HOW TO GENERATE BUSINESS WITH PAY PER Call MARKETING
Experts suggest that business’s conversion rate through phone leads is higher than with data leads. So nowadays, the pay-per-call marketing concept is gaining huge public response. Under this scheme, advertisers & merchants pay only for qualified inbound phone calls. Theoretically, pay-per-call or click-to-call is quite similar to pay-per-click(PPC). But unlike PPC, it offers an alternative for companies who do not have transactional websites or the time to respond to emails. It works on auction pricing & encourages the potential clients to call instead of click.
In pay-per-call technology, phone calls pass through an IVR (interactive voice response system). It iѕ like performance based marketing process. Affiliates, vendors, or merchants assume responsibility for performance as opposed to an advertiser taking full responsibility (as is the case with CPM or flat media buys). Now, let’s have a look at how it approaches this:
- Toll free or your local numbers is provided to the vendors and affiliates by the advertiser, who has comprehensive tracking and call detailing services.
- In the pay-per-call medium, visitors/users simply click the ‘call me now’ button on your advertisement and then are directly connected to your business.
According to a recent survey, only 71% of small businesses have their own website. So, 29% are missing out on local search marketing, which has revolutionized the way consumers are finding their day-to-day services. Luckily, here comes the alternative as ‘pay-per-call advertising’. It’s a smart algamation of search functionality & on the phone interation. Eventually, it turns into an appealing marketing opportunity for businesses, especially small to medium sized businessses, even those which do not have a website.
In practice, it’s quite simple to understand that making a call to a local business is faster and more reliable than relying on an email to be answered regarding product availability, pricing or other details. Experts believe that those performing local searches are actually not the traditional searchers. They simply wish for a quick interaction to answer their question so they can make a decision, making a quick call the better option instead of emailing.
Pay-per-call is a very simple strategy to execute. You need to first define relevant key terms your customer uses to find your service, choose desired categories that fit your business and finally specify the geographic areas where you want to publish your advertisement. You also obviously have to create your ad, to include the basics about your company (i.e. name, address, a short description & a track-able number). The goal is to use short succinct key selling points on what you offer. Your objective is to clearly get across what you’re offering, in the most appealing way possible in order to entice the reader to make the decision to call. Undoubtedly, it tends to be a much simpler and quicker than it’s digital marketing alternatives.
Pay-per-call can be one of the most cost effective modes of maximizing online advertising revenue. For a small business, it is a wise choice as it expands potential reach, offers targeted marketing, is cost effective and can increase sales conversion rates. For larger businesses, it unfortunately can be a forgotten piece of the pie that can contribute to your overall marketing plan by grabbing that low hanging fruit.
The benefits of pay-per-call are obvious. As a targeted marketing medium, it establishes contact with customers when they are interested in the product and are in a buying mindset. It also allows the company to increase customer touch points as the ubiquity of mobile phones has ensured an ad is always within arms reach. In addition, it’s remarkable how it allows the company to better manage the sales process with its direct method of communication. The increased speed of the purchase process is dramatic as with the touch of a button, a salesperson is now on the line.
Here are a few other reasons why we believe Pay-Per-Call is not only important, but a driving force for the future of marketing.
Inbound calls are vital for local businesses
Nothing offers a better conversion rate of turning a lead into a customer than actual calls coming in. Because these are leads already interested in your product/service, it’s simply up to you to explain the benefits and close. It’s much more difficult to say not to a salesperson in person or over the phone vs deleting an offer you get in an email. Not saying there isn’t value in email marketing, just that the value of inbound calls is greater than emails because they have a quicker and better ROI.
Pay-per-call is trackable
This means that you can access call tracking platforms that help measure all inbound calls driven from your marketing initiatives. The system basically offers total transparency, even when SEO services such as PPC are in place. The measurable and direct accountability of the system makes them a better more reliable choice for almost any type of business trying to drive more inbound sales.
They offer simplicity for the business owner/manager
This is because pay-per-call ads make it possible for clients to know how much they get billed as calls are completely tracked, and if you need to slow down the amount of inbound calls, you can simply adjust your spend accordingly. Once you have a good system in place, it’s almost as simple as turning up or down the thermostat. As an agent, this makes it easier to show exactly how your marketing efforts helped/affected your clients business. They spent $X with you, and you were able to drive Y amount of inbound phone calls. With traditional advertising and marketing, they may spend $X with you, and you provide them a TV or radio ad, but there’s not evidence that your efforts actually benefited their business’ sales revenue.
