This is a guest post from our friends at Cardinal Digital Marketing, an agency based out of Atlanta, Georgia. Alex Membrillo is the CEO of Cardinal, and is a published author — his latest book “The Anatomy of Medical Marketing” is an all-purpose guide for helping medical groups grow their practice and stay off life support.
Just like any other business in any other vertical, healthcare providers need to keep people coming through the door to survive. As I’ve found at Cardinal working with various hospital systems, urgent care providers, and dental care offices, these are highly competitive spaces.
So, what does any forward-looking business do when they need to expand their digital reach, generate leads, and keep revenue-generation humming? They turn to the wide, wide world of marketing. And oh, how wide this world can be, especially when you’re looking for a reputable healthcare digital marketing agency.
Now, you’ll have little trouble finding flexibility and variety: Whether you have limited in-house staffing, a team that needs help with overflow work, or no staff at all, there’s an agency out there ready to lend a hand.
The challenge is sifting through the noise to find a personable, transparent, and results-driven agency with a proven record in the healthcare field. To give you an idea of what to look for, I’ve put together a list of questions to ask before hiring a marketing agency. Consider this your quick-reference guide to selecting an agency within the healthcare space — a litmus test, if you will — one based on my own first-hand experience.
1) Hiring a marketing agency can be an expensive, long-term investment: How do I know if there is ROI?
You’re going to spend all this money and time and, naturally, you want to know how — specifically — you’ll know that it’s making one bit of difference. This is a great question, because you’ll get some agencies that promise the world in just two weeks, and others that deliver results that are, in the end, vanity metrics that don’t really impact your bottom line.
Good agencies will establish core objectives during the discovery phase, then identify key metrics tied to each of these objectives. If you provide spinal surgeries and want to increase web-generated leads and surgeries every month, your digital marketing agency should be able to plan and execute around delivering these increases — and be able to show their progress with hard data and technology like CallRail call tracking that can be tied to real ROI. (In this case, leads and surgeries.)
2) What kind of expertise can a marketing agency bring to the table?
Look, if you can handle all the marketing stuff using in-house staff, great! But in my experience, even the most experienced marketing teams get gummed up by organizational silos and tunnel vision. A digital marketing agency can bring a fresh perspective and much-needed know-how.
First and foremost, there’s software expertise. To survive in the competitive world of digital marketing, agencies must have a highly technical staff trained up on a full suite of digital marketing software and technology. You might have some of it, but you probably don’t have all of it. Agencies get things set up right so that all marketing activities can be measured, tracked, attributed, and reported on.
Then there’s industry expertise. Look for years of experience helping providers of similar size, vertical, and organizational needs. They’re up to speed on the latest industry trends and best practices. Their digital marketing toolbox is full of strategies and tactics proven to get results in the wider healthcare market.
3) My industry can be complicated: how long is the learning curve for an agency?
I like to break things down into two phases: The first 30 days, and the following 60.
The first 30 days will likely be spent getting to know each other through a process of kickoff calls and discovery. Systems audits, strategy sessions, and goal-setting. Assuming the agency you’re working with has experience in the healthcare vertical, the learning curve should get straightened out during this initial one-month ‘onboarding’ process.
From there, it’s go-time: Systems go live, campaigns launch, measuring, monitoring, and refining.
4) Will I need to change systems or platforms to work with an agency?
I feel like this question creates so much anxiety! I suppose it’s the fear of the unknown.
A digital marketing agency should be able to either use your existing systems and platforms, integrate them with their own technology and software stack, or execute some combination of both. They’ll work with you to hash all this out during the first 30 days, including a detailed plan to make sure everything is integrated properly and the right people have access to the right tools.
5) What does your reporting look like? How often is reporting delivered? Are there actionable takeaways from reporting or just numbers?
Okay, folks: This one is super important. The work of a digital marketing agency is never ‘set it and forget it.’ To me, that’s a big red flag. Good marketing agencies spend time to identify measurable goals in great detail. They have the technical and strategic expertise to track these goals, report on them frequently, and refine strategy based on what’s working and what’s not.
The agencies that are serious about data and analytics often have their own proprietary software that pulls together disparate sources and channels. Reporting should happen at least monthly, if not more often, and be delivered to you in a digestible, easy-to-understand format that can be quickly shared with other stakeholders. There should be plenty of actionable data there to make adjustments and fine-tune campaigns.
6) How have you helped other companies like mine? What were the results?
Case studies, case studies, case studies. Case studies and testimonials. Testimonials, and then more case studies. It’s common for job applicants to bring relevant portfolio items and work samples to the interview, right? Same goes for digital marketing agencies.
Ask your digital marketing agency not only for work they’ve done within healthcare, but work they’ve done for your specific area of healthcare. This could be anything from brand awareness campaigns for large-scale hospital systems, to social media marketing for a local physical therapy group.
Whatever your specialty, look for an agency that can show you work they’ve done for similar clients, the results they achieved, and the specific strategies and tactics they used to get there.
7) How are you following your own best practices on your website?
This one gives me a bit of a chuckle, because it reminds me of an old story about an applicant to a social media position. They had a sparkling resume, and an impeccable work history with demonstrable results for top brands. But here was one problem: Their own social media profiles were full of… well… unprofessional behavior.
