When customers call your business, there’s a high chance they’ll be placed on hold at some point. Whether it’s for a few seconds or a couple of minutes, that time presents a golden opportunity.
Instead of playing generic music or, worse, leaving callers in silence, why not turn those moments into a strategic marketing tool? With the right approach, your on hold messages can reinforce your brand, promote your services, and even increase sales.
Why On Hold Messaging Matters
The average customer spends around 60 seconds on hold during a call. While this may not seem like a long time, it’s enough to make a lasting impression, either positive or negative.
A well-crafted on hold message keeps callers engaged, informs them about your business, and can even reduce frustration. More importantly, it provides a captive audience for your marketing efforts.
Here’s how to transform your on hold messaging into a powerful marketing asset.
1. Keep Callers Engaged with Valuable Information
Instead of bland elevator music, use this opportunity to educate your audience. Share information about your company, such as:
- Your latest promotions or sales
- New products or services
- Business hours or upcoming events
- Customer testimonials and success stories
By offering valuable content, you make the wait time feel shorter while also keeping callers interested in what your business has to offer.
2. Reinforce Your Brand Identity
Your on hold message should reflect your brand’s personality. Whether your tone is professional, friendly, or humorous, ensure it aligns with your company’s overall voice. Use a script that conveys your brand values and choose background music that complements your industry and audience.
For example, a luxury hotel might opt for soothing instrumental music paired with an elegant voiceover, while a trendy fashion retailer might go for upbeat, energetic messaging.
3. Promote Special Offers and Incentives
On hold messaging is a perfect place to highlight exclusive deals and special promotions. If you have a seasonal discount, a loyalty program, or a limited-time offer, let your callers know about it. Consider framing your promotions as a benefit:
“Did you know? As a valued customer, you can enjoy 20% off your next purchase. Ask our team for details when we return!”
This approach encourages callers to take action and engage with your business even before the conversation begins.
4. Answer Frequently Asked Questions
Many customers call with common questions about your products or services. Use your on hold message to provide quick answers to the most frequently asked questions. This not only helps reduce call volume for your team but also improves customer satisfaction.
For instance, a dental clinic could include a message like:
“Need to reschedule your appointment? You can do it online anytime by visiting our website at [yourwebsite.com].”
Providing useful information like this streamlines the customer experience while reinforcing your digital presence.
5. Cross-Sell and Upsell Your Services
Your on hold messaging can be a subtle yet effective way to introduce customers to additional services they might not be aware of. For example:
“If you love our handcrafted coffee, why not try our new premium tea selection? Ask our baristas about it when we’re back on the line!”
By planting the seed for potential purchases, you increase the chances of upselling or cross-selling when the caller speaks to a representative.
6. Incorporate a Call to Action
Every marketing effort should have a clear call to action, and your on hold message is no different. Whether you want callers to visit your website, sign up for a newsletter, or follow your brand on social media, make sure to include a prompt that encourages engagement.
Example:
“Stay up to date with our latest news and exclusive deals! Follow us on Instagram @yourbusinesshandle.”
A simple CTA can turn passive listeners into active participants in your brand’s community.
7. Use a Professional Voiceover
The quality of your on hold message reflects the professionalism of your brand. A poorly recorded, monotone voiceover can make your business seem unpolished. Investing in a professional voiceover with clear diction and the right tone ensures your message is both engaging and credible.
8. Keep It Fresh and Updated
An outdated on hold message can make your business seem stagnant. Regularly update your script to reflect current promotions, new offerings, and changes in business operations. Aim to refresh your messaging every few months to keep it relevant and exciting.
9. Personalize the Experience
Consider customizing your on hold messages based on different call paths. For example, a caller reaching your customer support line may receive helpful troubleshooting tips, while a sales-related call may hear details about the latest products.
10. Measure Its Effectiveness
To maximize your on hold marketing strategy, track its impact. Gather feedback from customers, analyze call duration, and monitor any changes in sales or inquiries that may have resulted from your messaging. If you see an uptick in interest for a certain product or service, you’ll know your message is working.
Final Thoughts
An effective on hold message does more than fill dead air, it serves as a dynamic marketing tool that enhances customer experience, promotes your brand, and drives sales.
By crafting a well-structured, engaging, and informative message, you can turn a routine hold time into a valuable marketing opportunity.
If you’re looking for a professional and engaging hold message for your business, check out Marketing Message to see how custom messaging can make a difference.
