Lead generation has always been at the core of digital performance-based marketing. The evolution of digital advertising, fueled by the growth of mobile, has created exciting new ways for advertisers to engage, acquire, and retain new customers. While the obvious hot new channels probably come to mind like social media and mobile apps, advertisers are finding they can create more value within these new digital channels with pay-per-call marketing.
Print, radio, and TV direct-response campaigns have long been driving huge inbound call volume to businesses as consumers called 1-800 numbers to purchase new products or services. This model worked for years, and still does work when marketers are brave enough to transcend their digital silos. In our multichannel landscape, marketers shouldn’t hesitate to encourage offline points of engagement within their digital strategies.
Here are four reasons pay-per-call has the power to add value to any digital performance marketing strategy:
1. Supercharge Mobile Performance
BIA/Kelsey estimates that by 2018, mobile search will drive over 70 billion calls. There’s a reason more and more mobile consumers are choosing to convert over the phone – it’s quick, easy, and provides personal assistance with just a tap of a button.
The mobile-first Internet has empowered consumers to immediately speak with a call center representative as soon as they are engaged and interested in a company’s product or service. So when running mobile search campaigns, mobile social campaigns, or mobile email campaigns, performance marketers can use click-to-call CTAs to offer mobile consumers more choices and greater convenience.
Complex landing pages that require visitors to fill in multiple pages of contact information have been the standard in cultivating leads online, but it’s not ideal for a mobile audience.
2. Monetize More Traffic With Clicks and Calls
Today’s customers want options. They have all the information they need at their fingertips. They can engage and connect any way they choose. So if you’re only offering an online path to purchase, you’re losing conversions from people who would rather connect offline. By running multi-action campaigns where you combine pay-per-call promo numbers with lead-gen landing pages you’ll likely see lower abandonment rates and higher conversion rates.
This is especially true for high-consideration products or services that usually require one-on-one assistance. Think of industries like insurance, financial services or travel. Google reports more than half of consumers doing a mobile search for hotels, tech services, local professional services, home services, and auto services would be extremely likely to call if the option were available. By monetizing call traffic, performance marketers will open up new streams of revenue.
3. Drive More Conversions and Higher Value Transactions
At Matomy Media Group, we are seeing inbound phone calls converting twice as high as outbound dialing web leads. When a customer places a call they are actively connecting with the advertiser at the moment of highest interest. Compare that scenario to a prospect who fills out a web form and is called back at a later time. Research shows only 27% of web leads ever get contacted, and it’s likely that the ones who do are no longer in a purchasing frame of mind. They may have even already spoken with a competitor.
With pay-per-call, advertisers connect with exclusive leads 100% of the time. In my call center experience, inbound calls converted twice as high as outbound dialing and spent up to 20% more on services. There’s no doubt that voice conversations yield high value sales.
4. It’s Easy to Measure Pay-Per-Call ROI
In the digital age of marketing you have to be able to track and measure everything. Whether you’re an affiliate marketing manager, or a publisher driving leads to advertisers, you have to know what’s working and what’s not. You have to be able to track volume, quality and ROI. Performance marketing was built on measurability. So is pay-per-call.
With pay-per-call campaigns, calls are tracked and attributed with the same visibility as online traffic. Advertisers and publishers can see the referral source, campaign, landing page, and even keyword that led to a call. They can also see details about the caller such as call duration, day and time of call, and caller location. Even the result of the call can be captured and analyzed. With these insights, performance marketers can make powerful optimizations, justify budgets, and prove ROI.
Phone calls may seem like yesterday’s game, but we’re seeing they’re essential to the performance marketer’s future. It’s time to go “Back to the Future” and embrace pay-per-call marketing for more effective and targeted lead-gen advertising.
Learn More about Pay-Per-Call
If you want to learn more about how pay-per-call can add value to your performance strategy join us for the webinar: How Publishers Can Succeed with Pay-Per-Call. Register today!
Jeff Fisher is a Marketing Strategist at Matomy Media Group, a global digital performance-based marketing company. He leads the company’s pay-per-call marketing business and can be reached at firstname.lastname@example.org.