Transcripts
Hello, welcome to the Close The Loop podcast.
Speaker:I'm your host, Kevin Dieny and today we're going to be talking about, What Is DNI?
Speaker:So anytime you've ever heard, you know, acronyms, LOL, TTYL, anything
Speaker:like that, DNI is no different.
Speaker:It's probably like, wow, what does that mean, in this context?
Speaker:There's acronyms for everything these days.
Speaker:So today we're going to be talking about DNI, as it stands
Speaker:for dynamic number insertion.
Speaker:I've also heard it, as DNR, dynamic number replacement.
Speaker:It's basically online call tracking.
Speaker:So anyone who's like, well, what is DNI?
Speaker:If they know what call tracking is, and it kinda, you know, makes sense.
Speaker:Okay, we're tracking, we're doing call tracking, but we're doing it online, okay.
Speaker:So call tracking, if you don't know, just to, you know, lay out the
Speaker:basics is not like FBI CIA style, knowing, you know, who's been calling,
Speaker:tracking, you know, someone's spouse or boyfriend or girlfriend's calls.
Speaker:We're not talking about that.
Speaker:We're also not talking about like mapping the call, is it moves around
Speaker:the country or, you know, moving from landlines to satellites or to
Speaker:internet or anything like, like VOIP.
Speaker:We're not talking to you about that per se.
Speaker:We are talking specifically about the use of a technology, a tool to track
Speaker:the sources, to track the campaigns, and the marketing that drove phone calls.
Speaker:That's basically it.
Speaker:What's driving phone calls to my business?
Speaker:What's driving phone calls to any business?
Speaker:Is it campaigns, marketing?
Speaker:What is it?
Speaker:What's what's what's causing all of that?
Speaker:For businesses that have a lot of phone calls or that rely on
Speaker:a lot of phone calls, right?
Speaker:Knowing where calls are coming from is a big deal.
Speaker:So if anything, that can help you uncover, okay, I'm getting a lot of calls.
Speaker:It's from this campaign I did, or it's existing patients, or it's returning
Speaker:customers, or it's that customer I served, you know, two years ago.
Speaker:It just depends what the business's needs are.
Speaker:If your need is okay, I'm going to run campaigns, I'm
Speaker:going to run marketing, right.
Speaker:And I'm going to be sending money.
Speaker:Well, I want to know if the money I'm spending is working and you
Speaker:know, it's not always crystal clear, especially with phone calls.
Speaker:I used to work in different marketing capacities at different places.
Speaker:At companies, consulting, and agencies here or there.
Speaker:Are lots of gigs like that.
Speaker:And I hadn't quite, before I came here, I didn't know all
Speaker:that was all about call tracking.
Speaker:I thought, you know, if you throw a number on the page, the only people
Speaker:that we're going to call that are the people who wanted support.
Speaker:That's generally what I thought.
Speaker:And I thought the businesses that were getting a lot of phone calls.
Speaker:We're just tracking calls off the clicks on the website, you know, like
Speaker:someone takes their mouse and hovers it over a phone number and clicks it.
Speaker:That click is trackable.
Speaker:You know, you don't need call tracking for that.
Speaker:That's link tracking, you know?
Speaker:And so I thought of it like that.
Speaker:I thought a forms as the king, the best, because that's someone
Speaker:filling out, putting in their information, it's logging, you know,
Speaker:their browser, their IP it's maybe cookied them, knows who they are.
Speaker:It's following them.
Speaker:It knows.
Speaker:Here's this, whoever's filling out this form.
Speaker:And so when they fill out the form, you have this wonderful picture, right?
Speaker:Here's a person who filled out this form, here's that conversion.
Speaker:And here's all the data and information that they filled out.
Speaker:Here's anything, everything else we have about them, right?
Speaker:They come from an email, it's all there and it was all very clear.
Speaker:So anything that wasn't clear as a marketer, it's like, man, If I don't know,
Speaker:I'm going to have a hard time explaining this, you know, to get credit for it.
Speaker:I'm going to have a hard time proving that this came from marketing.
Speaker:If you're doing consulting or an agency work, it's like, I'm going to have a
Speaker:hard time proving that this came from me.
Speaker:That this is the lead gen that I've provided.
Speaker:I think some business owners are like, I don't really need it that specifically.
Speaker:I just generally know, you know, I'm going up, I'm going down.
Speaker:So that's, you know, there's different capacities and needs for things like this.
Speaker:But at the end of the day, if you really want to grow, you
Speaker:have to look a little more.
Speaker:You have to look at it as a little more granularity than just, you know,
Speaker:directionally things are going up or directionally things are going down.
Speaker:So that's what we're gonna be talking about specifically with phone calls.
Speaker:So how are we tracking phone calls?
Speaker:Well, there's two ways.
Speaker:There's what we here call static call tracking and
Speaker:dynamic or online call tracking.
Speaker:Right?
Speaker:So there's these two.
Speaker:The first one is static.
Speaker:So I like to think of this as anywhere you can't put a piece of tracking code, right?
Speaker:So you think about it like, Hmm.
Speaker:Where can I not put tracking code?
Speaker:Well, you can't put tracking code on the side of a truck.
Speaker:You can't put tracking code on a billboard.
Speaker:You can't put it in a TV, commercial, or a radio ad.
Speaker:Anything where it's printed, right?
Speaker:Anything where it's tangibly, physically present.
Speaker:That's where we use static.
Speaker:It's where call tracking was birthed is from the need to track, you know, people
Speaker:calling apartments and stuff like that.
