Considerations When Crafting Voice Broadcast Messages

Businesses using voice broadcasting to develop leads must have pre-recorded messages that must have low production cost. The message should be compact and delivered in 45 seconds or less. This is where common mistakes are made which can be expensive for the business.

Do not start the message with the company name and details of company. This will be useless especially if the prospect does not know what or who your company is and is obviously not interested in the company details. The tendency is for the prospect to put the phone down in the initial seconds of the call which will drive up costs and generate no revenue. Consequently, your message should be short and speak directly to the product or service benefit to get the client’s attention. Mention the company name right before the call to action or within the call to action text.

Focus on product or service benefits to catch attention. Prospective clients are interested on what the product or service can do for them. The message should target a need especially on “problem” areas. The product or service message should tell the prospects that your product can solve their problem. Messages that highlight benefits are more interesting to prospects and most effective to your bottom line.

Due to the limited time for voice broadcast message, discussing features may take much time. If a prospect is interested in details, then the call to action should lead him or her to the website or press the “1” key and talk to a live representative.

Mention a qualifying statement in the message. There are companies that have set-up fees and other charges that go along with the product or services. When creating a message, include qualifiers or else time and money is wasted when an unqualified prospect continues through your sales process. Many prospects do not continue with the transaction when they hear about set-up fees and charges. An example of this is “After a $250 set-up cost, the product can be availed for only $99.” Though people might be turned off by the message those who will get the product know what is required. The quality of leads from the voice broadcast will be higher due to the presence of this qualifier.

Emphasize the call to action at the end of the message. A most important point of the message is the call to action at the end. This should be clear so the interested prospect can make the follow up action. Whether it is a web site URL, a telephone number or a key to press, the prospect should be able to take action with the least amount of effort.

As companies develop the voice broadcast campaign it is important to consider the points cited to avoid mistakes. The message should be short and complete to maximize your sales conversions.

Ways To Determine If Voice Broadcasting Is Profitable

The mindset of many marketers when doing a voice broadcasting campaign is the expectation that majority of calls will become good prospects. This may over-optimistic, as in reality only a minority of leads are quality ones. However, with a well thought approach and an established business metrics, voice broadcasting can be profitable, particularly because of the low cost to generate such leads.

Let us look at some business metrics. Successful campaigns for messages delivered to live-answered phone calls, where the caller presses 1 to reach the company, is only a 15%-25% “long call rate.” Long call rate is a call where both parties stay on the line for 1 ½ minutes. Not all long calls result in good leads. It has been noted that only ½ of long calls turn to be good leads.

An established business metric should be studied before making a voice broadcast campaign. Going back to the example above, if an effective long call would cost $25, and only 50% are good leads and only 25% get to sales conversion then the cost of a sale is $200. If profit for such sale is $350 then the business owner is going to have an effective voice broadcasting campaign.

Companies wanting to do voice broadcasting should consider the mode of the campaign. Most industries have a response rate for live delivery between 0.6% to 1.0%. This means that for every 1000 calls only 10 would result in a live lead.

For a voicemail campaign, the numbers will be much lower. This type of campaign requires a good message that will make the recipient interested to note callback number or the website URL. Live messages are more efficient because what the recipient has to do is press “1” and talk to a live person. Though answer voicemail campaigns are harder to track, it is estimated that 25-33% is the call back ratio for this type of campaign.

For voice broadcasting to be used as a lead generation system, the message is crucial as well as the call list. But before anything else, basic business metrics should be studied first during the planning phase of the campaign.

The Power of Voice Broadcasting

One of the most under-utilized lead generation technique is voice broadcasting. It is an exceptional technology in its reach its cost efficiency as well, which can add a whole new revenue stream to your business. The most important key in this method is the design of the message. Considerable thought should be given to this.

In order to grasp the power of voice broadcasting, it is important to understand what it is all about. A voice broadcast is a recorded voice message that is delivered to customer leads. Delivery of the message can be done “live” on the phone or through answering service, voice mail or an answering machine. The message can also be delivered through mobile phones and test messaging. There are voice broadcasting companies that provide the service from message design to handling the actual calls.

With voice broadcasting, a marketer can also communicate with existing customers offering products and services. Personalization of the messages can also result in building a good relationship both with existing and leads.

Although the voice broadcasting process is simple, it is advisable to use the service of a voice broadcast provider. They have the technical support as well as the experience in messaging and other important components for the technology. Most of these voice broadcast providers also provide lists and data as well.

Creation of the actual message is crucial and this should be designed in a manner that is concise and interesting. Recorded messages should be under 50 seconds to keep the attention of the recipient. At the end of the recorded message should be a call to action which is the purpose of the message. A call to action can be letting the recipient call the phone number, visit a website or both. If a visit to a website is asked then care should be made when registering a domain. The domain name should be easy to remember.

Voice broadcasting can be a powerful took for your business. More sales from existing customers and turning leads to new clients can result from a well designed message. There is no doubt that with properly managed and designed voice broadcast campaigns, your customer acquisition and return on investment will be enhanced.