You know the old saying: A carpenter’s own cabinets tend to be in the worst shape. Well, a good digital marketing agency’s website and digital marketing channels should embody the approach that they recommend to you. Hold their feet to the fire by auditing their websites and digital channels. How can they secure your oxygen mask if theirs is flailing in the wind?
And finally — go ahead and Google “Medical Marketing Company” and see if Cardinal drinks its own Kool Aid.
The post 7 questions a healthcare provider should ask before hiring a marketing agency appeared first on CallRail.
Incentive programs are critical to any successful channel sales model. By inspiring or rewarding certain behaviors in your partners, incentives can help steer the course for any successful business relationship. As part of your partner relationship management (PRM), your incentive strategies help attract partners to your offerings while unifying you network and directing it towards a clear goal.
That’s the idea, anyway. How, exactly, you motivate and direct your partners depends on a lot of different variables. This is a good time to get creative.
Some partners need access to market development funds (MDF) to help acquire leads, find customers, and meet the goals expected of them. Some partners may be driven by something as simple as a gift card. Others may just want to be recognized for their achievements. Your rewards should be commensurate with the work involved in achieving them.
You’ll also need to think about who you’re trying to incentivize. The success of the strategies you adopt depends on the partner in question—not to mention the resources that are available to you as the provider. For example, referral partners likely won’t be motivated by the same things as affiliate partners. Bronze partners may need stronger incentives than those offered to your gold partners. But you also want to make sure you’re rewarding your top performers. A winning incentive strategy will adapt to the unique needs and circumstances of each partner or relationship.
Here’s some more advice to building a successful channel incentive program:
1.) Make sure rewards are motivating.
More than anything, you need to make sure your rewards do what they’re meant to do: motivate partners to make sales. That may mean thinking about how your partners are compensated: A flat rate may prove steady for your expenses, but it’s not likely to produce any excitement. By offering a sales commission your partners may be more driven to land those really big sales.
And it’s not just your sales partners who require incentives. Referral partners can also be driven by the right incentives. Giving your biggest, more attractive rewards to your top referrer may help drive some healthy competition within your partner program.
2.) Reward partners for completing learning tracks and training programs.
It really can’t be overstated how important training is to a healthy partner program. Your partners are selling the service or product that your organization developed, so it goes without saying that they should know the offering inside and out. Certification and learning programs reveal how well your partners understand your product while doubling as an effective motivator.
The problem is most people aren’t going to spend the time and resources to learn something just because they were told to do so. There needs to be a quid pro quo. Use rewards to encourage your partners to take on each learning track, reading material, and training program.
3.) Switch up the reward.
Rewarding your partners with the same thing over and over again can yield diminishing returns after a while. People get bored when they know what to expect. A good incentive strategy will evolve and innovate to keep partners excited. That means getting creative.
One idea is to hold an event for your top referrers. One-time offers like a hotel stay, an Apple Watch, or a gift card can really help drive a surge in sales. And it keeps partners interested and excited to work with you.
4.) Turn it into a competition.
Competition drives performance. Everyone knows that. You can leverage this fundamental truth by turning work into a fun game. Allow companies to choose team names, create a leaderboard for the teams, make trophies and extra prizes for the top three winners in each event. Make the games seasonal to capitalize on yearly market trends. Again, it helps to be creative.
5.) Offer achievement awards.
Gamification is a fantastic way to increase partner engagement. People work better and more attentively when the work is presented in the form of a game. By accomplishing tasks in that game they feel good about themselves and crave more of it. It’s a basic feature of human psychology. Take advantage of it by offering achievements that your partners will want to earn.
Above all, you should make sure your incentive program is easy to follow. Your partners need to know what’s expected of them, how they can achieve success, and what’s in store for them should they perform well. Also make sure your incentives are balanced appropriately: Any rewards you offer should be proportional to the amount of effort partners spend earning them.
Of course, these are all just ideas. Your incentive program will only be as successful as you are creative. You need to think outside the box to develop new ideas that are fresh, engaging, and unique to your partners’ needs and interests. Every partner is different, so should be the strategies meant to motivate them.
As a full-service marketing agency based out of Austin, Texas, Neon Ambition focuses on helping our clients grow their businesses through content, SEO and PPC. Rather than working to amass a long list of business partners, we instead focus on forging strong relationships with a smaller number of clients.
We see ourselves as a partner with a vested interest in our clients’ success — after all, when they do well, we do well. That’s why our top priority for clients is to drive traffic and increase conversions as much as possible. And most importantly, we want to give them undeniable proof that our campaigns are strategic and successful with hard, quantifiable evidence.
So when a hip, popular local Austin client asked us for help with increasing their client base, we were incredibly excited to learn more about them to see what we could do. They explained that in their industry, most clients convert over the phone rather than online. When we heard this, we knew that one of the most important third-party services we should introduce them to was CallRail, so that we could start tracking those calls.
When we found out that 80 percent of their leads came from phone calls, we were surprised. When we found out that their current agency was not tracking this calls, we were floored. And when we told them we could help them increase lead tracking by 80 percent just by implementing a call-tracking service, they were sold.
Onboarding and tracking
Part of the onboarding process with all of our clients is to implement CallRail, so this client was no different — but instead of tracking an odd call here or there, we’d be tracking the majority of their leads through this service. We also had to make sure we were using the right plan for them to cover the volume of calls being funneled through CallRail. Once that was settled, and a number pool was implemented along with the necessary integrations, we were ready to start tracking.
