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The “NEW” Call Tracking Metrics

With so many opportunities to market your business online, it’s more important than ever to make sure you know which activities are paying off the most. While sometimes it’s hard to do, Harris Research has done some legwork for you to make your job easier. Introducing the “NEW” Call Tracking metrics with HRI.

OLD Vs. NEW

This is certainly not the first time I’ve written about using Call Tracking Metrics. When I first started encouraging franchise owners to use it, the biggest reason was because it gives you insights into how well your marketing was working. They give you tools and programs to analyze where your leads and calls are coming from and how effective you are at booking your jobs.

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While that’s all still true, it’s even better now. Harris Research has partnered up with Call Tracking Metrics to not only more fully utilize their services, but also to get you all a better price on it. WOW!

What Changed?
Prior to our partnership with CTM, franchise owners had to sign up with them independently, which required a monthly subscription fee of $19, plus additional fees per tracking number and minute spent on the calls. Now we’ve been able to eliminate the subscription fee and cut the costs of the numbers to encourage franchise owners to use the service. Take a look at the table below:

CTM Fees

With prices like this, there’s no reason why you shouldn’t be using Call Tracking Metrics to measure your marketing activities. ESPECIALLY when you consider that their services include:
  • Tracking Inbound and Outbound Calls
  • Premium Vanity Numbers
  • Recording Calls
  • Porting Existing Numbers
  • Tracking Online or Offline Advertising Channels
  • Dynamic Number Insertion on Website
  • GeoContact
  • Calls Matched To Website Visitor and Ad Click
  • Playing Whispers To Callers and Receiving Agents
  • Virtual Voicemail Boxes
  • Voice Analytics – Keyword Spotting
  • Route Calls to Landline, Mobile, Soft Phone, or SIP
  • Route Calls by Schedule
  • Route Calls by IVR (menu keypresses)
  • Conference Calls
  • Transfer Calls
  • Score, Convert, and Tag calls
  • Conditional Call Routing
  • Route Calls by Geography (zip code, area code, city)
  • Route Calls to Queue With Advanced Routing Rules
  • Post Call Agent Survey
  • Hold Patterns (music, voiceover, etc.)
I highlighted a few that I’d like to emphasize. Not only will Call Tracking Metrics record your calls, but it will also analyze voices looking for specific keywords (“carpet cleaning”, “tile cleaning”, “Google”, etc.) as well as track calls to clicks, and allow you to use numbers for offline marketing.

 

In my professional opinion, the few dollars this will cost you every month is EASILY worthwhile for all the information you get from it.

What Now?
So, what do you need to do to better utilize Call Tracking Metrics?
  1. Set up a free account by clicking here. If you already have a paid account, call them and ask to transfer it under the Chem-Dry agency account.
  2. Get some tracking numbers. Start with a few for your website for sources from Google Organic, PPC, and Yahoo/Bing.
  3. If you have a premium listing on ChemDry.com, get a tracking number and have it installed there so you know when you get a call.
If you ever have any questions about how your marketing is performing, reach out to me and we’ll talk about it – whether you’re using a vendor or doing it yourself.
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June 9-10 Webinar Summary

Over the course of the last week, we held a couple webinars that – hopefully – will enlighten you about a few things with regards to Pay-Per-Click advertising and using a job-finding service called “Thumbtack.”
Here’s a summary of each webinar. Click the pictures to view the recordings.

Pay-Per-Click

Pay-Per-Click advertising with Google AdWords can be a daunting thing, but it’s not too hard to make use of it when you learn how to track a few of the key metrics.

Average “CPC”

– Average Cost Per Click is a measurement of how much you pay every time someone clicks on your ad. Each click will have a different cost based on the popularity of the search term, the location, the landing page, and many others. Just a good idea to keep an eye on it to get a feel for how much you’re spending.

“CTR”

– Click Through Rate is a simple percentage of how often your ads get clicked. A high CTR indicates an interesting ad. Having too high a CTR can indicate problems, though.