Speaker:That's where our company pioneered the technology is with tracking apartments and
Speaker:putting a different number on each place.
Speaker:Right.
Speaker:So, you know, okay, this number is associated only with this place.
Speaker:If anyone calls it, then I know.
Speaker:Basics of call tracking.
Speaker:That's one side, that's static call tracking.
Speaker:Number two, that is Online Call Tracking, that's dynamic.
Speaker:That's what we want to talk about today.
Speaker:So the dynamic side is any where you can put tracking code, right?
Speaker:So that's your website.
Speaker:You can't put it in Yelp or listing sites like that.
Speaker:So you have to use static numbers for them, even though they're on the web.
Speaker:But anytime someone visits your website, that's where dynamic
Speaker:number insertion, that's where DNI.
Speaker:That's where online call tracking, campaign call tracking, it's
Speaker:often called, comes into play.
Speaker:And really, really sophisticated providers today are able to take
Speaker:everything that's happening in the static world and everything
Speaker:happening on the digital online world.
Speaker:And give you, present you with one platform, one, you know, one way to
Speaker:see, okay, here's the calls I'm getting.
Speaker:What calls are coming from, static sources like the billboard or
Speaker:the ad or the newspaper ad or the yellow pages ad or whatever it is.
Speaker:And then what calls are coming from my Google Ads campaign, my Facebook campaign,
Speaker:Bing campaigns, anything like that.
Speaker:Anything where it's driving visitors, consumers, patients,
Speaker:whatever it is to your website, that's what we want to answer.
Speaker:That's what we want to know.
Speaker:So what kinds of campaigns drive people to the website?
Speaker:Well that's emails, that's like I said, Google Ads, Organic
Speaker:Traffic, SEO, Social Media.
Speaker:Think about it, where do you have links that are sending people to your website?
Speaker:Why do you want people to go through your website?
Speaker:Well, because that's where you get to tailor your messaging.
Speaker:That's where you get to position yourself to the ideal prospects, ideal
Speaker:visitors that you're going after.
Speaker:Someone arrives at the website.
Speaker:They want to see, oh yeah, this is, this speaks to me.
Speaker:This is what I'm going after.
Speaker:This is what I need.
Speaker:You don't want to be a dentist website and someone arrives there and they go,
Speaker:oh, do they sell, tic-tacs or something.
Speaker:You don't want them to have the wrong impression about who you are.
Speaker:So that's what your website serving is what it's doing.
Speaker:And when they get there, if they decide to call or decide to convert at all right.
Speaker:It doesn't have to be a phone call.
Speaker:You want to know?
Speaker:Okay.
Speaker:Well what got them to the website?
Speaker:The hard part about doing this, marketing wants to do this.
Speaker:The hardest part about it is that they rarely convert the very first
Speaker:time they visit your website.
Speaker:It happens.
Speaker:Generally before that point, there's consideration about whether,
Speaker:you're the brand they want, whether you have the services they need,
Speaker:maybe how close you are to them.
Speaker:What do you stand for?
Speaker:What you're trying to achieve, what it would be like to use your
Speaker:services, to use your products?
Speaker:Maybe they don't even know they have a problem yet, but they don't know
Speaker:that you're the solution or they don't know, like what solutions even are.
Speaker:I know people who've said like, okay, I have a tooth ache, but
Speaker:that's not something a dentist fixes.
Speaker:And I've been like, uh, I think that is.
Speaker:I'm not going to name names there.
Speaker:Uh, it happens, right?
Speaker:Not everything is exactly clear.
Speaker:There's lots of doctors, but which doctor is the right one to fix a problem.
Speaker:It's not always really clear.
Speaker:And so sometimes you go through a referral process, okay.
Speaker:This doctor, you know, isn't the specialist I need you.
Speaker:And I got to go to this specialist.
Speaker:So by the time they're finally ready to go.
Speaker:That's when they convert.
Speaker:And that's like I said, rarely, the very first time that they've
Speaker:entered this entire foray.
Speaker:They've researched it.
Speaker:They've educated themselves.
Speaker:As Matt, used to say here, the age of research.
Speaker:Consumers are online searching like crazy and what they're searching for,
Speaker:what information they're looking for.
Speaker:You want to make sure that you're, you're the one they go to to find
Speaker:the answer to it, especially if they're in your, desired market.
Speaker:A potential future customer, patient, or consumer of your business.
Speaker:So if you're working hard in marketing, that means you're trying
Speaker:to have a footprint in the channels that are the most important to you.
Speaker:But which channels and within that, a better answer, a better question,
Speaker:which campaigns within those channels are working most effectively.
Speaker:Right?
Speaker:You sent an email out, okay, great.
Speaker:Did people visit your website?
Speaker:Awesome, maybe tons of people visited your website.
Speaker:Maybe you had the best open rate, click rate, land rate ever, you
Speaker:know, you're the king of email.
Speaker:But if no one converts, then it's like, well, if that wasn't a
Speaker:converting email that explains it.
Speaker:But if that was a converting email and you intended them to convert and they didn't.
Speaker:But you got amazing front end stats, but your backend stats are terrible.
Speaker:Then it's not doing its job, right.
Speaker:A click is not as good as the conversion and the conversion is not as good as
Speaker:someone who's a qualified person who, you know, it's not going to waste your
Speaker:team's time working on leads that are bad.
Speaker:So DNI is trying to solve all this.
Speaker:And how does it do that?
