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See How Clever Call Tracking Helped This Agency Get 219% More Leads for Their Client

If you’re an agency owner, there’s a lot of pressure on you to prove to clients (beyond a shadow of a doubt) that your strategies and tactics are working.

But what if you’re working with a client who gets way more phone calls than online conversions? Businesses like plumbers, roadside assistance, healthcare, emergency services, construction, and locksmiths all have prospects who would rather click to call. A lot of their customers can’t be bothered to “sign up for a free consultation”—after all, they might be up to their ankles in toilet water.

Take, for example, a personal injury law firm like Geoff McDonald & Associates. When injured people are searching for an attorney, they need to speak with somebody straight away. They might be on-site after a workplace injury, at the hospital, or on the side of the road following a car accident. This is an emergency situation—they’re not going to take the time to fill out a form and just hope that somebody follows up with them. They need help now.

Visitors Want to Convert on Their Terms. Not Yours.

In any industry, there will always be leads who prefer to pick up the phone and call a business directly. And if you’re not taking these leads into account when you track conversions on your landing pages, then you run the risk of optimizing based on an incomplete picture. This is especially important for marketing agencies, because if you’re not tracking calls as conversions then your clients will be completely in the dark on the true ROI you’re driving for them.

When Geoff McDonald & Associates brought on Workshop Digital as their agency, the team identified this exact problem. They were getting a ton of phone calls, but they couldn’t attribute them back to specific landing pages. Here’s how they took immediate steps to track all the visitors who were converting:

  • Workshop Digital set up 20 rotating phone numbers to feature on their landing pages using CallRail. CallRail is an awesome service that provides both call tracking and form tracking for data-driven marketers. These trackable numbers helped Workshop Digital attribute where phone calls were coming from (and how well each landing page was really converting).
  • They used this new call-tracking data to inform their A/B Testing, helping them to optimize their pages. This helped drive 33% more leads on organic channels, year-over-year.
  • On paid and remarketing channels, the results were even better. The agency was able to drive a whopping 219% more leads, year-over-year, thanks to the one-two combo of Unbounce and CallRail.

To get the full story, we spoke with Andrew Miller, Co-Founder of the agency that made it all happen. In this post, we’ll cover exactly how Andrew and his team used call tracking to achieve these award-winning results, and how you can replicate their success at your agency, too.

Free Webinar on how to set up Dynamic Phone Numbers

The Challenge: Tracking Phone Calls Like Clicks

When Geoff McDonald & Associates first reached out to Workshop Digital, they were looking for an opportunity to shake things up with their digital marketing. At the time, the law firm was working with an agency that was directing all of their paid traffic towards a single, low-converting location: their website homepage. As Andrew, the co-founder of the agency, notes:

[The law firm] wasn’t getting the level of detail and reporting that they wanted … the strategies weren’t evolving. It was just what they’d always done, and how they’d always done it. They came to us looking for something fresh.

When they signed on with Workshop Digital, Andrew’s team began redirecting all that juicy paid traffic towards custom, targeted landing pages built in Unbounce. Working closely with the law firm, the team set up multiple variants to strategically target high-converting keywords and locations. 

Each page included a simple form for visitors to convert, as well as a phone number that potential clients could call if they needed immediate assistance.

A sample of two landing pages they were A/B Testing.
A sample of the different landing page variants Workshop Digital created for the law firm.

But that’s when they discovered a problem: only a small margin of the new clients coming in from the landing pages were actually filling out the forms. Visitors had very specific and time-sensitive questions about their potential cases, and the majority of them were choosing the click-to-call option—especially on mobile devices.

Landing page for a law firm showing both a form and a phone number.
On every landing page variant, visitors have the option to fill out a form or call for a free consultation.

So while it was great news that the landing pages were bringing in new clients, this made it difficult for Andrew and his team to figure out which landing pages were actually inspiring visitors to pick up the phone. Even worse, it made the A/B Testing process much slower—several months slower, in some cases—because they were missing out on so much valuable data.

We saw a ton of leads coming in as phone calls. So if we were only relying on email submissions as conversions, we’d be basing our decisions on less accurate, less complete data. And we’re likely to make misinformed decisions that could just be totally wrong for the client.

For the team at Workshop Digital to start A/B Testing and optimizing with reliable and accurate data, Andrew first needed to set up call tracking so they could attribute which landing pages were responsible for driving the calls.

The Solution: Building Landing Pages with Dynamic Phone Numbers

Turns out, there’s an easy way for agencies to track phone calls: CallRail. This handy piece of software integrates seamlessly with Unbounce, so you can make sure every phone number you use on your landing pages is connected, tracked, and counting towards your conversion rates.

The implementation only takes a few minutes. It’s a matter of taking the tracking script from CallRail and adding it as a custom script in Unbounce. Then, the information is married in the back end … and when a phone call occurs it gets pushed into Unbounce as a conversion.

