Data is the roaring engine behind any successful digital marketing campaign. For colleges and universities leveraging digital to recruit and enroll right-fit students, there is a seemingly unlimited amount of available data. The importance of an integrated strategy between your people (marketing and admissions), your processes (workflows, governance) and your technology (marketing automation, CMS, CRM) cannot be overstated in the complex higher education landscape.
Setting expectations for what, how and why you’ll measure across teams is the best way to ensure success for your campaigns. Back in May, we partnered with CallRail, a leading call-tracking provider in the digital marketing industry, to add another layer of transparency for our partners. So now, in addition to CPL, CTR and CVR for ads and emails, our team is also able to share data insights from calls.
Dozens of our partner institutions have used this data to improve the user experience for prospective students and to provide coaching and training for their recruiters and admissions teams. We’ve learned a lot from the software (and are still learning). Here are three ways we’ve seen success with call-tracking for enrollment:
Issuing a call-tracking number and placing it in a static banner is the most economical way to determine if the call volume is high enough to warrant further investigation. We recommend one call-tracking number for the landing page to act as a ‘catch-all’ tracking number for all calls initiated from the page. This option is a great way to get started with call tracking.
By issuing a call-tracking number for each channel, we can better determine the overall success of each campaign as well as provide more insight into the caller’s stage in the enrollment funnel. This is implemented through Google Tag Manager (GTM). When a source we are tracking is triggered, the regular phone number displayed on the landing page is swapped out with the call-tracking number dedicated to the source.
For this option, we issue a pool of numbers so when a click occurs from one of the keywords in our AdWords campaign, a call-tracking number from the pool is issued letting us know which individual keyword resulted in the phone call. This type of tracking can be more expensive than the others as it requires a pool of tracking numbers issued at all times—even if the calls aren’t coming in.
CallRail’s reporting platform is what really sets it apart. We can provide our partners insight into the date/time of the call, callers name and location as well as the duration of the phone call. It simplifies data analysis and gives you a better understanding of how leads from digital campaigns are interacting with your people.
Call Recording can easily be turned on and off, allowing us to capture the full conversation that occurred or only tracking the duration and call volume. If call recording is enabled, the caller would hear an automated script ‘for quality assurance, this call may be recorded,’ after the call has been placed.
CallRail’s Call Whisper feature also allows admissions teams to know the source (if we are doing source-level tracking) or whether the call came from digital campaign efforts by playing a short message that only the individual answering the phone can hear.
Interested in testing call tracking for your digital campaigns? Contact us to see how we can help.