In short order, the client was very pleased with the results of our tracking efforts. They were now able to see just how many calls were coming in, along with the source that drove each of those calls. They could determine how many calls came from their PPC campaigns, from organic searches, and from returning or direct visitors.
We were able to take call tracking a step further and assign an average call value to each conversion. In order to do that, we took the revenue brought in from calls so far in 2019 and divided it by the number of calls. By doing this, we were able to show how much money (on average) each of those calls brought in.
For example, if we put an estimated call value at $100 for each call and we received 200 calls, we could then claim $20,000 in revenue from the calls. This enabled us to show ROI or ROAS (return on ad spend) on our campaigns to prove our value to the client in a more concrete way.
Historically, our client’s efforts to track ROI had been wildly inaccurate, with a huge chunk of revenue missing from the picture. Before, they were only tracking about 20 percent of their revenue generated by ads without call tracking and conversion value. But now, thanks to CallRail, they’re tracking 100 percent of their revenue.
As a marketing agency, it’s also imperative that we demonstrate the concrete value we bring to our clients. CallRail’s tools helped us do just that, helping us track ROI with 80 percent greater accuracy.
Now, we can calculate hard numbers for our client’s marketing spend versus the total value of all conversions, giving us highly accurate insights into how our work had improved their ROI. After just a few months with CallRail, our client has been consistently obtaining ROAs at over 200 percent month-over-month.
What’s more, CallRail also enabled us to discover the specific search keywords associated with each call, as well as bid modifiers to rank for top searches. This increases the performance of our ad campaigns and ramps up both our SEO strategy and rank — a winning combination for long-lasting success.
As an added perk, incorporating CallRail tracking into our PPC campaign also helps us understand which keywords see the highest organic search volume, giving us a leading edge on our SEO campaigns as well.
Call tracking insights drive new strategy
We know that we are increasing conversions and business for our clients — specifically this particular client, who has seen clear growth since partnering with us. But more importantly, the data we gather in CallRail helps us illustrate this growth in an analytical way, allowing us to highlight measurable results that prove our value to our clients. Ultimately, this helped us increase transparency and build trust with a very valuable client, which is a must for any agency.
This approach not only improves our relationship with existing clients, it also strengthens our reputation and helps us earn new clients by proving the value and efficacy of our work. Potential clients can know exactly how much revenue they’re making from their investment with us, and therefore know that it’s worth their hard-earned money.
Additionally, these insights are helping us hone our processes to understand more clearly what works and what doesn’t, and how that applies to the various industries we work with. With tools like CallRail in our arsenal, we can feel more confident about the strategies we recommend for clients and present data-backed solutions to new prospects.
It’s all part of our commitment to bring the best service and streamlined advice to our client base. We’re proud to call ourselves a CallRail Agency Partner, and to be able to offer their superior tracking services to our customers. We can say — conclusively, and from experience — that it pays to invest in the right tools.
The post How CallRail helped Neon Ambition boost lead tracking by 80% appeared first on CallRail.
PRESS RELEASE: Impact-Driven Entrepreneurs Debut Ventures at SEED SPOT 2-Day Launch Camp Pitch Night in Washington, DC
Media Contact: Courtney Klein, Co-Founder of SEED SPOT, 480-628-2300
SEED SPOT’s newest cohort of entrepreneurs pitched their innovative ventures at the Booz Allen Hamilton Innovation Center on Saturday, October 5
Washington DC: On Saturday, October 5, 26 impact-driven entrepreneurs pitched their innovative ventures at the Booz Allen Hamilton Innovation Center in downtown Washington, DC. Nearly 70 members of the DMV’s startup community came to support the big dreams of founders.
Four of the 26 entrepreneurs were awarded prizes for their dedication, focus, and engagement:
- Impact Award: Divorce Diagnostic, a venture founded by Aleksandar Stefanovski that helps families navigate the difficult legal process of divorce so they can invest more resources in their children’s wellbeing
- Social Innovation Award: Foster Care Connect, a venture founded by Raeann Vuona that drives efficiencies in the foster care system by matching children with families using a matching algorithm
- Viable Business Award: Baby Friendly America LLC, a venture founded by Joshua Singer that promotes restaurants with changing tables, high chairs, and other baby-friendly equipment to parents of young children
- Growth Award: IncarciCare, a venture founded by Yasmine Arrington that helps family members provide care packages and basic needs to their incarcerated loved ones
The Pitch Night was the culminating event for SEED SPOT’s 2-Day Launch Camp that ran October 4-5 to provide social entrepreneurs with a starting point to safely explore their ideas for change. The 2-Day Launch Camp was sponsored by Booz Allen Hamilton, NEXT Powered by Shulman Rogers, Aronson LLC, Cooley, TriNet, Meaningful Gigs, and FounderTrac.
“Every entrepreneur with an idea to spark change in the world should have a launch pad to explore their idea and learn how to start up,” said C’pher Gresham, CEO of SEED SPOT. “With our latest 2-Day Launch Camp in DC, we are ensuring equitable access to all individuals in the greater Washington area that have a dream. Together with our partners and supporters, we are making DC the home of social innovation and entrepreneurship.”
