By Luc Wade, Marketing Director at Hive Business.
What is call tracking and how can it save you money?
As dental business owners, you are likely measuring digital marketing success by tracking KPI’s including organic visits, pages views, goal conversions, etc. but are you linking these stats to calls received at the practice?
I’m sure you would agree that the phone is still the major source of enquiries within a dental practice because people still prefer to pick up the phone to ask about a dental treatment, book a consultation or to register as a new patient.
Call tracking gives you sight of where your telephone enquiries have come from. The latest call tracking software can even tell you which marketing channels are generating calls, and if you know this, you’re a step closer to identifying which channels are generating the high-value treatments.
If you’re a dental practice owner investing in digital marketing; call tracking will add that extra dimension to your marketing efforts and allow you to analyse campaign effectiveness; tracking seamlessly from click to website to call. Call tracking is particularly effective for SEO and Google Adwords activity.
Tracking inbound calls is easy
Example: I have missing teeth and I’m considering dental Implant treatment and want to find a practice in my hometown. I type a Google search using the keywords “Dental Implants Truro” and click to the website.
The telephone number displayed on the website is a dynamic call tracking number with a local geographic extension and it changes whenever a user visits the website. When a user calls the number it seamlessly forwards the caller to the actual practice number and records vital information including time, date, channel, and keyword giving you a genuine view of how your campaigns are performing.
What are the benefits of call tracking?
With call tracking, you can measure ROI and monitor which areas of your marketing are performing well and might merit further investment. As well as those areas which are failing and need work or culling.
Call tracking works well for:
- Marketing channel identification – which channel is generating the calls.
- Organic search engine traffic: you’ll be able to determine which landing pages are generating enquiries.
- Pay per click campaigns: you can see which keywords perform best.
- Facebook advertising and other digital campaigns.
We recommend call tracking on all SEO and PPC marketing packages. For more information please contact us on01872 300232 or email us at [email protected].