Call Tracking that Helps Self-Storage Facilities Make Better Marketing Decisions
Written by Chuck Vion on March 24, 2015 under Call Tracking & Management Reporting
As an owner, I get value with this type of integration because the resulting data helps me make better marketing decisions. My staff also benefits--they know if leads or customers are calling before even answering the phone! For example, current and past callers are identified using a "screen pop" (above) that ties the phone into the computer.
Many operators still instruct their employees to ask customers how they heard about the facility. Employees do not always remember to ask. Statistics show that employees ask only 63% of the time*, and customers do not always answer correctly -- 72% of the time.* This means with this type of scripting accurate lead source information is received only 45% of the time -- which is nowhere near good enough. Marketing decisions are only as good as the data they are based upon. Reliable data is indispensable to make effective marketing moves.
Gain Business Insights
Businesses can gain rich insights into their marketing initiatives by assigning each individual marketing campaign a different tracked phone line. Metrics like cost-per-call, cost-per-lead, and cost-per-sale can all be calculated with data obtained through call tracking. Marketers can make strategic decisions on their advertising portfolio by understanding how much each individual ad is actually worth. Call tracking becomes less of a guessing game.
Tracking numbers have an inexpensive start-up cost--a single tracked number can cost as little as $2.00 per month! Considering that a Google PPC is a $300 investment, and a Yellow Pages ad costs $500, adding tracking functionality to an advertisement requires almost no additional investment.
Reduce Customer Confusion
However, there is a big caveat with buying tracking numbers that are included in an ad. While the price point is attractive at first, it's important to understand that if the ad is terminated, the number may not be portable. Meaning, residual calls into that number will not land at your location and cause confusion with your customers. When a customer is confused, sales tend to go the quickest, easiest route. Therefore, I strongly encourage acquiring numbers with a service that lets you control all your advertised numbers. Make sure to pick numbers within your local area code to ensure that community residents and prospects perceive you as a local business.
Acquiring telephone numbers or using tracked phone lines to keep track of your phone lines can be frustrating. Keeping track of data with different logins can also be overwhelming.
Sitelink's TeleTracker solves these types of challenges. The pop-up screen that appears in SiteLink upon an incoming call provides immediate history about the prospect or customer. It gives the call taker the ability to tailor the call to the inquirer or perhaps a delinquent customer. More reservations can turn into rentals by taking payment while on the call and payment for delinquent accounts can also be taken immediately, rather than chasing down the customer via other communication methods. Phone integration should be the last component of marketing tracking for each call.
Teletracker by CallPotential is an available feature for all SiteLink Web Edition accounts currently available in the United States, Canada and 40 other countries. For more information or to schedule an appointment with CallPotential.
Contributed by: Phil Murphy, CallPotential.
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