In today’s fragmented marketing environment, prospective customers might find you on Facebook, Twitter, LinkedIn, or from a plain old radio or newspaper ad. But once they have found you, most prospects take one final, critical step before becoming customers. They pick up the phone and call. Studies show that companies spend 94 percent of their marketing budgets to get the telephone to ring. That first contact can make all the difference.
But what happens when you can’t take that call right away? A recent survey by the On Hold Marketing Association — an international trade organization for on-hold message providers — revealed that an average of 57 percent of calls are put on hold. An effective on-hold marketing message can save that critical moment and help you convert more callers into customers.
In the OHMA survey, 85 percent of respondents said on-hold messaging was a useful marketing tool that adds value to their businesses. And 24 percent said their on-hold message generated real sales revenue.
To be truly effective, an on-hold message needs to do more than inform or entertain. Here are a few things to make your on-hold marketing the best it can be:
• Convey value: “Why should I do business with you instead of your competition?” “What makes you unique?” “What’s in it for me?” These are the questions your prospects are asking. Your on-hold message should answer them in a way that elevates you above the rest of the field.
• Extend your image: Callers want to get a “feel” for your business right away. Are you straight-laced and serious, or more laid-back and casual? The language that you use, the voice talent you select and even the background music paint a vivid picture for callers on hold. Make sure you send the right message.
• Promote your brand: The products and services you sell are important, no doubt. But don’t forget that you are selling your business, too. Deploying company slogans, mottos and taglines in your on-hold messaging keeps you top of mind even after callers hang up the phone.
• Be timely: Update your on-hold message with the latest information for your callers. Are you having a sale or special promotion? Do you offer new services? Have you received an industry award? Rotate the information in your message frequently to stay fresh with callers.
The OHMA survey indicated those companies that updated their messages six times a year or more had higher call volumes and perceived a greater impact from on-hold messaging on their business.
An effective on-hold message will keep callers engaged until you can take their call. It’s a positive return on that 94 percent investment of your marketing dollars.
