Maximising the Effectiveness of Marketing and Sales Strategies

Marketing of any kind has to be measured and quantified if it is to be successful.  Businesses need to identify the driver for the call to enable it to gauge the success of its marketing, and if necessary know what areas of their marketing strategy need to be improved.

For many customers and clients the first contact they have with a business is when they speak to someone for the first time, if this call is handled badly, or not followed through to completion, the business may be lost to a competitor.

Consider:

·         Are you investing considerably in your marketing strategy?

·         Is your return on investment (ROI) less than predicted?

·         Are your sales conversions lower than expected?

If the answer to these questions is yes, it is time to start identifying the driver for customer / client calls and measure the performance of your sales teams.

What should businesses be measuring?

Businesses need to be aware of the following:

·         Source of their inquires

·         Which keywords are performing and which are not

·         Which keywords led to sales conversions

·         Which staff are making sales conversions and which are not

·         How leads from phone calls are handled and acted upon

·         What times of the day calls are made

Call tracking software will provide the following:

·         Record each call taken by your sales teams

·         Record phone number, call duration, and the amount of calls received from the number

·         The conversation between your potential customer/client and your sales person

·         A secure method of logging customer inquiries

·         Store the data in a database for later retrieval

The better call tracking software will identify the following:

·         Whether the same withheld number has called more than once

·         What keyword prompted the call

·         The conversion rate between calls received and sales made

·         Which keyword performed the best in terms of revenue and which did not

·         Identify which members of your sales team are making conversions and which are not

·         Peak time calls

·         How many times the phone rings before it is answered

·         How many calls are made by staff

Benefits

Through implementing good call tracking software the following benefits can be realised:

Marketing

Better revenue stream:  Once performing keywords are identified together with their source, the marketing budget can be better focused, while underperforming keywords can be cut from the marketing strategy.  Business can now maximise its return on investment, spending money on performing keywords only, and not investing in keywords which are not yielding results.

Customer/Client Logging: Through implementing call tracking software, inbound and outbound calls are logged automatically, eliminating human error when obtaining customer/client calls.  Effectively it eliminates details being lost when a piece of paper is thrown away.

Sales Team Performance

Identify Staff Performance:  Staff members which are underperforming can be identified together with the reasons why, enabling business to determine whether an individual requires further training, or is simply not cut out to do the job.  Conversely, staff member which are good at making sales can now be utilised in more profitable areas of the business. 

Performance indicators recorded include:

·         How many calls an individual member of staff is handling

·         How long it takes to answer a call

·         Conversion rate

·         Duration of each call

·         How many calls a member of staff is making

·         Call recording to ensure correct sales technique

·         Peak time for customer/client calling

Customer Service:  Business can analyse the data provided by call tracking software to gauge the level of service they offer.

Conclusion

To maximise the effectiveness of marketing and sales strategies key data needs to be captured and analysed, as highlighted in this guide.

To use call tracking software effectively, the information needs to be analysed with a view to improving performance of both sales and marketing strategies and implementing and allocating resources where they perform the best and are needed. 

Call tracking software enables business to maximise its ROI and cut unnecessary costs.