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Harnessing the Power of Pay-Per-Call in Local Marketing Campaigns

April 16th, 2024 Leave a comment Go to comments

As the number of smartphone users rises and our phones become indispensable for connecting with people and businesses, pay-per-call marketing emerges as the most pertinent and cutting-edge digital marketing model to ensure your brand presence.

In our blog post, we’ll discuss the benefits of pay-per-call advertising and the importance of call tracking for running successful pay-per-call campaigns for local businesses.

What Is Pay-Per-Call?

Pay-per-call marketing is akin to striking gold in digital marketing. Simply put, businesses only pay when the inbound calls from potential customers actively seek their services after spotting an ad or listing. This approach differs from traditional marketing channels, where businesses usually fork out much on impressions, conversions, or placements.

Wonder how businesses track call leads? That’s when software for call tracking comes into play. Digital marketing is getting more and more challenging, so every small business and enterprise needs the right tracking and lead distribution solutions to get ahead of the competition and keep tabs on their marketing performance.

Pay-per-call capitalizes on our plugged-in world, where practically every grown-up owns a smartphone and leans toward calling service providers when in need. In fact, 59% of people prefer reaching out via phone, and 57% of customers prefer to talk with a real person.

Pay-per-call marketing is a surefire way to drive and convert more leads, especially in scenarios where customers crave human interaction over the phone. Take, for instance, emergencies demanding a swift contractor hire or the quest for thorough health insurance advice; in such cases, a direct phone conversation has more value than an email conversation or online form submission.

These junctures present a golden chance for service providers to flex their customer service muscles and ace the art of converting calls into prospective customers, as these callers are already poised for action—you just need to seal the deal.

What Are The Benefits of Pay-Per-Call Marketing?

Driving High-Quality Leads

In the realm of digital marketing, pay-per-call stands out due to its knack for driving top-notch leads. For example, when potential customers initiate a call to a certain business directly, it means that they have a high level of interest and engagement. Unlike in any other advertising campaign, pay-per-call leads have already shown intent by picking up the receiver, making them more inclined to convert into prospective customers. 

High Conversion Rate

Furthermore, pay-per-call advertising boasts a superior lead conversion rate compared to other digital marketing avenues. By engaging directly with customers over the phone, businesses can address their specific needs and queries in real-time. This personal touch nurtures customer trust and credibility. In addition, it heightens the chances of conversion. Moreover, phone conversations provide businesses with a chance to pitch additional products or services and increase sales. 

Targeting Local Customers Effectively

Another feather in the cap for pay-per-call advertising is its superiority in targeting local customers. Many businesses, particularly local service providers or brick-and-mortar shops, rely on attracting their target audience within a specific geographical area. Pay-per-call advertising helps businesses to focus on customers based on their location. Consequently, incoming calls hail from individuals who are more likely to become local “fans.” This localized approach turbocharges the efficiency of a local marketing campaign and aids businesses in increasing a robust presence in their locale. At the same time, you can convert local audiences into your customers if you generate dynamic QR code that includes all relevant information about your business like the phone number to distribute near your local area. This way, interested people could learn more about the business and become paying customers.

Valuable Insights in Business Performance 

Moreover, in digital marketing, pay-per-call advertising delivers a treasure trove of valuable information and data for businesses to dissect and refine their digital marketing strategies. Thanks to call tracking and recording technology, businesses can gain deeper insights into their customers’ preferences, pain points, consumer behavior, and shopping habits. Thus, armed with this call analytics, businesses can fine-tune customer acquisition strategies, enhance customer service, and optimize overall business performance marketing. By leveraging this intel, businesses can make data-driven decisions that bring more sales opportunities (a higher return on investment rate).

Industries Benefiting from Pay-Per-Call in Local Marketing

Pay-per-call marketing does wonders for businesses dealing in services where a personal touch matters. It’s particularly effective for those with longer sales cycles as the advertising model provides a means to track and attribute leads, unlike other marketing channels.

Moreover, PPCall offers a level of transparency, unlike many other marketing methods. It makes the pay-per-call model a magnet for companies seeking quality pay leads and ready to enhance their sales while delivering outstanding customer service.

In essence, to measure whether your company can reap the rewards of pay-per-call marketing, you’ll need to crunch the numbers: analyze your average cost per job, evaluate the average cost per lead from a pay-per-call network, and realistically assess your ability to convert calls into bookings or purchases.

Some Industries Making Strides With Pay-Per-Call

  • Healthcare: dentistry, chiropractic, physical therapy, optometry, podiatry
  • Home services: electricians, plumbers, HVAC, water damage restoration, mold removal, roofing, pest control, appliance repair
  • Automotive: auto body shops, auto glass repair, towing services
  • Legal & professional services: lawyers, accountants, credit repair, tax specialists, wealth managers

Drawbacks of Pay-Per-Call Lead Conversion

Restricted audience targeting Pay-per-call marketing may have a narrower reach compared to online advertising since it relies on potential customers initiating phone calls.
Call quality and scam Advertisers might encounter difficulties related to call quality and fraudulent calls, which could hinder the effectiveness of the campaign.
Increased lead expenses Although Pay-per-call marketing can provide value, the costs of digital leads may rise in comparison to other advertising methods, especially in situations with low call volumes.

How to Utilize Pay-Per-Call Marketing in Local Campaigns

Optimize Landing Pages

The initial step for businesses is to enhance their landing pages, transforming them into effective lead generators. This involves optimizing for mobile accessibility and user experience. If you utilize responsive designs tailored for seamless interaction, it will facilitate easy navigation on the brand’s landing page. In addition, it’ll provide access to essential information such as phone numbers or click-to-call options. 

Implement Efficient Call Tracking

After a pay-per-call marketing campaign is devised and set out, it’s time to choose and employ call-tracking software. The latter captures data related to both incoming and outgoing phone calls (audio recordings, call locations, etc). Why is it important? Local businesses and marketers tap into call tracking to refine customer service, gain valuable business insights, and optimize various operational processes.

Wonder how it works? Call-tracking software operates seamlessly in the cloud. When a customer makes a call routed through a VoIP service or similar cloud-based platform, it generates a log of the interaction. Then, being digital in nature, call-tracking software enables businesses to link customer journeys to individual phone numbers. It reveals their primary digital marketing channels. Thus, callers can reach companies through customizable webpage buttons, smartphones, or traditional landlines.

Other Benefits Of Call-Tracking Software 

  • Increased sales and conversions
  • Optimized advertising expenses 
  • Enhanced customer insights 
  • Refined customer service

Tap Into Pay-Per-Call Marketing To Drive Business Growth

In the end, the success of pay-per-call marketing relies on you as a business owner, the skills of your team, and the efficiency of your call center, if applicable.

By embracing this swiftly expanding marketing tactic, you can capitalize on the opportunity for steady, enduring revenue streams. Therefore, don’t overlook this hidden gem in marketing—embrace pay-per-call and witness a surge in your return on investment.

Featured Image by freepik

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