, the buyer calls your business to make a purchase or inquiry. Call tracking allows you to see each source that this buyer used to get to your website, which gives you the journey and value of each marketing channel. An important piece of data that you should track is how many leads each marketing source is generating for you, and of these leads, how many end up being converted.
CallScore makes it easy for you to easily identify which calls were good leads without having to listen to each recording. Call tracking tools like CallScore automatically mark calls as good or bad leads, which allows you to quickly see which marketing campaigns are generating leads that will lead to sales.The best way to properly evaluate marketing ROI is to link every lead back to their specific marketing source that drove it, including phone calls.
At Everest Direct Mail & Marketing, we value your time and business, and we’re here to ensure your mail campaigns with us are a victory as reflected in your growing client base and bank account. Not only do we produce and send out your mail, but our dedicated account managers also help you track your success. We do this by modifying your lists and updating them based on call tracking, which in turn helps you track the return on your investment. We’ll help you clean your lists for people who have already called and you’ve done business with or those who have requested to not be contacted again.
We can also help you track how many people called based on which campaign you do, helping you determine what works best for your direct mail marketing method and where you made the most money. Let us help you succeed by carefully and meticulously monitoring your return!