Companies today are investing more and more into content marketing – after all, this is the new hot topic in the industry. As a trending marketing strategy, the increase in business is giving content marketers a reason to cheer and a reason to look over their shoulders. The rising amount of money funneled into this marketing strategy means executives are more likely to scrutinize the return on investment.
When it comes to proving content marketing has a strong return on investment, it’s important for professionals to understand that the service or strategy isn’t an island. Content marketing is a strong part of a digital campaign because it can interact with almost every strategy, medium or outlet being used by a company – event call tracking and analytics. It’s easy to understand how a blog can connect to social media, and even understand the importance of landing pages creating lead generation based off blog categories and subjects. It may take a bit of ingenuity to really understand how outbound call centers can provide a content marketing team with valuable information that can have a drastic impact on the success of campaign.
Drive meaningful website conversions
It’s no surprise that companies that largely rely on offline transactions are initially skeptical about content marketing’s ability to drive meaningful conversations. How can a simple call to action in a blog post or landing page really ensure that a potential customer will make that leap to contacting a company? It’s natural that a business remain skeptical, however, it’s been proven that the right call to action combined with easy access to contact forms or purchase opportunities can drive sales.
A company should have its phone number or its site and in a visible location – or even in multiple visible spots. Don’t make customers flip through a few different pages looking for contact information. Data suggests that having a highly visible phone number on a site will increase conversions and the number of incoming calls being driven off the website.
Track lead conversions for better analytics
By focusing attention on determining what inbound or outbound marketing medium is creating valuable sales leads, a company is better able to develop the tools and campaigns that have a greater impact on potential customers. Marketers with organizational and analytical processes can better track the progress of campaigns. Inbound calls all feature routing numbers, which means the same must be held true of landing pages and other types of content. Otherwise, how will you know how well content is doing and how far it is traveling? Don’t let content marketing efforts get flushed down the toilet because of a lack of available strategic tracking.
Any marketer with a modern resume knows that content needs to be tracked in terms of views, web leads, revenue and calls to action. If content is effective, tracking web leads and online sales will make a strong statement that will further demonstrate a return on investment.
By further integrating call center tracking analytics, a content marketer will be able to provision unique insight into the needs and desires of a customer. Consider the benefits of entering a unique phone number in an infographic, ad, email blast, trade show presentation or eBook. When a potential lead contacts the company, the number they are calling will register with the call center specialists so that sales people will be better able to market directly to the client and their direct needs.
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