How To Do Pay Per Call Marketing?

Pay Per Call Marketing mechanism isn’t complex but requires good understanding. Pay per call (also known as PPCall) is a marketing method that has risen in popularity as a CPA (Cost Per Action) alternative to pay per click. The action here isn’t hitting a link or submitting a form. Rather, it involves the audience making calls. 

Many consider it an easy form of affiliate marketing and a good way for a business to close deals, especially those that rely on inbound calls. It comes highly recommended, not just for brands but also for affiliates themselves. 

Here’s a step-by-step guide on pay-per-call marketing for those considering venturing into one. While these steps are not stringent rules, they are like paths on a map. Following them would reduce the chances of losing your way.

Steps to Pay Per Call Marketing

1. It all starts with a niche. 

In affiliate marketing, a niche is the foundation of the whole process. This isn’t limited to marketing and business, however. Creatives in different fields know the importance of getting a niche. It gives you a solid foundation to build success. Home service is a good start, or you could research them.

Some factors make a profitable pay-per-call niche. Some factors affect both client and affiliate. Then there are more specific ones. Volume, competition, business availability, and lead dependence are common. 

Here are the factors specific to the affiliate:

  • Payout. 
  • Geographic coverage. 
  • Offers should cover different affiliate networks. 

Besides home service, some other PPCall niches are water damage restoration, tree service, plumbing, and pest control.

2. Next, get a good affiliate network and offer. 

Getting the best affiliate network with a good offer will enable you to get the right satisfaction for your work as an affiliate. As a client, having a good affiliate network will serve to achieve your main goal: generating sales and making a profit. 

To determine the right offers, there are some factors you must consider. They include:

The billing model. Affiliate networks usually offer two billing models, the duration-based payout and revenue-share-based payouts. The duration model pays following a set call time, usually at 90 seconds. With the revenue share model, you get paid when the network gets paid. No one model is better than the other, but affiliates tend to prefer the revenue share because of the larger payout and better coverage.

  • Promotional methods

Do not assume that all affiliate networks will accept all the means of promotion. Most of them agree on online channels like the use of SEO and SEM on Google to drive channels. However, some don’t accept using channels like craigslist. This may be a disadvantage as these other channels can supplement search engines. 

  • Interactive Voice Response (IVR)

This is an automated vocal response the caller hears first. It takes the caller through a menu, and he/she either clicks some numbers or provides some information before getting to the service provider. When choosing an affiliate network, go for those with a shorter IVR. That means a faster payout for the affiliate, but it also increases the chances of making sales. Many people are busy, have a shortened attention span, and get easily suspicious. A long IVR can make the caller disconnect without getting to the end. 

  • The payout and the volume

It is common to think that affiliate networks with higher payouts will be more profitable, but that isn’t always the case. The niche volume is just as important as the pay, and a niche with a higher volume can be more lucrative than a high-paying niche with a lower volume. 

3. Then comes the main business of promoting

The major responsibility of an affiliate revolves around promoting the affiliate program. The client partnering with affiliates also needs to know that the sources will generate better leads. You should start from the sources you’re more comfortable with before stepping out of your ‘comfort zone’ with other sources. 

Here is a list of the popular ones:

  • Social media (including Facebook, Twitter, and Instagram).
  • Craigslist
  • Blogs and content websites
  • SEO Websites (which are good for generating traffic. Traffic= more leads).
  • Local newspaper. 
  • Emails and mails. 
  • Display ads. 
  • Directories. 
  • Publishers. 

While the online methods (blogs and the likes) have gained traction in the 21st-century business sphere, do not neglect the offline promotional methods like mails and newspapers. They are not as clustered as the online variants. 

Wrap Up

It can seem daunting at first if you’re an affiliate who aims to venture into pay-per-call marketing. A new brand that intends to add up PPCall in its marketing strategy also needs to chart out its plans. Pay per call isn’t rocket science, however. With the right motivations and the information on this guide, you should have more in your arsenal to take further steps into the world of PPCall. 

Liza Schubert
Liza Schubert

As the Director of Pay Per Call Marketing, Liza is responsible for strategy and executing marketing partnerships for Astoria and promoting call campaigns and initiatives. Liza prospects and secures Pay Per Call relationships that align and further promotes Astorias offers for their clients and affiliates. In addition, she is fluent in campaign set up integrations on Invoca, Ringba, Retreaver and Trackdrive. Liza has a bachelors degree from American University in Washington DC, in Public Communications, focusing her skill set in writing, public relations, proofreading and research.

Read More
Categories: Pay Per CallPublished On: March 21, 2022

Share This Story, Choose Your Platform!