Are you seeking for a new way to expand your customer reach in order to advertise your products and services. Because after all, more leads mean more chances of increasing your business’ sales and profits. If you’ve been looking for a way to close more sales, then there’s one approach you really need to consider. It is Pay Per Call Marketing. It is said that phone calls convert better than clicks. The best leads don’t fill out forms online, they call because they are ready to buy. Inbound phone calls generated by pay per call marketing campaigns are up to 15 times more likely to convert than typical online leads, and they can do so up to 300 times faster, according to studies on customer acquisition.
But what is this, exactly? What are the pros and cons of this marketing strategy? What does it take to get started? We’ve got you covered! In this article you will learn some helpful information to help you understand more about Pay Per Call Marketing.
What Is Pay Per Call?
Pay per call advertising is a performance-based marketing strategy, where publishers (or affiliates) generate calls that lead to the purchase of a product or a service. The affiliates create ads, or blog and social media content that encourage customers to call for service, or leave their phone number for a call back. When a customer calls, the call center staff can go on to make a sale. The business then pays the affiliate a commission for directing call leads directly to them. The publishers who drive call traffic are compensated depending on the number callers that complete the desired action.
Consumers are yearning for a personal connection now more than ever. In a BrightLocal survey, it was shown that 60% of respondents preferred to call the company after finding it online. It is obvious that the power of a phone conversation can be used to establish a more intimate connection. Pay Per Call helps businesses turn browsers into customers by making it simple for customers to connect with the services they need most.
How does Pay Per Call Work?
Pay Per Call Marketing produces impressive results with a simple system. It makes use of the strength of phone calls. They are up to 25 times more likely to convert prospects into customers than click-based strategies to get their interest.
The Advertiser (Brand or Business), the Consumer, and the Publisher (Affiliate) are the three main parties in a typical pay per call model. Usually, advertisers would pay publishers to connect their brand with the ideal consumer. However, there are more complicated scenarios that could involve more diverse parties, such as performance marketing, which involves a number of stakeholders, networks, and platforms.
To give you a clear overview of how it works, here are seven simple steps:
Step 1:
A publisher runs an ad campaign where an advertiser’s target customers are mostly hanging out in order for them to connect with them real-time. It might be on social media, online news platform, or it can even be offline such as newspapers, billboards, TV, or radio. The ads usually pitch the offer to provide a prospective client a quick solution to his or her problem such as getting insurance for their vehicles, etc. or it can even satisfy a lead’s immediate desire.
Step 2:
Casually, your target customer gets hooked with the ad, noticed it and go through it and consider your offer.
Step 3:
Those who are really in need of your offer pick up the phone and quickly call the number in the ad.
Step 4:
A call center or interactive voice response (IVR) system answers their call and conducts a preliminary round of qualification. The caller responds to inquiries on the offer’s interest, their eagerness to make a purchase choice soon, and any other qualifying inquiries the advertiser specifies.
Step 5:
The call is routed to the sales team of the advertiser if the caller provides information that qualifies and allows them to proceed to the next phase.
Step 6:
One of the sales team member takes the call, further qualifies the prospect for one or two minutes, responds to any follow-up inquiries, and closes the deal.
Step 7:
Only calls that qualify for payment are given to the publisher. The only calls that qualify are paid for by the advertiser.
There you have it! A marketing strategy that is reliable, scalable, and productive. You can use it year after year, for a variety of goods and services.
Although it’s said that pay per call leads are high-intent obviously not every caller is a good fit. There are those who show signs of interest in a product, ask several inquiries, and make purchases-related gestures but never actually make them. There are people who desire conversation partners. They don’t give a damn what the topic is, and it’s typically not about your product.
There are also some who want to discuss the cost. They are still comparing prices and are not planning to purchase your good or service. They only need data to compare against when evaluating other potential businesses. They’ll question you about every last nuance of price without ever making a conversion. Finally, some people are offended by your offer since it isn’t lower, doesn’t include additional options, or is presented incorrectly.
Most firms like to stay away from all of that, which is why call qualifying procedures are used. You may preserve the capacity and enthusiasm of your sales team by collaborating with a performance marketing partner to buy calls. Only those that are ready to do business with you end up speaking to your team after they complete the initial qualification.