Speaker:So dynamic number insertion is helping a business to, track the performance of call
Speaker:conversions from its marketing campaigns.
Speaker:That's basically the one sentence way to answer that, right?
Speaker:The elevator pitch.
Speaker:So it's doing that because it's seeing what visitors are hitting
Speaker:your site from what sources and it's taking that information.
Speaker:And it's appending or pairing that with the information of those that pick up the
Speaker:phone and call when they see the number or they click the number on the website.
Speaker:So let's say I'm researching windows.
Speaker:And I happened to see an ad after I'd been researching that says, Hey,
Speaker:You know, we are in your local area.
Speaker:We offer there's a special going on right now for windows.
Speaker:Get a free quote here.
Speaker:I click it.
Speaker:It takes me into a big, long form.
Speaker:I decide, you know what I want to talk to someone first.
Speaker:So I see the number at the top.
Speaker:If I'm on my phone, I could just click the number.
Speaker:Click to call.
Speaker:If not, I might write the number down or pull out my phone while I'm looking at my
Speaker:computer on multiple devices all the time.
Speaker:And I call the number ring ring, and someone picks up and they
Speaker:say, hi, how are you doing?
Speaker:I explained what I'm looking for for windows.
Speaker:They give me some information we arrange an appointment for somebody to come out.
Speaker:That's how that process flows.
Speaker:So afterward the business is going to go look at reports and they're
Speaker:going to see, okay, here's somebody.
Speaker:They're in the group of my audience I've been targeted with my ads.
Speaker:They typed in a keyword or whatever, for whatever reason they saw my ad.
Speaker:Then they clicked on it and they went to my landing page.
Speaker:Great, that's what I wanted.
Speaker:That's, that's sort of how I've designed my marketing campaigns, and
Speaker:it probably sounds familiar to you.
Speaker:And then instead of filling out the form, they performed the call.
Speaker:Again, if you actually look at the data on this, a ton of people are
Speaker:willing to call and not fill out forms.
Speaker:For a lot of businesses, way more people call than fill out forms, right.
Speaker:It outpaces that.
Speaker:And then there's other things like chats and texts.
Speaker:But those are another thing we can talk about a little bit later.
Speaker:But anytime someone calls, how am I going to know which campaign?
Speaker:What is it that drove them there?
Speaker:Which ad was it, right?.
Speaker:We were running a campaign that has at least three ad variations
Speaker:because I'm testing stuff.
Speaker:Maybe I'm running an ad that has tons of different keywords.
Speaker:Maybe I'm running multiple campaigns, right.
Speaker:Maybe you're hitting different locations.
Speaker:They could be hitting different problems, things like that.
Speaker:And so I want to know what is it that drove this one specific phone call.
Speaker:To an appointment.
Speaker:And maybe I see also that three weeks later, it ended up in a big sale.
Speaker:I spent some amount of money on this campaign.
Speaker:I want to see that it's returning ROI or return on my investment that I spent.
Speaker:So with DNI, it's going to watch every visitor that hits your website.
Speaker:It's going to watch those visitors forever long it can.
Speaker:Some tools are better than others for watching, you know, return visitors,
Speaker:especially in a longer time period.
Speaker:Right.
Speaker:Someone's visited your site six months ago not all the tools, especially if
Speaker:they're cookie-based are going to have some problems seeing that this visitor was
Speaker:from past, you know, a couple of weeks.
Speaker:Just the way the world is.
Speaker:So anyway, this person, I want to see their journey, right.
Speaker:And let's say for this particular person, I see that they've researched
Speaker:beforehand with the sizes of windows.
Speaker:They were there a month before, a couple of weeks before they were looking at what
Speaker:kinds of projects I've done in the past.
Speaker:And then that day of they came in because of my retargeting ad.
Speaker:That is the last thing they did.
Speaker:And then they converted off that because the DNI tool is going to say, okay, they
Speaker:came from this campaign, they hit these pages or they hit the landing page.
Speaker:Ultimately they called the number.
Speaker:I get the call and then I get to see what happened.
Speaker:I get to see beyond the calls, going a little bit further than DNI, like
Speaker:seeing if they set an appointment or not, but I can see the call there.
Speaker:I could see how long it was.
Speaker:I can listen to the recording and I can see all that.
Speaker:And so I know right away, okay.
Speaker:This campaign, this retargeting campaign generated this call conversion, awesome.
Speaker:I'm spending this much money on it.
Speaker:It's sort of giving me a clear picture of, okay, this is what's driving calls.
Speaker:This is what's driving research and the research is now driving calls, right.
Speaker:You're getting a really cool picture now for your business of how leads are
Speaker:flowing and how calls are coming in.
Speaker:Now, if you want to listen to call recordings, I don't think there's
Speaker:a DNI tool out there that doesn't have the call recording, right.
Speaker:Unless you're just talking about, link click call tracking,
Speaker:which again is not DNI.
Speaker:And let me just make sure I define what this is.
Speaker:Link click tracking is when someone clicks on a telephone link.
Speaker:So you track, okay, someone clicked the number.
Speaker:It doesn't mean they actually called it.
Speaker:So it's not, it's not a reliable indicator.
Speaker:It's not a reliable indicator of the number of phone calls you actually got.
Speaker:To see that number, you have to have DNI, which is going to track how
Speaker:many people clicked the link, sure.
Speaker:But it's ultimately what it's doing is it's going to tell you
Speaker:how many calls actually connected.
Speaker:It's got to connect and then rang.
