How many times have marketing agencies and lead gen services heard from a client that a lead they received wasn’t one of theirs? One too many, I’m sure. Radio, print, social media, TV, PPC, SEO, email, mobile these are just a few of the channels agencies use to drive leads for their clients. So it’s critical to get credit for every lead you generate.
Marketing agencies understand lead attribution tools help them measure campaign success more effectively, yet their use of these tools is fragmented. Some agencies do not have a clear strategy in place, relying instead on basic metrics to prove what marketing sources are driving leads. Others have used attribution to successfully grow the ROI of their clients’ campaigns – and the most valued conversion metric within those campaigns: phone leads.
Agencies Find Success Measuring Attribution
A recent Forrester report found that advanced attribution measurement has helped marketers optimize their campaigns in order to drive even greater ROI. While only one in nine say they have used such methods to attribute their marketing, they indicate a growing contingency of marketers who acknowledge its importance and have used more complex attribution to successfully shape future decisions. The report found that:
- 70% of marketers say determining which channels, campaigns, programs, and tactic levels drove traffic is very or critically important.
- 75% of marketers are very or completely satisfied with their ability to act on attribution insights.
- Marketers successfully using attribution use it to adjust their long-term media plans (49%), change media spend (38%), compare the performance of different campaign measures (34%), and take some action in real time (23%).
Phone Leads Are the Common Blind Spot in Agency Lead Attribution
The proliferation of smartphones has accelerated the need for call attribution in particular. With phone calls from mobile search alone in the U.S. expected to reach 75 billion by 2018, marketers need a way to measure the ROI of the $68 billion annual investment they are making to generate those calls (BIA/Kelsey). Optimizing our digital campaigns is important, but only represents part of our marketing efforts – understanding precisely how customers are converting is essential. And call tracking technology helps marketers bridge this online and offline gap.
How Call Tracking and Routing Helped Blue Fountain Media
Blue Fountain Media is a top New York digital agency, offering clients website design, online marketing solutions, and mobile app development. They work to consistently drive increased traffic, enhanced brand loyalty, and new leads for their clients.
For Blue Fountain Media, they needed to optimize their clients’ marketing campaigns in order to effectively accomplish the above goals. By using call tracking and call routing technology they were able to help their clients reduce their cost per conversion, streamline search campaigns, and direct calls based on the caller’s geographic location.
- Call tracking technology helped Blue Fountain Media optimize their self storage client’s paid search, decreasing cost per conversion by 43% and increasing calls by 58% over four months.
- By using keyword-level call tracking, Blue Fountain Media was able to improve their limo client’s paid search strategy and help them manage their call volume.
- Blue Fountain Media used geo-location technology to route their luxury real estate client’s customers to the closest call center set up for their region.
“If you have a client whose business thrives off of phone leads, it’s essential to have this information available to you,” explained Dan Morosi, Senior Marketing Specialist for Blue Fountain Media. “It allows you to optimize for calls the same way you would optimize for online conversions – and you can make serious advances for their business by doing so.”
To learn more about how Blue Fountain Media uses call analytics and automation to drive results, check out our case study, Blue Fountain Media Uses DialogTech to Optimize Online Marketing Campaigns and Reduce Cost Per Conversion for Its Clients.
