Small-business owners have heard the drumbeat for the past several years about the importance of Pay Per Call. What originated as a marketing tool used in television ad campaigns has grown to become one of the most important tools of the digital era. Knowing your need to use Pay Per Call, and understanding the foundational pillars of a good campaign are two different concepts. Below you’ll learn about three important factors in building the foundation of a solid Pay Per Call campaign.
Don’t Underestimate Phone Calls
Before diving into the pillars, let’s take a moment to consider the value of phone calls. Yes, you have a lot of options to market your business in 2015 and beyond. However, phone calls remain a simple and incredibly effective tool you just can’t afford to overlook. Almost 75% of consumers place phone calls because they believe it is the fastest way to get a response from a company, while 50% of phone calls result in conversions.
Identify Quality Calls
The approach is called Pay Per Call because you are doing just that, paying for each call that your distribution partner generates for your business through advertising. In order to avoid wasting marketing spend on useless phone calls, you need to establish standards to identify quality calls so you are only paying for quality leads.
Common examples include:
- Minimum call duration
- Caller location
- Answers to qualifier questions
For example, minimum call duration can vary from one business to the next. An automotive shop is likely to have a shorter minimum call duration than an HVAC company. While it takes a minute to make an appointment for an oil change, it may take 2-3 minutes to inquire about HVAC services and availability, then schedule an appointment.
A mechanic doesn’t need to know much to schedule an oil change, but the HVAC company will want to know what’s wrong with your furnace or AC before scheduling an appointment to ensure the right individuals and equipment show up at your home.
Use Call Recording
Phone calls are high-value connections to your customers, but unless you are using call recording there is no pause and rewind available. While you can hold onto an email from a consumer to reference later, phone calls are fluid and you don’t want to spend too much time on the phone with one individual.
Call recording allows you to go back and listen to digital recordings of your conversation with a given customer. This enables you to not only go back and gather details you may have missed during the conversation, but also makes it possible to gauge how satisfied the customer seemed on the phone so you can perfect your phone etiquette going forward.
One note though: be sure to ask your customer’s permission to record the call to avoid issues with invasion of privacy.
Provide a Good Experience
If you follow the previous pillar, you’re prepared for this one. You can use those call recordings to figure out what works well, and what doesn’t, when your business handles customer phone calls. Combine that with an effective IVR, interactive voice response, system to help funnel customer calls to the right individual or department. This helps ensure that your customers get the right answers to their questions sooner, rather than being bounced around from one extension to the next.
On top of that, do your best to keep customers on hold the bare minimum amount of time. Those left on hold for too long don’t feel valued by your business.