Speaker:Now what happens after the call?
Speaker:Goes to voicemail, it gets missed, it just rings, rings, rings.
Speaker:It gets answered, gets mishandled, it gets handled, turned into an appointment.
Speaker:Anything like that, that, that stuff that happens beyond the call.
Speaker:But at that point, the DNI tool is saying, okay, I've seen where
Speaker:this visitor came from and I've seen they've called, awesome.
Speaker:Now that all that information is made available to you.
Speaker:Those are like the basic, simple, that's what you would
Speaker:expect to get with the DNI tool.
Speaker:How many people are calling right here are the calls I have and sources
Speaker:for each and every one of them.
Speaker:That's the beauty of it.
Speaker:So that should layer with the form fills.
Speaker:Maybe there are people who fill out the form.
Speaker:Maybe there are people who went down and, you know, clicked on the chat.
Speaker:Maybe there's some people who saw the number and said, I don't like
Speaker:talking to people, we hear this more and more, especially in hospitality.
Speaker:And so they would rather just text.
Speaker:So how many people texted it?
Speaker:Right?
Speaker:How many people, saw the landing page?
Speaker:Saw the business name then went and Googled it, then
Speaker:saw your Google My Business.
Speaker:Maybe they saw your business address or location, and then just
Speaker:decided I'm going to drive there.
Speaker:That's another conversion type, in person.
Speaker:So all of these let's, let's, there's a big circle, right?
Speaker:All of these conversions, all of these types of things you want to
Speaker:measure because you're spending money to drive those results.
Speaker:You're spending time, resources, right.
Speaker:You're setting up a process is okay.
Speaker:If they felt the form, then it's going to go to this team.
Speaker:And then I'm training people who answered the phone.
Speaker:When I'm training people who are going to call back, or, you know, there's a whole
Speaker:lot going on there and that's expensive.
Speaker:So that's just to support the marketing, right?
Speaker:That's not even counting the ad spend or anything like that.
Speaker:So all of the spend it's gotta be worth it.
Speaker:You've gotta be getting conversions for it.
Speaker:And so before you spend money, trying to get conversions, you really, really can.
Speaker:This is very important.
Speaker:You really should have a way to track all the conversions that
Speaker:are important to your business.
Speaker:If you don't have a form on your website, right?
Speaker:You don't want one, you don't need one.
Speaker:I don't know for whatever case you just going to have a phone number there or
Speaker:whatever other means of conversion.
Speaker:Some businesses limit themselves to only one type of conversion, fine,
Speaker:whatever it is that you're trying you have, or you're using track it.
Speaker:If you don't have phone numbers, and just have forms.
Speaker:Make sure those forms are tracking properly, right?
Speaker:You gotta know what's happening.
Speaker:I don't know where they came from because when you're spending money, especially on
Speaker:multiple campaigns or testing anything, you got to have a feedback tool.
Speaker:That's going to tell you what is working and what's not.
Speaker:So that you spend your money more effectively.
Speaker:There's no one who has a crystal ball of marketing campaigns and they guarantee
Speaker:it's going to work without testing without researching, without applying different
Speaker:experiments to the ads themselves.
Speaker:Bidding differently, you know, excluding things differently over
Speaker:time, the campaigns called campaign tuning campaign optimization.
Speaker:That is a necessary thing.
Speaker:That's more, what marketing is.
Speaker:Getting it right the first time, not marketing, that's
Speaker:just, uh, that's gambling.
Speaker:That's not gonna work.
Speaker:Expert marketers in the world have a lot of experience over
Speaker:what's working a lot of wisdom.
Speaker:They've done things a lot, so they can save a lot of time and testing, but
Speaker:they don't eliminate testing altogether.
Speaker:It never works that way.
Speaker:So now that we've explained the purposes of it, how does this whole thing work?
Speaker:You said it's on the web, it's Online Call Tracking.
Speaker:We call it dynamic number insertion, DNI, but what is it actually doing?
Speaker:How does DNI work?
Speaker:Great questions, right?
Speaker:It's important to know because not every DNI solution on every software
Speaker:and, and everything is the same.
Speaker:Also what it's built for how it's built is for a purpose.
Speaker:Everything is built for a purpose.
Speaker:A roof has a purpose, pipes have purposes.
Speaker:So just understanding the basics of why they are the way they
Speaker:are really helps you understand.
Speaker:Okay, well, this is just a tool for your business to get to a certain
Speaker:answer, certain goal, answer a question, whatever it is, that's,
Speaker:that's what everything's doing.
Speaker:So what is DNI's purpose.
Speaker:As I've just explained, relates to how it's built and
Speaker:why it works the way it does.
Speaker:So it's installed, by putting a simple bit of script.
Speaker:Every tool I've ever come across works this way, you put a script, a usually
Speaker:Java script or some kind of tool could, it might work server side, but generally you
Speaker:put it, just like you put all your other tags, scripts and stuff on your website.
Speaker:And then what it's going to do is it is going to see traffic coming in and it's
Speaker:going to see the numbers on your page.
Speaker:So those are two things that it's looking at.
Speaker:Now the numbers on your page, let's say that there are, I don't
Speaker:know, let's take an example.
Speaker:There's like 50 numbers on a page.
Speaker:Let's say it's a page that says here's all of our locations.
Speaker:Okay, 50 numbers.
Speaker:So each number you want to track.
Speaker:Okay, if someone came from my ad and they landed on this,
Speaker:here's all my location pages.
