Lead Generation Marketing: How Pay-Per-Call Marketing Benefits You
In order to maximize your organization’s revenue, you’ll need to invest in a solid lead generation marketing strategy. Not everybody knows which avenue they should take, though.
Pay-per-call marketing is a reliable method your organization can use to acquire interested customers. For those who are unsure of how to get started, we’ve put together a comprehensive guide that details everything you need to know.
Let’s dive in.
What Exactly Is Pay Per Call Marketing?
As the name suggests, pay-per-call marketing involves an advertiser allocating a specific amount of money to publishers. The publishers then generate customer calls on their behalf.
In practice, this would look something like a business working with a specialized marketing firm in order to encourage prospective customers to reach out to them by phone.
For each quality call that the publisher generates, they receive compensation.
Calls must satisfy certain criteria in order to be considered valid. In general, a call will be logged by the publisher if the customer who reaches out then speaks with a representative from your sales team for a predetermined amount of time.
This is known as the ‘call duration’ and is established before your pay-per-call marketing campaign begins.
Similar to how you can closely monitor the performance of a pay-per-click digital marketing campaign, you can do the same with pay-per-call marketing. This allows you to double down on strategies that have proven to be effective while reworking those that aren’t quite meeting your standards.
When configured correctly, this type of marketing can provide an exponential return on your initial investment. Keep this in mind if you’re on the fence about whether or not you should pursue it.
What Benefits Can It Provide?
Generating revenue isn’t the only benefit that pay-per-call marketing can offer. In fact, there’s a handful of attributes that make it a worthwhile choice for your marketing strategy.
Let’s explore a few of the most notable.
Avoiding Cold Calling
Let’s face it — cold calls rarely provide the results that you desire. This method also carries the risk of potentially deterring a member of your target audience from interacting with your brand in the future.
This is simply due to the fact that many people perceive cold sales calls as annoying and invasive.
Unfortunately, even a single instance could sour their mood toward your brand. In contrast, inbound calls are far more effective.
By the time somebody has taken the steps to reach out to your company by phone, they have likely made up their mind about whether or not they would like to make a purchase.
In fact, many customers who get in touch with a particular brand often do so in order to learn a bit more information about the company, its products, etc.
So, pay-per-call marketing is able to generate hundreds (and sometimes even thousands) of phone calls that have a significant chance of converting.
Even if a marketing strategy is able to generate a large amount of revenue, it won’t mean much if you also have to allocate significant funds in order to do so. Small businesses, in particular, often find it difficult to leverage a marketing strategy that gives them enough of a return for the money they invest.
In some cases, they may not have a budget large enough to reap the benefits.
Pay-per-call marketing is one of the most reliable ways to get a solid return on your marketing strategy.
Additionally, the overall cost that you will end up paying is highly predictable. Once you have established your call duration and the amount of compensation that your publisher receives per call, you can easily track the amount you spend by looking at your current metrics.
This information provides detailed insight into the performance of your pay-per-call campaign.
Since customers who contact you on their own by phone are already highly interested in what you offer, each call that you end up paying for is notably likely to convert. This means that even a relatively high amount of publisher compensation per call will still provide a significant amount of revenue for your company.
High-Quality Lead Generation
We’ve already discussed how ineffective cold calling can be. Not all leads are created equally, however.
Through other methods of lead generation, you might find yourself in a situation where hundreds or thousands of people make it to your company’s website without intending to make a purchase. In this scenario, these are low-quality leads that are often unlikely to convert.
This is similar to how it is much more beneficial to receive a high amount of engagement on a social media post, blog, etc. as opposed to solely garnering an extremely high number of impressions.
Pay-per-call marketing is well known for its high-quality lead generation capabilities. This ensures that you never encounter a situation where you have an ‘inflated’ audience full of individuals who aren’t likely to make a purchase.
Generating high-quality leads is also essential for building a community around your brand.
Lead Generation Marketing Can Be Game-Changing
With the above information in mind, you’ll be able to ensure that your lead generation marketing strategy is as effective as possible. From here, you’ll be able to hit metrics like never before.
Want to learn more about what we at HyperTarget Marketing have to offer? Feel free to reach out to us today and see how we can help.