5 Strategies for Effective Pay Per Call Lead Generation
Will call generation work for your business? Find your leads through strategic pay per call lead generation. We’ve got 5 strategies to make it work for you!
Did you know that Pay Per Call has an average conversion rate of between 10-15%?
Online conversion rates are only around 2-3%, according to Drew Thorne-Thomsen, the vice president of Business Development & Partnerships at Invoca.
Keep on reading to find out how Pay Per Call can benefit your business and how these 7 strategies can improve your lead generation.
What Is Pay Per Call?
So you might have heard of Pay Per Click and how it can boost your website traffic, but what is Pay Per Call?
Pay Per Call is a kind of performance marketing where an advertiser pays publishers (or affiliates) for quality calls generated for the advertiser.
Pay Per Call tracks calls the same way performance networks track clicks.
Let’s break it down:
Step 1: Advertisers create marketing campaigns, that are designed for prospective customers to connect over the phone.
Step 2: The publisher launches these call-based campaigns and gets credit for the calls that they generate.
What Are the Benefits?
There are numerous benefits of Pay Per Call advertising for both the publisher and the advertiser.
Advertisers are able to expand their distribution and inbound call volume with minimum work on their part. Advertisers who publish Pay Per Call campaigns also benefit from complete visibility and control over the customer experience and call traffic.
Pay Per Calls benefit publishers because they can create a new stream of revenue from their existing business model.
Pay Per Call gives the publisher a chance to monetize online and phone traffic. Publishers also have the same tracking abilities and analytics for the call traffic that they use for online traffic.
What Verticals Perform Well for Pay Per Call?
Good verticals for Pay Per Call are industries that focus on lead generation. For example, healthcare, home services, legal, auto, insurance, travel, and financial services are a few.
From a retail point of view, if the order value is more than $400, then it is a good performing vertical for you to do Pay Per Call campaigns. If the customer can book a service over the phone, then there is a Pay Per Call opportunity.
Why is Pay Per Call marketing effective? Because 45% of customers like to speak with a customer service representative when they are buying something. Making money from phone calls has never been so easy.
5 Strategies for Effective Pay Per Call Lead Generation
If you want to implement an effective Pay Per Call campaign for your business, you need to come up with a strategy that works for you.
No business is the same, so experiment with your Pay Per Call campaign until you’re generating lots of leads. Below are five things you could try.
1. Know Your Audience
The most important strategy of any marketing campaign is to know your audience. Making money with PPC is easy once you know who your audience is.
Tell the third parties where your audience lives and what their demographics are so that you are concentrating your campaign on the most qualified calls.
2. Define What a Qualified Call Is to You
Understand what you want from your Pay Per Call campaigns.
What does success look like for your business? What are your business objectives and goals? Then identify what your goals mean for your marketing campaigns.
Do you want to achieve a minimum call duration? Or do you want specific prices on an Interactive Voice Response (IVR)?
Identifying your goals will help prevent you from paying for unqualified calls.
3. Design the User Experience
Keep your focus on your customers. Make sure their user experience is positive and that they encounter a good service in relation to your brand.
Make sure you implement an Interactive Voice Response because if your ad only contains general information the caller will be able to select the service that is most suitable for them.
For example, if the ad says ‘hire a plumber’, the caller might be looking for a specific kind of plumbing service.
The IVR can help ensure the caller is put through to the right area of customer service.
In this instance, the IVR would list the services available:
- Press 1 for water plumbing
- Press 2 for general plumbing
- Press 3 for emergency plumbing
Remember to try and keep it as clear and concise as possible for the best user experience.
4. Experiment with Different IVRs
An effective strategy is experimenting with different IVRs. Try creating different greeting recordings for your callers to see which one is most effective for your business.
If the IVR is too complex, you might be losing customers, so make sure you analyze your messages and change them accordingly. Change complex words to more generic words or phrases and always choose to use concise language.
5. Caller Recordings
To improve your Pay Per Call campaigns and strategies, always make sure you record the calls. This will help you to analyze the calls and to see if you need to improve your Pay Per Call strategy.
Recording your calls is a great way to gain consumer insight and get an understanding of how your message and your brand are being positioned to the customer.
Implement These Pay Per Call Strategies Now
Many businesses are focused on traditional and digital marketing efforts to improve their lead generations, but make sure you don’t forget about Pay Per Call campaigns.
Make sure you implement these Pay Per Call strategies now to increase your sales and your customer experience.
Contact us now to get your personalized quote or to discuss your business goals and how we can help you.
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