The best thing since sliced bread? Not quite, but close.
If you’re already using various unique tracking numbers in each of your marketing channels, testing this data, and then reporting on this data — good for you! You can stop reading right now and return to your lunchtime emails.
But maybe you’re not exactly sure if you are utilizing the amazing benefits of tracking numbers. Or maybe your current marketing/website/SEO company says they’re using them, but you have no idea how they help. This blog post is here to quickly dish out the facts on why you need tracking numbers in your marketing mix ASAP and how to track a phone call.
So lets dive right into it, shall we?
1. Track all phone calls! (duh.)
This is definitely the most obvious reason right off the bat, but also the most useful. Without tracking phone numbers on your print ad, landing page, direct mail piece, whatever it may be, how will you know the number of calls that came in from that one specific marketing channel? How will you be able to measure your return? Call tracking numbers for medical practices allow us to do this.
2. Keep it local.
This is something that call tracking numbers have over toll free phone numbers. They have the ability to be local, so they can speak local. Lets say your medical practice is in the (312) area code, but you want to use a tracking number on your fancy new print ad. Instead of using a toll free number, call tracking numbers allow you to choose the area code you want. So even though the number is a tracking number, it will still have a local area code, and will speak local to your target market in that area that recognize and are familiar with that area code. Capiche?
3. Go ahead, be picky.
The skies the limit! Not really, but sort of. Lets take it one step further beyond just the area code. Call tracking numbers allow us to change up the actual phone number too! Sound too good to be true? Sometimes it is, sometimes it isn’t. You can request a specific set of numbers within the tracking number, or what you want the last 4 digits to be. For example, lets say you’re running a radio ad and need a quick, memorable number. You can ask that the tracking number is short and sweet! A number like 616-212-2000 is easier and faster to read on air (and more memorable!) compared to a number like 616-295-4197. So be picky when ordering your tracking number!
Call tracking numbers are cheap! Whether it’s you or your current marketing company that front the cash for purchasing tracking numbers, they can really only help your bottom line. The monthly cost for the numbers versus what you will get out of them is a no brainer.
5. Record. Then listen.
This is a HUGE benefit of using tracking numbers. Not only can you see how many calls come in off that fancy print ad, but you can listen to each and every one of those calls to determine the call conversion tracking for ads! This is where things really get swanky…now we’re listening to the recorded phone calls and we can determine if they’re a new, existing, or referral patient!
Reason #5 is so important it gets 2 paragraphs! Another way recording and listening to incoming phone calls can help your practice is that they allow you to hear how your front desk staff is answering the phone! This is great because you want to make sure they are saying the right things and answering any questions correctly.
6. Multiple numbers on the same campaign!
At some point you may want to extend your fancy new print ad campaign to reach a new market of potential patients. So you decide to run a few ads on a local radio station promoting the same campaign. Just take that same tracking number from the billboard and use it on your radio ad right? No! Have you not been listening?! That was sort of a trick question. Call tracking numbers give us the ability to put a separate unique number on each piece of a campaign. So take advantage of this and put a different tracking number on each different marketing channel.
7. Gotta keep ’em separated.
I saved the best for last. Reason #7 is all about increasing your bottom line. I’m sure you’ve heard that a million times before, so I will keep this short and sweet. Another incredible benefit of using tracking numbers is the full transparency of how your ad is actually performing! By putting a separate tracking number on each campaign, you can see which ones are performing the best, and dump the rest. If you see a billboard that isn’t bringing in calls, scratch it and put that money in a different marketing channel.
Whatever the marketing channel, you have to be able to scale the results and measure your return. To coin a phrase from the 2004 blockbuster, The Girl Next Door, “Is the juice worth the squeeze?” As a doctor or office manager you should be asking yourself this often, with your practice in mind. The only way to know is to be able to measure and track results. Tracking numbers on your various marketing pieces can help you do this.
Interested in learning more? We’d love to chat. Call us at 616-516-3113, visit our website at dlmconversion.com, or send us a message using the contact form below. Digital Limelight Media has a custom Call Tracking System that allow us to accomplish the above points and more. Comment below with the various ways you are using tracking numbers or any questions you may have.