This is part of a series on crafting a winning on- old marketing strategy.
At On Hold Company, we believe a thoroughly strategic on-hold marketing campaign will include a combination of winning elements, similar to all the pieces in a chess set. The first “piece” that is needed is a commitment to delivering a consistent message at all client touch points.
When consulting with our clients, we encourage them to think deeply about all of their marketing content and mediums. What image are they projecting via their website? What points of emphasis are they making online? How are they using social media like Facebook and Twitter? What do their customers see and hear in TV, radio and print advertising?
There shouldn’t be a major disconnect between what callers see online (or in print) and hear on hold. Rather, there should be continuity among all customer touch points. Yet companies often fail to promote their website and Facebook page effectively and adequately in their on-hold messages. Your on-hold campaign should be an open portal to both.
Without question, your company is making sizable investments of resources into all of these areas. Studies show that businesses spend 94 percent of their advertising budget to make the phone ring, but only 4 percent in effectively handling the call when it rings in.
By incorporating a thoughtful on-hold strategy, you can ensure that your company is delivering a consistent message with every call.