In marketing, vanity metrics like impressions, clicks, and shares are easy to obtain but difficult to tie back to ROI. A better metric is the customer lifetime value (CLTV), which requires more in-depth data and tracking to build.
A memorable vanity number echoes your brand messaging and helps you stand out. Local vanity numbers are a great way to resonate with local customers, while toll-free numbers increase your reach nationwide.
Boost Your SEO
By making it more straightforward for potential customers to remember and locate your company, vanity numbers can improve SEO. You can use them in your internet advertisements and marketing collateral. This will give you a competitive advantage over competitors with similar marketing strategies. Additionally, considering phone keypad numbers in your vanity options further strengthens your brand’s memorability and online visibility.
Vanity URLs can also aid SEO by letting Google know your content is worthwhile and relevant. They can also increase user satisfaction, another positive signal for search engine optimization. However, vanity metrics should only be used to measure marketing goals, not business goals such as ROI or customer lifetime value (CLTV). These measurements require time, A/B testing, and volumes of content to get an accurate picture.
Increase Conversion Rates
It’s essential to remember that vanity metrics can sometimes be misleading. Consider the following:
For instance, if your LinkedIn audience clicks more on content posts than Facebook audiences, it may be tempting to conclude that LinkedIn is more effective in driving traffic (marketing goal) and sales (business objective).
However, this could be a sign that the quality of leads in your marketing funnel could be better. If your marketing team is sending in 1000 MQLs, but most of these leads are not ready to buy, you could be missing a lot of revenue.
A well-chosen vanity number helps increase the quality of your lead flow, and a VoIP system makes it easy for customers to contact you even when you’re on the go. This ensures you don’t miss any calls and your customers have the best possible experience. This is essential for any business that aims to drive long-term customer loyalty.
Boost Your Social Media Presence
A vanity number is a great way to boost your social media presence because it is easy for customers to remember and share. Additionally, it can help your business to stand out from the competition.
Lastly, vanity numbers make it easier for businesses to track caller information. Call tracking helps firms to identify potential new markets and gauge demand for their products or services. This data can also help identify areas of improvement for their customer service or training new agents. Call recording is another great feature that many vanity numbers offer, allowing for calls to be recorded for quality assurance or training.
Increase Customer Satisfaction
Whether on your website, business card, or vehicle bumper, your local or toll-free vanity number helps potential customers remember how to reach you. It also sets you apart from your competition. This is particularly important for home service providers such as plumbers, electricians, landscapers, and roofers.
Vanity metrics can also help you identify underperforming content. If you see many impressions on a Facebook campaign but no clicks, that could indicate that your content needs to be more compelling to draw people to it.
However, using vanity metrics alone to measure ROI is not a good idea. Instead, focus on building a lead scoring and attribution model that illuminates movement along the consumer journey, such as customer lifetime value (CLTV). This requires time, skill, and testing but will make all the difference in your marketing strategy. It will help you save money on marketing campaigns that are not returning immediate results.
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