“Average Position”

– Average position gives you an idea of how highly your ads rank on the search results page. I usually tell people to aim for the #3 spot. I explain why in the webinar.
Working with a Vendor
Whether you have a large or small operation, it’s wise to at least consider having a vendor handle your PPC campaign. Much like a common homeowner trying to clean their own carpet is better off to call you. PPC vendors have proven track records for results and probably have more knowledge and expertise than you do. But you can certainly work with them and make sure you’re getting the value from their service.

Getting More Jobs with Thumbtack

A big thanks to Walter Gard with Tri City Chem-Dry in Richmond, VA for his help in presenting this webinar.
This webinar included an introduction to Thumbtack and how it works. You set up a profile for your business and receive bid opportunities. Every bid you submit costs you a certain number of credits which cost just under $1.50. After you submit your bid, the customer has the chance to review it and if they like your price (or you’re one of the first to respond), you’ll get the job!
A few principles we discussed in the webinar:
Set Up Your Profile – Provide as much pertinent information about your business as you can. Sell “Cleaner. Drier. Healthier.” Provide a personal background (people love reading about you), and set clear expectations (technician arrivals, uniforms, top-level services, etc.).
Communicate Clearly – When you submit a bid, briefly explain what makes Chem-Dry better. Sell value, but don’t make your response too long. Give them what they want to know and invite them to call with any questions. (Often, once you submit a bid, you’ll be provided with the customer’s phone number, so you can call and follow up almost immediately afterward.)
Price Competitively – There’s a great deal that’s communicated in your prices. Don’t undersell yourself. Charge what you know you are worth. Don’t bid on jobs you know you won’t want to do.
Respond Quickly – The job usually goes to the first one or two people to respond, and it only takes a minute or two. Don’t wait around because a request will only receive 5 bids before it shuts off.
If you have any questions about how Thumbtack works, feel free to call Walter or myself and we’ll be glad to help you out in any way we can.
Want More Webinars?
Would you like to get notified for upcoming webinars? Do you have suggestions for webinar topics?
  1. CLICK HERE and enter your information to be notified for upcoming webinars.
  2. Reply to this email if you have suggestions for topics you’d like to have covered. Nothing online is off limits.
If you ever have any questions about how your digital marketing is performing, reach out to me and we’ll talk about it – whether you’re using a vendor or doing it yourself.
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Making the Move to Mobile

Our world and our customers are becoming more and more connected day by day. In fact, did you know that about 60% of American’s now own/use a smartphone? That means nearly 200 MILLION potential customers are connected to the internet 24/7.

Device Usage

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43% of Google searches happen on mobile phones.

 

43% of consumers use their smartphones for searching locally. Furthermore, about 68% of mobile searches happen at home, when there are larger-screen options available. You’d better have a mobile-friendly website for them to use.

 

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80% use search engines for local business info.

 

 

 

 

 

 

 

 

 

 

Not only are people using more of their mobile devices for searches, but they’re also researching businesses prices, services, and reviews through search engines, and mobile apps. When you show up, are people seeing the best you have to offer?

 

 

When People are Online

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43% of people watch TV and use a mobile phone at the same time.

So, not only are people using their mobile devices to search, but they’re doing it at the same time they’re doing other things. Who says we can’t multi-task?

 

43% of people report that they are guilty of using other devices while watching TV. Come on, admit it. You’ve done this too.

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54% of “multi-taskers” use their smartphone while watching TV.

On top of that, of all those people who are “multi-tasking”, over HALF of them are using a smart phone. That means they’re either playing Candy Crush, cruising Facebook, or looking up things that they’re seeing.
That means you have opportunities to show up, even when someone sees a commercial from those Steemer guys.
What Now?
So, what do you need to do to take advantage of mobile technology?
  1. Make sure your website is “mobile friendly” or “mobile responsive.” That means your website automatically adjusts based on what device is accessing it.
  2. Target mobile devices with Pay-Per-Click ads. Also don’t forget about the opportunity for click-to-call conversion with PPC.
  3. Get a Local Search Directory listing. Almost 60% of visits to ChemDry.com are from smartphones.
If you ever have any questions about how your marketing is performing, reach out to me and we’ll talk about it – whether you’re using a vendor or doing it yourself.