From January 27-April 14, 2020 SEED SPOT will be running an Impact Accelerator to provide impact-driven entrepreneurs with in-depth support for the due diligence process. The program helps with building high-growth business models, creating a winning team, crafting strong go-to-market strategies, modeling robust financial models, and nurturing investor relationships. SEED SPOT takes zero percent equity in partner companies.
Applications will be accepted until the final deadline of Friday, November 1. Learn more by visiting: https://seedspot.org/communities/impact-accelerator-washington-dc-2020/.
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SEED SPOT is nationally ranked by Gust as one of the Top 20 Accelerators in the World and in 2015 was named by Cisco & UBI Global as one of the Top 3 Social Impact Incubators in the United States. SEED SPOT supports local ecosystems empowering entrepreneurs through three programs: the Impact Entrepreneur Meet-up, the 2-Day Launch Camp and the Impact Accelerator.
SEED SPOT also won a 2016 Emmy for their partnership with Univision supporting Latino entrepreneurs through Véndeme tu Sueño. With a mission to educate, accelerate, and invest in the dreams of social entrepreneurs, SEED SPOT supports entrepreneurs building products, services, and technologies that improve lives or communities. For more information, visit: www.seedspot.org.
Ad retargeting is a marketing strategy used to zero in on website visitors who, for whatever reason, didn’t make a purchase. Retargeting campaigns continue to perform better than other types of advertising, and for good reason: After a prospect has visited your site, you can say with almost complete certainty that they’re somewhat qualified.
And while an increasing number of companies are adopting Google Ad’s call-only ads, many marketers don’t realize that retargeting can be a highly effective way to boost returns on call-only campaigns.
Very little has been written about the process of designing a successful retargeting campaign for call-only ads. In this post, we provide a step-by-step framework to demystify the process of creating call-only retargeting campaigns.
What is call-only ad retargeting?
In general, retargeting involves showing ads to prospects who have already responded to one of your previous ads or visited your website. Retargeting helps you keep your brand in front of potential customers after they’ve left your website without converting. This approach has a higher chance of winning conversions than just displaying ads to random web users, who might not be familiar with your brand.
Call-only ad retargeting works the same way, but the key difference is that instead of targeting based on a website visit by the prospect, you’re targeting based on a call to your company by the prospect. With retargeting, people who called after viewing your company’s call-only ad will then be shown more of your ads in the future.
Another variation of the call-only retargeting campaign is to serve call-only ads specifically to prospects who have previously visited your website, although this approach is more suited to niche scenarios and longer sales cycles.
How to retarget for call-only ad campaigns
When it comes to retargeting your call-only ads, there several steps that can increase your odds of success — let’s review them below.
1) Segment your audience
It’s important to segment your audience based on different factors so you can personalize the ads more effectively. Here are some criteria to keep in mind when segmenting:
- Keywords and search terms: Consider what keywords and search terms your call audiences used, and divide them into separate groups based on the different keywords. You can then create different versions of the ad that include the relevant keywords for each one of these groups. By doing this, you can show each segment of your audience even more specific and tailored ad content.
- Geographic location: Where are your website visitors or callers located? If large segments of your audience hail from specific areas, you might want to divide them into groups based on geographic location. This is especially relevant for companies who are running call-only ads for local audiences. They can then better tailor the ads to this local audience.
- Callers versus website visitors: You can also divide your audience based on those who called and those who visited your website. In this case, those who contacted you through a call-only ad receive regular online display ads, while those who visited your site are shown call-only ads. Focusing on callers may be the best approach, since callers tend to be highly engaged prospects who are ideal for retargeting. With callers, you also have the added advantage of being able to tap into your call data to gain insight into how to retarget your unconverted audience more effectively
2) Define your campaign goals and success metrics
When developing a call-only retargeting campaign, it’s important to have a clear sense of what your goals are. Most companies have two main goals when running a retargeting campaign.
One goal is retargeting for awareness, which involves getting your prospects more familiar and comfortable with your brand. With this approach, your main intention is to increase the volume of searches for your brand and direct more prospects to your website in the hopes of winning them over.
This kind of marketing can be tracked via ‘view-through’ conversions, but this metric is notoriously difficult to measure, and also unreliable when it comes to drawing big-picture conclusions. (It’s often quite difficult to prove that a single ad is the entire reason behind a conversion.)
Another popular approach is retargeting for conversions. If this is your main goal for your campaigns, you’ll need to focus on retargeting prospects who have indicated some degree of interest in your company by visiting your site or engaging with an ad.
After you’ve determined your campaign goals, you’ll then need to set your success metrics, which are concrete indicators that will help you measure the effectiveness of your campaign:
- Number of calls: When it comes to call-only ads, how many calls do the ads actually generate? In there an increase in call volume since you started running the ads?
- Call length: On average, how long are the calls that come in? You can set a minimum call length as one of your success metrics, since longer calls tend to indicate better leads.
- Number of conversions: When evaluating your calls, it’s essential to uncover how many calls lead to a sale and how much revenue they generate.
- Call quantity versus quality: Remember that, in many cases, call quality can be a better measure of campaign success than call quantity. A smaller number of calls with a high conversion rate is much more valuable than a larger number of calls with an extremely low conversion rate.
