Calls Are Better Than Clicks - Says esure marketing

We have always said that calls are generally more valuable than clicks.

Another marketer has come out and said the same thing.

Tolithia Kornweibel, Director of On-line Marketing at esure has been testing Google mobile click ads. What she has reported is that click-to-call adverts are very high converting leads (better than PPC) because the consulting process on the phone enables the company to take control of the sale straight away.

She indicates that customers have a better experience and esure has a better ROI by using click to call adverts on Google.

This is why it is so important for any company advertising on-line to drive phone calls and not just clicks. The desire to drive clicks has been based on total measurability and capturing data - but this simply ignores the fact that a large percentage of people want to buy on the phone.

Because it is possible to measure accurately the offline calls generated by on-line campaigns, through dynamic numbers, it's more important than ever to drive calls through on-line marketing and mobile ads.

Mobile search is ideal for generating calls. It's being done on a device where it is easy to just tap and get in touch with the company you are looking for. It's fast. And what's more, Google and others suggest that almost 100% of search will, at some point...take place on mobile devices.

That's because the proliferation of mobile devices throughout the world is growing exponentially. People are searching on phones and tablets...even if they are working on a PC or laptop! Loss of a phone is ranked by people as worse than losing their job - they are that reliant up on it.

So you can see that if you are doing on-line marketing you will have to drive more phone calls with your budget...because your rivals will be and your customers will be expecting to contact you via the phone channel.

Phone tracking and call measurement statistics will enable you to profit from mobile advertising. You must take a look at how you can track calls delivered via mobile and PPC campaigns...because it may be that your job depends on it.

Check out the video on how dynamic numbers work below.

Call us at AdMeter for more information on tracking offline phone calls generated via on-line marketing.

Call 0800 158 8825

AdMeter.co.uk, the UK's top rated call tracking system.

Call Tracking Report for Solicitors

Here is your report for solicitors.

SEVEN PHONE HABITS OF HIGHLY SUCCESSFUL LAW FIRMS.

Get it here; Free Report

AdMeter.co.uk, the UK's top rated call tracking system.

Call Tracking - How Does It Work...A Guide For Beginners

his is a basic introduction to clarify AdMeter Call Routing.

Let's start with what we mean by Call Tracking numbers.

There are 2 numbers talked about in any AdMeter system:

1. The ADMETER NUMBER. (Which we give you).

2. The DESTINATION NUMBER. (Which you already have).

How Call Tracking Numbers Work

Call Tracking works on the basis that we allocate one or a series of AdMeter numbers to you. These numbers are then used in your various marketing channels.

You normally have one AdMeter number per marketing channel (unless you are measuring calls from things such as keywords from Google). These numbers are linked to the marketing channels in the AdMeter system when we set it up for you.

The AdMeter number can be a normal “STD” type local number beginning 01 or 02, it can be an 08 style (0800, 0808, (freephone) or 0843 (local rate)).

Routing and Destination Numbers

Each of these ADMETER NUMBERS needs to be ROUTED to a DESTINATION NUMBER. The DESTINATION NUMBER belongs to the phone or switchboard that will ring when a customer or lead responds to the marketing channel that the ADMETER NUMBER is advertised in.

You can have all your ADMETER NUMBERS routed to the same DESTINATION NUMBER or you can route each one to a separate destination.

We set up your system for you

When the AdMeter system is set up for you, and AdMeter numbers are added, we will ask for the DESTINATION NUMBER for each of them.

This routing is undertaken by the AdMeter team, and is immediate.

We don’t need to add any hardware or visit your premises or indeed interfere with your telephony system in any way. All we do is make your existing phone line ring when a caller dials the AdMeter number.

In this way we can track the number of calls to each AdMeter number and add in the other functionality such as CALL RECORDING, MISSED CALL ALERTS and so on.

Summary;

Unique AdMeter numbers are attached to your land-line or mobile numbers so that you can measure every marketing channel. AdMeter sets the system up, provides the numbers and it requires zero set up from you...other than giving us your destination phone number.

P.S. See below. We are very highly ranked when it comes to call tracking systems...which means you can have confidence we know what we are talking about when measuring calls.

AdMeter.co.uk, the UK's top rated call tracking system.

Do Marketing Agencies Get Fired For Not Measuring Call Results?

That's what the client pays for and will stick around for.

Unless you're a NIKE, Coca-Cola or some financial institution, (that gets bailed out whenever things go wrong) it's very likely you'll want to be able to measure your marketing. And that's where so many agencies ultimately lose out.