Using the dynamic keywords pool in CallRail, the agency was able to set up 20 different phone numbers for Geoff McDonald & Associates. Each number would automatically rotate to track individual visitors to make call tracking possible—even if they left a landing page and came back to it later, or visited another page to contact the law firm.

Creating a Tracking Number in CallRail
You can create tracking numbers in CallRail by renting a pool of phone numbers.

We rented a pool of phone numbers. And those numbers rotated through [the CallRail] system so we could see which particular search terms and landing pages were driving those phone calls.

By placing a bit of custom code around each phone number, Workshop Digital was also able to “follow” each visitor as they interacted with the law firm, and push new phone leads directly into the client CRM. 

Tracking visitor phone calls using CallRail
Every phone call is tracked and logged in CallRail, including the referral source.

This is super helpful because it automates the process. We now know which variant of a page a phone call originated from, and we can then use that additional data to speed up our A/B Testing.

But what about phone calls that came in late at night or on weekends? Usually, Geoff McDonald & Associates partnered with an after-hours call service to answer these calls when their team wasn’t in the office. 

To account for these leads, Andrew had another trick up his sleeve…

We built a script that, depending on the time of day, would funnel the lead to the appropriate inbox or appropriate phone number. Meaning if [the call] came in after business hours, the phone number gets automatically routed to an after-hours call service that will call that person back immediately. It’s all time-based so we don’t lose that call.

Learn how to create dynamic phone numbers that automatically change based on the time of day or location of your visitors. Register now to save your spot for the free Dynamic Call Tracking Webinar on Wednesday, July 31st.

The Results: Tracking 75% More Conversions on Client Landing Pages

Once the call tracking was up and running, Andrew and his team made a shocking discovery. Over 75% of visitors were converting over the phone, versus using the forms on their landing pages. That was a huge number of leads that they just hadn’t been able to track or attribute back to their highly-successful landing pages previously.

With Unbounce and CallRail together, we get faster and more accurate results for our clients because we’re taking into account all the conversions that take place on a landing page—not just the form submissions.

Now, the agency had a much more complete set of data to A/B Test these landing pages and bring them to their full potential.

Our goal was to increase leads by 25%, year-over-year. But we ended up driving 33% more leads from organic channels, and 219% more leads from our paid and remarketing channels.

The results have far exceeded the expectations of Geoff McDonald & Associates. Last year, the law firm was awarded the M&L Silver Award for “Best Overall Digital Marketing,” thanks in large part to the work done by Workshop Digital.

He’s absolutely thrilled. [Geoff] took these results to one of his legal marketing conferences and won an award for the work. So he gets to be an industry leader in his field.

For the team at Workshop Digital, CallRail has helped to empower them with more data and transparency. Andrew says that now more than ever, these are the types of innovative strategies that clients—and visitors—are looking for.

We need to get the complete picture of how people arrive, experience, and interact with a landing page. Visitors need the option to convert on their terms—not on ours. As marketers, I think we have to really understand where consumer expectations are going. It’s all about convenience.

Now, It’s Time for You to Answer the Call

Get all the nitty-gritty details on how to set up call tracking for your clients, including a custom script you can use to redirect visitor calls based on time of day or location.

You can take the same approach as Andrew at your agency to track more conversions for your clients and get them better results. Save your spot today for the free CallRail webinar on July 31st, 2019.

Free Webinar on how to set up Dynamic Phone Numbers

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

Check Also

10 Crucial Steps for Launching Your B2B Podcast Into the Wild

Hey, friend, have you heard the good news about podcasts? 

Given the most recent stats, it’s highly likely you have. Over half of all Americans over 12 years of age have listened to at least one. Podcasts have well and truly hit the mainstream. In other words, the gold rush is on for brands looking to connect with a highly-engaged, long-attention-span audience.

However, getting a podcast up and running isn’t as simple as publishing a blog. We recently published an entire B2B podcasting webinar to walk you through the entire process, from conception to publication. This post will zero in on the choices you need to make and the steps you need to take to release your podcast into the wild.

B2B Podcasting Launch Checklist: 10 Steps

Sure, you could just upload your audio to your web server, add an RSS feed, and call it good. But if you want people to actually find and listen to your podcast, there are a few extra steps you should take. This checklist will help your podcast find an audience and start building a subscriber base.

via GIPHY

#1: Choose Your Hosting Platform

A podcast syndication platform makes it easy to publish your podcast and get listed in directories. Think of it like WordPress is for your blog — it hosts the files, makes them look pretty, and makes it so people can find them.

Most platforms will also give you embed codes for embedding episodes in blog posts or on a landing page. You’ll also get stats on how many people are downloading episodes, and on what program they’re listening.

We prefer Libsyn as our hosting platform. Podbean, buzzsprout, and Blubrry are also solid options. They all have a free tier of hosting, but you’ll want to pay a few bucks a month for bandwidth and analytics.

