Four Rules for Small Businesses Running Their First Pay Per Call Campaign

Startup market innovation success money idea lightbulb with dollar coin fundraising from investor. Flat icon modern design style vector illustration concept. When it comes to any successful business, one of the biggest hurdles is connecting with the customer through advertising. This can be even more true for small businesses. That's why pay per call marketing is quickly becoming one of the most reliable methods for small businesses to attract attention to their brand. If you're a small business owner looking to advertise (and what small business owner isn't?), it's time to consider pay per call marketing! But before you run your first campaign, here are a few tips you should know.

Be Ready To Answer The Phones

This one sounds obvious, but there's something to be learned. In today's Internet based world, many small businesses simply aren't trained and equipped to answer phones properly. If you're running a pay per call campaign, it makes sense that your incoming phone calls will increase dramatically. Make sure that you and your staff are available to answer the phones during the time frame your ad is running, and that you're properly trained in how to conduct business on the phone. Especially if your inbound calls are primarily focuses on sales, that last one is vitally important! If your staff isn't trained in sales, the influx of calls won't do you any good.

Don't Be Too "Salesy"

One of the most common mistakes a small business will make with their advertising is being too "salesy" in their pomotional content, with a pushy call to action like "Call right now!" without even mentioning the benefits of the product or service. That can be very offputting to a customer. Even if your business is one where people understand the basic premise (like an exterminator or plumber), use the opportunity to explainwhy you're the best option.

Keep A Narrow Focus

While the goal of traditional advertising is to reach as many eyeballs as possible, that's not necessarily your goal with pay per call marketing. Here, you want to reach people who are ready to act. Keep your ads targeting towards people who are ready to make a purchase, not people who are "just looking." Think like a consumer, and imagine the questions you'll be thinking of right before you purchase. Target your ad towards those keywords. Casting too wide of a net will only lower your rate of return and lead to wasted ads.

Take these rules into consideration, and you'll be on your way to a great initial campaign!

/* */