Voice, In Store & On Hold Messaging: Another Form of Inbound Marketing

All of us know the importance of search engine optimization (SEO), social media and blogging on major social and business networks like Facebook, Twitter, LinkedIn and many others. This new media is a groundbreaking approach to marketing. The old way, better known as outbound marketing, intends to “push” the message (i.e. TV and radio advertising). Perhaps for better or worse, it invades our personal space to get the message across. The new way, inbound marketing, intends to “pull” the visitor. That is, by establishing a credible presence through search engine optimization or participating in relevant blogs within a business or social network as being an authority within your field, you can be found and contacted by those interested in you. This “pulling” affect is an effective way of generating leads and sales. Similarly, this inbound marketing approach is applicable to voice, in store and on hold messaging because voice, in store and on hold messaging is another form of inbound marketing. Regardless of how they contact you, through push or pull (inbound) marketing, it’s important to identify this caller or visitor as an inbound experience. And as with any inbound marketing experience, you should use the same inbound strategies as in search engine optimization and social networking. That is, provide information that will help them instead of a promotion that will sell them. Since they’re contacting you on the phone or in your store/office, you already have their attention. There’s no need to make a pitch or attempt to “close the deal” in your voice, in store or on hold messaging. Rather, utilize resourceful messages, which will reinforce your credibility and authority in your industry. This results in better customer retention because your visitor or caller derives a useful experience rather than just another financial transaction.

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