As an Internet Marketing Consultant for Page 1 Solutions, I work directly with plastic surgeons, cosmetic dentists, ophthalmologists, and attorneys on a daily basis managing their websites and ensuring their digital marketing campaigns are successful. In today's age, SEO is only one piece of the whole marketing puzzle. There are now many other, equally important services that go into creating a comprehensive marketing strategy. Dan Goldstein, the president of Page 1 Solutions, recently published an Internet marketing book called "Win With Multi-Digital Marketing," which introduces many of the other marketing services available to practice owners in this day and age. With that said, one of the most crucial marketing services available to business owners is call tracking.
Call tracking is a pretty straightforward service. It's a technology that allows you to judge the overall performance of your marketing efforts by tracking the total number of inbound calls you receive from any and all of the campaigns you're running. It will give you a clear understanding of how many leads are coming in from each, allowing you to assess the success of each campaign accordingly. Call tracking is often used in conjunction with Pay Per Click (PPC) campaigns, but we also highly recommend it to any client who has invested in a website and is paying for marketing services.
Here is an example of the value of call tracking, and what kind of information it can provide you with year over year:
In the above graphic, you will see that I'm comparing this client's call tracking leads from January-April 2016 vs. 2015. You'll see that from January 2015 to January 2016, this client has doubled its leads month over month in the past year. In the past year, the practice has also upgraded from a non-responsive to a responsive website and started to use dynamic content that is more engaging and performs better on search engines. Thus, the increase in leads is no surprise.
However, call tracking can also serve as a great way to point out insufficiencies in a marketing plan. For example, here are the call tracking leads for a practice that has not made the switch from a non-responsive to a responsive website:
In April of 2015, Google announced "Mobilegeddon," which basically meant that Google would start to favor mobile-friendly sites and push non-responsive sites down in SERPs. This particular client has felt the negative impact of its outdated site, and phone leads have fallen at a pretty consistent rate from last year to this year. The practice is in the process of moving into a responsive website with a redesign – and we couldn't be happier about it!
At the end of the day, all practice owners can do is try different marketing techniques and find out which ones work the best for them. Call tracking is a great way to test one marketing strategy over another, ultimately figuring out how to get the most bang for your marketing buck.
By Alexa Davis, Internet Marketing Consultant, Page 1 Solutions