3) Implement ad campaigns
After segmenting your audience and clarifying your goals, it’s time to design and implement your retargeting campaign.
One of the best places to develop your retargeting ads is Google Ads — in addition to serving ads on the SERP (search engine results page), Google Ads also lets you serve ads on other platforms like YouTube, Gmail, via in-app advertising, and the Google Display Network (GDN). You can also use a use a DSP (demand side platform) such as Transitiv to serve programmatic display ads as well.
When building your retargeting campaign in Google Ads, the process is actually very similar to creating a regular ad, right down to the design and budget. The main difference between regular ads and retargeting ads involves the targeting itself: Regular ads are also displayed to people who haven’t contacted your company, while retargeted ads are only displayed to people who’ve interacted with your company in some way.
When it comes to displaying your ads, be mindful of how many you’re sending. You want your audience to see your ads enough to become familiar with your company, but you need to avoid overwhelming them. Retargeter recommends sending an average of 17-20 retargeted ads per customer each month, but it’s advisable to test your ad frequency out to see what works best for you.
4) Test for effectiveness
After your retargeting campaign is up and running for a designated period of time, you’ll need to start evaluating the results.
For retargeted display ads sent to callers, you’ll want to look at traditional KPIs and monitor how these prospects are interacting with your business. (Are they visiting the site regularly, are they converting, and so on?)
A/B testing is a must for your retargeted ads, because it lets you try out different variations of your ads to see which ones are the most effective. In most instances you’ll be monitoring ads for benchmark CTRs (click through rates) and conversions, although it’s worth keeping in mind that conversion rate is a more telling indicator of the quality of the traffic and landing page than of the ad itself.
Your call tracking software is another important tool for helping you measure the effectiveness of each ad. Call tracking software allows you to record your phone calls and provides you with valuable call data. With call tracking, you can see which conversations resulted in quality conversations, and which ones are responsible for bringing in the most revenue.
Call tracking also help you uncover similarities and commonalities between these calls, to inform your future campaigns. For example, how long are the calls? How did your sales representatives or employees win over the prospects? Were there certain phrases they said that helped convince prospects to make a purchase?
5) Evaluate your results and refine your strategy
After running your tests, it’s time to evaluate your results and revise your strategy accordingly. When analyzing your results, make a note of any areas that could use improvement. For example, are your ads effectively driving website visits and phone calls? If not, take a closer look at the ads themselves. Is the copy tailored and relevant to the segment you’re targeting? If your ads are prompting website visits and calls, how many of these calls and visits actually result in conversions?
Be sure to closely observe the phone conversations themselves as well. Note the language that convinces prospects to convert to see if there are any common trends. And if the calls fail to convert, review the data and transcripts to see where things went wrong. This kind of info is valuable, and could inform future ad copy or sales training materials.
After evaluating your results, use the insights you gained to refine your display and call-only retargeting ads. Once you’ve revised your ads, run them again for a designated period of time and then conduct another testing phase. Continue testing, refining, and running your ads until they meet your success metrics. And once you meet your target metrics, keep on iterating! By making testing an ongoing process, you’ll develop even more effective ads and campaigns.
The post Retargeting for call-only campaigns: Here’s how it’s done appeared first on CallRail.
You wouldn’t tackle heaps of dirty laundry with a washing board and wringer anymore. You wouldn’t try to binge watch a TV show on dial-up. Are you still using outdated tools for Partner Relationship Management (PRM)? Old, disjointed processes just won’t cut it in today’s increasingly-complex B2B sales cycle. Next-generation, cloud-based PRM solutions can provide engaging and completely-synchronized tools you need to onboard, educate, and empower partners.
In this blog series, we’ll discuss the 5 key components of next-generation PRM. This one’s dedicated to adequate internal support and resources.
Is your front united?
Conquering today’s complex sales landscape requires a united front. Every single team member – from sales to marketing to partners – needs to be in the loop and equipped with the support and resources needed in order to maximize success. That’s easy to say, but a whole lot harder to achieve in real life. Everyone’s time-crunched, departments can be siloed, and resources scattered. To top it off, information doesn’t always freely flow through organizations the way it should. Adding partners to the mix adds an extra layer of complexity.
That’s where a PRM platform comes in. Next generation, digitally-focused tools get your departments all on the same page, while supporting your partners in finding success. PRM becomes that glue that pieces a fragmented organization together, filling in gaps and creating one, cohesive team. Here’s how you can ensure adequate support and resources are in place for everyone.
Say goodbye to internal silos
Just because you all have the same logo on your email signature doesn’t mean you’re always on the same page. Departments have a natural tendency to cluster and that creates space between them in which relevant information can be lost. A PRM can help by providing tools and technology you can align your departments around.
Communication can flow freely, halting the confusion, frustration and workflow clogs that are inevitable when it doesn’t. Resources have a one-stop shop: training materials, sales decks, and marketing messaging can be centralized and easily delivered to the right people at the right time. In short, PRM tools give you the ability to break down silos and fill in gaps, promoting unity and collaboration.
Give partners everything they need to succeed
It’s no secret that supporting partners is an absolute priority when it comes to creating a successful channel sales program, but it can be daunting to provide it consistently in the daily grind of business operations. That being said, it’s imperative that you have a finger on the pulse of your organization’s current capabilities and sources. Are you overseeing what’s going on with all partner relationships? Are you managing the unique development of each individual partner? Can you scale up and down as the current situation requires?
