Have you ever called Customer Service at Amazon or another business, only to be bored with the repetitive on-hold music? Knowing what we know about marketing via on-hold messaging, we have no idea why Amazon chooses to ignore the valuable real estate of on-hold messaging. Callers are figuratively—if not literally—tied to the phone while waiting for service, while sometimes too loud, too repetitive, or just plain bad music plays in the background. What a waste of a marketing opportunity!
On-hold messaging is a perfect marketing opportunity via audio content when callers are placed on hold during a phone call. It is designed to engage and inform callers while they wait for a live agent to assist them.
Here Are 5 Reasons To Use On-Hold Marketing:
#1 Customer Engagement
A professionally written and delivered on-hold script keeps callers engaged, reduces the perception of wait time, and makes the hold experience more pleasant.
#2 Information Dissemination
Gives important information to callers about products, services, procedures, and updates, as well as an opportunity to share the surgeon’s credentials.
#3 Brand Reinforcement
Messaging can reflect your business brand through your choices of background music, voice tone, and messaging style.
#4 Call Handling Guidance
Use the message to guide callers to reach specific individuals and/or departments, which reduces the need to wait on hold.
#5 Promotion and Marketing
Don’t be afraid to update your on-hold message with details about special offers, upcoming events, and the name(s) of your social media accounts.
On-hold messaging typically includes a combination of recorded information and background music.
Here Are 4 Helpful Tips To Create An Effective On-Hold Message:
#1 Choose Your Voice Wisely
We strongly recommend that a professional voiceover artist delivers your script because their skill reinforces you as a professional practice, as opposed to having someone in the office record the voiceover. Depending on your type of practice, you may prefer a woman’s voice over that of a man’s voice or vice versa.
#2 The Script’s The Thing
Your on-hold message is a showcase opportunity to shine! Give details about your education, awards and recognition, years in practice, community involvement, any specific areas of expertise, and slip in some recorded testimonials from satisfied patients. Remember to mention your social media sites so callers can follow you online.
#3 Background Music
Your choice of music reflects your brand, so choose wisely. There are dozens of online outlets that offer music clips at a low price, similar to stock photographs. Don’t hesitate to select more than one clip, as you can change them for each new section of information. WARNING: Never let the background music’s volume compete with or drown out the voiceover.
#4 It’s OK to be Long-Winded
Keep in mind that callers will be “dropped in” to the recording wherever it is in rotation. In other words, the recording does not play from the beginning each time there is a new caller on hold. Therefore, you can talk as long as you want, since most callers will—hopefully—not be on hold for very long.
#5 Change It Up
You will want to change up the content every once in a while, especially if you share details about special offers and events, which change regularly.
The Bottom Line
On-hold messaging is a prime marketing opportunity! If you need help writing your on-hold script or recording one, let us know! PUMC is here to help you!