In a world of ever expanding channels and devices, marketers have to be very strategic about where they invest their budgets. And one of the biggest measures of success for marketers is a healthy ROI.
Many brand advertisers are missing out on the performance placement opportunities that radio has to offer. Pay-per-inquiry radio advertising is one such opportunity for direct marketers because, typically, you only pay for the inquiries generated, regardless of the number of spots that air. It could also enable you to reach more radio markets than you would through traditional radio buys. Last year AdAge ranked pay-per-lead generation programs among its top B2B prospecting programs, but it can be just as effective for B2C.
Your program would get rolled out to a broad spectrum of radio stations, networks and syndicators of your choice in your desired geographical area. Depending on your objectives, sales leads can be generated through a variety of offers, from a free appointment or trial, to a free rate quote or request for more information.
You need two things to profit from pay-per-inquiry: relationships with media outlets and a desire to advertise across a wide geographical area. Also called cost per lead, pay per lead or pay for performance, it’s a direct response marketing model whereby advertisers receive free ad time and space but only pay for results. The catch: You lose control of where and when the ads will run.
In a nutshell, your job is to entice consumers to call a customer service center. Media outlets often have unused air space, so making use of this unsold advertising space benefits both you and the media outlet. Marketers cycle their offer to their media partners, which produce trackable, measurable results. Your client merely agrees to pay a set price for each qualifying call.
Setting Up Your Pay-Per-Call Marketing
If you are preparing or have a budget for Pay-Per-Call marketing, this means you are taking investment into marketing strategy seriously. You have come to see that Pay-Per-Call is a great way to get people genuinely interested in your products or services to contact you. It’s a form of marketing that stirs action, and hopefully leads to conversion. Now, when it comes to running Pay-Per-Call, you can go directly to a network that already has an extensive range of affiliate partnerships. Partnering with another company to work as your Affiliate Manager is adding another step in the process and another point of payment.
What’s the Difference Between Affiliate Management and a Network?
A network offers you exposure and volume, for sure, and that’s what you want. However, while quantity is definitely a goal, so is quality. It is important that the calls that come in from your Pay-Per-Call campaigns and your marketing output elicits valuable responses, rather than mass response. With a high volume of calls, you may be paying for incoming calls that do not yield a high conversion rate. The priority of a network is to bring in the calls for you. The core difference between a network and an Affiliate Manager is that an Affiliate Manager prioritizes quality calls. A network fulfills call traffic, while an Affiliate Manager strategizes for call success rate.