How important are phone calls and offline analytics to your small business? As technology advances and we adopt new ways to connect with customers, gathering offline analytics might not seem like an essential part of your marketing efforts. But any business that receives phone calls from customers should be tracking and analyzing those calls and the campaigns that drive them–after all, for many small businesses, phone calls are the most valued type of lead.

But how do you track and analyze that phone call data? How do you find out which marketing or advertising campaigns drove customers to call? With call tracking, of course.

Over the past several years, call tracking software has made its debut in marketing departments across the globe. Call tracking provides detailed analytics about the phone calls that come into your business. Those analytics can include:

  • Keyword level tracking
  • Visitor tracking
  • Multichannel call attribution
  • Campaign level tracking
  • Call analytics
  • Email notifications
  • Integration with WordPress, Salesforce, KISSmetrics, etc.
  • Interactive phone menus

What do small businesses use call tracking software to find out?

“We use a call tracking company to get info on 2 things that really matter: 1) Is our marketing working? 2) Are our employees doing their jobs correctly? We’ve found the single biggest problem small business owners have with marketing is not knowing what is–and isn’t–working. Without that information, how do you make the right decisions on what to spend your marketing budget on? You don’t.” –Evan Geeling, CEO, SEOgo

How can you ensure your business treats every phone call like the important lead it is? Many small and medium businesses hire virtual receptionists to handle phone calls, appointments, and more. Call tracking software offers the additional benefit of being able to record phone calls and do a little quality control to ensure your receptionist is offering a friendly greeting and resulting in some conversions.

When you track your business’ phone calls, you can better track your marketing campaigns, ad campaigns, and employee strengths and weaknesses. See which campaigns and employees result in conversions, and which don’t.

Good call tracking software can tell you:

  • The phone # that called
  • The time of the incoming call
  • What marketing campaign is encouraging calls
  • What was said and who said what (recorded phone calls)

Once your business has this information, you can then create analytics reports listing:

  • The marketing campaigns that are working
  • The marketing campaigns that are not working
  • Which employees convert phone calls
  • Which employees don’t convert calls

It’s clear that being able to analyze and track phone calls and the resulting data could be untapped potential for your small business. And the importance of the phone call isn’t limited to brick-and-mortar small businesses. Many virtual offices benefit from implementing call tracking as well.

In fact, a report from xAd found that smartphone users would rather call a business than fill out an online form because of the small size of their mobile screen. The same report revealed that up to 80% of customers, after clicking on a company’s PPC ad and have been directed to the landing page, still call a company to make a purchase.

What does this mean for business?

The ‘smartphone generation’ isn’t afraid of making phone calls. They actually prefer calling a business rather than filling out forms online. Smartphones are wonderful tools for connecting with friends, doing research, playing games, and shopping, but when it comes down to it, many consumers are simply more comfortable with calling to make or inquire about making a purchase.

Call tracking systems will only become more relevant than ever in the coming years. It’s time to renew our excitement about the phone call lead! If your small business receives phone calls, you’re ready to begin tracking those calls and analyzing the data to find what works and what doesn’t. You’ll make better marketing decisions for your business by getting to know your customers and leads–and what they like–better.