Ways To Determine If Voice Broadcasting Is Profitable

The mindset of many marketers when doing a voice broadcasting campaign is the expectation that majority of calls will become good prospects. This may over-optimistic, as in reality only a minority of leads are quality ones. However, with a well thought approach and an established business metrics, voice broadcasting can be profitable, particularly because of the low cost to generate such leads.

Let us look at some business metrics. Successful campaigns for messages delivered to live-answered phone calls, where the caller presses 1 to reach the company, is only a 15%-25% “long call rate.” Long call rate is a call where both parties stay on the line for 1 ½ minutes. Not all long calls result in good leads. It has been noted that only ½ of long calls turn to be good leads.

An established business metric should be studied before making a voice broadcast campaign. Going back to the example above, if an effective long call would cost $25, and only 50% are good leads and only 25% get to sales conversion then the cost of a sale is $200. If profit for such sale is $350 then the business owner is going to have an effective voice broadcasting campaign.

Companies wanting to do voice broadcasting should consider the mode of the campaign. Most industries have a response rate for live delivery between 0.6% to 1.0%. This means that for every 1000 calls only 10 would result in a live lead.

For a voicemail campaign, the numbers will be much lower. This type of campaign requires a good message that will make the recipient interested to note callback number or the website URL. Live messages are more efficient because what the recipient has to do is press “1” and talk to a live person. Though answer voicemail campaigns are harder to track, it is estimated that 25-33% is the call back ratio for this type of campaign.

For voice broadcasting to be used as a lead generation system, the message is crucial as well as the call list. But before anything else, basic business metrics should be studied first during the planning phase of the campaign.