One of the most innovative strategies businesses are using to increase their marketing potential is called pay per call. This term simply describes the practice of a business paying a third party company, sometimes called an affiliate, to use online lead generation marketing techniques to encourage potential customers to call the business regarding their products. Essentially, a business is paying a marketer for inbound phone calls from prospective customers in hopes of converting those calls into actual sales. The end result is the business receives quality leads from the advertiser that they have partnered with, which in turn should generate a high degree of sale conversions when compared to traditional marketing methods.
How Does Pay Per Call Work?
Pay per call marketing has become increasingly popular due to the skyrocketing use and performance of smart phones. Potential customers browsing websites for products can now see a direct phone number to instantly call to a business who supplies the exact products they are considering buying.
For example, if a potential customer is in the market for a new refrigerator then chances are they’re using their smartphone to read about the latest models on the market. Now, an appliance company selling refrigerators has opted into a pay per call marketing program and their business phone number will be displayed in the form of an advertisement on the websites that the potential customer is browsing. The customer may then click on the advertisement and be connected with the appliance vendor’s phone number instantly.
The advertiser who markets the appliance company’s phone number receives a small commission on each call or sale, depending on the specific terms of the marketing agreement they have entered into. Sometimes, the commission terms state that the advertiser will only be paid if certain conditions of the call are met, such as only on phone calls lasting 90 seconds or more.
Benefits of Pay Per Call Marketing Versus Traditional Marketing
When entering into a successful pay per call marketing program every party involved will ultimately benefit. The business utilizing the pay per call program will benefit from an increase in quality leads, which comes in the form of inbound phone calls from interested customers. The customer benefits from having easy access to a business who provides the products they are looking for, and the advertiser is motivated to send these customers to the business so that they receive a commission.
Pay per call marketing can offer your business a number of benefits when compared to traditional marketing strategies including:
Gain More Potential From Leads: Other marketing programs, such as pay per click, often come with a low conversion rate. Pay per call, however, can supply superior sales opportunities because it puts a prospective customer who is already interested in your products directly in touch with your business on the phone. This is a far more successful strategy than traditional, more random advertising methods.
Increased Conversion Rates: The customer has already taken the action of making a phone call to you, which gives your customer service reps or sales team a much better chance of converting each interaction into a sale.
Superior Return on Investment (ROI): When marketers drive potential customers directly to your phone number you’ll see a bigger return in the form of sales and quality leads than you would with traditional marketing avenues. Because customers will already be engaged with your sales reps, you have the instant ability to convert each interaction into a sale or long-term lead.
Why Your Business Should Be Using Pay Per Call Marketing
If your business isn’t utilizing pay per call marketing, then you could be missing out on a very powerful form of marketing and an additional revenue stream. Adding a pay per call marketing channel to your overall business strategy can create more reliable sales conversion opportunities over the phone. This type of marketing is superior to simply displaying your company’s phone numbers on television ads, billboards or print ads because pay per call ads are embedded online and targeted to customers who have already displayed an interest in your products.
Since the customers who will be calling your business are already in the market for your goods or services, the hardest part of acquiring quality sales leads has already been done for you by the advertiser.
Instead of simply displaying your company’s phone number randomly online or in print marketing, hoping that customers interested in your products will find you, pay per call marketing targets people who have displayed interest in and are actively looking for your products. When those potential customers make the choice to call your phone number, they are already a warm lead on their way to being converted into a quality sale. This fact makes pay per call marketing an innovative, powerful form of advertising that has the potential to greatly increase your company’s revenue and return on your marketing investment.
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