Tech-driven tools can make all of these things possible. At the very basic level, they can automate and create a home for onboarding, training and resource libraries. But ask yourself, are you able to share co-branded marketing content and provide playbooks that show partners the sweet spots to use each piece? Can partners create landing pages to help them track prospect progress? Can you review invaluable metrics that give you a true snapshot of the current state of your partner program? That’s where a PRM platform shines. Even better: it will never feel unwieldy or too tech-heavy even while delivering all this support and insight.
Don’t be daunted: A PRM tool can help
Organizations want to provide both employees and partners the support and resources they need to work toward goals. They want everyone to be informed and engaged. A lack of these things isn’t a matter of not caring. It’s a matter of not knowing where to start, fear of overhauling a system, and finding the time to keep new processes working on an ongoing basis.
With PRM, it’s simpler than you ever thought possible to consistently provide timely, useful support and resources to every last member of your team. Your front can be united – you just need the right tools to forge it together.
Whether your clients operate a small business or an enterprise company, call tracking can help track, attribute, and report on these calls in order to identify strengths and weaknesses, eliminate ineffective marketing, and convert more leads into sales.
Below we highlight a few tools that will help your clients to litmus-test whether call tracking makes sense for them. While the tools below lack key call tracking features, like call recording and Conversation Intelligence, they can help you make the case to clients that call tracking can improve ROI and dial in marketing strategies. Also note – this list is limited! There are certainly other industry-specific channels that might be important to your clients, and you will want to see if there are free tools or resources available that will help in a similar way to the list below.
In order to realize the value phone calls bring to their marketing campaigns, organizations need to know where the calls come from. The good news is, tracking calls is not actually all that complicated and there are plenty of free tools out there that can help validate the investment of call tracking software.
1. Google Call Extensions
If your website or Google Ads campaign has been set up to generate leads through a phone number, then you’ll want to take a look at Google’s call tracking capabilities. Knowing exactly which marketing channels and keywords are driving phone calls will allow you to increase the budget of the marketing channels that are driving these phone calls and reduce the budget of the marketing channels that are not.
If you’re already a Google Ads account holder, you can easily set up call extensions that will allow you to add phone numbers to your Google ads, as well as your website, and utilize the Google call conversion tracking functionality to track and effectively determine where your calls are coming from. In addition to being a completely free service for Google Ad users, the benefits of Google call extensions include:
- Gaining insightful and specific knowledge of which marketing campaigns, advertisements, ad groups, and keywords are leading to your conversions with the use of dynamically generated Google numbers (DNIs) that replace your own business number in your ads and on your website
- Automatically optimizing your marketing campaigns through the use of Google’s automated bid strategies
Learn more about how to track calls on your Google Ads with Google Extensions.
2. Google Analytics
Although Google Analytics can track just about anything on your website, it cannot track calls on its own, nor provide detailed reports on phone call data. Some organizations choose to develop their own in-house solutions for call tracking in Google Analytics, but this comes with severe limitations and a high cost, some of which include lifelong maintenance, super basic functionality, and serious data integration issues with the inability to integrate into a CRM or other third-party platforms.
However, if you read all of that and said to yourself, challenge accepted, check out this helpful article on how to utilize the tag manager functionality of Google Analytics to set up call tracking, as well as this helpful article on how to utilize the goal function to track calls with Google Analytics.
If your clients rely on Yelp to drive demand to their business or website, Yelp offers basic analytics on call volume for those that have set up a business page on the site.
With Yelp’s built-in performance measurement analytic dashboard, you can easily track and measure traffic on your Yelp business page, as well as monitor and measure customer engagement. In addition to tracking “asks for directions” and click-throughs to your website, Yelp gives you the ability to track call volume on a daily, monthly, quarterly, and yearly basis.
4. Facebook Custom Conversions
When clients rely on Facebook ads for their marketing strategy, you can measure clicks-to-calls via the Facebook Ad Manager, which allows you to track calls via a custom event that has been configured.
Because Facebook doesn’t allow for the ability to match specific numbers to specific marketing campaigns, this process is a bit more complicated and will only provide basic data that will show how your marketing campaigns lead to phone calls. Before you begin, you will need a couple of things set up for this method to work properly:
- A website with click-to-call functionality
- A Facebook account
- The Facebook Pixel installed via Google Tag Manager (GTM)
- The Pixel Helper Google Chrome plugin
To read more about this method, click here.
5. Adding click-to-call to their website
It’s pretty standard to have the phone number of your business on your website, but with growing mobile usage, many businesses are creating an HTML number that’s clickable, otherwise known as a click-to-call. Depending on what sort of code you use, you can make different browsers do different things with just one click: launch the phone app with your number on the display or simply make the call without the need to click the “call” button. All of these protocols can be added anywhere on your site: the header, footer, sidebars, within the content, and inside widgets.
Learn more about how to track calls on your clients’ websites via click-to-call functionality.
CallRail 14-day free trial
If you’re looking for a more robust solution to track the calls you’re generating for your clients, have your clients try CallRail free for 14 days –– no credit card required. Or, you can set it up and manage it for them, through our agency-friendly tool, Account Center. Our call tracking solution is simple to configure, taking most users less than 20 minutes to get up and running, so you can show clients the value and volume of call data immediately by signing up for a free trial.