Speaker:And then they call the number for that specific location.
Speaker:You want to know?
Speaker:Right.
Speaker:What marketing, which campaign, which ad, which keyword,
Speaker:whatever it is, which channel.
Speaker:What is driving calls to that phone number to that business,
Speaker:you know, whatever it is.
Speaker:So every number on that page it's being looked at and its
Speaker:going to swap the numbers.
Speaker:So this is where it gets slightly technical, but only a little.
Speaker:So don't be afraid.
Speaker:Right?
Speaker:So what do we mean by swapping numbers?
Speaker:So swapping numbers is where the original number on the page is the
Speaker:number we call it the target number here.
Speaker:It's basically the phone number.
Speaker:It's going to ring, but the number they see is going to be different.
Speaker:We're going to show them a number out of what we call pools, number pools.
Speaker:So there's 50 numbers on a page, again, every number, so the 50
Speaker:numbers, they all have a pool and let's say it's 10, 10 numbers in a pool.
Speaker:And when I get there, so Kevin arrives at the page.
Speaker:Now, every number on that page that I'm seeing, I'm going
Speaker:to see 50 numbers, right.
Speaker:And I'm going to see a number out of the pool for each number on the page.
Speaker:So I might see 800 location A, 800 location B, 800 location C.
Speaker:I might see those things on the page.
Speaker:Now, each of those numbers is going to dial the actual number, but what that,
Speaker:because we've swapped the number, right?
Speaker:So we have the original number of the location, and now we're
Speaker:showing them a dynamic number.
Speaker:When they call the dynamic number.
Speaker:We know, okay, Kevin was on the page, during this session
Speaker:during this time, right?
Speaker:It's like a business opening, a store.
Speaker:Kevin comes in and then John comes in.
Speaker:It's like, okay, there's two people in the store right now.
Speaker:So which one?
Speaker:Which one bought the cake?
Speaker:Well, when Kevin came in, right, I gave him a number.
Speaker:When John came in, I gave him a different number.
Speaker:So the person who bought the cake has this number and therefore I know it's
Speaker:Kevin, or I know it's John, right?
Speaker:Think of it like that.
Speaker:It's basically a labeling system.
Speaker:That's what DNI is doing.
Speaker:So every time a visitor is on your site and every time a business, like
Speaker:basically they're in your store at the same time we call it concurrent visitors.
Speaker:They're each seeing a unique number.
Speaker:They're each being labeled.
Speaker:And if they call any time, they're on the site and they call.
Speaker:What happened and brought them to the site is then sort of married with
Speaker:the data of the phone call afterward.
Speaker:So we see Kevin came in, we gave him a number, he called awesome.
Speaker:So now Kevin has call data attached and so we could see, okay, here's the call?
Speaker:Where do they come from?
Speaker:Or are we looking at it the other way?
Speaker:Here's Kevin, did he call right?
Speaker:There's two ways to kind of look at that.
Speaker:So that's what it's doing.
Speaker:That's what all the tools are doing.
Speaker:We're giving each person a number.
Speaker:Then anytime that person calls, we're able to take that person's
Speaker:call and match it to the person.
Speaker:All very important.
Speaker:Cause calls are made by people, visitors are sort of people.
Speaker:And so we're looking at this, like we're going to treat this call like
Speaker:it came from a person or business.
Speaker:It came from a single entity, whatever it is.
Speaker:And that's important because we're not looking at this, like here's
Speaker:calls that came from the channel here's calls that came from a
Speaker:campaign because in our CRM, right.
Speaker:It's all just customers, it's all people.
Speaker:Right.
Speaker:Think of it.
Speaker:Like who's buying from us?
Speaker:Even at businesses buying from us.
Speaker:When you send an email, you're sending emails to people.
Speaker:So it all works the same.
Speaker:Marketing has always done to people.
Speaker:There might be a marketing done to a company, but it's to the right
Speaker:people at that company because they're the ones that make decisions.
Speaker:The company is just a, you know, a box, a cup, a brick store, you know, a bunch
Speaker:of paint and a label on a legal document.
Speaker:A company is not really, in essence, the thing that we're marketing to it's the
Speaker:people cause they're the decision makers.
Speaker:So a DNI tool, right.
Speaker:Is set up for visitor call tracking from the campaigns and sources, they came from.
Speaker:There are tools, there are capabilities where you're like.
Speaker:That's fine and good, to track every person and to give me calls
Speaker:that are granularly going to tell me where every person's come from
Speaker:and every call coming from how well each call came from those people.
Speaker:But what if I, you know, initially just want to know how
Speaker:many calls I'm getting from ads.
Speaker:I don't really need to see the calls themselves.
Speaker:I don't really need to know what's happening to the calls themselves.
Speaker:I just wanna know, okay.
Speaker:I'm getting twenty-five percent calls from ads or a hundred calls
Speaker:from ads, and I can go, okay.
Speaker:Then I'm spending this much in ads and there's the total calls.
Speaker:So my cost per call is some number that's like very, very overview, high level.
Speaker:It sounds nice.
Speaker:And it is a good place to start.
Speaker:It's very simple, but it's not really a place in my experience
Speaker:where you're making a lot of changes.
Speaker:You may be making big, over big sweeping changes, like, okay, I'm going to spend
Speaker:all my marketing is doing this well.
Speaker:So you're either going to change all the marketing spend or not.
Speaker:But marketing could be a composition of like five campaigns in four of the five.
Speaker:Right?
