Beware of “Tracking Phone Numbers”.
November 23, 2010
At Third Marble Marketing, we’ve recently won-over a few new clients that had a difficult time dealing with online advertising companies that use “tracking phone numbers” to track calls for their clients. A Tracking Phone Number is a different number than your business’s phone number, called a Voice Over IP phone number, that instantly re-directs to your business’s phone number. Each time someone calls the tracking phone number, the call statistics are recorded so you know how many times the phone number was dialed. They are intended to show how many calls an online advertising campaign produced.
Third Marble Marketing briefly used tracking phone calls in the past and, based on our client’s experiences with them, we now highly recommend to our clients not to use them. If your current online advertising company is using tracking phone numbers to “prove your marketing ROI”, we recommend you use extreme caution when interpreting the results you get.
As with any industry, there are always a few companies out to make a quick buck. Based on a few horror stories from several small business owners we’ve talked to, there are some online advertising companies that use these tracking phone numbers to “over-value” their advertising services to the unsuspecting small business owner.
Here are a few things you should look-out for:
- Once a customer finds your new tracking phone number, they may enter that number into their contact list instead of your real phone number and they may call it numerous times throughout the week / month / year. This will artificially inflate the number of calls that this company is going to take credit for, thus inflating the value of their advertising.
- Since you do not own the tracking phone number, what happens to that phone number after you stop doing business with your online advertising company? Will the old tracking phone number ring at your business when your loyal customers call that number? Probably not.
- These companies will use numerous free strategies – ones that you can do in a few minutes – to drive traffic and inflate their numbers, and the value of their service. If you haven’t listed your website on all the local directories, you should take the time to do so.
- Your online advertising company may tell you that you got 100 “sales” calls last month, not 100 “phone” calls. Be aware that not all calls are from customers – some of them are from annoying sales people and other businesses that looked you up online too.
- What happens if the customer calls you multiple times? Are they reporting each call as if it was from a different person?
- Many of these special tracking phone numbers can be recycled – in other words, it was someone else’s phone number before it was yours. You may get several wrong calls for a different business, which your online advertising company will take credit for.
- Again, from stories told by Third Marble Marketing clients, beware that some of these companies will hi-jack your brand / company name to drive very cheap, high-converting traffic to their website. Let’s say a customer searches for the name of your company. Before, they would have found YOUR website, clicked to it and called YOUR phone number. Once you start advertising with this company, THEIR website (that looks just like your website with their phone number on it) will appear higher in the search results. It looks like your website, so the customer clicks through to their website instead of yours and calls THEIR phone number. They take credit for a phone call that you would have gotten for free – again, inflating the value of their service.
- These tracking phone numbers cost money and that cost is passed onto you in their monthly service charge. You would have gotten the same number of phone calls for less money, if you didn’t have to pay for the tracking phone number.
Basically, if you get 100 phone calls from a tracking phone number, just beware that only a fraction of them are probably incremental calls from actual new prospective customers.
We must add, however, that there are many reputable online advertising companies that can very effectively interpret the results from these phone numbers. The above advice is simply meant to be a list of things to look for when using tracking phone numbers.
In the end, it’s all about making more money. If you begin an online advertising program and your business increases, then you are getting good results from your advertising. However, if your business does not improve, and your reports are showing 100 phone calls, your monthly advertising expenses just increased by $1000 and your original phone number is getting fewer calls, you may want to carefully review the performance of your online advertising company.
As a policy, Third Marble Marketing does not use tracking phone numbers. In our opinion, the results are difficult to interpret at best and they are an added expense that we would pass along to you, that we feel will not provide any added-value to your business.
We prefer to keep online advertising easy, effective and affordable. After all, how hard is it to ask a new customer “How did you hear about us?”
I hope this helps.
