Pay per call leads are a reliable source for businesses, both big and small, and entrepreneurs can confirm that their companies benefit significantly if their phones keep ringing. This is why companies need to invest in lead generation and get to convert sales with minimum effort.
So, what makes it so unique?
Before looking at that let us start by defining pay per call. Definition as per Wikipedia
What is pay per call advertising?
Pay per call marketing is where a business buys incoming calls by paying its potential customers if they call the firm. This type of marketing is advantageous to companies because they only get to spend their marketing money on real business opportunities.
And since this is pay per call and not pay per click, entrepreneurs do not need to worry about checking their emails now and then for leads because they are paying for live calls from potential clients.
Usually, when prospects email a company from an online lead generator or website, it means they know they have to wait for a response (which can take up to 3 hours).
On the other hand, when a prospect calls, they know that they will speak to a representative immediately, meaning that they have either made a purchase decision or are about to.
Why Does Pay per call Lead generation work ?
Now let us answer the first question and discuss why it is the smartest option for every business.
1. It guarantees immediate response
To start with, if you look at this from the customers’ perception, you will realize that pay per click is the fastest way for customers to get a response.
Sometimes clients have urgent needs, such as plumbing issues. At such times, the client cannot spend 30 to 60 minutes on the internet looking up the plumber's email address plus an extra one hour waiting for a response.
Clients can search whatever they want, click a mobile call button or link, and get connected to a representative in no time. Pay per call’s ability to guarantee immediate satisfaction is one of the man reasons making it a smart option for every business.
2. Potential customers still need to speak to real humans
This digital age knows no age limits. From children to teenagers, to millennial's; everyone nowadays is using their mobile phone to converse with their friends, watch movies, and shop online. Most of the time prospects will search for products online and then complete the purchase with a phone call.
Note that even though they are using a mobile phone, they might have questions only a human representative can answer. Let me ask you a question, how many times have you filled out an insurance form for your car insurance, and done it all the way without needing some help from a representative? I bet never.
When clients use their phones to shop, they have already made a purchase decision; and these are the clients you do not want to miss.
These clients do not have time to visit stores and browse through shelves. They always choose the easiest option laid out to them; explaining why they would prefer pay per click calls.
3. You can target prospects in various ways
It targets typically potential customers at the bottom of the sales funnel. Most of these customers have already made their purchase decisions. To target these clients, a company can use one of the following means;
- TV Commercial
Industries such as insurance firms, auto companies, and legal firms attract potential customers with their captivating advertisements and commercials. Even though they are more expensive compared to most advertising models, companies still get many qualified leads coming in.
- Warm transfers
Instead of sending an email (which can leave the prospect hanging for days), potential customers can fill forms online and receive a call from one of the firm’s representatives upon completion.
- Make use of abandoned phone calls
You can take full advantage of firms which go out of business by making your firms phone number an automatic alternative.
For example, let us say a client calls a plumbing company but receives an “out of service” response; instead of hanging up, this client can be redirected to your company’s phone number immediately.
4. It’s an economical alternative
Most digital marketers think that these inbound calls are expensive: which is true because pay per click is cheaper. Nonetheless, I would like to shed new light because used correctly, it can be the most economical alternative in the long run.
Let us say an insurance firm pays 50 dollars per call, and it takes them an approximate of 10 calls before they can land a client who’ll net them 15,000 dollars.
This analysis implies that the company will spend 500 dollars, but make 15,000 in return. If this doesn’t make it the best option, I don’t know what does.
5. It can help you improve your entire marketing program
If you have a hard time understanding why some Ads generate calls while others do not, then invest in pay per call lead generation and realize what is driving your calls. Not only can you record calls, but you can also trace calls back to the Commercials that triggered them.
- Are your representatives professional?
- Are all calls getting appropriately filtered?
- Is the standard call duration too long?
Recorded calls can help you determine numerous things, such as;
Even more, tracing calls back to ads that triggered them can help you understand which areas need improvement than others. Use all this information and make your future lead generation campaign a success.
Things to keep in mind before you hire pay per call company
1. Make a good first impression
This sounds straightforward right? Even more, take care if the first calls you get are wrong numbers. Most phone numbers assigned to businesses are never clean. Ask your provider to make sure that the number he assigns to you is a clean one, and has not been assigned it to anyone else.
2. Be selective
Also, note that it will not work for every business. Usually, niche merchants and business to business advertisers aren’t good prospects. As long as you have advertised your business on TV shows, mailers, radio, yellow pages, newspapers, FSIs, or Valpak, you can make use of pay per click.
3. Be prepared to serve your customers
Your pay per call lead generation campaign must benefit customers and wholesalers. Paying 20 to 50 dollars per call might sound like an attractive deal to you, but if your team is not well trained or prepared to serve your clients, then you’ll be wasting your cash.
If you think your business is not well prepared to serve live prospects efficiently then this advertising model is not right for you.
4. Pay attention to the required call duration
Your team should know how long every potential client needs to stay on the phone before fully making a purchase decision. This could be any duration of time from 30 seconds to several minutes. The longer the period, the more likely the prospect is to do business with you.
The general rule here is; a representative should take the least time possible to determine whether the caller is a qualified prospect or not.
5. Be Compliance
As with every digital marketing technique, compliance is the key. Listen to your clients, and obey their requests and orders. Do this, and I guarantee your marketing campaign will be a success.
Advertisement models are continually changing, and it’s always up to the entrepreneurs to research and integrate new tricks and ideas to their old models. Now that you have learned about pay per call lead generation, I have one question for you;
What are you waiting for?
Get out there and try it out.