Speaker:So this one's doing well, but the, for the whole other 80% of them are not doing
Speaker:well, but one of them is kicking butt.
Speaker:So it's basically carrying all the rest.
Speaker:Well, as a marketer, you'd be like, Well, that'd be amazing to know because then
Speaker:I could do something about the four and I can bump up the one that's doing well.
Speaker:Right.
Speaker:That's essentially what it is.
Speaker:But if you're just looking at it in aggregate, it's sorta hard to make
Speaker:those, those, uh, the proper decision.
Speaker:Because if you just lowered all the, if you just lowered how much you spend
Speaker:that's not really going to help you.
Speaker:It's just going to lower your performance maybe to, to a
Speaker:greater degree than you realize.
Speaker:What DNI is equipping a business with what it should be equipping a business with.
Speaker:It's not just how many calls I'm getting from paid channels or
Speaker:from my advertising channels.
Speaker:It should be okay.
Speaker:How many calls am I getting?
Speaker:Yes, what channels are they coming from?
Speaker:Yes, what campaigns are they coming from?
Speaker:What ads?
Speaker:What keywords, where are calls coming from that I can do something about it?
Speaker:Right.
Speaker:That's a big, big deal.
Speaker:If you had just one campaign, one ad, one keyword or whatever, or maybe
Speaker:you just have an audience then, yeah.
Speaker:Maybe at the overview level, it's the same thing.
Speaker:But most of the time you're going to want to run multiple things
Speaker:to at least test something.
Speaker:And you test because that's what you want to do to improve.
Speaker:So that's the whole purpose of all of this, right?
Speaker:DNI is giving you everything you need to improve by giving you all
Speaker:this wonderful wealth of information.
Speaker:If you don't plan on improving, if you don't plan on optimizing, if you
Speaker:don't plan on evaluating insights and performance to make changes that are going
Speaker:to increase your revenues and profits.
Speaker:Then it's like, well, what are you doing?
Speaker:Why, why are you spending money there?
Speaker:Because you know, it may work for a little while, but it's
Speaker:going to, it's going to waste.
Speaker:I mean, if you're an agency business consultant, and stuff like that,
Speaker:you really want tracking tools from my experience, because you
Speaker:want to prove what you're doing.
Speaker:You're an agency working for a business.
Speaker:You want to say, okay, I'll give you this many calls.
Speaker:You know, it came from my campaigns that I did.
Speaker:That way, the business knows.
Speaker:Okay, I'm spending so much on my agency and they're giving me so much out of it.
Speaker:Right.
Speaker:It's really important to do that, but also at the agency, if you actually
Speaker:really care about improving the business and getting them, showing them that you
Speaker:can reduce their costs while increasing their gains or revenues or providing
Speaker:them more insight or more learning and education, then you've got to be testing.
Speaker:You've gotta be running tests and things like that.
Speaker:It may not be clear to the business.
Speaker:They may not care that much, that you're testing reds and blues and greens,
Speaker:colors and things, but showing them like, okay, this month to this month
Speaker:we were able to improve things so much.
Speaker:And for business that's like, oh great.
Speaker:They're not just, setting things and forgetting, right.
Speaker:They're not just like washing their hands of this once they've proven
Speaker:that I'm happy getting a certain cost per lead or, you know, I feel
Speaker:like I'm getting my return there.
Speaker:They're still hungry.
Speaker:And after it, and I think that's important.
Speaker:The other thing is, is when you're a business and you're like, well,
Speaker:okay, if I get DNI does that just mean a whole lot of work?
Speaker:Does that mean I'm gonna have to listen to phone calls, you know, track, merge, take
Speaker:Excel sheets and merge things together.
Speaker:And am I going to have to be like an Excel wizard?
Speaker:Am I gonna have to be a technology guru?
Speaker:Am I gonna have to be a phone call expert?
Speaker:Am I like, what does it really take to get DNI off the ground?
Speaker:So besides being able to put the script on your website, there's not
Speaker:a ton more you need to do because.
Speaker:Again, most the right DNI solutions for your business are going to make it so
Speaker:that you don't have to manage the pools.
Speaker:You don't have to know which numbers are in there.
Speaker:If there's enough numbers in the pool, right.
Speaker:Which numbers they're looking at, you know, you don't have
Speaker:to worry too much about that.
Speaker:And you also want it to take the calls that are coming from your visitor data
Speaker:and then be able to integrate or push that information where it matters.
Speaker:So here's an example, you're running Google Ads, awesome.
Speaker:You're running campaigns that are for converting people, someone clicks
Speaker:on the ad, they get to your site.
Speaker:They like what they see and they convert, they call let's say.
Speaker:So how does that conversion tell you?
Speaker:And the tools that you use that a conversion happened, so that the tools
Speaker:can tell you so that you can tie things back to the sources of the campaign.
Speaker:So the right way for this to all to happen, is this to
Speaker:happen in like a sequence.
Speaker:And that is when the call occurs off the website.
Speaker:The first thing we want to do is tell the website.
Speaker:The thing that's tracking the website is an analytics tool, web analytics, right?
Speaker:The most common of these is Google Analytics.
Speaker:So the online call tracking, dynamic number tool, should
Speaker:integrate and tell Google Analytics that a conversion occurred.
Speaker:You also want this tool to not just tell Google Analytics,
Speaker:Hey, I call I'll call came in.
Speaker:You want it to integrate with Google Analytics in a way where
Speaker:it adds that call information.