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In the ever-evolving world of local SEO, businesses are often drawn to flashy trends and advanced tactics. However, one of the most important (and frequently overlooked) factors that can make a real difference in local search performance is NAP consistency . NAP stands for Name, Address, and Phone Number . At first glance, it might seem like basic contact info, but making sure it's accurate and consistent across the web plays a key role in helping your business show up in local search results and stay ahead of competitors. Why NAP Consistency Still Matters in Local SEO Search engines like Google rely on the data they find across the internet to determine whether your business is real, trustworthy, and relevant. Inconsistent or conflicting NAP information sends mixed signals, which can impact your visibility in search results. Here’s how maintaining consistency can work in your favor: 1. Builds Trust with Search Engines Search engines are more likely to trust and rank a business that shows up the same way across multiple credible sources. When your NAP is consistent, it reinforces the legitimacy of your business and can improve your local search visibility—particularly in places like the Google Maps Pack. 2. Improves Local Ranking Potential Search algorithms often favor businesses that have accurate, uniform information. If your NAP varies across directories, it can weaken your chances of appearing for relevant local searches, resulting in missed opportunities to connect with potential customers. 3. Prevents Customer Confusion If someone finds your business on Google Maps but sees a different phone number or address on Yelp, they might second-guess whether you’re still in business or move on to a competitor. Consistent information creates a smoother experience for customers. 4. Expands Your Online Visibility Accurate NAP details help ensure your business is properly listed on a wider range of directories and platforms, making it easier for local customers to find you wherever they search. 5. Reduces Errors and Miscommunications Inconsistent listings can lead to common issues like calls going to the wrong number or customers showing up at an old location. Keeping things up to date helps avoid these unnecessary problems. How to Audit Your Business Listings for NAP Consistency: The first step to improving your NAP consistency is to identify where your business is listed online and spot any discrepancies. Here’s a simple approach: Manual Searches: Start by Googling your business name, address, and phone number in different combinations. Make note of any outdated or inconsistent listings. Use Local SEO Tools: Platforms like BrightLocal , Moz Local , and Yext can help you identify mismatches across dozens of directories. Check Key Directories: Focus on major platforms where customers (and search engines) look for local businesses: Google Business Profile (your top priority) Yelp Facebook Bing Places Apple Maps Local and industry-specific directories Track It All in a Spreadsheet: Keep a log of each listing, including what’s currently listed and what needs to be fixed. Steps to Fix Inconsistent Listings: Once you've identified the inconsistencies, take time to clean them up. Here's how: Start with your Google Business Profile: This should be your reference point for all other listings. Double-check that every detail is accurate. Manually Update Other Listings: Visit each directory and update your information to match your Google Business Profile exactly, down to abbreviations, punctuation, and formatting. Use Data Aggregators: Services like Factual , Neustar Localeze , and Data Axle help distribute your accurate business data across the web. Consider Listing Management Tools: If manually updating every listing sounds overwhelming, tools and services can automate the process and help maintain consistency over time. Be Patient: It may take time for updates to be reflected across all platforms. Follow up when needed and check back periodically. Keep NAP Consistency on Your Radar: NAP consistency might not feel like the most exciting part of your marketing strategy, but it plays a foundational role in your ability to compete locally. Making it part of your routine business maintenance, especially when changes occur, can prevent issues and help keep your visibility strong. At Third Marble Marketing , we know that local SEO success starts with getting the basics right. If you're not sure where to begin or simply don't have time to manage all your listings, we're here to help. Our team specializes in local SEO strategies that start with the basics—like NAP consistency—to help you attract more local customers. Contact us today to schedule a consultation and take the first step toward a stronger local presence!
