With a new year underway, it's time to take stock of how your marketing plans played out last year and how you can generate even greater success in 2024. The best way to get started is by breaking down your wins and losses – so you can build upon the achievements and pivot where things didn't go as well.
Maybe you hit your goal for the number of qualified leads you wanted to generate. Was it being in the right channels, using the right keywords in your paid ad campaigns, or something else that drove more high-quality leads into your pipeline? If you didn't quite meet your lead generation goals, consider it a chance to learn and adjust for next time – whether that's trying different channels, keywords, or other marketing tactics.
As you assess the past year and prepare for the upcoming one, examine specific areas in your marketing to identify potential opportunities for enhancement in 2024, particularly with the assistance of AI.
1. Are you maximizing the full value of Call Tracking?
CallRail's Call Tracking offers a number of features that can help you get more granular marketing insights to better optimize future marketing channels and campaigns.
Be sure to check whether you're using the following Call Tracking features, and if you're not, whether it makes sense to do so:
- Dynamic Number Insertion (DNI): DNI allows you to assign unique phone numbers dynamically based on the source of the lead. This allows you to get granular insights into the performance of different marketing channels. For example, when you run multiple campaigns, such as one in Google Ads and one on Facebook, DNI generates a unique phone number for each ad campaign. This way, when a user calls that number, DNI can identify whether the call originated from the Google Ad or Facebook campaign and provide precise insights into campaign performance.
- Website number pools: The foundation of visitor-level call tracking is a pool of phone numbers that belongs exclusively to your business. Using website number pools assists in pinpointing the marketing sources that generate calls. This allows you to delve into individual search visitor details, connecting calls to specific web visitors and their activities on your site.
- Call flows: CallRail's Call Flow Builder enhances the power and flexibility of your tracking numbers by enabling the creation of unique, fully customized call flows for each one. Advanced call routing within the Call Flow Builder lets you further customize call flows by allowing you to route your calls based on location and other custom criteria.
- Integrate Call Tracking with other tools: Make it simple to connect your call insights to the tools you use most frequently, whether that's a CRM, an ad platform, or data visualization tools. CallRail has out-of-the-box integrations with many of the tools you use, including Salesforce, Hubspot, Google Ads, Google Analytics, WordPress, and more. You can also use CallRail's robust APIs or web hooks to easily create additional integrations.
"Seeing how marketing efforts translate directly into phone calls lets us see the value of our efforts…Call Tracking gave us proof of attribution. –Ryan Amen, Director of Client Success, Nifty Marketing
2. Are you able to identify emerging trends and new opportunities?
One way to drive new success is to be able to spot emerging trends before your competitors, and then capitalize on those trends in your marketing. An easy way to identify new opportunities or emerging trends is to use CallRail's AI-powered Premium Conversation Intelligence™.
Thanks to AI, Premium Conversation Intelligence can quickly transcribe and summarize every call in a few sentences and spot frequently used keywords in calls. This helps you to identify emerging trends and new opportunities and adapt your keyword strategy in your marketing campaigns to incorporate the keywords that are driving the most calls.
For instance, if you operate a plumbing business, Premium Conversation Intelligence might reveal that keywords like "clogged toilet" and "emergency plumbing" are consistently mentioned in your calls. This insight offers a clear understanding of the specific services in high demand. Armed with this knowledge, you can optimize your service offerings and tailor your marketing strategies to emphasize these high-demand services, attracting more leads to your business.
3. Are you experimenting to discover what drives the greatest ROI?
As part of your planning process, it's also important to test different marketing tactics, channels, and keywords. When deciding which test to run or campaigns to try, you can use AI-powered tools to examine large volumes of data to identify patterns and trends. For instance, Premium Conversation Intelligence helps you spot keywords as well as macro trends – so you can both experiment with new keywords and adapt to macro trends as they emerge.
When Premium Conversation Intelligence is combined with Call Tracking, which lets you see what sources are generating leads, you can feel confident experimenting because you'll quickly get insight into which sources are generating leads and which ones aren't and can adapt accordingly in real-time.
For example, by powering up Call Tracking with Conversation Intelligence, Wit Digital, a digital marketing agency, was able to automatically spot keywords and phrases in every call. This has allowed them to refine and experiment with keywords in their campaigns. As a result, the agency has driven down its cost per lead by 64%, leading to a better return on its own marketing efforts and retaining more customers as they, too, get better ROI on their pay-per-click campaigns.
"With Conversation Intelligence, I have new insights into what's working in our campaigns and what's not. Sometimes even a simple word change can make all the difference." – Ryan Cook, Director of Client Strategy, Wit Digital
4. Are you able to quickly adapt and pivot your plan?
If you've already made your marketing plan for the year, good for you! But you're still not done. Even though it's easy to get caught up in what you thought the quarter or year was going to look like, marketing is never stagnant. Listening to the market, customers, and what other companies are doing can both inspire you with new ideas to try and help you make informed decisions about when it makes sense to pivot.
This is why it's so crucial to be able to spot new opportunities and emerging trends and track what sources are driving leads. You need both types of insights to know when something is working or not working – and why. Then you can either lean harder on what's working or back off what's not working and experiment with other marketing strategies.
5. Stay on top of cutting-edge technology
Staying at the forefront of technology trends is essential for any business looking to thrive in 2024. With CallRail Labs, you can explore cutting-edge features and innovations to keep your strategies ahead of the curve.
CallRail Labs offers a curated selection of advanced features across various categories, including Call Tracking and Premium Conversation Intelligence. With the ability to anonymize personal information, combat spam effectively, and test avant-garde AI-powered alpha features, you can ensure greater customer privacy and operational efficiency while keeping a pulse on emerging trends.
Plan for success, but use your call data and AI to achieve it
Success requires both a plan and the data to back up whether the plan is working or not. The combination of Call Tracking and AI-powered Premium Conversation Intelligence not only provides you with the confidence to experiment with your marketing but also enables quick insights into what's working and what's not.
Try CallRail's Premium Conversation Intelligence to power your 2024 marketing success further.
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