How to create compelling content for your On-Hold Messaging program
In this techy age, we want information, and we want it now! It’s no secret that consumers don’t like to wait. Why should their time on hold be any different? Shoppers are hungry these days… but not necessarily for product. Buyers are eating up content like it’s their favorite ice cream flavor on the hottest day of the year. The winners in the new sales game are handing over free candy, while the losers are giving out apples on Halloween leaving our tastebuds with massive disappointment. The best unique content-providers convert leads into sales consistently. And no wonder… an informed and engaged audience is one who feels empowered to make the right decisions. Providing useful content not only builds trust, it also shows your customers and prospects your commitment to keeping them educated in your area of expertise.
While you don’t want your on hold messaging content to be too “salesy”, effective on hold marketing should encompass a healthy mix of informative, engaging, and marketing content. In fact, your on hold message should not only accurately portray your business, it should be wholly integrated into your overall marketing strategy. Here are a few things to keep in mind when creating content for your on hold marketing:
Inform
It’s not a good idea to start off with your sales pitch in your on hold message, because clients and prospects might tune out immediately. People who call a business are typically looking for answers. You know the most commonly asked questions. Why not inform them before they even ask? Great customer service is anticipating your customer’s needs before they need it.
There are 2 types of information you may want to relate:
1. Information directly related to your business. If you’re a local business, location and directions might be extremely important, for example.
2. Information directly related to your industry. If you are a doctor’s office let’s say, and there is breaking news about an epidemic, educating people on how to protect themselves is of extreme importance.
Promote
Does your businessparticipate in special events or charity work? Is your business website and social media being promoted across multiple platforms?
On hold messaging is a great way to get the word out about your:
website
social media activity
events your involved in
discounts your offering, and
highlight new products and services
You work so hard to bring fresh content to the table, so why not boost your online views by mentioning specific blog articles or webpages in your on hold message? Yes, even brag about yourself. Talk about how stand out from the rest.
Engage
Engagement is a big buzz word these days. But engagement is more than just open communication between employees and bosses. It should also cover communication and interaction with buyers who want to feel a connection with your brand, much like they want to feel a connection with friends and family. The more engaged the buyer is, the more they buy. At the end of the day, we are people who are buying and selling from other people. Each one of us has human emotions, needs, and desires. Recognizing this has compelled so many businesses to become more personal in their interactions. Successful on hold messaging can include personal success stories about the owner who started the business, or spotlight an employee who did something exceptional. Allow the customer to “see” the human side of your business. A customer who identifies with your story is unlikely to drop you and more likely to recommend you.
So what are you waiting for? Give your customers what they want… less wait time and more content! They'll eat it right up and look forward to the next bite.
