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Maximizing Pay-Per-Phone-Call for The Local Businesses That You Serve
By Max Sobol | January 10, 2008
It’s exciting to see that the concept of pay-per-phone-call and the inherent value of a phone ringing to your local business has finally caught some major attention. Clicks have been ubiquitous for some time now but calls have obviously been around for decades longer: since the first shop owner installed a commercially available telephone. Direct calls were qualified leads that led to “sold” products and services…period. Fast forward to present day and it’s easy to appreciate this concept when you can private-label your reporting and enable your local business owners to sell and analyze efficiently with you being the unsung hero. When you combine scalability with accountability and match it to most peoples’ natural tendencies of picking up the phone, the benefits are obvious. Rather than taking up this precious blog space to banter about the value of real-time, holistic, channel-agnostic, marketing reporting (shameless plug there), let me instead focus on your quick start guide to showing your local clients real, quantifiable value:
The Facts About Pay-Per-Phone-Call:
- It fits your budget because it’s performance-based (spend less or spend more, you control your results).
- It fits your campaign because it’s channel/media-agnostic (online, offline, television, radio, etc…whatever you use).
- It fits your technology because it only needs a phone number to work (that’s right, nothing fancy here).
If I Were:
- An Agency or Direct Marketer, I’d be focused on delivering results to augment my existing efforts. This could mean incorporating local traceable phone numbers in your campaigns: whatever the media, whatever the focus.
- An SEO/SEM Firm or Lead Generator, I’d be focused on conversions to enhance my existing optimization process. This could involve incorporating dynamic phone number replacement technology so that click-thru’s lead to unique, traceable, local phone calls. You could use click-to-call or form-to-phone technology to pre-qualify local leads.
- A Publisher or Directory, I’d be focused on maximizing advertiser spend and remnant inventory. Here, you would incorporate local traceable phone numbers in your packages as an immediate value-add and differentiator.
Wherever, whatever, whenever you need to drive leads locally, there is still no better result than a qualified phone call. After all, when is the last time you sent your plumber an email when your basement was flooded?
Topics: Call Tracking |