A lot of variables have to be right within voice broadcast marketing campaign to ensure success. The organization in charge of the campaign must correctly identify its target audience. The contact center distributing the voice campagn must abide by all Do Not Call restrictions. The message being sent out has to be meaningful for the intended audience. The contact center has to be accurately staffed to effectively manage the campaign. And, proper follow-up to the campaign must be done.
This list only skims the surface of the critical elements that must be in place in order for a voice campaign to be successful. For a company like CallFire, questions as to the proper management of an effective campaign come often. While this is not a complicated question, the same cannot be said for the answer.
In a recent blog, CallFire decided to answer this question, but only as it pertained to traditional lead generation campaigns. While it is not to be considered professional marketing advice, this information can be very helpful in ensuring that the campaign is not only successful, it is also efficient.
The first tip that CallFire provides is to keep it legal. In that respect, the company advises customers to focus on contacting their own customers, businesses, or resell value-added services. All of these moves are perfectly legal, and stay within the Do Not Call requirements.
When opt-in leads are purchased and used to try and generate sales, the company must research and adhere to local, state, federal and international dialing laws and regulations. In fact, failure to do so can not only cost the company fines and potential shut-down of the campaign, it will also be unable to use CallFire for failure to adhere to dialing laws.
CallFire next advises that the organization keep the message short. When a message is kept between 20 and 30 seconds, a customer is much more likely to listen without frustration. These companies must also keep in mind that most customers have very little patience for automated audio and have a tendency to hang up quickly if they do not like what they hear.
Also important in a successful calling campaign is to provide a clear call to action. This rule is especially important for ‘press-1’ style campaigns. The call to action must be presented early in the message where it can take the form of a question or a directive.
Finally, CallFire recommends that the campaign offer some level of emotion. A monotone reciting of a prepared script with no inflection will have little impact on the customer. He or she has very little time to listen to you, so be sure that you catch their attention with natural emotion.
The tips provided here really just touch the iceberg of the successful voice campaign, but provide insight into key elements that must be mastered before a call can be successfully completed.
Susan J. Campbell is a contributing editor for TMCnet and has also written for eastbiz.com. To read more of Susan’s articles, please visit her columnist page.
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