Such leads are prepared with details about who you are, what you provide, and how you can meet their needs; they have a genuine need that they are currently attempting to resolve and which your business can meet; they are committed to learning more and possibly purchasing by simply picking up the phone and calling the call center; they are open to price quotes as long as your offering appears to be one that will meet their needs; and they are prepared to make a purchase.
You can utilize the influence of affiliates who advertise your goods or services to their following by implementing a pay per call affiliate program. Simply said, when you deal with affiliates, they give their followers links to your website, where people click through to buy your products. As a result, the affiliate will receive payment from you in return for helping to promote your company and increase your sales over time.
Pay per call is relatively comparable in both cases. In order to get people to contact a phone number and learn more about a product or service you are promoting, you would collaborate with an affiliate or influencer.
Pros and Cons of Pay Per Call Advertising
There are always two sides to implementing a marketing strategy for your business. It is a matter of weighing the pros and cons of it in order to maximize the benefits and minimize the risks that come with it.
Pros
One of the major benefits that a Pay Per Call can provide is that it saves you a lot of time and money from the early stages of marketing. Before you ever get to your lines to ring, you would spend a lot of energy and resources towards researching, choosing, producing advertisement materials and testing things out. You would spend a lot of money and put in a lot of effort for nothing in terms of sales. Additionally, if any of the preliminary research were « off » or the offer doesn’t end up being acceptable to the target market you had in mind, all that effort and money could be for nothing.
Do you want to assume all the risks by yourself? Or would you prefer to participate in the simple last steps, such as closing the sale and completing the gratifying paperwork that results in money? If you’re like the majority of businesses, you’d choose the latter. And that’s where a Pay Per Call Marketing Strategy helps you. Having an affiliate or network that does the lead generation and letting your sales team focus on what they do best.
Additionally, you save a ton of time. The typical path to sales, which involves making many connections over time, rarely yields the desired outcomes. In this manner, you may obtain more conversions for your money and pay less to do so. The fact that calls convert so well is quite significant. Compared to clicks and other forms of digital advertising, they convert at a rate of 15 to 25 times higher. You spend a lot less money than you would if you only used digital methods to find those high-converting prospects. Pay Per Call not only makes it easier for consumers with intent to purchase to call you, but it also saves your business time converting those leads. With less time spent hunting down leads and working back-and-forth with customers, your ROI will grow as you turn leads into conversions faster.
The call makes it simple to assess the quality of a lead. The chance of making a sale increases with call length. This means that when a customer calls, the money you paid will have been well spent because you have a highly qualified lead.
Cons
Brands generally pay out more to their affiliates because Pay Per Call commissions are typically greater than Pay Per Click. In order to ensure that you are receiving calls from the right audiences, you must also carefully examine and monitor the data. Also, this strategy is not meant for all business. This form of strategy works best for service-based business who generate leads primary by making their prospects book an appointment with them. But it still does not mean it won’t work for you. You just have to try things out to see if will work out.
It’s Easier Than You Think To Get Started
What’s really nice about pay per call marketing is that just about any business can give it a try. So, if you are thinking about trying pay per call marketing or a similar strategy, there is no better time than now to take advantage of what these options have to offer. You might be surprised by how easy and cost-effective these promotional methods can be, and you might never go back to promoting your brand without them again.
Keep Your Phones Ringing and Get More Leads with Pay Per Call
Now, get ready to have a non-stop flow of ready-to-buy leads for your sales team to close. Try Pay Per Call Marketing now
FAQ
What is Pay Per Call Marketing and how does it work?
Pay Per Call Marketing is an advertising model where advertisers pay for inbound phone calls generated by specific ads. Advertisers set a predetermined rate for each call received, and publishers promote the campaign through various channels, such as online and offline media. This model is particularly effective for businesses looking to drive customer calls and conversions.
How can Pay Per Call Marketing benefit my business?
Pay Per Call Marketing offers several benefits, including targeted lead generation, increased customer engagement, and a higher likelihood of conversion. This model is particularly advantageous for industries where customers prefer to engage through phone calls, such as local services, financial services, and healthcare. It provides a measurable and cost-effective way to drive quality leads and enhance customer interaction.
What types of businesses can benefit from Pay Per Call Marketing?
Pay Per Call Marketing is versatile and can benefit various businesses, especially those in service-oriented industries such as legal services, healthcare, home services, insurance, and more. Any business that values customer phone calls as a crucial part of their sales or customer service process can leverage Pay Per Call Marketing to maximize their advertising ROI and enhance customer connections.