Pay Per Call Marketing

Okay, if you’ve been in other parts of my site you know how much I like well-executed pay-per-lead systems.  Some businesses, however, get more out of this than others, and many companies need to talk to the client on the phone to close any sale.

Enter pay-per-call.  Similar to pay per click, this is a lead system where you are either paying a fixed price or participating in an auction to get calls generated from certain keywords.

• You must have a good system for answering the phone, and good phone sales skills for this to work.  If not, you can waste a lot of money fast.  Set up call forwarding to your cell phone etc.  Take a class on phone sales or send your staff.
• I will set the system up to the days/hours you want to get calls.

So, it’s good for businesses who:

• Target specific audiences by Country, Region, State, City, Postal Code
• Guide customers through complex buying decisions
• Identify a cost effective alternative to yellow page advertising and direct mail
• Engage customers in live conversations as a means of closing business
• Localize a national or global product or service

Pay per call has potential to provide an excellent conversion rate, depending on the skills of the persons answering the phone.  Though not that well known yet, this will be a huge market – and it’s only a matter of time before the big boys, Google, MSN and Yahoo! offer pay-per-call systems.

Incoming calls convert to sales 45.1% of the time. The Kelsey Group

Pay-Per-Call converts customers to buyers because you can

• Own the customer relationship at each stage of the buying/sales cycle-from branding through the transaction itself
• Pre-Sell, Up-sell, Re-sell – in other words, build a relationship
• Provide insight into complex goods and services
• Answer questions. Overcome objections
• You determine how much a call is worth, establishing your cost per call
• You control your ad budget, adjusting your listing rank by competitive needs
• You manage your Pay-Per-Call activity with dashboard reports charged and
• uncharged calls from your listing
• Average price per charged call, and total weekly Pay-Per-Call spend

If your firm has a staff shortage for a day, or you are having an all day meeting, etc., you can pause your calls instantly – saving money on calls you can’t handle.  It’s a good problem to have.