In the digital age, brand voice consistency is key to building a strong, recognizable brand. Whether your business engages customers through social media, blog posts, or customer service interactions, maintaining a consistent tone and messaging across all platforms is crucial for brand identity and trust. Here are some practical strategies to ensure your brand voice remains consistent everywhere your audience interacts with you. 1. Define Your Brand Voice Before you can ensure consistency, you need to define your brand voice. A brand voice is the personality and tone you convey through your content. It reflects your business values, culture, and mission. For example, is your brand voice professional, friendly, humorous, or authoritative? To define your brand voice, consider the following: Core Values: What principles guide your company? Are you about innovation, reliability, or creativity? Target Audience: Who are you speaking to? A brand targeting Gen Z might have a casual, witty tone, while a brand targeting professionals might lean towards a more formal voice. Emotional Tone: What emotion do you want your audience to feel? Whether it’s excitement, reassurance, or motivation, your voice should reflect this. Once you’ve identified these elements, document them. Create a brand voice guide that outlines key phrases, vocabulary, and examples of how your voice should sound. This guide will serve as your compass, ensuring consistency across all platforms. 2. Create a Style Guide A style guide is essential for maintaining consistency, especially as your business grows and more people get involved in content creation. Your style guide should cover: Tone and Language: Specify the tone and style of communication for each platform. For example, social media might be more casual and conversational, while blog posts could be more informative. Grammar and Punctuation: Consistency in punctuation (e.g., using the Oxford comma ) and grammar rules can greatly affect how professional your brand appears. Imagery and Design: While voice is primarily about language, the visuals that accompany your message should also align with your tone. Whether you use bright, playful colors or more minimalist, subdued hues, your design should reflect your voice. Having a comprehensive style guide means anyone creating content on behalf of your brand knows exactly how to communicate. 3. Train Your Team Your entire team must understand and embrace your brand voice. Whether it’s your marketing department, customer service team, or content creators, everyone needs to be on the same page. To keep your brand voice consistent across platforms, provide your team with resources like: Workshops and Training: Hold regular sessions to reinforce your brand's messaging and tone. This could include writing exercises, social media role-playing, or reviewing successful brand campaigns. Ongoing Feedback: Offer constructive feedback on content to ensure it aligns with your voice. Whether it's through content reviews or monthly meetings, consistently check in with your team. Remember, keep your brand voice flexible enough to adapt to different contexts (like more serious tones during a crisis) but consistent in core elements, such as clarity and empathy. 4. Understand Platform Nuances Each platform has its audience and unique characteristics, but your brand voice should remain consistent across all of them. Here’s how to tailor your brand voice while keeping it unified: Social Media: Social platforms are usually informal and fast-paced. You can use humor, emojis, and casual language to connect with your audience. Blog Posts: Blogs are a great place to showcase your brand’s expertise. Use a more polished, informative tone, but still keep it in line with your brand voice. A friendly, approachable tone can make your content more relatable. Customer Service Interactions: Whether it’s over chat, email, or phone, your customer service team must embody your brand’s tone. For example, if your brand is known for being friendly, ensure that your team’s responses reflect that particular attitude even when dealing with complaints or difficult customers. Being aware of platform differences helps you maintain a unified message while tailoring your approach to fit the environment. 5. Use Automation Tools Wisely As your business scales, automation tools can be lifesavers in maintaining consistency. However, it’s important not to let automation become robotic. Use tools like social media schedulers or CRM software to streamline communication, but always ensure that the voice feels human and genuine. When using automated responses (especially in customer service), incorporate your brand voice into the script. Use friendly, helpful, and personalized language, and be mindful of how these responses will be perceived. 6. Monitor and Adapt Consistency doesn’t mean rigidity. Regularly monitor the performance of your content across different platforms to ensure your message is resonating with your audience. Use analytics and feedback to gauge how well your brand voice is being received. For example: Social Media Analytics: Track engagement rates to see how your voice is performing on each platform. Customer Feedback: Pay attention to how customers respond to your tone in service interactions. If your voice is too formal or too casual, it may not align with their expectations. Adjust your approach as needed, but always stay true to the core values of your brand. 7. Keep It Authentic Above all, your brand voice must feel authentic. In today’s digital landscape, customers can spot inauthenticity a mile away. Your voice should reflect the real values and personality of your company. Whether you’re posting on Twitter, writing a blog, or answering a customer service question, staying true to your brand will help build trust and loyalty. Final Thoughts A consistent brand voice is essential for creating a cohesive customer experience and fostering brand loyalty. By defining your voice, creating a style guide, training your team, and adapting to platform nuances, you can ensure your messaging is clear and unified. Remember, authenticity is key. Be sure to stay true to your brand’s values and always communicate with your audience in a way that resonates with them. Ready to Strengthen Your Brand Voice Across All Platforms? Struggling to find time for content creation while managing your business? At Third Marble Marketing , we specialize in writing clear, consistent, and compelling content that resonates with your audience. Whether you need engaging copy on your web pages or informative blog posts, we’re here to help! Our Content Writing Services are designed to enhance your SEO while staying true to your brand’s core values. We ensure consistency in tone and messaging across all platforms, creating a cohesive brand experience that fosters trust, increases engagement, and drives success. Contact Third Marble Marketing today to learn more about how our content writing services can elevate your brand voice and consistency!
