4 Tips to Improve the Performance of Your Pay Per Call Marketing


Whether you are new to pay per call marketing or a seasoned pro, you can always find ways to improve performance, boost conversions and increase revenue. Use this checklist to ensure you are using the best methods to improve performance.

1. A/B testing

Some marketers still prefer to rely on guesswork rather than use testing tells you what’s working and what isn’t. Analytics don’t lie, and you can easily identify the best online and offline sources for driving traffic, as well as the offers, headlines and copy that result in the most conversions. These simple tests aren’t hard to perform, and they will provide insight that helps you hone your campaigns until they deliver high-quality leads and revenue reliably.

2. Targeting

We all know that sales is a numbers game, so the more leads you have the more sales you’ll make. However, it doesn’t automatically follow that every campaign or offer is right for every audience. You need to identify the target market for each campaign and ensure that you make that offer available in places where it reaches that target.

If you have multiple target audiences, use multiple campaigns or offers, each crafted specifically to appeal to the target. You will achieve better results when the target perceives your offer as relevant to them rather than generic.

3. Use both online and offline sources

Consider using more traditional offline lead sources as well as your reliable online sources. SEO and keyword search linking is a terrific way to steer prospects to your  products or services, but so are magazines, newspapers and newsletters if your target audience reads them. 

If you’re worried that you won’t be able to identify the prospect’s source accurately if you go offline, use unique numbers or offer codes to help. It’s a method that worked for many years before the Internet, and it will continue to work well in the future.

In addition, seeing your offer repeated in multiple sources helps the prospect to develop a feeling of trust in your organization that helps them feel comfortable buying from you when they are ready.

4. Train your team

One of the side benefits of using analytics to test your offers and campaigns is that it also lets you identify team members who are underperforming and may need more training. If the same few Customer Service Reps (CSRs) stumble every time, while others are closing deals, it’s a sure sign that they need help and training. Investing in your team will improve overall results and increase sales well beyond the cost of the training, and it will pay dividends for a long time.

If every CSR has difficulty closing on a particular campaign, that may be a sign that you need to revamp your offer.

Your pay per call marketing performance will increase quickly when you start using these techniques, resulting in more sales and a higher conversion rate. 

Mike Williams

Image source: Creative Commons License Nathan E Photography via Compfight

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