In many industries, the inbound phone call represents a significant source of revenue. Marketers drive phone calls through search campaigns and other digital media. But even after optimizing campaigns and call handling, the volume can fall short. What’s a marketer to do?
Drive more calls to drive more leads
Driving more volume often comes down to simple math: my marketing campaigns need to drive X volume of calls to get Y number of qualified leads in order to hit my revenue target of Z. It sounds like a solid equation, but hitting key metrics can be tough. One proven option for many brands is to add a call ad network or call marketplace.
Add a call marketplace to your marketing strategy
A call marketplace combines call analytics data, industry expertise, and technology to optimize campaigns that target high-intent customers through the phone. The function of a call marketplace solution is focused on one goal: reaching and converting high-intent consumers. A call marketplace filters calls based on pre-defined criteria and passes them to your call center to help you acquire the high-quality leads you need at (often) a better cost-per-lead than you could get on your own.
How a call marketplace works
When you partner with a call marketplace provider, here’s what happens:
- You define a quality call by selecting two parameters – whether the caller is new and call duration. (Example: Caller is a new prospect, and the call needs to last at least two minutes.)
- The solution provider runs digital ad campaigns on your behalf.
- The solution provider should filter out spam calls, and then route new calls to your business or call center if the caller self-identifies as “new” in the interactive voice response system.
- You only pay for qualified calls.
You receive a stream of high-quality inbound phone calls to help drive new business. And if you choose a call analytics leader to drive the calls, you benefit from proprietary technology and industry expertise.
To learn more about the benefits of a call marketplace and to read some customer use cases, download the e-book. Calls for Sale: How to increase calls to drive more revenue.
The post Need more high-quality inbound calls? Employ a call marketplace! appeared first on Marchex.