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Which One Do I Need? When it comes to driving traffic to your website, you’ve likely heard the terms SEO (Search Engine Optimization) and PPC (Pay-Per-Click). Both are essential digital marketing strategies, but they serve different purposes. So, how do you determine which one is the right fit for your business? The truth is that SEO and PPC work best when used together, but understanding their differences will help you decide where to focus your efforts based on your goals and budget. Let’s take a closer look. What is SEO? SEO focuses on improving your website’s visibility in organic search results. This involves optimizing your website’s content, structure, and technical elements to rank higher on search engines like Google in the organic section of the Search Results Page. Some key components of SEO include: Keyword Optimization : Identifying and using relevant keywords in title tags, meta descriptions, alt tags, and onsite copy to attract the right audience. High-Quality Content : Creating valuable, authoritative, and informative content that appeals to users and search engines. Technical SEO : Improving site speed, mobile-friendliness, and security to enhance user experience. Backlink Building : Earning links from reputable websites to increase domain authority. Benefits of SEO Builds Long-Term Organic Traffic : Once your website ranks well, you can enjoy a steady stream of visitors without ongoing ad spend. More Cost-Effective Over Time : While SEO requires an upfront investment in content and optimization, it becomes more affordable as your rankings improve. Boosts Credibility and Trust : Appearing in organic search results gives your business more authority in your industry. What is PPC? PPC is a paid advertising strategy where businesses bid on keywords to appear in sponsored search results. Every time a user clicks on your ad, you pay a fee. Google Ads is the most popular PPC platform, allowing businesses to target specific demographics, locations, and search queries. Benefits of PPC Delivers Instant Traffic : PPC generates immediate site visitors, whereas SEO results are not immediate. Highly Targeted : You can reach specific audiences based on keywords, location, demographics, and even online behavior. Measurable Results : PPC provides detailed analytics, allowing you to track performance and adjust campaigns for better ROI. Scalable: Depending on your immediate business needs, you can increase and decrease your budget, and therefore the number of leads and sales you get each month from PPC. SEO is not that nimble. Setting Realistic Expectations: SEO is a Marathon, PPC is a Sprint When deciding between SEO and PPC, it’s important to set realistic expectations for results. Think of SEO as a marathon and PPC as a sprint. Both can get you to the finish line, but they work at different speeds and require different strategies. SEO: The Marathon Approach SEO takes time, just like training for a marathon. You won’t see results overnight, but with consistent effort, you’ll build momentum and endurance. Timeline Expectation: Months 1-3: Research, technical optimization, and content creation. During this period of time, expect little to no ranking improvements. Months 4-6: Gradual ranking improvements and some organic traffic growth. Months 6-12: Stronger rankings, increased traffic, and leads (provided ongoing effort continues). 1 Year & Beyond: Established rankings, steady organic traffic, and a strong foundation that requires maintenance, but not constant spending. The key takeaway is that SEO compounds over time. The more effort you put in early, the more rewards you reap later. PPC: The Sprint Approach PPC is like a sprint—you get results quickly, but you have to keep paying to stay ahead. If you stop running (funding your ads), the traffic stops too. Timeline Expectation: Week 1: Campaign setup, keyword research, and ad creation. Weeks 2-4: Ads go live, and traffic starts coming in immediately. Months 1-3: Performance optimization. This entails adjusting bids, refining targeting, and improving ad quality for better ROI. Ongoing: As long as you continue funding your ads, you’ll keep generating traffic and leads. PPC provides instant results, but costs can add up. Unlike SEO, which continues to bring traffic over time, PPC stops working the moment you turn off your ads. What’s the Right Strategy? Need leads now? Start with PPC. Want long-term sustainable growth? Invest in SEO. Want the best of both worlds? Run PPC while building your SEO strategy in the background. Understanding these timelines will help you manage expectations and make informed marketing decisions. In Closing All in all, SEO and PPC are not competitors. In fact, they complement each other. Investing in both strategies can maximize your visibility and help your business grow. If you need help deciding where to start, contact Third Marble Marketing , and we’ll help you craft the perfect strategy for your goals and budget!
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One bad review can cast a long shadow online. It can deter potential customers and damage your reputation. But before you panic, there's good news! Google allows businesses to flag reviews that violate their policies, and with the right approach, you can get them removed. This email is your one-stop shop for reclaiming your online reputation. We'll walk you through the process step-by-step, including some extra tips to maximize your chances of success. Important: Remember, Google won't remove reviews simply because you disagree with them. They only remove reviews that violate their policies. You can find a full breakdown of Google's review policies for more information.
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