Call Tracking for the Tire Industry: Your Questions Answered
An increasing number of tire dealers use call tracking to analyze the effectiveness of their marketing and to provide inexpensive call recording. Call tracking is becoming pervasive in the tire industry. In fact, we work with companies in the industry ranging from several hundred locations to 1 location.
Regardless of your size, call tracking, call recording, and call analytics can help you make more money.
And every week we receive questions from tire dealers about call tracking. These are the most common:
What exactly is call tracking and what benefits does it bring to a business?
The idea behind call tracking is relatively simple: determine which ads, keywords, and campaigns generate phone calls and which don’t. This is especially critical for tire businesses where phone calls are the most important leads. If you’re not using call tracking to figure out which marketing efforts produce calls, you are, quite simply, wasting your money.
I’ll give you an example of how call tracking is being used by the industry.
We have a client that was spending around $5K each year on radio ads and only spending a few hundred dollars on SEO for their website. After 6 months of using call tracking they figured out that their radio ads had only generated 3 calls. The SEO efforts on their site generated several hundred phone calls.
They stopped advertising on the radio.
Their comment was this: “We’ve been wasting money for years and we didn’t know it until we started using call tracking.”
Obviously we’re not saying that radio ads are terrible. We have other case studies that show the exact opposite. But the idea here is simple: you don’t know which marketing efforts are generating phone calls unless you’re using call tracking.
Call tracking can even tell you which online sources are generating calls. For example: are people calling after clicking on a social media link? Or are they calling after clicking through from a directory listing? This is vital information.
What about call recording?
It’s an added benefit. Every call is recorded. You can log in and listen to the calls on your own. You can play them for employees, you can play calls in meetings, and you can play calls to settle customer disputes.
We have one customer in the tire industry that uses call recording to hold employees accountable for performance on the phone. Their revenue has increased substantially since they started recording calls. The employees know that every call is recorded and that their phone performance matters. They are more polite on the phone simply because their calls are being recorded.
What other features does call tracking provide?
The most important feature is something we just launched called Conversation Analytics. It uses speech recognition technology to extract data from the phone calls themselves. It can determine if an appointment was booked, if the caller was interested, if the caller was sensitive to price, were confused, got upset, and even if the employee answering the phone was polite.
It does all of this automatically.
It can even send automated ‘Missed Opportunity’ alerts to you, or other employees. This literally means that the caller was very interested in tires, but didn’t set up an appointment to come in. You can immediately call this person back and get their business. You’ll save revenue with this one tiny feature of Conversation Analytics.
You’ll literally get a text message or an email whenever there is a Missed Opportunity.
What are the steps to getting started with call tracking?
1) You just need to sign up with a LogMyCalls account. The cost is relatively nominal. The sign up process takes less than 5 minutes, you can sign up yourself at LogMyCalls.com or just call us at (855) 889-3939.
2) After you’re signed up you simply choose a local or a toll free phone number within LogMyCalls. We can get local numbers from any rate center in the U.S., in addition to a huge selection of toll free numbers.
3) Then you start marketing with that number. You can market the number on your website, on your listings, in radio ads, in the phone book, in mobile ads, in PPC ads, via social media, via direct mail, or anywhere else you market. Customers will see the number you select from LogMyCalls and the phone will ring directly to your business like normal. Nothing changes.
4) Then you log in to LogMyCalls and you can see how many phone calls the number is generating, see how long the calls are and even listen to the calls.
This data will tell you where to spend marketing budget in the future. If you could tell, for example, that your direct mail piece generated a lot of calls and your online marketing efforts weren’t generating many calls, where would you spend your money?
That’s the idea behind call tracking.
About the author: McKay Allen is the Inbound Marketing Manager at LogMyCalls. He has spoken at SMX, Social Media Strategies Summit and elsewhere. He hosts a weekly webinar series where he has interviewed over 100 marketing experts.