The quality of requests is on point! The cost per lead is 25% lower

[ashammi228]

Anastasia Sofronova, Senior Marketing Specialist

With the cost of a call amounting to several thousand rubles for one of our comfort-class projects in New Moscow, the quality of calls was unsatisfactory in a number of cases.

The call center employees gave feedback that about 30% of calls were from clients who were not interested in buying. The information was also confirmed by the marketing employee listening to the calls.

To attract truly targeted calls, we constantly telegram deutsch group work on the quality of the marketing mix, control and analyze the incoming flow.

Content
Close attention to every call
Working with advertising contractors
Media planning
Results
Close attention to every call
Each advertising campaign with UTM tags and a pool of dynamic numbers is launched in the CoMagic personal account. In total, about 100-150 incoming calls are received per day, each of them is listened to and tagged. The issue of calls is given really close attention.

The marketing department employs a specialist who listens to calls and notes how many calls there were from the advertising channel, what percentage of them were targeted, non-targeted, and repeated. In addition, a report is manually filled out detailing calls during the month, advertising sources - primary and those that brought the client to the sales office. Thanks to the integration of CoMagic with CRM, the entire history is recorded in the client card.


Working with advertising contractors
A targeted or non-targeted call is determined by the regulations. It is needed not so much for the employees of the in-house call center, but for contractors for promotion. Advertising on the Internet is carried out by an agency, which is assigned a certain KPI on a monthly basis for the number of leads that comply with the regulations.



Subscribe to the newsletter
Once a week we will send you useful materials, a selection of interesting cases and articles.

E-mail
Subscribe

By clicking the button, you confirm that you agree to receive the newsletter.
Media planning
When drawing up a media plan, of course, the priority is given to the sites that have shown the greatest efficiency in previous periods. However, if there are problems with the quality of calls, Barkley specialists take a period - usually half a month - and listen to all calls from this source to find out the possible problem.


Thus, a number of platforms were removed from the 2018 media plans, where they had been placed for more than a year. In fact, they turned out to be ineffective and increased the cost of a call. It was noticed that programmatics were not working well for the company - the budget was relatively small, and the traffic was of poor quality.

This work allowed us to reduce the cost of the request several times. The rejection of ineffective sources did not affect the fulfillment of the KPI for the number of target calls, while their quality improved.