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As a local service business your only goal is getting inbound calls for your service.
The trouble is – how do you measure which calls are translating to appointments and which are a waste of time?
You probably have a GMB, Facebook page, and online ads.
How do you measure the quality of calls coming from each location?
You use CallRail.
CallRail is an analytics software which allows you to track calls, texts, forms, and chats from individual channels. This means you can compare in real time the quality of calls coming from your GMB vs Facebook vs Website.
The benefits of call tracking means tracing leads back to their source and focusing marketing efforts on what’s working best.
For example, you might find that Facebook Ads are “generating calls”, but upon listening to the conversations, are garbage.
On the other hand, you might find that local service ads are performing well and almost always booking appointments when you use them.
Knowing this, we can then allocate appropriate ads budgets to the channels getting you the best return on ad spend.
How To Set Up CallRail
1. Visit CallRail’s Website and Click on the “Sign up Free” Blue Button
From there you’ll be prompted to fill out their form. Enter your email address, choose a password, enter your name, company, and industry.
You’ll then be prompted to verify your email address. CallRail will send you an email and you only need to click on it to get started!
2. Configure Tracking Numbers
After you’ve signed up with a free trial, you’ll be prompted to create a tracking number.
Click on “I’ll use it online”
From there – you can choose where you want the number to be used in.
It’s recommended that you make numbers for the following sources as a local service business:
- Your Website
- Your GMB
- Your LSA
- Your PPC Ads
- Your FB / Instagram Ads
You can even make them specific to certain landing pages if you’d like. The point is from each of these individual pages, we can measure where leads are coming from and the quality of calls you’re receiving.
In the end, your dashboard should look like our friends at EternaTurf.
3. Measuring Lead Quality
With CallRail, we can listen back to the quality of conversations with potential customers.
This comes in handy when determining what lead source is producing the best leads – which determines where we should allocate our marketing efforts towards.
To listen to conversations, click on the “analytics” icon at the top left.
Then go to “Activity” in the middle of the new screen.
From there, you’ll be able to view all of the call activity from each source.
From there, click on the blue play button on the call you’d like to listen to.
From there you’ll see more details from how long the call lasted, to a transcript of the call, to what percent of the conversation was done by the potential customer.
CallRail Is an Analytics Tool and Isn’t Meant to Replace Your Entire CRM
But by using it, we can determine where to allocate resources which brings you the best ROI.
You might find that leads from Facebook are unqualified but leads from you organic GMB convert the best.
These indicators best tell us where to deploy resources and where your best customers are.