As we discussed in our overview post, any quality pay-per-call campaign must be tailored to the specific needs of an individual business. This means as a manager or business owner, you can control when you want calls, from which business categories, from what locations, and for what price. Here are some ways you should be thinking about the dynamics of any campaign management platform.
There are hundreds and hundreds of business categories. In order for you to be most efficient in leveraging a call campaign, you'll need to select the business categories thoughtfully. What do we mean by thoughtfully? Often a business owner will just check a bunch of boxes hoping to cover all their bases. The problem with trying to cover the waterfront, you may end up receiving calls from prospects you can't, or don't want to, service. So be precise. A good rule of thumb is to choose fewer at first as you're getting started and then broaden the categories as you get comfortable with the inbound calls. Then you can learn which categories bring you the best customers.
Making the right decision about where you want prospects to call you from is very important. Much depends on the type of business you run. If you're a local service provider - e.g. a roofer or a painter, you'd only want calls from areas where you can roll your trucks efficiently. If you're a service provider that can conduct business over the phone and via the Internet, you should select locations where you believe your service has appeal. A really good campaign management platform should offer options for both small, narrow geographies as well as larger geographies for you to choose from. Most importantly, be sure clearly decide where you want to do business.
Price is certainly an important factor that you’ll need to account for as you launch your call campaign. And of course, price is something that only you and your team can determine. For instance, it might be that leads from phone calls are priced considerably higher than clicks but comparing absolute prices can be misleading. Assume you pay $5.00 per click and each click coverts into a customer 10% of the time. That means the price you actually paid per converted lead was $50.00, or $5.00/10%. Alternatively, you might pay $20.00 for a call lead - 4 times the price of a click. If every other call lead (50%) turns into a customer, the actual price you’re paying is $40.00, or $20.00/50%. Like all discussions around price -- cost is only relevant when considered in the context of value. If you pay $1.00 a lead and never convert a customer, then you might as well be paying $1,000.00 -- it is pointless. The other important consideration is to figure out what the value of each new customer is to your business. If once you convert a lead into a customer and you can keep that customer for 2 - 3 years, you can certainly afford to spend more for high-qualified leads.
So, your key takeaways:
Be thoughtful about the business categories, be sure you can service or sell effectively in the locations where you are buying calls and have a solid understanding that price is only relevant when you consider conversion and long-term customer spending.