Tracking Social Media In Telephone Conversations
All marketers understand the effectiveness of social media for increasing positive brand awareness but when it comes to measuring leads and revenue the 
majority of practices are falling behind.
Wouldn’t it be great to know when your social media posts are attracting real patients? For practices that rely on telephone conversions to gain new business there are a number of techniques that can track the reach of social media posts.
These techniques typically allow you to see directly where patient conversions are coming from, without intruding on the customer experience. Here are three methods for tracking the ROI on your social media campaigns.
Digital Coupons
Coupons are a great method to encourage conversions and can also be used to track where those conversions are coming from. Offer a different coupon across various social platforms to see which perform best.
Benefits of coupons:
- Very simple to run and track
- Both an effective marketing and tracking technique to attract more patients and understand their behaviour
- Coupons generate discussion on social media
Virtual Numbers
Having unique custom numbers for each media platform allows you to see where the majority of your calls and patients are coming from.
If you have a unique trackable number for all your social media channels, or one specifically for Google Places for instance, be sure to have that number displayed in the SERPs (Search Engine Results Page) along with a map and galleries. This will take traffic from the top position simply because it’s more convenient.
Benefits of virtual numbers:
- Makes something that was previously untraceable much clearer
- Helps practices know where their patient base lies and therefore is the quickest way to reach them
- Helps you understand the most effective channel for your campaigns
Call Tracking
For industries who rely on telephone conversions, call tracking can help you understand the role of the phone call in the patient journey. 65% of businesses still consider the phone their strongest lead source and so it pays to understand the role the phone has in the customer journey.
Benefits of call tracking:
- Recognise at what point in the patient journey your social media efforts are going to have the most impact
- Understanding when your patients are engaging with you means you can time certain social media activity
- Connect online and offline marketing in order to create a much more sophisticated campaign
Tracking social media ROI is still not an exact science, however these new techniques such as coupons, virtual numbers and call tracking are three ways for companies that rely on telephone conversions to measure success.
If you would like any further information then give the Dental Design team a call on: 01202 677277.
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