Because unless you can prove that the help you give is delivering leads, which then go on to become sales...your client really only has an opinion to go on. But they want FACTS. That's what's going to keep them married to you for a lifelong relationship (or until you fire them...which is another matter!).

So if you are doing PPC, Advertising, Direct Mail, Email Marketing, or any type of marketing that relies on getting prospects to call or email in response to it...then you must measure offline and online response to campaigns for your clients...and give them the reports on this in a format they can understand...without it being a pain in the proverbial for you to do it.

At Admeter we are world-famous for our reporting of call tracking and email tracking. Our reports look great, can be automated and tell you exactly what you want to know - which is where your marketing is working and where it isn't.

Check out our blog post on Call Reporting Software Here

This allows marketing agencies to advise clients and keep them in the loop on the campaigns that are running and enable them to come up with surprising and pleasant FACTS. These can then be actioned by the client. It's about a partnership that is based on a firm foundation, rather than one that is based on smokes and mirrors. The former endures. The latter soon fades away.

There's an excellent blog post from Brian Signorelli from HubSpot about the relationship between client and agency, which if you are an agency, is well worth reading.

Agencies resell Admeter

If you are an agency and you want to resell Admeter to your clients...(now there's an idea...help your clients learn more and make a profit out of doing it!!) then best thing to do is get in touch with us here. We already have a number of agencies working with us to help find out how successful campaigns for their clients are.

You could be one of them.

Call 0800 158 8818 or email video@admeter.ad-ml.co.uk

PS here's a brief 3 minute video about call reporting

Warning; It May Not Be Your Advertising Strategies That Are Broken

For most professional firms, (and many business to consumer firms and small businesses) the main reason for marketing and advertising is to get the phone to ring.

When your marketing and advertising is done well, namely you've chosen the right market, found out how to get your message across and delivered he right message...then BINGO! - you will be getting the calls.

How well the phone is handles is now the MOST IMPORTANT FACTOR that you have to consider.

You see, for many companies how well or how poorly the phone is handled is the single biggest reason why a company either grows or stays the same size.

Sadly, we have all experienced poor call handling in our lives, (whether call centres or people that just can't be bothered to answer our questions) and these people that answer the phones make a mockery of the successful advertising strategies that are in place.

These people are responsible for wasting thousands of pounds of advertising money. Simply by not being courteous, knowledgeable and on the ball, they're ripping off their own bosses by poor work.

How do we know?

Because Admeter allows bosses to record incoming calls so that they can be reviewed by the boss. It's often the simplest things that can be changed, (once you know it) that increases phone conversions.

Things such as;

• Capturing prospect's details (email address, mobile and phone number)
• Making sure you send relevant information out rather than relying on the prospect to download it themselves
• Ensuring staff mention discounts, promotions, upsells and downsells where appropriate

When phone calls can be reviewed, graded and then training readdresses the glaring errors, it is not long before conversions start to double!

Imagine what it would mean if your calls doubled the number of clients you get. The only way you can be present at every phone call is ensuring that call recording takes place. In our mind, call recording is a fundamental sales training tool, (as well as the safeguard it provides of sorting out any "you said that" type of disputes) and everyone should have it.

When staff know calls are being recorded we find they instantly up their game. No-on wants to be caught out giving bad service. And with the call grader function, star performers can soon be highlighted and their actions shared as best practise.

So if you don't think it's your advertising strategies that are letting you down call Admeter today on this number...0800 158 8818 - we're guaranteed to be friendly, efficient and knowledgeable...otherwise the boss will find out!

AdMeter.co.uk, the UK's top rated call tracking system.

SMS Text Marketing Software From Admeter

Is Admeter an SMS Marketing Company?

The answer is yes. And we are a whole lot more. But one of the underutilised aspects of a call tracking software system is that it enables you to do automate some marketing functions.

Set and forget marketing

Most people love "set and forget" marketing because it's efficient and effective.

SMS marketing can be automated with Admeter and this is how it works.

Firstly, you get calls coming in to your call tracking unique number.

Secondly, these callers either get through or they don't.

If they don't you'll get an email or text alert saying you missed a call (if you have this feature set up on Admeter)

Then the prospect that could not get through...gets sent a "holding text". Something like;

"Thank you for calling. We're hate missing client calls. We're going to be calling you back soon. Love Admeter."

This can be an entirely automated text. It's incredibly cheap. It's highly effective and what's more...it gets through!

97% of texts are opened within 3 minutes.

