Put a call tracking number on all of your ads
I am shocked at how many businesses don't have call tracking set up on their website and advertising. When asked why, they either say that they have never really thought about it or my favorite "the people that answer my phones ask everyone where they heard about us". My response is that you should be doing both. Listen, you are likely spending thousands of dollars on advertising (website, phone books, online, radio, print, etc) and you are kidding yourself if you think that the front desk is asking everyone and logging all of the important details that are collected from a call tracking service. Even if they are doing a good job, what about the phone calls that are missed in the evenings or on the weekends?
A good call tracking service will provide you with so much valuable information that allows you to make good calculated decisions about what is working well for you and what is not. The most critical piece of data that you will get is the cost per lead. You will see clearly how much money it cost you to get one lead for each of the phone numbers that you have embedded in your advertising This is an overview screenshot of one of our client's current performance this month. He has 5 call tracking numbers that are active.
Courtesy of CallStage (www.CallStage.com)
Call tracking is relatively inexpensive: $25 per phone number + a small minute charge on the calls that come in on those numbers, and no long term contracts. We have been using CallStage (www.callstage.com) for sometime now and they have been great to work with. Email firstname.lastname@example.org for more information or visit them online to see what other features come with your service...
If you care at all about your marketing, you need to start tracking the calls that come from all of the advertising that you are doing. We have some clients that have over 15 numbers activated and they save thousands of dollars a month from the decisions that we make from that data.