In the realm of advertising, usually you’re so focused on getting your message “out” that you may overlook your message “within.” Outbound marketing involves sending out mass messages to a broad audience far and wide hoping that it resonates with that needle in the haystack.
Every day, the average consumer is subjected to a number of ads channeled through a variety of sources. Potential customers are targeted via television, radio, internet, mail, magazines, newspapers and more. This approach, known as outbound or interruption marketing, is designed to create interest through intrusion and exposure. Unfortunately, it is becoming less effective as an overstimulated public is becoming more adept at blocking and avoiding unwanted solicitation.
Inbound marketing with on hold messages hones in on your best opportunities.
There are three specific ways Inbound Marketing improves on the efficiency of traditional marketing:
(1) It Costs Less – Outbound marketing means spending money – either by buying ads, buying email lists or renting huge booths at trade shows
(2) Better Targeting – Techniques like cold-calling, mass mail, and email campaigns are notoriously poorly targeted. You’re reaching out to individuals because of one or two attributes in a database. When you do Inbound Marketing, you only approach people who self-qualify themselves.
(3) It’s an Investment, Not an Ongoing Expense – Caller abandonment (hang-ups) costs businesses 60% of potential revenues each year. Can you really afford to lose 60% of potential revenues?
While this buzz word of inbound marketing might seem new, and your first thoughts to inbound marketing might be opt-in email/newsletters, social media or blogs, the fact is on hold marketing is the original form of inbound marketing.
When a caller is placed on hold, they’re captive, and they have demonstrated some level of interest in your offerings. With On hold marketing, you can reach that interested audience through on hold messaging. Your callers have given you permission to inform them, and while waiting on hold the timing is perfect. Make the most of this opportunity! While callers are on hold, you have their undivided attention, so let them know about the variety of products and services that you offer. Increasing awareness at this time can lead to immediate inquiry, as well as additional revenue.
In fact: Jefferson Denneandrus, a research firm, found when callers were presented with On Hold Messaging versus silence or a radio commercial they would stay on hold longer, they were more likely to exhibit interest in the product advertised, and they were more likely to retain information.
The keystones of inbound marketing are content and conversation, which help build customers’ trust and ultimately lead to sales. This is exactly what on hold marketing will do for your business.
Most marketers today spend 90% of their efforts on outbound marketing, and a mere 10% on inbound marketing, and we advocate that those ratios flip. So, contact The Original On hold, Inc and put inbound marketing to work for you!