If marketing were a round of golf, running the whole campaign from the start would have you starting at the tee. Using pay per call puts you inches from the cup. The better qualified your prospects are, the shorter your putt, and the more likely you are to get a sale.
Why Growing Businesses Turn to Pay Per Call
You’ve most likely heard of pay per call marketing, but what is it? Why are so many people talking about it? How come some people seem to get rave results when using it, while others feel frustrated and quickly give up? What’s the deal?
The truth is, as with any other type of marketing, pay per call marketing works well when it’s thoughtfully done. Conversely, it has lukewarm results at best when it isn’t carefully carried out. Let’s discuss the ins and outs of pay per call marketing. We’ll cover what it is, how the process works, how costs get calculated, and why the resulting leads are so powerful.
Pay Per Call Marketing Game Plan
Pay per call marketing uses a straightforward system to create compelling results. It leverages the power of phone calls. They are up to 25 times more likely to convert than click-based methods – to draw in prospects and turn them into customers. Here’s how it works, in seven simple steps:
- A publisher runs an ad campaign where an advertiser’s ideal customers are most likely to see it – and to be able to respond in the moment. This can include newspapers, radio or television, billboards or print publications, in online search or display networks, or on social media. The ads include the offer to help a prospect solve a problem: providing for their loved ones through final expense insurance or getting into an addiction treatment program, for example.
- Consumers notice the ads in the course of searching for a solution – or in the case of display ads, just living their lives like usual.
- Those who feel interested pick up the phone and call the number in the ad.
- Their call gets picked up at a call center, where trained call center agents or an interactive voice response system (IVR) do an initial round of qualification. The caller answers questions about their interest in the offer, their readiness to make a buying decision in the near future, and any other qualifying questions the advertiser specifies.
- If the caller answers in ways that qualify them to take the next step, the call is transferred to the advertiser’s sales team.
- A member of that sales team receives the call, talks with the prospect for a minute or two (duration time) to further qualify them, answers any remaining questions, overcomes any objections, and closes the sale.
- The publisher only gets paid for calls that qualify (meaning, they last a certain amount of time because the caller fits the qualifications specified by the advertiser). The advertiser only pays for calls that qualify (and they have the last say on that, during the duration period).