This means that you've probably bought yourself 3 minutes of breathing space when you can get back to that prospect before a) they think of buying or inquring from someone else or b) go on to get distracted by some Facebook or web shopping stuff they've got to do and get out of the mood to buy from you.

When someone calls you they are in the mood to buy. You need to keep them in that frame of mind and the automated text is a way of doing that. Why wouldn't you want to set it up?

Proactive SMS marketing

Another way of using Admeter as a text marketing system is pro-actively offering products and service offers by text. You've probably received marketing texts yourself. They are used  restaurants clients we have to market special events and also clients such as car servicing companies as reminders of due services and MOT's.

These type of texts are highly effective at getting customers to take action. They are more likely to be opened than emails. They are instantly actionable, many people just click on a link to make the call and they can be sent easily to a list of prospects and clients stored in the Admeter system.

Admeter builds your sms list

Because everyone that phones you has their name held in your Admeter database (as long as they are not number withheld) it means you have a list of people interested in your products and services that you can send a message to.

You're ok to market to them because they made an enquiry already. And if the offer you send them is a good one...it may even be forwarded on to friends or business colleagues...a great way to spread your marketing message via sms text marketing.

The point we want to make at Admeter is that you can market using a variety of channels, capture the mobile numbers of all prospects and market to them using SMS...all through the same system...namely Admeter.

If you want to get in touch about your sms marketing through Admeter please do!

For your call tracking measurment phone 0800 158 8818 or email video@admeter.ad-ml.co.uk

To see a little video of our car dealer client that does this as part of their call tracking please watch the below video.

Ford Retail's secret weapon pulls in enquiries for car dealerships nationwide from AdMeter onVimeo.

Call Measurement Tracking and Pay Per Click Advertising

Here at Admeter.co.uk we are seriously into Call Measurement Tracking.

It's what we do. We are also into how calls convert because that is ultimately what we want out clients to get - more sales converted callers. That's why it's important that our clients use dynamic numbers when running online PPC, blogging, Twitter, LinkedIn or any other type of online marketing.

Dynamic numbers means that the number changes on your website, according to where the lead came from. There's a video showing it in action below;

Many companies that are using Pay Per Click advertising have not set their campaigns up to measure PPC offline leads and conversions.

Converting more PPC ads

Marketing Experiments will soon be holding a webinar about this subject and we have contributed our thoughts that companies are concentrating on (obsessed with?) PPC and online marketing but they forget that most B2B and a big percentage of B2C PPC leads actually want to complete their transaction offline...predominantly by phone.

This focus on online conversion is reducing the number of successful PPC leads. The lure of online measurability is seducing marketers into "the transaction has to be online" mentality which reduces the success of or skews the results of PPC campaigns.

Calls worth more than clicks

We already know from many call tracking measurement studies that calls are worth more than clicks. They convert at a higher rate. Let's face it...if you pick up the phone you're pretty much going to be interested in buying something...or at least making a serious enquiry.

Now that its is possible to use call tracking systems to measure offline conversion ALL marketing campaigns can focus on getting lead via PPC that convert best whether online of offline. They can also measure the success of a campaign with true metrics, (which can integrate into CRM systems to generate reports on lifetime client value).

Tracking the PPC success has never been more accurate...it's just that you have to know how to do it, get a partner that can help, and analyse and act on the information to produce superior results.

Who you gonna call?

Most Widely Used Lead Gen Tactics and Measurement

There are dozens of ways to market a company's products. All the different channels and tactics are vying for the all important marketing budget.

The effectiveness of each channel has to be measure so that a marketer can allocate the money in the right way. More money where things work - less where it isn't working.

Marketing Sherpa has analysed and reported on the most widely used channels companies use for marketing B2B. The chart is shown below.

What's really important from a measurement perspective is that Admeter can measure the response rates from all of these channels. The system can measure email responses and telephone calls. It's pretty simple therefore, to work out which channel is working and which isn't. Which message is on target and which isn't.

If you are marketing through lots of different channels the it's a good idea to measure responses offline as well as offline...as B2B clients mainly use the phone and email to make enquiries. Call tracking software will help you...particularly when it is Admeter's call tracking system, because we can also track emails!

Most companies will have a large range of channels in use to get people to buy. There is a nudge effect of using a range of channels...people will research and search through a lot of information before they buy...so it makes sense to analyse which channel helps fire the final trigger...there's nothing worse than taking the winning channel out of the marketing equation!

So before you ditch any part of your marketing...make sure you know for a fact if it is not working...and every time you want to test something else the best thing to do is to test it by tracking and measuring the response rates.

PS we can help with that!