Speaker:And I think the best way for it to do this is with an event on to the
Speaker:Google Analytics tracking cookie that's already tracking them.
Speaker:So if Kevin comes in the business, Google Analytics says,
Speaker:oh, Kevin, here's the number.
Speaker:And the DNI tool says, okay, Right.
Speaker:Kevin calls, well, the DNI tool is going to say, Hey, Google analytics.
Speaker:They called here's the information you need.
Speaker:In addition to the data you've, you've gathered because Google Analytics
Speaker:is not a call tracking tool, right?
Speaker:So you're telling Google Analytics what call occurred by giving
Speaker:it event information, which is the proper way to do it, boom.
Speaker:And your Google Analytics.
Speaker:Now you can see calls you're getting plus any information Google
Speaker:Analytics has been tracking on them.
Speaker:The Google Analytics tracks a lot, Google's tracking tons of data on them.
Speaker:They're seeing, the technology, the browser, the location,
Speaker:all this information.
Speaker:All this really interesting stuff that you can use in your business to see,
Speaker:analyze how campaigns are working.
Speaker:Now, Google Analytics then is a great connector for other
Speaker:things like Google Ads, right?
Speaker:It's going to tell Google Ads.
Speaker:Someone converted and here's the Google Analytics, cookie, here's all
Speaker:the information and tells Google Ads.
Speaker:Google Ads says, awesome.
Speaker:Now in Google ads, it's going to show your campaign, and then next to it
Speaker:it's going to show in the conversions column, you're getting conversions.
Speaker:Hold up for a second here, Google Ads has something called phone calls, right?
Speaker:But those are calls that are happening off the ad itself, which is a static number.
Speaker:Right.
Speaker:Can't put script and code inside an ad in Google Adwords.
Speaker:It won't let you, so that is static calls.
Speaker:So if someone sees your ad and doesn't visit your website and they
Speaker:just call the number right there, those are phone calls from ads.
Speaker:Now, if they go to your website, boom, that's DNI.
Speaker:Right?
Speaker:So now all of that should.
Speaker:All that should be a little clearer now.
Speaker:Last few questions here.
Speaker:That from that are really common online that will help our listeners.
Speaker:So we've gone over that DNI tracks numbers.
Speaker:We've gone over that, the numbers on the page that it's looking at are
Speaker:being swapped from numbers in pools that are each assigned to each unique
Speaker:person, that's coming to the page.
Speaker:That's how it's doing it.
Speaker:That way, a unique call attached to a person, right.
Speaker:Has a unique visit information attached to a person.
Speaker:You're getting alignment there, very, very good alignment.
Speaker:So this is sort of another way to look at it as like a consumer
Speaker:tracking or visitor tracking.
Speaker:It's on the visitor level, the consumer level it's down there where
Speaker:we're tracking what a visitor's done.
Speaker:Versus, channel DNI is basically anytime someone comes from an
Speaker:ad, I show them one number.
Speaker:So if John and Kevin, and Steve all come in and they're holding
Speaker:an ad, right, whatever that ad is, wherever that ad came from.
Speaker:If they tell me, oh, I came from an ad, I just say, okay, an ad
Speaker:caused them to come here and that's where the calls are coming from.
Speaker:Now what ad it was why it was that one, which one, if I'm doing multiples right,
Speaker:again, I've kind of explained this.
Speaker:It's not giving you that information.
Speaker:So that's why it's not as ideal.
Speaker:And sometimes, and like I said before, people don't convert on
Speaker:the very first time they're there.
Speaker:They also rarely convert off the ad because they've come in from
Speaker:an ad, then later they come in organically, then they come direct.
Speaker:That's typically the waterfall down staircase that they follow.
Speaker:So it's really hard to get conversions where the very last
Speaker:thing they did is from an ad.
Speaker:It's the first time they're ever on your site.
Speaker:It's, it's kind of stacking the deck against you.
Speaker:That's why it's hard to, you know, make it seem like man, I'm
Speaker:getting no conversions from ads.
Speaker:Well, if you looked at the actual array of the journey, you'd see, okay,
Speaker:you did bring them in with ads and then organically and then ads again,
Speaker:and then maybe direct, maybe social there's all these touches with them.
Speaker:Maybe they just saw your ad and they didn't click on it.
Speaker:All this stuff is going into it.
Speaker:And that's why it sort of becomes costly for marketing to have things everywhere.
Speaker:But once you do have proper campaigns everywhere with proper DNI tracking, you
Speaker:are able to see, okay, what's bringing people to my website from all the
Speaker:different sources, which is important.
Speaker:And then when they get there, which people are converting.
Speaker:That's to me, the big, first leg of the journey.
Speaker:So lots of numbers can be in pools.
Speaker:They're almost always toll-free numbers, right?
Speaker:I think with most DNI providers, you get the caller ID, you might
Speaker:get some other information.
Speaker:That comes along with it.
Speaker:You will get, call sources the details of the call duration, any other,
Speaker:visitor information from the web.
Speaker:You'll get that as well.
Speaker:It's really important that you get returning versus new caller.
Speaker:Or new versus returning patient or whatever it is, you
Speaker:know, customer non-customer.
Speaker:Those things can be a little bit more important too if you
Speaker:can get those by your provider.
Speaker:You shouldn't be needing to make a new campaign every time you want to run,
Speaker:a new DNI pool, every time you want to run campaigns, it's just a hassle.
Speaker:It's nice to just have any campaigns you want to run all the time,
Speaker:not needing to change up pools.
