People Lie! Why You Need Your Results Tracked.
As a local business I’m sure that you are used to tracking your advertising results. Many local businesses use their website, print ads, radio & cable to bring business into their establishment. Local businesses also sometimes train their phone staff to ask where did you find us or how did you find out about us? By training their staff to ask this question, the business owner feels they can track the results of their advertising and make wise decisions on how to spend their monthly budget based off of this information. Unfortunately, they are wrong!
People lie! Why do people lie? I don’t know, but they do. One of the services we offer here at interesponse.com is call auditing. We can audit advertisers phone calls and report back to the decision maker how the calls are being handled. In 3 instances this week alone, callers lied to the receptionist as to where they found the phone number they called in on. Here are where the 3 callers said they found the business:
1) Yellow Pages
2) Newspaper
3) “I don’t know”
These are interesting responses considering the 800#’s they are calling can be found in only 1 place; the advertisers landing page. In all likelihood the callers are sitting right there on their computers staring at the advertisers landing page. Maybe the callers were confused by the question. Maybe they weren’t purposely being deceiving. In either case the information the businesses were receiving was incorrect. In a world where all you can do is ask “where did you find us?” your advertising decisions can be seriously effected by caller responses like the ones shown above. In the interesponse.com world you don’t need to make guesses about where to spend your budget. You can instead make an educated decision based on fact and actual response.
Brandon Hoffman
Director Of Internet Marketing
1-800-918-7488