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  Management Feature

Where Should You Advertise a Call Tracking Number?

Posted 3/1/2012

LogMyCallsContactPoint, an ASA sponsored benefit provider, is a call tracking company that is offering ASA members one free year of its LogMyCalls service. And one of the first questions people ask about call tracking is where they should put their call tracking phone numbers? Where should they advertise them?

Those are great questions! And ContactPoint/LogMyCalls has some great suggestions. So first, let’s discuss what call tracking is.

Call Tracking
At its most basic level, call tracking tells a business which marketing methods and advertising campaigns are generating phone calls, and which are not.

This is done by assigning different phone tracking numbers to different pieces of advertising and marketing. (With LogMyCalls you can choose toll-free phone numbers, local tracking numbers or vanity phone numbers.) LogMyCalls will then tell you which numbers are generating calls – and thus, which advertising methods are working.

These are regular phone numbers that are provided by LogMyCalls so they can track them.

LogMyCallsSo here’s the big question: what should you do with your tracking number? Where should you put it? Where should you advertise it? Essentially, anywhere you should be placing your ASA member logo, you should also be placing your tracking number. Here are some great suggestions from LogMyCalls:

1) Your Website – This is the most obvious place to put your phone number. Put it in a prominent place on your website. You would think that putting a phone number on your website would be a “no-brainer.” Well, you may be surprised to learn there are many websites that do not have phone numbers on them. (Or, at least, phone numbers that are easily located).

2) Google Places – If you don’t put your phone number anywhere else, it should go on your Google Places listing. ContactPoint says a stunning 97 percent of Internet users search Google before they make a local purchasing or service decision. If you haven’t claimed your FREE Google Places listing, you should. Bottom line: if you don’t have a Google Places listing you don’t exist to people searching online.

3) Your Facebook Page – What does all this “Like me on Facebook” nonsense actually do for you? Seriously? Is a business Facebook page worth investing in or spending time on? Find out, by putting a tracking number on your Facebook page. See if anyone calls you.

LogMyCalls4) Your Business Cards – Put phone tracking numbers on your business cards. Companies spend thousands of dollars a year on business cards. They hand them out to leads and put them in jars at restaurants. Are they effective? Do they generate phone calls?

5) Your Brochures and Literature – You probably have a brochure you give prospects, or a letterhead with a phone number. You should put tracking phone numbers on each of those things. Because, what’s the point of that nice letter you sent them if they don’t call you?

6) Fliers – Maybe you’re a business that attends trade shows, or you host community events or you have fliers available in your shop. Every business has used fliers. Was it a waste of money? Did anyone who picked up a flier actually call you? If not … why would you create fliers in the future?

7) Goodies – Every holiday season, millions of businesses send “freebies” – trinkets and special offers – to prospective and current customers. They send stuff like calendars, pens, mousepads, etc. Why not put a phone number on these items to see if anyone actually calls because they looked up and saw your 2012 calendar?

8) Direct Mailer – Even as the economy moves increasingly paperless, direct mail ads are actually gaining popularity in some sectors. Direct mail gets your business in front of consumers immediately. But does it work? You should put a tracking phone number on your direct mailers.

9) ValPak, etc. – These are the little coupon books that come in the mail. If you use coupons as part of your marketing mix, you should have a tracking phone number on those coupons.

10) Classifieds – Many businesses run classified ads in newspapers and magazines. They should all have a tracking phone number. Why? Because you don’t want to waste money running advertising that doesn’t work.

11) Newspaper Inserts – Every local and national paper has ads and coupons that pull out of the paper. Put a tracking number on these.

12) Magazine and Print Advertising – This is your standard, old-school advertising. Most businesses have run a print ad somewhere at some point. Did the print ad work? Did it generate phone calls? Use a tracking number to find out.

13) Craigslist – It’s easy, it’s free and you can put a phone number on the listing. (Yes, a tracking phone number).

14) BBB, Chamber of Commerce, etc. – Most businesses pay to be a part of local or national directories. Is it worth it? Find out with tracking phone numbers on those listings.

15) TV – We had a client who, for years, had advertised on TV and radio. He spent $4,000-$5,000 every few months on a fresh batch of TV and radio ads. He assumed they were working. Then he bought some tracking phone numbers from us. Well, it turned out that his six radio ads and two TV ads didn’t generate one phone call! Not one! You’re welcome. (Now, we have other clients that say TV and radio ads generate lots of phone calls. Again, they know this because they have tracking numbers on these ads.)

16) Email – Many businesses send email on a regular basis. These could be newsletters or some sort of a nurture campaign. Why not put a tracking phone number on these emails to see if anyone picks up the phone to call?

17) Newsletters – You know that quarterly newsletter you send to everyone on your mailing list? Does it do any good? Do they read it? Put a phone number in your newsletter to find out.

18) Yellow Page Listings – Listing your business in the Yellow Pages is a necessity. Why? Because many people still use the phone book and an increasing number of people search the Yellow Pages online. When they see your business, they see a phone number too. (And, hopefully, your ASA logo!)

19) Online Listings – We are writing entire articles about online listings and local search engine optimization. There’s a lot to talk about here. But, suffice it to say that when someone types “tires San Jose” into Google, they had better see your shop come up. And there had better be a tracking phone number associated with it.

20) PPC Campaigns – Google Adwords – You could place a phone number within the Google ad itself or, with the use of dynamic number insertion, generate a unique number on your website. This allows you to track how effective your Google Adwords campaign is.

Call Tracking for You
Here’s the cool thing with the list above: most of these advertising methods are free or very low cost. So, you should get a tracking phone number and immediately start putting that phone number in a variety of places.

LogMyCalls can change your marketing performance and save you money. But it won’t do anything – literally, there is no data in the system – until your tracking number is advertised and people start calling it.

ASA

Learn more about this new ASA member benefit, and ASA’s entire benefits portfolio, at http://ASA.bizunite.com.
And check out ASA’s free PR Kit for members offering tips,
samples and prewritten press releases!

Visit www.ASAshop.org > Tools & Resources > Members Only > ASA’s PR Kit.

 

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