Call tracking is an extremely useful tool when marketing your care home business, helping you get to know the behaviour of your prospects, and tailor your campaigns accordingly. With call tracking software you can quickly and easily identify which of your marketing activities are generating the most enquiries and move-ins, therefore understanding where to focus your attention moving forward.
Read on as we give you our top three tips on how to use call tracking and the benefits of using this software in the care home industry.
Build trust through focusing on the highest converting channels
Building trust is a big part of being successful in the care home industry, as the service you’re offering is extremely personal and can lead to sensitive relationships. Speaking to people over the phone is a great way to cement this trust – but first you need to get people calling.
Call tracking can give clarity on what leads to that final conversion that pushes prospects to pick up the phone. By identifying these key channels that generate the most calls, you can then focus most of your attention to these areas.
Don’t wait to start call tracking
A common misconception when it comes to call tracking is that you have to be at a certain point in your marketing journey to get the most out of gathering this data. However, there are several benefits of call tracking, suited to varying sized care home businesses.
For example, smaller businesses can still gain valuable insights from call tracking. The tracking can begin at the same time as a new marketing strategy is rolled out, helping the team to understand how prospective residents are interacting with these new campaigns and web pages before they decide to call. Whereas a bigger care home company can use the call tracking software to measure the effectiveness of their online marketing channels, and identify which are generating the most calls, before being able to attribute incoming revenues directly to that particular channel.
Utilise both static and dynamic numbers
Whilst dynamic phone numbers are most prevalent when call tracking for care homes, and other lead-conscious industries, there’s still value in utilising static numbers for certain big-ticket marketing efforts, such as radio promotions, magazine spreads and television advertisements. For these campaigns, a static number can attribute calls and leads directly to their cause, and identify whether or not the spend is justified.
However, dynamic phone numbers are able to give your marketing team extra insights and details surrounding each individual visitor to your website. Dynamic numbers are a useful tracking technique regardless of the size of the care home business. This way, each visitor to a company’s website will be assigned a unique phone number, which then allows you to track that caller’s earlier journey around your website, as well as identifying any keywords that they may have used in search engines. You can find out exactly which source led your prospects to make their call, and go on to make further decisions on where to assign future resources to gain the best results.
What’s more, by using both static and dynamic numbers, you can compare how those big offline campaigns measure up against comparatively smaller digital campaigns. This kind of analysis can be invaluable when planning out future marketing strategies, especially when the care home industry continues to be so competitive.