This is a guest post by Adam Carbonneau, a digital marketing manager at Whitehardt. Adam oversees the organic online efforts of Whitehardt’s law firm clients.
Radio spots, television commercials, websites, landing pages, print copy, PPC campaigns… You have all the options for advertising that your clients could want or dream of, yet, how can your clients know that their advertising spots are getting results?
Of course, there are dozens of ways to measure the digital impact of campaigns, thanks to tools like Google Analytics. Digital data is everywhere.
But it can be difficult to get your clients to recognize the value of implementing call tracking. In this post, we’re going to address the uncertainty people experience regarding the use of this technology, show how an agency has overcome these obstacles, and highlight how it can directly benefit any business.
As an agency, some of our primary use cases for CallRail include:
- Measuring client results across multiple channels
- Tracking additional metrics, such as call length, which helps them measure if the caller has legal intent. For example, if a call is less than two minutes long, the lead generally isn’t valid based on the intake process.
- Seamlessly adding tracking numbers on websites and landing pages using CallRail’s number swapping feature.
Download our e-book, “How call tracking can grow your agency” to hear how other marketing agencies leveraged call tracking to increase revenue and refine campaigns.
Call tracking uncertainty: When phone numbers may seem more important than data
Whitehardt is a full-service advertising and consulting agency serving clients in the legal industry throughout the U.S. We believe we have one, straightforward job: to help our clients get more attention from their target market.
But as advertising options continue to grow, agencies and their clients have more choices than ever. They also continue to rely on more traditional methods such as radio and television, which can be an exhaustive process to track. Call tracking has made it much easier for us to discover where our clients’ leads are coming from.
No matter how clear the benefits of call tracking are to us, however, our clients are often reluctant or skeptical of it. They may have specific phone numbers that reflect their business name or are in some way affiliated with their brand. Perhaps they have a number that locals automatically associate with their business.
In the case of many law firms, the catchy phone number may be to only thing a local knows about the business. While there is branding validity to this system, the issue for many comes when looking to independently track the success of each advertising channel they use and whether that channel is doing a good job of reaching their target market.
Can this sort of uncertainty be dealt with so that your agency can maximize results for your clients? We think so. Here’s how our advertising agency uses CallRail for one of our legal clients.
Thompson Law’s branded 1-800 number
One of our clients is Thompson Law, a leading Dallas-based law firm led by Managing Partner Ryan L. Thompson, focuses on personal injury, workers’ compensation, as well as defective drugs and products cases. Like many law firms, Thompson Law relies on a recognizable web domain and phone number: 1800lionlaw.com and 1-800-LION-LAW.
Thompson Law wasn’t sure that call tracking would be the right choice because of their highly recognizable phone number that’s used across all of their platforms. It’s easy to see why the branded number was something they didn’t want to detract from.
How call tracking worked for Thompson Law
Through planning and preparation amongst our agency and Thompson Law, we were able to come to find successful use cases for call tracking. Here are three of the most high-leverage examples we were able to use for gaining more insights into their marketing efforts:
- Recently, Thompson Law expanded and now offers 10 convenient office locations in the Dallas / Fort Worth area. We set up specific tracking numbers for each office. Now, we are able to inform Thompson Law which locations are driving the most calls. It also allows them to constantly review metrics so they can refine and adapt their marketing efforts.
- Thompson Law wanted to get a better understanding of how many calls they were getting from the website, but they still wanted to keep their branded number in the website’s header. Using an image of the branded number we created, users could click on the image of the 1800-LION-LAW phone number and are directed to an onsite tracking number. CallRail can now track the information from the website, including what page they converted on.
- The law firm has also branched out into radio advertising in order to determine if it would be an effective channel for their target market. Traditionally, radio stations don’t share a lot of data that can help agencies (or their clients) determine the success of the campaign. Since radio stations tend to offer less supportive data than other forms of media, the firm was able to gather their own system for measuring results. Using tracking numbers on their radio campaigns, we are now better able to adapt radio spots on behalf of Thompson Law to decrease the cost per case.
Call tracking can benefit any business, regardless of industry
Data is important for helping businesses determine where their leads come from and how they can better serve their target market. The more data that a business has the stronger a marketing campaign can be (and your agency will have more to show for).
