For appliance repair companies, the goal of marketing is to build a steady stream of business. However, with traditional marketing techniques and tight advertising budgets, it’s crucial – yet challenging – to know which marketing tactics will actually accomplish this goal.
Pay-per-call is a type of advertising that allows businesses to pay to receive qualified inbound phone calls that are very likely to convert – and only pay for the calls that meet their requirements, typically a specific call duration. This helps appliance repair businesses overcome marketing challenges and increase their return on ad spend (ROAS) with high-intent leads that convert into sales.
How Pay-Per-Call Solves Marketing for Appliance Repair Businesses
Challenge #1 – Getting the Phone to Ring
It’s a no-brainer that a steady flow of calls from customers ready to schedule a service leads to more profit, but getting the phone to ring consistently is a challenge – especially if you don’t know what advertising channels drive calls.
With pay-per-call, you can use your advertising budget to buy desirable, high-converting phone calls by setting up a campaign with a pay-per-call partner. You customize your campaign requirements, including your service area, hours of operation, budget, and duration requirements. Call pacing allows you to set daily or hourly caps on total spend or billable calls.
Your pay-per-call partner will generate calls from high-value consumers and connect the calls that match your campaign to your business’s line. You only pay for the calls that reach your call duration requirement.
Challenge #2 – Local and National Competition
With so many appliance repair brands competing for similar customers, getting new customers to choose your business is challenging, especially if you’re trying to reach a national audience.
Since appliance repair is not a routine service that many consumers are familiar with they typically just want to reach someone reliable who can meet their needs quickly. This makes the appliance repair industry a great fit for pay-per-call, because consumers want to talk to a real person who can answer their questions.
A quality pay-per-call partner will ensure that your campaign is targeted to the specific appliance repair services you offer so that every call you receive represents a potential customer in need of immediate assistance.
Challenge #3 – Deciding Where to Advertise
Getting your business listed online and generating reviews is important for appliance repair companies that want to get in front of consumers searching for service providers. However, it is hard to know which listing sites will be best for you, and it’s nearly impossible to be on all the sites at once, competing with other businesses who sponsor their listings to get premium placement.
When you choose to work with a pay-per-call network, you get access to a broad range of call sources, some of which are publishers that either operate listing sites or own premium listing ad space. Publishers will list a tracking number that connects the consumers to an appliance repair company near them, and if that’s you, you only pay for calls that meet your campaign requirements.
Pay-per-call will give your business the advertising reach it needs to get the right amount of call leads, without draining your budget.
Challenge #4 – Avoiding Unwanted Leads
Your operators and call centers can become bogged down with customer service calls or calls for low-ticket services that aren’t worth your time.
By setting campaign categories, you can specifically target the high-value consumer profiles that you want. Your pay-per-call network will be able to help you define and target your ideal consumer profiles, and have quality assurance techniques in place to ensure their publishers are only delivering the calls you want.
Look for a network that will also set up qualifying methods such as Interactive Voice Recording (IVR) to filter out calls you don’t want, such as customer service calls.
Challenge #5 – Evaluating Marketing Efforts and Demonstrating ROI
With traditional advertising, it is nearly impossible to accurately track lead sources and correctly optimize your budget.
Because pay-per-call is a digital advertising method, you can easily track your campaign’s success and optimize your campaign. Call tracking, call recording and call transcription methods can help you identify the sources and geographies that generate the most qualified calls, so you can allocate your budget accordingly.
For the appliance repair vertical, the ROI for pay-per-call is high, even though the initial cost per lead may seem expensive. The average call in this industry lasts about 5 minutes and calls exceed their required duration 45% of the time, typically referred to as a 45% conversion rate.
Get Started with Pay-Per-Call
Pay-per-call is a high-converting source of qualified leads for appliance repair businesses. When looking for the right pay-per-call network, look for a trusted network that is committed to performance and superior service and delivers compliant, high-intent calls from unique traffic sources.
Soleo’s pay-per-call network generates thousands of appliance repair calls each month and can easily scale to fit the needs of our advertisers. Our call traffic is generated in a way that complements your internal lead-gen activities, leveraging both our in-house lead generation team and our network of qualified, vetted publishers who adhere to strict network compliance stipulations.
We are dedicated to meeting our partners’ CPA requirements, and we offer call tracking, Interactive Voice Recordings, quality assurance, and dedicated support from our experienced customer success team.