In part one of this two-part blog I told you a little about the extensive (and affordable!) “music-on-hold” equipment options available to businesses of all sizes. In part two, let’s cover a few important basics about crafting your own custom “on-hold” message.
Technology options aside, here are a few thoughts on the most important part of your “on-hold” system—the message. I’m sure you already know this, but remember… content is king. It’s critical that you craft an informative, benefit-driven marketing message for your “on-hold” audio. Each one should be about 10 to 30 seconds long and mention the benefits/solutions your business provides.
Listen to a good example of a custom on-hold message.
An often overlooked opportunity to promote your business is sitting right in front of you on your desk. It’s your telephone. I’m not talking about how you use your phone to reach or greet your customers, but rather how you use it to market to potential customers who are calling you.
What do your customers hear when they’re put on hold?
Neither you nor your prospects get anything of value when your customers are left listening to music. And having them listen to a radio station isn’t much better, because chances are they’re not hearing music, just commercials. Worse still, they could end up hearing a commercial for a competitor!
The best way to find out what type of online marketing works best for you is to do some testing of your current marketing efforts. The goal is to identify the methods you’re using now, rate their effectiveness, and based on what you discover, consider new combinations to increase your online sales.
Be aware that the actual marketing methods by themselves are only part of the process. As I say all the time: your “delivery method” and “target audience” are only part of the equation—you still must have a compelling message.
I’ve used the tools I’m about to share with you to help organizations in many different industries around the world achieve amazing improvements in their marketing results. You may be familiar with some of these techniques, but after reading this blog, I hope you’ll have a new appreciation for them as they apply to your marketing strategies!
What if I told you there was an easy way to dramatically help you increase your sales without spending a dime… you’d be interested, right? Of course. And better yet, what if it was easy to implement?
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An often overlooked opportunity to promote your business is sitting right in front of you on your desk. It’s your telephone. I’m not talking about how you use your phone to reach or greet your customers, but rather how you use it to market to potential customers who are calling you.