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You might remember that one of the four pillars of web marketing is tracking. Today, let’s look specifically at phone call tracking.
First, what is call tracking?
It’s basically a three-step process.
- Differentiate where your calls originate.
Call tracking lets us assign a different number from various marketing channels so we know which ones are working. Your website should have a different phone number than a direct mail piece, for instance.
You wouldn’t believe how many dentists have no idea where their new calls come from. Others are trying to find out manually, such as asking callers and then writing the answers down or putting them in a spreadsheet.
That’s an enormous time suck and is almost certain to contain inaccurate entries no matter how careful you try to be.
It’s important to remember the old computer acronym GIGO: Garbage In, Garbage Out. If you think you can trust callers to tell you where they saw your name, think again. Research shows that people’s accounts of events are notoriously unreliable. If you take what they say as accurate, you are wrong and will use inaccurate information to make future marketing decisions.
And if you’ve ever played the party game “Telephone,” you know exactly how easy it is for someone (one of your staff during a noisy time, maybe) to mishear something.
Call tracking is the most accurate way to determine which marketing is effective and which isn’t. Of course, that assumes that you do the next step.
- Analyze the data.
Call tracking will allow you to know exactly what’s working in your marketing and what’s not. That allows you to reallocate resources to the more productive marketing channels to attract more of the patients you WANT.
But let’s say that you’re using call tracking and getting more and more inquiries. However, you’re not getting more patients. That leads us to step 3.
- Monitor and correct.
Call tracking also is important because it allows you, the dentist, to review the calls that come into your practice. At least, the phone tracking we offer our clients – our exclusive SmartBox Zetetics® phone tracking system – lets you review the calls.
That way you can hold your staff accountable for what they say, and how they say it, to potential patients. This allows you to identify why your calls aren’t translating into new patients.
Whether you use a company like SmartBox or implement the tactics from this blog, just GETTING phone calls isn’t the goal.
You’ve got to CONVERT those phone calls into new patients to reach your goals. And many, MANY a new customer is lost because of poor phone technique by dental office staff.
This assumes that you know the best techniques for converting calls to patients. If you don’t, getting some training on phone technique could go a long way to helping you reach your practice goals.
Fortunately, we offer such a training. Reach out to us and we’ll be happy to help you convert leads into more and better patients.