Speaker:That's just a hassle.
Speaker:How many numbers you need in the pool, right?
Speaker:Should correspond with the number of people concurrently that are
Speaker:going to be on your website.
Speaker:Usually that I think, I think it's usually between like five and 50 or something.
Speaker:It's like probably the average pool size.
Speaker:I don't really know that I've just heard.
Speaker:You don't need to be a tech expert.
Speaker:It's very easy and quick to set this up.
Speaker:And it will do everything else for you.
Speaker:It's going to connect to Google Analytics, Google Ads, whatever it is, right.
Speaker:It's going to make the integrations and connections.
Speaker:There should be web hooks or API access, whatever it is so that you can send
Speaker:data wherever you need it to be sent.
Speaker:Everything should be, should work like without you needing to do really anything.
Speaker:All you should be focusing on is running the best marketing
Speaker:campaigns possible, right?
Speaker:The tools for tracking have been set up before and they should just go,
Speaker:they should just work really well.
Speaker:Calls can be routed.
Speaker:You know, that's a pretty simple thing.
Speaker:You should probably find a way to track all your conversion types.
Speaker:So forms, calls, texts, chats.
Speaker:We do all those things, but just make sure that you would, if you're using a tool
Speaker:for each one of them are using tools to do pieces of them, that you're doing all the
Speaker:ones that are important to your business.
Speaker:You should have a way, especially if you're doing offline and online, right.
Speaker:Static using static and digital numbers, which most businesses are.
Speaker:You should have a way to see both sources, both, all that data, right?
Speaker:What's driving all those calls no matter where the marketing is being placed.
Speaker:Then the last thing that's really worth mentioning here is
Speaker:what happens on the second leg.
Speaker:And that's, it's less, it less matters to what DNI is, which is why it's not
Speaker:really for this topic, but essentially the second leg is what's happened on the call.
Speaker:So what happened on the call is okay, was the call missed?
Speaker:Did it get connected?
Speaker:Did it go to voicemail?
Speaker:Things like that, but it's also how well was the call handled?
Speaker:Did an appointment come out of it, did it not get handled well?
Speaker:Was it not a prospect?
Speaker:Was it just, you know, someone, was it a sister calling or someone
Speaker:calling for a job or whatever it is you're after and not after.
Speaker:Right.
Speaker:So in terms of looking at this right way, how many visitors
Speaker:hit your site from channels?
Speaker:Is important.
Speaker:How many are clicking on the phone number, clicking on the submit button of the
Speaker:form, or clicking on the chat button.
Speaker:Important, probably more, much more important in every regard is how many
Speaker:conversions leads, patients, prospects, whatever it is you're getting great.
Speaker:Now, how many of those are qualified?
Speaker:That's the second leg now.
Speaker:They're qualified.
Speaker:How many of those are turning into appointments, to deals,
Speaker:to sales, opportunities?
Speaker:The closer you get to the sale, the better you're going to be able to be
Speaker:right at improving your marketing, your business, growing all of this.
Speaker:So DNI is just a tool to help you get closer to that goal, right?
Speaker:It's in itself just during the first leg.
Speaker:Now there are tools and services.
Speaker:I think most companies, that have scoring or an analysis or,
Speaker:call analytics function to them.
Speaker:Have a feature where they listen to calls or they use a software like
Speaker:Siri or something to tell you, okay, generally what happened on the call.
Speaker:Now, whatever that, whatever they they're doing to help you figure
Speaker:out what happened on the call.
Speaker:So you don't have to listen to it.
Speaker:Those are like the bolt-on things for you as a business leader to
Speaker:decide, you know, what's important.
Speaker:If I want to spend my time listening to calls or do I want
Speaker:someone else to do it right?
Speaker:That's something for you to decide.
Speaker:But the first part is really important, tracking the conversions,
Speaker:where they come from, when they happen, every conversion type.
Speaker:So you have a better, clearer picture.
Speaker:If you don't have the information, you're not going to make the best decision.
Speaker:It's really critical to have DNI in a business where a business
Speaker:is using phone calls, where phone calls are important to the business.
Speaker:If you're setting appointments for your business, if you have a website, if you're
Speaker:running campaigns, multiple campaigns, you see any of these conditional things
Speaker:that you have in your business, they kind of lead me to say, yeah, you should get
Speaker:DNI, this is why it's important for you.
Speaker:And this is why you need to get on it because you need to have this
Speaker:set up before you're running, you know, before you're generating leads.
Speaker:You kind of just wasting money there.
Speaker:You could be generating, you could be only tracking form fills today,
Speaker:but having twice as many phone calls come in for it and not have any
Speaker:idea that it's coming from the ad or whether it's not coming from the
Speaker:ad, you'd really want to know right.
Speaker:What it, what it is it.
Speaker:So knowing what it is is important, knowing that DNI
Speaker:is dynamic number insertion.
Speaker:Whatever, but knowing at the end of the day, okay.
Speaker:I, now I know what it is, cause this is how it's going
Speaker:to help and serve my business.
Speaker:That's a big deal.
Speaker:So I hope that this has helped you.
Speaker:It's one of those topics where it's like a back to basics a little bit, but just
Speaker:to cover the whole thing, you know, your digital management, digital campaigns,
Speaker:how you're running campaign tracking, that's all really important to a business
Speaker:who's trying to grow and is leveraging the digital online marketing to do it.
Speaker:So thank you again.
Speaker:Thanks for listening.
Speaker:And I hope you've gotten a lot out of this.