To get started with a CallRail trial, visit our sign-up page.
The post 5 free tools and resources to show clients that call tracking can help them appeared first on CallRail.
Call-only ads are a Google Ads feature that has seen a recent surge in popularity since its release in 2015. Call-only ads have a distinct format — their primary purpose is to motivate potential customers to call your business, which distinguishes them from traditional text ads.
Since prospects are calling the company directly instead of visiting a website or landing page, there’s a greater chance of moving prospects further down the sales funnel. At the same time, writing successful call-only ads that actually work is no easy task. That’s why we’re sharing some simple steps that companies can take to write successful call-only ads that win over prospects.
What is a call-only ad?
A call-only ad appears only on mobile devices and lets viewers place a call when they click on it. While traditional ads direct the prospect to a webpage, call-only ads can (as the name indicates) only make calls. This means that instead of being directed to a destination URL, viewers are given a destination phone number when they click the ad, and can then opt to make a call directly from the ad.
Call-only ads are highly streamlined, and include only the company’s name, a short description, a phone number, and a ‘Call Now’ button. And like pay-per-click ads, businesses are only charged when someone clicks on the ad and makes a call. Instead of bidding on keyword clicks with PPC ads, advertisers instead bid on keyword-driven calls with call-only ads.
Generally, companies whose KPIs (Key Performance Indicators) are phone calls — such as service industries — will see the most success from call-only ads. There are niche use cases, but if a company is not looking to drive calls (an eCommerce site with limited support staff, for example), then call-only ads probably aren’t a good fit.
Any company that does business over the phone can benefit from a call-only ad campaign. However, call-only ads tend to work best for specific industries that rely heavily on phone calls, such as the insurance and financial service industries, as well as service providers such as plumbers, electricians, and landscapers. They can also be beneficial for small businesses, since the ads can be targeted by location. In addition, call-only campaigns work especially well when potential customers have an urgent need for a service and are ready to take action.
One of the biggest benefits of launching a call-only campaign is the option to bid on ‘calls’ vs ‘clicks.’ Historically, advertisers would use Google Ads and figure out a profitable cost per click based on website conversion rates and lifetime customer value, or average order value or cart size. But with call-only ads, if an advertiser knows that roughly 1 in 10 prospects calling is going to purchase, they can reverse-engineer that data to figure out what a profitable cost-per-call is for their business.
How to write successful call-only ads
Getting started with call-only campaigns is a relatively straightforward process. To begin, your company just needs a call-only ad strategy, call tracking software to record the calls, and a trained staff to answer the calls. If you have these three components, you have all you need to set up your first call-only ad campaign.
However, creating a successful call-only ad is a multi-stage process that can be broken down into the following steps:
Step 1) Do your research and make a plan
For your call-only ads to be successful, it’s essential to conduct research ahead of time and to develop a call-only ad campaign strategy.
Begin by picking an ad group where your core KPI involves phone calls. Listen to the calls you’re currently receiving, and consider the following questions:
- What are customers asking? What kinds of questions do your customers have about your company and the services you provide? Do the same questions keep coming up over and over again? If certain questions keep coming up, make a note of them and consider addressing them in your ad copy.
- What are your reps are saying that closes customers? Review calls that resulted in conversions and consider if there are certain things your sales reps say that help win over customers. If you see a pattern, make a note of the statements that resonate with customers and convince them to buy or use your service. Then, try to incorporate some of these statements into your copy, and see if it boosts your conversion rate.
Next, you should take successful elements from other ads in your campaigns and incorporate them into your call-only ads. Writing compelling ad copy is an iterative process, so be sure to leverage past successes in order to continue improving your results.
It’s also very important to define your success metrics when developing your call-only ad strategy, and to be clear about what success looks like to your company. Success metrics can include a number of different factors, including:
- Number of calls: The number of calls you get from the ad can be a measure of your ad’s success. That said, your call-only ad is not necessarily successful based on call volume alone, so be sure to take other factors into consideration.
- Call length: You should also consider how long the calls are. Longer calls tend to result in better leads, so you can set a minimum call length as another success metric.
- Number of conversions: An extremely important question is how many calls lead to a sale? It’s not only the quantity of calls that count, but also the quality. One ad might result in 100 calls that only have a 9 percent conversion rate, while another ad might bring in 10 calls that closed 90 percent of the time.
- Cost per call and earnings per call: Another factor to consider is how much you spend compared to how much you earn. Just like a traditional ad, you want to monitor your ROAS (return on ad spend) for these campaigns.
Step 2) Put your ads out there
Once you’ve done your research and developed your strategy, the next step is to design and launch your call-only ads. It’s important to keep in mind that for call-only ads, your ad copy is the only thing a prospect sees before acting, so it needs to be compelling enough to cause your target audience to act. Here are some essential tips to follow when writing your ad copy:
- Include the keyword from your ad group in the ad copy: Your target keyword is what your target client is researching on Google, so it should appear in your ad.
- Tailor the ad to your local audience: Call-only ads are often used by companies whose target customers are located nearby. If you are trying to attract a local audience, design an ad that is relevant to their specific needs.
