If you’ve invested in an on-hold messaging service, you undoubtedly recognize the great opportunity it provides you to advertise to a targeted, qualified buyer.
On-hold messages for business inform and entertain callers while providing you with an opportunity to showcase your latest products, services, or specials.
To maximize your investment and make the most out of a captive audience, it is critical that your messages feature timely, fresh content. A stale, outdated message can leave a negative impression of your business.
But how often should you update?
Businesses have different needs and therefore the content of an on-hold message can be more lasting for some than others. For instance, a retail business like an automotive dealership will need to update their content more frequently than a dental office. At any given time there simply aren’t as many changes to the dental industry as there are in the automotive sector.
So, how do you know when it’s time for a change?
1. If it’s been a year or more
Surely numerous clients have called you several times within the last year and subjecting them to the same old content may imply a lack of effort or consideration on your part. Even if there hasn’t been much changing within your business, you should still at least refresh your content with different voices or music.
2. If you’ve had any staff changes
If any former personnel are listed in your on-hold messages, it’s time to update. Providing incorrect information to your callers creates confusion and frustration. This is even more important if you utilize a custom IVR recording with a personnel listing.
3. If you’re a seasonal business
If your products or services change with the seasons, it’s important to refresh your on-hold messaging with the appropriate content. Both retail and service businesses can benefit greatly by advertising seasonal closeout specials or introductory discounts to products or services. For example, a landscaping company should be advertising lawn cutting and maintenance in the spring and summer, and snow removal in the fall/winter months.
4. If you’ve recently undergone a rebranding of your business
A rebrand can involve changes to your target audience and this may involve changes to your public profile. A new voice choice may be of benefit and surely new scripting will need to be written for the launch to ensure your marketing initiatives match across all platforms.
5. Change of service
If you’re adding or removing any of your core services or product offerings, this should be reflected in your on-hold messaging immediately. Misinformation can lead to lost sales opportunities.
6. Caller feedback
Be it negative or positive, if you have received any feedback from your callers you should consider making some changes. If one caller felt compelled to make a comment regarding your on-hold content, there are likely others who have felt the same but chose not to speak up. Your callers are your barometer and should not be ignored.
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By having your on-hold messages match your latest marketing initiatives and product offers, you’re creating brand consistency. This builds a trust with customers and in turn leads to lasting relationships and future sales. And while we’re on the topic of brand consistency, were you aware that we are also an IVR service provider offering custom Auto Attendant & IVR recordings?
