4 Reasons Agencies Should Bill on a Pay Per Call Basis

Screenshot   Call by SourcePay Per Call is the single fastest growing segment of the lead gen space. Affiliate marketers are turning to pay per call as a way to both maximize profits AND provide undeniable value to lead buyers.

But…with the release of Conversation Analytics, Pay Per Call is not just for affiliate marketers anymore. Digital agencies–SEO and PPC firms that have traditionally billed a fixed monthly price–are turning to Pay Per Call to generate more revenue and provide more value to their clients.

So why should an agency forego their monthly biling system to bill on a Pay Per Call basis?

Here are 5 reasons:

1) Calls Matter to Local Businesses

According to research from sources like BIA Kelsey and Google, calls are the most valuable leads ANY business can receive. They convert to customers more frequently than web leads. Callers produce more revenue than web leads. In fact, it takes 4 web leads to produce the revenue from one call.

Long story short: if you’re an agency–particularly an agency that has local businesses as clients–they care about calls. And because they care about calls they will pay for calls.

And, they will likely pay quite a bit for calls. For example, a tire dealer knows that every call could potentially mean a $600 set of tires (or more), they’ll gladly pay $70 for every new tire inquiry phone call they receive. Even if they only convert 1 of every 6 calls to a new customer (and they’ll do better than that), they’re still ahead of their ROI needs.

2) Accountability

Many an SEO or PPC firm has lost a client because the client feels like nothing is happening. They’re paying some SEO firm $700/month (or far more) and they haven’t seen any measurable benefit. The owner is losing patience. Pretty soon, after 3 or 4 months, they cancel.

We talk to SEO firms all day long, and the number one reason they lose clients is because the client feels like there is no accountability. The client is paying this SEO firm every month–not really understanding the SEO tactics the firm is employing–and nothing really changes. Think about it from the client’s perspective! Eventually they get fed up and leave.

Now, switch the mentality to Pay Per Call billing.

Imagine you’re a local business evaluating two SEO firms. You’re a little unclear on exactly what SEO is and what these firms will actually be doing to increase your rankings. One says they will charge you $900/month and that ‘SEO takes time.’ The other one says they will charge you $30 per call they generate. They’ll also give you access to the call tracking platform that measures these calls. This provides total transparency. If you’re a local business owner, who would you choose?

You’re going to choose the one that provides direct and measurable accountability.

3) Simplicity

Everyone knows everything.

The client knows how much they’ll be billed because they can log in to LogMyCalls and easily track how many calls you’ve generated for them. You, the agency, can easily manage billing because you can also log in to LogMyCalls and determine how many calls you’ve generated.

If you generated a lot of calls, they pay you a lot. If you didn’t generate very many calls, they don’t pay you a lot.

Simple.

4) Your Clients Will GLADLY Pay It

If you give clients access to these metrics–again, easily done within LogMyCalls–they will GLADLY pay for every call. If you can demonstrate that these calls are legitimate sales inquiries, your clients will beg for the Pay Per Call model. They’ll beg for Pay Per Call billing even if it costs them more than your monthly retainer. Cost becomes a secondary factor when they feel like they’re getting measurable value.

And calls are measurable, demonstratable value.

5) Mobile

Pay Per Call works great even if you’re not doing a ton of mobile marketing. BUT…if you’re doing mobile, pay per call is a true gold mine.

Google says that 70% of local mobile searches result in a phone call. Mobile searchers call directly from paid mobile ads, or from mobile landing pages.

If you’re doing mobile, at all, Pay Per Call is your best friend.

by McKay Allen, Inbound Marketing Manager


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Originally Posted on LogMyCalls.

2 Responses to 4 Reasons Agencies Should Bill on a Pay Per Call Basis

  1. Olaf Pijl November 19, 2013 at 7:16 am #

    We also provide performance based billing. We’re not afraid of being dependent on the number of sales or leads that we generate, as we know beforehand that we’ll deliver. It’s also a great selling point to generate agency sales.

    If we don’t have the campaign control we need, we’ll revert to hourly billing. These are usually the clients you don’t want anyway.

  2. Jim Johnston November 19, 2013 at 8:37 am #

    Pay per call gives the Client evidence that there is genuine interest in their products or service and a real person to talk to and hopefully influence and convert to a buyer.
    We work with people who need to demonstrate that the call has some traction and show that the call has real potential value. Quality calls is the measure – not quantity.