Google "On Hold Marketing" or "On Hold Messaging" and you’ll find no shortage of providers.

However, you might notice that each provider’s website includes much of the exact same information on the whys of On Hold Marketing.

Dig a little deeper into these sites and you’ll likely notice there are a considerable amount of other similarities as well. Advances in audio recording and production technology allow anyone with a laptop and the right software to create a mix of music and messaging, crowding the field with lots of audio engineers and very few marketers.

Understanding why you need On Hold Marketing is just the tip of the iceberg. If you aim to do anything more than simply let your callers know you didn’t hang up on them, the hows of On Hold Marketing make all the difference.

As with digital, broadcast, and all other marketing channels, your On Hold Marketing content should consistently and accurately reflect your organization’s brand identity.

Importance of Program DesignWhen designing an On Hold Marketing program, consider the following.

1) Your audience. Who’s calling? Why? What is their caller experience like? Even a limited understanding of this data will help you flesh out choices for tone, voice talent, music, and production length.

2) Your goals. Are you trying to reduce call abandonment? Build awareness of ancillary products or services? Want to create a totally unique customer experience? Promote events or other time-sensitive information? Answers to these questions will help you map out content focus, frequency of changes, and whether content will vary among different locations.

3) Your marketing calendar and program ownership. What role can On Hold Marketing play alongside other channels in any given campaigns? Who at your organization has responsibility for content? Who is responsible for ensuring your content is telecasting correctly (and on schedule)? Having a clear roadmap for those aspects of your program will reduce the likelihood of any hurdles to execution.

You can miss out on an opportunity to make valuable impressions by giving less consideration to On Hold Marketing program design than you would the planning of your digital or broadcast marketing. In fact, I’ve started spirited conversations by asserting that impressions made with On Hold Marketing are more important than those made with traditional outbound marketing. (More on that to come.)

If you’d like a comprehensive playbook on how to design the right On Hold Marketing program for your organization, click here to get a free copy of THE On Hold Marketing Guide.