Most Dental practices will measure their online marketing performance via metrics such as search rankings, visitor numbers and email enquiries. Whilst business done online is increasing, people will still use the phone to enquire about a treatment or to register as a new patient.
Not that long ago, it had been almost impossible to know where your telephone enquiries have come from, and that’s been a big headache for anyone wanting to know how effective their marketing performance really is.
The latest call tracking software can tell you which of your marketing efforts are successfully generating calls, and which are failing. Call tracking is also a a great way of grouping calls generated from different channels (Organic search and Google Ads, for example).
Your business number is probably displayed on your website, practice literature, on posters and it would appear on any PPC campaigns you might be running, but how do you know which of these marketing methods are generating the calls to your business? How are you tracking conversions? In case you don’t already know, here’s how call tracking works.
Let’s take a look at an example:
I would like to register as a new patient for a Dentist in Poole . I type a Google search using the keywords “Dentist Poole” and come to this website:
The highlighted number is actually a dynamic call tracking number which uses a local extension and changes whenever a user visits the website. If a user calls the number it will automatically forward to the actual practice number, but it doing so. records the channel, keywords and the call itself. This data will allow the practice to measure its marketing performance extremely accurately because they will know exactly which campaigns are producing enquiries (and therefore ROI) and which aren’t. They can then make informed marketing and budgeting decisions moving forward.
What are the benefits of call tracking?
With call tracking you can monitor which areas of your marketing, digital and offline, are performing well and which areas need improvement.
Here are the areas that call tracking works well for:
Alongside this data collation, you’ll be able to listen in on calls, providing you with real insight into your practice’s customer service. This will highlight improvements that your reception team can make when handling inbound calls.