Pay Per Call Advertising, Pay Per Call TV Advertising and Pay Per Call Radio Advertising trumps pay per click in the modern era because these leads are live. Landing page leads present problems with follow up, response and conversions. That’s just the way it is nowadays. There is a lot of competition in each vertical and many alternatives for the consumer. The highest quality lead is an exclusive TV lead and Radio leads are the second highest quality.
At the DRTV Media blog, we strive to educate and inform our readers with the latest techniques and best practices for Direct Response TV and Direct Response Radio. At our Direct Response TV-Radio Media Agency, we coach, consult and grow our client’s businesses every day with our vast experience and best practices. The bottom line – your lead cost must convert into your allowable or cost per acquisition (CPA) model.
Today we will talk about call routing and the need for 24/7 live agents. You see…for a media outlet (TV station/Radio station) to run your commercials on spec (pay only for calls), they need to believe that they are maximizing revenue for their unsold inventory. If you only pay for calls during regular business hours then you are leaving calls (money) on the table. We recommend that your call center hours run from 7AM ET to 11PM ET to be open long enough to serve Mountain and Pacific time zone viewers and listeners. Or simply reverse it if you are located in the western time zones. (6A PT-8P PT). Recently we cancelled a campaign due to too many dropped calls after 8PM ET. That’s 5PM PT! A payday loan lead needs a job, so they are likely to call in the evening. Student loan leads, too! We also recommend that your overflow calls and after hours calls also get answered by live agents. There are many alternatives including overseas call centers – but hardly anyone leaves voice mail, so those after hours calls amount to lost revenue.
Thank you to all of my readers, please subscribe and check back here often because we will be covering other best practices in subsequent post.