Every marketing campaign’s goal is to generate a steady stream of high quality, hot leads for sales teams to close more deals. Companies invest tons of money in advertising, come up with new, creative ideas for their marketing activities — and discover unique ways of getting a bang for their buck.
Sadly, they lack reliable tools to measure and prove the effectiveness of their marketing campaigns. Thus, there’s a deficit of reliable data.
At CallPage, we know that data holds the key to success.
Data is king.
You can’t plan and execute an effective marketing campaign without determining advertising channels, goals, KPIs, and proper tools to measure results. Moreover, you can't also optimize existing and future marketing campaigns without this information or tools.
To make all these decisions and to make them right, first, you need data you can rely on and trust without any additional doubt.
Keeping these pain points in mind, we have just introduced our brand new product - CallTracking (now, in beta) that will help you optimize your marketing campaigns.
Introducing CallTracking at CallPage:
But before we take a deep dive, here are our tips on how to optimize your marketing campaigns
According to emarketer.com, worldwide ad spending will rise by almost 18% in 2019, reaching $333.25 billion. And the upward move is not going to stop anytime soon.
Google, Facebook, and Chinese giant Alibaba will remain the largest digital ad sellers. Reaching your target audience is going to become more and more expensive.
That's why a thorough, data-backed marketing strategy is a must-have for all companies that run lead generation campaigns or acquire their customers online.
To make sure the money you invest in ads is well-spent, you need to measure every marketing channel and plan your activities based on the data you gather.
1. Optimize all your digital marketing campaign based on data
In many cases, marketers make a decision based on intuition, whereas, in the digital environment, many datasets are at your fingertips.
Of course, it is not about just having data; it is about analyzing it, using it properly, and turning this data into knowledge.
To do so, you need the right tools to measure your campaigns, look at the right metrics, and not on assumptions.
And remember, the process of optimizing your marketing campaigns must be something continuous, aimed at improving the results of your activities progressively.
It’s not a one-time action.
2. Get better positions for your ads by bidding high
In the online bid-based ad campaigns, you need to start with a bidding strategy that uses high CPCs. This way, your ads will come out on top positions.
Once you have achieved these positions, it is time to lower the value of the bids, but trying to control the average position.
With this approach, you will be able to adjust and control your budgets and not overpay.
However, you should not forget about the quality of your campaigns.
Make sure your Google Ads campaigns, Facebook Ads, LinkedIn Ads, or Twitter Ads are polished - they have a good structure, decent quality score, and lead to well-optimized landing pages.
Without that, all your activities won’t drive satisfactory results.
3. Use retargeting
Reinforcing PPC or email marketing campaigns with retargeting, is one of the best ways to optimize your marketing efforts.
Retargeting is a practice that presents digital display ads to those users who, in one way or another, have come across your brand.
Since only a few visitors to your landing pages, company websites, or e-commerce sites will buy on their first visit, it is essential to offer them new opportunities while they are visiting other websites.
4. Design different types of ads
While planning your digital campaign, remember about the phenomenon called banner blindness.
Users, consciously or unconsciously ignore all content that seems like an ad to them, and thus, conversion rates are dipping significantly.
To avoid this, you must work with a sufficient variety of ads, both in terms of content and formats.
An excellent way to optimize your ads is to carry out A/B tests on an ongoing basis to indicate what ads work best.
5. Track and measure conversion
All online marketing campaigns must have clear and measurable objectives. Only then will you be able to measure success.
One of the biggest mistakes of a few online marketing campaigns is that they do not adequately identify what they consider as a conversion, and the economic value each conversion brings.
Once you have defined your "ideal conversion," you will be able to optimize the rest of the elements of your digital marketing campaigns.
Always keep in mind your main objectives and use the proper conversion tracking methods.
As mentioned in the first point - data is the thing you need. And CallTracking helps you get this desired data.
What is CallTracking, and how it helps you to optimize marketing campaigns?
CallTracking allows you to measure the results of all marketing campaigns by tracking the number of sales calls generated through advertising channels.
How does CallTracking work?
You assign a specific phone number to each offline and online channels such as Google Ads, newsletter, social media channels (Facebook, LinkedIn, Instagram, Snapchat, Twitter, etc.) or other offline display campaigns and measure the number of generated phone conversations.
How? A separate number is used for each channel or advertising campaign to be measured (advertisement, flier, etc.), and our tool helps you count its effectiveness.
CallTracking enables you to measure which marketing campaigns:
- generate the most sales calls,
- generate the highest ROI,
- are worth scaling and in which channels.
With this information, you have the whole picture of your marketing efforts. You will then know how to create demand and interest in your products, gain greater visibility, and attract more potential customers.
Long story short: You can save money on advertising and improve the efficiency of marketing activities.
Why do you need CallTracking?
Analytics Tools provide the number of ad views, likes on Facebook, mentions on Twitter, or CTR. But they still don’t answer the most profound question:
How many conversations with potential clients has the company had as a result
of a certain ad?
CallTracking will help you get the answer.
Phone conversation is a vital stage of a sales pipeline, and in many cases, a sales call plays a crucial part in the buyer decision process.
The number of phone conversations should be one of the main KPIs in each marketing campaign. Now, with the static CallTracking, it’s easier than ever.
- If you run marketing activities on a large or medium scale or use many marketing channels, you can manage your campaigns comprehensively and measure their effectiveness using CallTracking.
- Are you creating your very first campaigns, and do you not know which activities drive the best results? Make the use of our analytics tools and choose the most effective campaigns using CallTracking.
How to start using CallTracking?
1. Purchase a virtual CallPage Number
2. Create a team of representatives responsible for answering sales calls from potential clients.
3. Set up a CallTracking campaign within CallPage.
4. Place the virtual CallPage Number you bought within your ad (offline or online).
5. Measure and analyze the effectiveness of your marketing campaigns with CallPage CallTracking.
Now you are ready to implement a brand new KPI - number of sales calls and start being precise in measuring your marketing efforts.
Are you looking for a way to measure and optimize your marketing campaigns? Contact us to test our new product - CallTracking, to maximize your ROI on advertising activities.
Already a CallPage customer? Get in touch with your Account Manager and ask for CallTracking!