Marketing takes planning. You can't just wake up one morning and say, "Today I am going to do marketing." Every piece of marketing content has a lot of details that take a lot of time to sort out: design, copy, distribution, follow-up, and more. Because there are a lot of nuts and bolts to sort out, marketers often create detailed plans to ensure success. Even with these plans in place, things can fall through the cracks. One of the most frequently ignored marketing opportunities is Message On Hold Marketing. You don't frequently call your own office and get put on hold, so it's easy to forget about hold messages. This, however is a major mistake.
Message On Hold can help bring together marketing strategies, sales opportunities, and customer service initiatives. What's the point of spending money to get people to call when the telephone experience is a turn off? Customers frequently complain about what they hear on hold--it's time to start listening.
How to keep your on hold marketing aligned with other strategies
It's actually not that hard to keep your Message On Hold up to date. As the marketing associate at Holdcom, here's how I work with our team to ensure our content is current:
The editorial calendar. It's important to know what content is getting published, what promotions are being started, and all other date or time-related information is coming up. Many content marketers have an editorial calendar that they use to keep track of everything. It's a great idea. My calendar is color-coded to indicate which content is for each medium: email campaigns, blogs, newsletter articles, and more. Then, I circle each piece that goes in our Message On Hold program. I can send this list to our script consultants, and they put together our program.
Marketing doesn't live in a vacuum, it should be integrated into sales, customer service, and even operations. When different departments give each other feedback about information customers want and need, it's easy to decide what is useful on hold. Collaboration also makes it easier to think of new ideas and understand how everything is working.
The Audit. The only way to know what your callers hear when they're on hold is to call your business and ask to be placed on hold. It's a simple step that will help you understand--and improve--the customer experience.
If you treat your Message On Hold program as a part of--not a part from--your other marketing strategies, it's easy to keep everything related. Having a plan is an important first step, but it's also important to ask staff and customers for feedback. Simulating the customer experience yourself is also an important part of making sure your phone system is working for you.