Did you know that on average, 7 out of 10 callers in to your business are placed on hold at some point in their call? Recent research suggests that upto 70% of these callers will simply hang-up if they are confronted with silence – sadly we couldn’t find any research about the hang-up rate for those callers subjected to another variation of Greensleeves, but we suspect it’s even higher!
But wait a minute, 20% of callers who hear your On Hold Marketing message are more likely to make a buying decision than those who don’t. That means you have a strong opportunity to upsell to approximately 15% of all your in-bound callers. Imagine how much that could be worth over the course of a year!
So, to help you get started, here are our 5 top tips for better On Hold Marketing.
1. Know your audience
You should know who your callers are, why they are calling, and which department they are trying to reach. Much of this information is contained within your CRM database and your call reporting software.
Are you able to create a typical caller profile? The more you know about your callers, the easier it becomes to plan your on hold marketing activities.
Understanding your audience is vital to ensuring they are targeted with the most relevant messages. For example, for people ringing your customer service line, you might want to promote the online help system on your website, whereas for those ringing the sales team, why not tell them about the latest product release?
2. Keep it simple
People always have a tendency to throw the kitchen sink at a problem, or in this case an opportunity. The cardinal sin is to overload your caller with information especially as most of us are exposed to literaly hundreds of sales messages every day in the form of radio and TV adverts, content on the web (guilty as charged!) newspaper and poster adverts etc etc
So in order to make sure your message stands out, keep it simple. Focus on one piece of information and make it as clear and concise as possible.
3. Stay up to date
We’ve all seen those Out Of Office automated emails announcing that so and so is on holiday until the 15th, and yet it’s now the 20th and you are still getting the same message. Now imagine how annoying that would be if your customers were hearing that same out of date message, whilst waiting for their call to be connected.
Keep your messages up-to-date and don’t forget to change them.
4. Plan your content
Your company probably has a marketing plan that maps out when you are going to deliver certain key activities and your On Hold Marketing channel should be included in this plan.
How many other communications channels do you fully control and the total audience is made up of people who like your business (your customers) and people who are in buying mode (your prospects)? I suspect the answer is = NONE
So, grab a coffee, and take 10 minutes to create an editorial schedule for your On Hold Marketing messages.
5. Measure the impact
Don’t be afraid to try something new, just make sure that you are able to measure the results. If it doesn’t appear to be working, then change the message. But how do you measure the impact of On Hold Marketing?
One example is if you are asking callers to visit the website, give them a unique URL, one that is easily traced via Google Analytics. For example yourdomain.com/customersupport whereas the real support URL is perhaps yourdomain.com/support.
And finally, On Hold Marketing shouldn’t be scary, and it’s not complicated, but it has the power to reap big rewards. So we give you a bonus tip, and that is simply – Just Do It.
What’s your experience of On Hold Marketing? What tips would you care to share with our other customers?