Audio Marketing for Your Business



People prefer not to wait. However, if people have to wait, they’d rather not do so ‘in a vacuum’.

Try to visit a busy dentist’s office and you will see that clients awaiting their turn usually spend

their waiting time reading magazines. In public comfort rooms, people who are waiting in line

usually entertain themselves by reading the ads on the comfort room’s walls and cubicle doors.

It’s the same story at the subway where people waiting for their train kill time by gazing

at the brightly lit, indoor billboards.

You can actually use people’s penchant for diversion to maximize your customer interactions

through the phone. While your callers are waiting to talk to your customer service personnel,

entertain them with your unique audio commercials.

The Opportunity

If you have done your marketing campaign properly, your phones are going to be ringing

off the hook. Due to practical considerations, though, you cannot possibly hire more

than the necessary customer support personnel. Consequently, you cannot always immediately

respond to your customers’ calls.

Studies show that phone-in customers are typically placed on hold. There is usually a time

lag between the time your customer makes the call and the time your staff can address his or

her concern. This time lag can go from 30 seconds to one minute or more. This 30-second delay

represents an opportunity to sell your brand, your products and your services to your callers.

Furthermore, people who are calling you are already interested in your services or products.

In other words, your callers represent the best type of traffic: targeted traffic.

Since your callers are already interested, you have a good shot at converting callers into

customers.

While your potential customers are waiting for a customer service representative to assist

them in their concern, you must make sure that they stay on the line. Instead of entertaining

them with music as some businesses do, why not create an audio marketing piece that is

specifically targeted to promote your brand, reinforce your customers’ decision to patronize

your business and acquaint these customers with your products, services and special promotions?

How to Make Audio Marketing Work

You must procure an audio marketing application from a qualified audio marketing ASP

(application service provider). Your program must be able to ‘recognize’ the caller’s

concern.

This can be done through an automated phone system. Depending on the caller’s responses

to automated questions, the caller’s line will be fed audio commercials that are relevant

to what he or she is calling about.