How often should you update the messages your callers hear On-Hold?
One of the most frequently asked questions we hear is “how often should I change my On-Hold message?” Ultimately, the value of your On-Hold message is measured by the value it brings to your callers. Are your messages relevant?
Do your messages truly relate to what people want in today’s ever-changing world? Or is it passé? Do the benefits you pushed back then still work with what people seek for solutions now? Are you tuned into what turns your customers on?
A great message that has outlived its relevance to customers is no longer a great message. The same message that worked 6 or 8 months ago is not the same message that can work today. You can give sales a boost by keeping content fresh so people do not lose interest.
Here are the factors that should go into that decision;
Tie it into other marketing strategies:
Your new print ad was just published. You’re crossing your fingers, and hoping your dollars were well spent and now the phone rings. What your caller hears while their On-Hold can have a huge impact on reinforcing the advertising you do, or sounding disconnected from other marketing efforts. Should you change your On-Hold message whenever you change your ad or publish a new one? If you don’t, you’re not serving your customers well.
You’ve just completed your newly redesigned website with lots of features and functionality. Are you going to hope that you customers and prospects randomly visit your new website to learn about its changes and how it is more useful for them? If so, you may be waiting a long time. If you make changes to your website tell your callers about it and encourage them to visit your website.
Is your business seasonal?
Let’s say you’re a retail appliance store that also sells outdoor grills. Why would you possibly advertise outdoor grills during the winter season? If you business experiences seasonal products or services you should be promoting those products or services during the peak of that particular season, and not when your caller isn’t in the market.
You’re gearing up to exhibit at a trade show, you’ve got your checklist complete including your flyers, hand-outs, business cards, banner, displays etc. Why not let your customers and prospects know that you’ll be exhibiting at this trade show, give out your booth number, announce show specials or new product introductions that you’ll displaying at this trade show.
Are you having a Grand Opening, Special Sale or event? These are also announcements you should be telling your callers about while they’re on hold.
So how often should you update your On-Hold message? The answer. As often as it takes to stay with the times and stay connected with your callers. As with most marketing, it’s easy for your on hold message to run it’s course, so the key is to keep content fresh, compelling and timely.