#2: Upload Your First Three Episodes

Podcasting is all about establishing a regular cadence (more on that later). But for launch, you’ll want to have at least three episodes ready to go. There are a few reasons for publishing multiple episodes for your debut:

  1. One episode may not be enough to convince people to subscribe. 
  2. Multiple episodes show you’re committed to keeping the content coming.
  3. Most importantly, Apple podcasts requires at least three episodes to qualify for their “New and Noteworthy” section. 

So before you publish, have at least three episodes completed, and be ready to follow up with more at your promised publishing cadence.

#3:  Register with Podcast Directories

Podcasts are peculiar in terms of content delivery. Your hosting platform makes the files available, but most people will listen to your podcast on their chosen podcast app. Each app maintains its own directory — think of it as a search engine for podcasts. 

Your podcast needs to be listed in their directory, or people won’t be able to find you. I recommend registering with at least these six:

  1. Apple Podcasts
  2. Google Podcasts
  3. Stitcher
  4. Podbean
  5. Spotify
  6. TuneIn

Each of these sites will ask for the RSS feed of your podcast, which your hosting platform will generate for you.

I created a podcast tracker to keep track of all these directories — sign up for the webinar and you can download it for free.

B2B Podcast Tracker

#4: Promote Internally

Gaining visibility on a podcast directory is tricky business. Apple and Google are where the majority of your listeners will be, and each employs an algorithm to promote podcasts in search results and feature pages.

How do you get an algorithm’s attention? Engagement! Start by promoting your podcast to all of your employees. Encourage them to subscribe on Apple or Google, give a rating, and write a brief (and honest) review. What’s more, draft some social messages and encourage everyone to promote the podcast to their networks, too.

That base level of initial engagement will help your podcast start finding its audience.

#5: Activate Your Influencers

Most podcasts are Q&A-style interviews with influential guests. If your podcast includes influencers in your industry, make sure they know as soon as their episode goes live. Give them the tools to promote the podcast easily:

  • Sample social messages
  • Social media images in the correct sizes
  • Embed codes

If your podcast doesn’t feature influencers, it’s worth re-evaluating your strategy for your next season. Influencer content not only is more valuable to your audience, it’s an indispensable channel for promotion.

#6: Publish Blog Posts

The one downside of audio content: It’s not super crawlable for SEO purposes. Granted, Google has started to auto-transcribe episodes and add them to search results, but the technology is still in the early stages.

To truly get some SEO juice from your podcast, we recommend embedding each podcast in a blog post. This example from the Tech Unknown Podcast by SAP* shows how simple it can be. All you need is an introduction, a few pull quotes, some key takeaways, and a transcript.

#7: Add Paid Promotion

As with any content, you want to use every tactic available to make sure it gets seen by your target audience. That’s especially true with podcasts, since podcast search engines are incredibly competitive.

Targeted, paid social promotion can help establish your subscriber base and get your new podcast some much-needed visibility.

It’s also worth considering cross-promotion on other podcasts. Consider both paid advertising and trading guest spots with a podcast that shares your target audience. 

#8: Solicit Listener Feedback

Ratings and reviews are essential to your podcast’s success. They’ll help provide social proof for new listeners and boost your search visibility in podcast directories. 

The best way to get ratings and reviews? Ask for them. Make it part of each episode’s sign-off. You can even encourage thoughtful reviews by reading the best ones on future episodes. You will engage your listeners and solicit more reviews at the same time.

#9: Keep Up Your Cadence

As with blog content, there’s no single “right” frequency to publish a podcast. Some of my favorite podcasts publish weekly, biweekly, or even monthly. The best cadence for your podcast is “However frequently you can reliably, regularly publish quality content.”

Choose your cadence with an eye to long-term sustainability, and tell your listeners explicitly how frequently you’ll publish. Whether it’s “See you next week,” or “PodcastTitle is a monthly podcast that…” listeners will find it easier to make your podcast a habit if you stick to a schedule.

#10: Repurpose, Repurpose, Repurpose

In my last post on the content marketing benefits of B2B podcasting, I mentioned that podcasts are a content machine, and I’ll say it again. It’s easy to finish an episode, publish it, then forget it and move on to the next thing. But don’t do that! 

Pull snippets of audio content for social media. Turn them into short videos, too: Add a still image or a simple looping GIF for visual interest.

Use your transcriptions as fodder for future blog posts, quotes for influencer marketing, or even a stand-alone asset. 

Any way you can reuse that content can help bring more listeners to your podcast. What’s more, putting the content in a different medium can reach an audience who might not be into podcasts (yet). 

Check, Check, One Two

Launching a podcast is a little trickier than launching a new blog, especially if you’re new to the format. But if you follow this checklist, you can make sure your podcast is available on all the right channels and is ready to start attracting an audience.

Need more podcasting help? Check out our B2B Podcasting Webinar. In addition to learning the Four P’s of podcasting success, you’ll see me make this face:

B2B Podcasting Face

*Disclosure: SAP is a TopRank Marketing client.

The post 10 Crucial Steps for Launching Your B2B Podcast Into the Wild appeared first on Online Marketing Blog - TopRank®.

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