Besides visual elements, sound is a powerful tool to help your business reach target customers. Voice and music have a huge impact on the emotions and behaviours of consumers. Thus, measurable audio marketing is a smart strategy to help you interact with customers, thereby boosting sales revenue. So how can you make the most advantage of this amazing tool? The following are 7 audio marketing tips for you to effectively profile target customers so you can connect better to them through audio.
Content Optimisation
On-hold messages provide information about products and services to customers in an effort connect and increase their spend. However, do not bombard your customers by conveying a large amount of information. It is important to keep the message content short, concise, and straight to the point. You should also leave pauses between messages to give callers time to understand what they just heard.
For example, if a retail business tried to list every discount and promotion program in their hold-on messages it becomes overkill to the caller. They may be overwhelmed, and not interested in that company anymore. A more effective approach is to list some of the most prominent offers and describe their benefits in detail.
Likewise, an advantage of IVR recordings is answering and resolving customer issues quickly and efficiently. Giving too many options will confuse the caller. Hence, when designing your IVR scripts, you should offer customers a proper amount of choices and present them in a way that is clear and easy to understand.
In addition, the most frequently accessed options should be prioritised in the first place. For example, if more than half of the calls to your business are for technical support needs and only a tiny fraction of those are for other departments, you should prioritise the technical support option first.
Various On-hold Message Scripts and Overhead Music
Customers hate listening to the same message or piece of overhead music over and over again. To help them avoid discomfort and boredom, it is necessary to design various on-hold message scripts as well as choose different types of overhead music.
Additional Support Solution After IVR Recordings
What if the automated voice system can not solve customers’ problems, especially when all agents are busy handling other calls? Will the customer have to leave without receiving support?
The best way to help increase conversion rates and improve customer satisfaction is to add a callback option for customer support at another time. You should not create general content like “Please call back later”, but you should specify when customer service staff will be available, for instance, “Please call back in about 15 minutes”.
Add Ads After IVR Recordings
Customers always want to get their problems resolved as quickly as possible. After offering optimal and user-friendly solutions, you can take advantage of the opportunity to add promotional ads to your business. This is an effective and economical marketing method compared to conventional ads. And remember, do not put ads at the top of IVR recordings, as this only increases the waiting time for solutions, making callers feel uncomfortable.
Update Information Regularly
Whether it is on-hold messages or IVR recordings, updating information is essential.
The real benefit comes from providing present company-relevant content. For most businesses, this valuable information may change monthly, weekly, or even daily. Instead of giving your callers a simple, courtesy message, provide them with useful information about your business at the moment so they can quickly interact with the products and services of your company.
Similarly, you should regularly update your IVR options to adapt to the change in customer needs and behaviors.
Use In-store Music To Create Suitable Atmospheres For Target Customers
Music affects customers’ emotions, leading to an influence on their consumption behavior. You should choose tailored in-store music for your specific target customers to increase the value of your business. The useful background music also helps to create a suitable atmosphere for spaces as well as products and services of your company.
For example, jazz and classical music match a classy atmosphere for luxurious restaurants. Meanwhile, pop and rock music can create a dynamic and playful environment perfect for a clothing store for young people.
Pay Attention To The Tempo And Rhythm Of In-store Music
There is an interesting fact that the tempo and rhythm of background music can affect dwell time and customer spending.
Clare Caldwell and Sally Hibbert from the University of Strathclyde conducted a study on the influence of music tempo on diners’ behavior at a restaurant. They investigated how fast music (94 BPM or more) and slow music (72 BPM or less) affected how long people stayed at an Italian restaurant in an affluent area of Glasgow. As a result, slow music makes diners stay 13.56 minutes longer. The same study found that people who listened to slow tempo music spent £27.26 on their food and drink, while those who listened to faster music spent £22.18 – a difference of £5.08.
It is necessary to understand the importance of analysing proper in-store music for your target audience. At the same time, you should pay attention to the tempo and rhythm of the music in your stores to encourage dwell time and increase spending.
Conclusion
Measurable audio marketing is a wonderful method to optimise your business’ marketing plan. It enables you to easily reach target customers and increase sales revenue at a reasonable cost. We expect the above suggestions will help you implement audio marketing effectively for the best benefit of your business.
If you are seeking professional help with your audio marketing strategies, contact Evolved Sound right now to set up an appointment. Evolved Sound can help you with customer experience, audio marketing, and marketing strategies. That’s our business!