A new year is just around the corner, which means that now is the perfect time to reevaluate your marketing strategies. This includes not only updating the strategies you are already pursuing, but also opening doors to new channels such as Pay Per Call. If you aren’t using Pay Per Call already, below you will learn how to get started with it in 2020 and what benefits you can expect to enjoy.
Read More: Why Pay Per Call is Still Relevant
First, Answer 4 Questions
Pay Per Call isn’t as simple as plastering your business phone number in banner ads, across social media, and on landing pages. Before you build and release a Pay Per Call campaign, you have to have goals in place. After all, how else can you measure the success of your Pay Per Call if you don’t know what metrics and results you are looking for with each call? To build a good Pay Per Call campaign, answer these questions:
What are your overall goals? (for example, more calls, greater engagement, higher revenue, etc.)
Which demographics are you targeting? (Millennial’s, Baby Boomers, men, women, teens)
Which locations? (small regions, specific cities, nationwide)
Which channels will you be using? Online, offline, or both?
Read More: 5 Reasons You Should Use Pay Per Call
Select Strong Channels
Pay Per Call is like any other marketing campaign. In order for it to work, it has to be employed in the verticals that perform best overall. Pay Per Call is suitable for use in SERP ads, social media ads, landing pages, and even traditional offline methods such as direct mailers. What you need to do is select the channels that already connect with your target market. This is why it is important for you to answer the questions above. Specifically, if you understand your target market and what types of marketing channels best connect to them, you can roll out an effective Pay Per Call campaign.
In the long run, if you want your Pay Per Call campaign to be successful you will need to understand how it is performing as it goes along. Just like other forms of digital marketing, Pay Per Call is not set-it-and-forget-it. Fortunately, Pay Per Call providers offer two main ways to track the phone calls that come into your business so you understand how your Pay Per Call is working and how you can tweak it to remain effective:
Assign unique tracing numbers that use individual phone numbers attached to a specific marketing channel. For example, different phone numbers on landing pages, social media, and mailers. In this manner, you can track which numbers are called most frequently and generate the best revenue. Then you can trace those numbers to the type of marketing material that generated the call in the first place.
Dynamic tracking numbers use a small piece of code on websites or landing pages that automatically populate a phone number. They can then capture the all of the online touch points the consumer has that led to that call. This type of tracking allows you to narrow down tracing beyond referral sources and specific campaigns to the exact keywords used that led consumers to that number.
What are the Benefits?
Pay Per Call delivers a number of benefits to your company, as well as your consumers. By the end of 2019, consumers are expected to have placed 162 billion calls to businesses in the calendar year. As the number of calls placed by consumers continues to grow, the opportunity for your business to benefit climbs as well:
Valuable leads: 60% of online searches now originate on mobile devices, but mobile is the last place consumers want to interact with lead forms and landing pages. Pay Per Call makes it easy for these valuable leads to click and be connected to your brand.
Strike faster: Customers can fill out lead forms or send emails and then ignore all further communication, leaving your team to work even harder to hunt down leads. Pay Per Call not only makes it easier for consumers with intent to purchase to call you, but it also saves your business time converting those leads.
Increased ROI: With less time spent hunting down leads and working back-and-forth with customers, your ROI will grow as you turn leads into conversions faster.
There’s no time like the present for businesses to adopt Pay Per Call.