Five tips for a successful pay-per-call campaign

They say a picture is worth a thousand words. By that logic, a phone call is worth millions, at least to marketers. Compared to other leads, phone call leads are of the greatest value. That’s because they have a higher conversion rate than other lead-based campaigns. Regardless of what your desired outcome is, leads that are responding to a click-to-call link are more likely to help you achieve it. Whether you’re selling a product, asking for donations, or providing a service, phone call leads are valuable.

Many businesses are beginning to notice the value of phone leads. Consequently, pay-per-call campaigns are becoming much more popular. Now is the best time to get started with pay-per-call because the strategy is relatively new, the competition is scarce, and the opportunity is tremendous. Here’s a look at five tips for creating a successful pay-per-call campaign.

Know the playing field

While pay-per-call is effective for just about every industry, there are several industries which especially stand to gain from pay-per-call. The education, insurance, home security, legal services, and home services fields for instance stand out when it comes to achieving success through pay-per-call. Do a little research about pay-per-call within your business’s field to know what you’re up against.

Understand call duration

With call leads, there is usually a point in the call where you can tell if the prospect is a good one or not. Depending on your business’s industry and what you’re selling/offering, that call duration might be a minute, or it might be a half hour. Pay attention to how call duration affects results. There’s typically a sweet spot. You don’t want to waste too much time but you also don’t want to rush the sale.

Pay attention to location

The size of your target audience will depend on your campaign. Is it local, statewide, national? You don’t want to spend time and money on leads from areas outside your target audience. You can keep your campaign more efficient by using geo-fencing to keep within a specific area. If it is a national campaign, you may begin to see patterns. Certain areas may yield better results for instance and you will know to invest more resources for leads in that area.

Consider other traffic sources

When most people think about pay-per-call, they think of click-to-call. But not all phone leads have to come from the internet. You can experiment with offline methods to boost the effectiveness of your campaign, especially if your campaign is geared towards an older audience.

Look at metrics

You can’t know how effective your campaign is unless you’re measuring it. Don’t rely completely on one metric (for instance the total number of calls). Typically a more holistic approach is best. By using metrics wisely, you know what’s working and what’s not and consequently, where to allocate more funds, and where to cut funds.

Source: Feed Front