It’s anticipated mobile search will drive 65 billion calls to businesses annually. With 70% of consumers calling directly from their mobile device, there’s no better time than now to add pay per call to your marketing strategy.
For small businesses with tight budgets, pay per call advertising is a viable option for boosting your insurance leads. While you may pay a chunk of change upfront, your calls will end up costing less than clicks. In fact, conversions for pay per call are 30-50% compared to pay per click’s 2-3%. Clearly, pay per call is a wise investment.
But if you’re still on the fence, take a moment to review these four call advertising tactics, which can help you gather qualified leads without breaking the bank.
1. Get Qualified Leads With Warm Transfers
Nothing drains budgets (and time) like talking to unqualified leads. Skip the hassle and filter potential consumers with warm transfers.
How It Works
It’s pretty simple: a form will gather lead information before leads are transferred to your sales team or call center.
For example, Sue Jones’ Liberty Mutual only wants to insure individuals and families, not commercial drivers. With warm transfers, they can include specific questions on the lead form to determine whether a lead will be driving a commercial vehicle.
Once the form is submitted, the information will be reviewed by a third party, and if the lead is a quality one, only then will it be transferred to Sue’s agents.
Ultimately, the warm transfer call method saves time and money because you’re only talking to qualified leads.
2. Target Mobile Users With Click to Call
Click to call offers mobile device users the convenience of calling with the press of a button. No searching for phone numbers, or switching to a call screen.
How It Works
Users simply tap a mobile ad’s call extension and are connected to the company directly from the ad.
Local small businesses (e.g. insurance, plumbers, electricians, windshield repair) tend to benefit the most from click to call extensions. Consumers with an urgent need will often click the first local call extension they see.
Here, Liberty Mutual provides a call button for consumers looking for car insurance quotes.
While this example is a national ad, maybe a consumer would rather interact with a local agent face-to-face. Consider running a click to call ad for your local franchise (e.g. Sue Jones’ Liberty Mutual).
Related Post: Why Incentivizing Your Call Ads is the Worst Idea
By giving the consumer the option to click, call, and schedule an appointment with one of your agents, you’re fulfilling a need that a corporate company can’t provide: local, personalized service.
3. Reach a Large Audience With TV Commercials
TV commercials are the go-to-method for many advertisers for good reason: they enable businesses to deliver a quick pitch to a large audience. And while users can block ads on smartphones, they can’t block ads on real-time TV. Plus the fast delivery is appealing for customers who tend to tune out after 30-seconds.
Source: @Classical_Art_ Memes
If a consumer is interested in your company, they’ll pick up the phone and call you, ensuring you’re getting engaged leads.
How It Works
First, you pay a set amount for calls. Let’s say you pay $35 per call x 50 leads = $1,750 investment. A billable lead to written policy ratio would be between 20 to 30%. Now the cost per call is less than the return.
Sure commercials are pricey upfront, but don’t let that deter you if it makes sense to run one for your insurance company like it does for Farm Bureau Financial Services:
And if you can’t fit it into the budget right now, hold off until you beef up your marketing spend.
4. Take Advantage of Abandoned Phone Calls
If TV commercials are too pricey for your budget, consider trying abandoned phone calls.
How It Works
Your favorite Chinese restaurant went out of business. But instead of hanging up when you hear, “This number is no longer in service,” you’re presented with an alternate list of local options.
Before you can have a conniption like Sheldon when his favorite restaurant Szechuan Palace went out of business, you press 2 for the China King down the street.
Related Post: How to Build a Killer Call Campaign in 3 Easy Steps
Abandoned phone calls are great for targeting end-of-the-funnel customers who are interested in your particular business and ready to purchase. The next time a consumer hears “Bob’s State Farm location is closed,” they’ll have the option to call “Sue Jones’ Liberty Mutual” instead.
Pay per call advertising is a great tool for reaching consumers, staying within budget, and increasing your ROI. Once you determine the type of call advertising you want to employ, don’t forget to optimize your campaign. Remember to use dayparting and geotargeting to customize your targeting, ensuring you’re capturing your audience at the right time and place.
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