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- Ekwa and Online Marketing: an Overview
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Call Tracking Metrics
Call tracking provides insights into missed opportunities, understanding caller trends, and the effectiveness of marketing campaigns. You may think, "Well, I don't need call tracking. I get a report through my patient or customer management system or from my front office about how many calls came in and how many appointments or bookings were made."
To be honest, unless a dedicated tracking system is set up, the information you currently get may be inaccurate or not comprehensive enough.
What type of insights can Ekwa's Call Tracking solution uncover for you?
- What days of the week and at what times do you get the most calls?
- On which day do you get the least calls?
- How often, on what day, and at what time does your office get the most unanswered calls?
- How many callers ended the call under 10 or 30 seconds?
- How many callers called and hung up just after hearing the voicemail?
- New vs. existing callers
- Listen to call recordings and determine how well your front office converts callers.
From an analytical point of view, there are huge upsides to call tracking. If you agree to set up call tracking ( * ), the team will acquire a number similar to your existing number and add that to your website/online profiles/listings, etc. We always acquire only local numbers and not toll-free numbers because they are susceptible to getting spam calls and Caller ID spoofing.
Where would we place your call tracking number?
Your call tracking number will be added to your website along with your existing phone number. We will highlight your call tracking number as the number that new patients/customers should call. Your existing phone number will be highlighted as the number that your existing patients/customers should call. This will help us track the ROI more effectively.
To fully track the effectiveness of online marketing, we need to update all of your online business-related profiles and listings with the call-tracking number. We need to do this because your website alone does not convert visitors. Every online element created for you/your business (especially online profiles and listings) acts in some way, shape, or form to promote your business/practice. So, to fully track ROI, all of these online elements would need to be updated.
Keep in mind that most online profiles/listings don't allow the display of multiple phone numbers. So, your online listings/profiles will only include the call-tracking number.
Adding a phone number to your online elements will mean we voluntarily cause a temporary NAP inconsistency because it takes time to update these profiles and listings. However, the upside is that we can effectively track ROI and identify key details on how your business/practice is growing in terms of ROI and help identify any missed opportunities.
Additionally, your call tracking account can also be set up with SMS text messaging capabilities and auto-response text messaging features as well.
As and when needed or quarterly (whichever comes first), the team will also review your calls (with your written permission, of course) and provide a detailed review of the last 500 inbound calls to help you and us identify missed opportunities and other insights that can help increase your overall conversions.
Note:
* Regardless of whether you agree or disagree with setting up call tracking, we ask that you do not reverse your decision because adding/removing a call tracking number from the website or online listings can cause chaos in terms of NAP consistency and negatively affect your practice/business growth.
If call tracking is added, it has to be added to the website and all online profiles. The relevant teams will do what is needed in this regard, but for some profiles/listings, we may require your assistance as some platforms only allow the business/practice owner to make changes.
Unlike other agencies, the call tracking number we acquire for you is yours. What does this mean? In the event we part ways, we will be more than happy to port the number to you/your phone carrier, so your call tracking number will forever be yours.
We are continuing to see growth from the internet as people are reached! Keep up the great work!
- Dr. Brent N
We are seeing an increase in new patients, and have gone from being on the second page of Google to one of the first names on the first page! We are very pleased!
- Dr. Richard B
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