- Keep it concise: Make sure your ad copy is highly targeted and concise. This is especially important because space is so limited with call-only ads. Since you only have 2 lines with 35 characters each, every word needs to count.
- Include a call-to-action (CTA): Like with any other ad, be sure to include a CTA that motivates your target audience to call you.
Once you’ve written your compelling copy and designed your ad, you can go ahead and set up your call-only campaign in Google Ads.
Step 3) Put your ads to the test
Now that your ads have been published, it’s time to find out if they’re actually effective. Remember that when it comes to evaluating your ad performance, nothing can replace doing your own testing. Once your campaign has run for a set period of time, you can begin evaluating your results.
Call tracking software is an essential tool for helping you test your call-only ads. When testing and evaluating your ads, remember that success doesn’t necessarily depend on the quantity of calls but the quality — running call tracking software helps you to evaluate the quality of your calls, and to determine how many callers are converting into customers.
Additionally, you can measure revenue from different kinds of calls by analyzing your call data. You might find that when certain key phrases are mentioned, the customer onboards easier, or the average order size is higher. You can then leverage this data to shape what decisions you’re making in your campaigns moving forward.
You’ll also need to monitor standard metrics to ensure the ads are performing to account standards. Focus on:
- Percentage served: This category refers to how many people actually saw your ad, and helps you determine your campaign’s reach.
- Conversions and conversion rate: Pay close attention to your conversion rates. In many cases, call-only ads generate fewer conversions than online ads, but have a much higher return.
- Total cost: Google Ads also includes information on cost-per-call (CPC) and the total cost of your campaign. Typically, call-only ads generate fewer clicks than online display ads, resulting in higher CPCs. Still, the total cost for your campaign may be less than other types of ad campaigns.
Another important part of this process is running A/B tests on your ad copy. Try to develop several different versions of your ad copy, and then run A/B tests to see which perform best and drives your target audience to pick up the phone.
Step 4) Revise and repeat the process
After testing your ad and determining how successful it was, it’s time for you to start over. Digital advertising is an ever-iterative process, and your successes in your first campaign should inform how you approach the next one, and so forth.
As you analyze your results, be sure to look for areas where you can improve. For instance, is your copy motivating people to actually click on your ad? If it’s not performing well, you might tweak the copy to be more engaging, or use more relevant keywords and search terms. Or if you’re getting calls but they aren’t converting, listen to the calls to make sure they’re being handled properly OR re-evaluate your targeting to confirm you’re getting calls from the right kind of prospect.
By following these steps, you can create effective call-only ads that motivate prospective customers to call and make a purchase. And always keep in mind that writing successful call-only ads is an iterative process that never stops — even if you have ads that perform well, you should always strive to improve and set the bar even higher to bring in more calls and win over more customers.
The post How to write successful call-only ads that earn more prospects appeared first on CallRail.
By: Duane Rollins, Vice President of Impact
An important part of our work at SEED SPOT is understanding program effectiveness. We evaluate all of our programs based on entrepreneur satisfaction, along with skill and confidence growth related to starting a business. One additional piece of evaluating program effectiveness for us is looking at our venture outcomes. At the end of each fiscal year in July, we set out on a journey to get updates from our alumni on themselves and their ventures in the form of our annual Alumni Impact Survey. Our wonderful alumni have answered the call every year and nothing makes us more excited than hearing all about their progress, pivots, and plans.
The annual Alumni Impact Survey helps us understand the impact of the collective work of SEED SPOT across every entrepreneur we serve, every program we run, and how that impact evolves over time. The data we receive is self-reported from our alumni as they share their wins from the year and updates on their businesses. Tools like Qualtrics and Salesforce help us streamline this process to reduce friction while reaching out to alumni. We also include other publicly available information on our alumni to help inform the dataset. If we find outlier data that we cannot verify, we exclude the information from future reports. This process culminates with the release of our Impact Report in the fall each year. It’s always an exciting time for us as we get to share the stories of our alumni and give the world a fresh look at what has been happening that year at SEED SPOT.
We have very big goals for the way we use this data moving forward. It first will inform the way we further develop our programs and services for impact-driven entrepreneurship. We’re looking to use the data to pinpoint what drives venture outcomes and satisfaction from our programs year over year. We also know that by focusing first on growing the entrepreneur, we can help create better ventures in the future. Data from organizations like the Global Accelerator Learning Initiative (GALI) help us benchmark our outcomes against others in the industry. Because of this, a lot of thinking is going into how we support our alumni after they finish SEED SPOT programs. We want to help our entrepreneurs grow with their businesses, so finding the right balance of continued support, promotion, and resources along that journey is a huge priority for us. Armed with the information and insights from alumni, we hope to reach even more entrepreneurs who are searching for the right place to pursue their dreams and have a desire to connect with others who want to tackle some of the world’s toughest challenges.
We look forward to seeing how far we can go and how many entrepreneurs we can impact in the coming years. We’re also extremely grateful for all of our SEED SPOT alumni and extended family who make this work possible. Global problems won’t solve themselves and we want to empower the entrepreneurs who are best equipped to address them with the tools, resources, and networks they need to make meaningful positive change.
Let us celebrate your hard work and innovation by signing up for an upcoming program near you.
The post How SEED SPOT Collects Data for Annual Impact Reports appeared first on SEED SPOT.
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