Is Your Marketing Actually Working? Use Call & Form Tracking Technology to Measure ROI
In order to maximize budget and grow revenue, its critical to understand if your marketing efforts are truly working for you. Owners need to ensure that the allocated marketing budget is generating measurable results. By tracking your marketing return on investment (MROI), you can make informed decisions and optimize your marketing campaigns to drive your business forward, towards your growth goal.
Call Tracking for Landscaping Businesses
Call tracking forms a vital bridge between your marketing efforts and valuable leads. It enables you to identify who's calling, where they found you, and the specific ad campaign that triggered the call. There are a few options for the software that delivers this data, but CallRail is a great choice for landscape contractors.
Understanding this information not only empowers your sales efforts, but also provides valuable insights into your marketing performance. Research shows that incoming calls are often more effective in converting prospects to customers compared with website forms. By implementing call tracking, you ensure a tailored experience for customers while gathering essential data to drive sales.
How Call Tracking Works
Let's take an example to understand how CallRail functions. Imagine a potential customer, Denise, finds your landscaping company through a Google Ad. After she clicks through and explores your website, she responds to a call-to-action on your site and dials the provided phone number to discuss her project. Without call tracking software, you would only show a click, and possible vague “conversion” on Google Ads. 90%+ of the landscape industry stops at measuring the click—how many clicks and how much is the average click costing. However, with CallRail in place, you can attach Denise’s name to that call, map her back to the exact Google Ad, and get visibility and reporting one closed revenue to marketing spend.
That’s a very streamlined example. A more real-world example would be Mrs. Jones who clicked on a Google Ad, left the site, saw a retargeting ad in her Facebook feed a week later, visited the site again, then filled out a form. With Call and Form Tracking, you have the data you need to understand performance along the research journey.
Data Provided by Call Tracking
Call tracking software, like CallRail, delivers essential data to landscape business owners, including the caller's name, phone number, location, and the specific marketing channel that generated the call. This comprehensive data empowers you to identify the most effective webpages, content, branding, and advertising strategies, allowing your sales and marketing experts to focus on what works best.
Form Tracking for Landscapers
Similar to call tracking, form tracking plays a crucial role in lead generation. It ensures that no valuable leads slip through the cracks by promptly notifying you of inquiries. According to the Harvard Business Review, responding to customer queries within an hour increases the likelihood of qualifying the lead. Form tracking allows you to receive complete inbound queries on the go, providing contextual data about the marketing channels, keywords, and landing pages that drove potential customers to your website. With this information, you can effectively qualify, nurture, or convert leads.
Link CallRail to Robust Marketing Analytics Dashboards
Live-data analytics dashboards provide convenient and clear access to all your marketing data. These dashboards offer a centralized hub where you can analyze customer data, evaluate campaign performance, and monitor SEO and Ads metrics. You'll have real-time insights into call and form tracking, ad campaign performance, keyword rankings, and more. By bringing all your marketing efforts together, these dashboards empower you to make informed decisions and drive better actions.
While robust dashboards should be in place for larger revenue companies, call and form tracking is must for any company running ads and investing in digital marketing, including smaller businesses.
