Why Tracking Service Call Counts Is Not Enough

Grayson_JamesJune 24th, 2015

Not too long ago, marketing for service businesses was simple – place an ad in the local paper, wrap your truck with your phone number and get to work. Now, however, the power of the internet has further developed the marketing opportunities available for plumbing, electrical and HVAC service businesses, meaning the old way of thinking is fast becoming obsolete. It is not uncommon for home service providers to spend thousands of dollars on various marketing campaigns in an effort to generate calls, but each call brought in doesn’t necessarily equate to an increase in revenue. Residential home service businesses are better served by tracking revenue and ROI of a marketing campaign instead of just their call count. All efforts should turn interactions into profitable customers, so it’s important to have an operational platform in place that can break down a marketing campaign to better optimize your business overall.

The following points can help you determine which of your marketing campaigns are working, and which ones aren’t:

  • Determine revenue: Because a call may or may not lead to anything positive for your business, tracking the outcome of each inbound call can help you determine the effectiveness of a marketing campaign. Having business management software tied into your call system can help you verify if a call creates a lead, an appointment or a sale to determine overall revenue. This helps you identify the ROI of a campaign and could even save you money by recognizing campaigns that no longer work. Track geographic location: If your service area is widespread, you can better focus marketing efforts by tracking the origin of inbound calls. Doing so will give you a better understanding of where your services are most needed to better appeal to your clientele. It can also identify which areas are not as popular, allowing you to create marketing campaigns for those specific territories.
  • Don’t ask about referrals: A common, but sometimes fruitless, practice is to ask a caller how they were referred to your business. Answers such as, “I saw you online” prove useless when trying to determine which marketing campaigns work and which ones do not. By having your operational software connected to your calls, you can eliminate that question and pinpoint exactly which campaign generates positive leads. Maximizing the marketing of your home service business is more than just tracking call counts, as not every inbound call results in revenue. Using business management software, like ServiceTitan, can help you identify and boost the marketing campaigns that work, and eliminate the ones that do not.
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