Resources

In 2025, local businesses are connecting with their communities more than ever, and every interaction influences customer loyalty and engagement. One of the most powerful yet underused tools for this purpose is on hold marketing. It provides an opportunity to communicate with callers in a thoughtful, professional, and brand-reinforcing manner. With phone calls remaining a primary point of contact for many local businesses, an optimized on hold experience can encourage engagement, highlight services, and leave a memorable impression.

Understanding On Hold Marketing

On-hold marketing makes every second of a caller’s wait count. Using professional voice messages, music, and branding elements, businesses turn idle hold time into meaningful communication that reflects their identity and values.

Calls are especially valuable for local businesses, where trust and service quality influence decisions. Typical hold times of 45 to 90 seconds allow businesses to:

• Share hours, locations, and offerings
• Explain services and products
• Highlight promotions or seasonal programs
• Build a sense of reliability and professionalism

With mobile search activity increasing, including “near me” queries, more new customers are calling. Professional on-hold marketing ensures callers receive a positive, informative experience that strengthens engagement and drives loyalty.

Key Components of Effective On Hold Marketing

A thoughtful on hold marketing strategy integrates multiple elements to create a professional and engaging phone experience. Each component plays a specific role in communicating value and strengthening the brand.

Professional Voice Recordings

The voice delivering the message shapes the caller’s perception. A carefully selected professional voice can match the brand personality, convey trustworthiness, and resonate with the local community. For Canadian businesses, local accents and friendly tones foster a sense of connection. Professional recordings ensure clear articulation, consistent pacing, and polished presentation.

Custom On Hold Messages

Messages should reflect the unique strengths of the business and provide useful information to the caller. Examples include:

• Promoting the top services or products.
• Sharing current promotions, seasonal updates, or new offerings.
• Highlighting frequently asked questions and useful tips.
• Introducing staff or showcasing community involvement.

By tailoring content, businesses can guide the caller’s attention toward meaningful interactions and offerings, helping them feel informed and valued.

Licensed Background Music

Music creates an emotional connection and complements the spoken messages. Selecting licensed music that aligns with the brand’s identity avoids copyright concerns and ensures a polished audio experience. Proper audio mixing balances music and messaging, ensuring clarity without overpowering the voice recordings.

Telephone Messaging Systems

Modern telephone systems allow seamless integration of on hold marketing content. Whether using VoIP or traditional phone lines, the system should enable easy updates, automated greetings, and smooth transitions. Scalable systems accommodate business growth, multiple locations, or seasonal campaigns, supporting consistent customer engagement.

Strategic Message Structure

Messages are most effective when concise, clear, and structured. Segments of 30–60 seconds work well, allowing rotation of content without overwhelming callers. Each segment should conclude with an actionable step, whether visiting a website, booking an appointment, or exploring a promotion. This approach reinforces engagement while maintaining professionalism.

Step-by-Step Implementation Framework

A well-structured roadmap ensures effective on hold marketing implementation. Following a timeline helps local businesses optimize the caller experience while keeping operations efficient.

Phase 1: Audit Your Current Phone Experience (Week 1)

• Conduct test calls to experience the current hold environment firsthand.
• Document audio quality, hold duration, and message clarity.
• Identify opportunities to enhance caller engagement.
• Gather staff feedback to understand common inquiries or suggestions.

Phase 2: Define Your Messaging Strategy (Week 1–2)

• List core services, products, and features to highlight.
• Identify information that enhances customer convenience, such as hours, locations, and online booking options.
• Determine the tone of communication that aligns with the brand and community.
• Compile content for seasonal promotions, loyalty programs, and educational tips.

Phase 3: Partner with a Professional Service (Week 2)

• Work with a dedicated on hold marketing provider such as On-Hold Marketing Inc. to craft and deliver professional content.
• Select voice talent and background music reflecting the business identity.
• Confirm compatibility with the existing phone system.
• Establish a schedule for regular updates and message reviews.

Phase 4: Content Development (Week 2–3)

• Collaborate to create message scripts emphasizing clarity, relevance, and engagement.
• Review and approve professional recordings for tone, pronunciation, and pacing.
• Finalize music tracks and audio mixing to create a polished listening experience.
• Test for consistency and adjust to optimize the caller’s experience.

Phase 5: Implementation and Testing (Week 3–4)

• Install the system and perform internal tests for clarity, volume, and transitions.
• Verify compatibility with call transfer processes, automated attendants, and voicemail systems.
• Ensure staff understands how to manage and update content.
• Conduct pilot calls to assess the overall experience and make minor adjustments.

Phase 6: Launch and Monitor (Ongoing)

• Activate the on hold marketing system for all incoming calls.
• Collect feedback from callers and staff to refine content.
• Monitor call metrics, such as inquiries about highlighted services.
• Schedule quarterly updates to reflect seasonal changes, new promotions, and community events.

Crafting Compelling On Hold Content

Content should be informative, engaging, and aligned with the business identity. A mix of essential information, value-add content, and promotional messages works well for local businesses.

Essential Messages

• Operating hours and holiday schedules.
• Location details and directions for multiple branches.
• Online booking, website links, and social media presence.
• Current promotions or seasonal campaigns.

Value-Add Content

• Tips and insights related to services or products.
• Introductions to staff members and their credentials.
• Community involvement and event participation.
• Guidance to prepare customers for upcoming services or appointments.

Strategic Promotions

• Highlight services that may be less known but valuable to customers.
• Present bundled service options or package deals.
• Communicate loyalty programs and referral opportunities.
• Share upcoming workshops, events, or seasonal offerings.

Messages written in clear, concise language help callers quickly understand the value being communicated. Including local landmarks, neighborhoods, or mobile-friendly links increases relatability and convenience for the audience.

Measuring Success and ROI

Measuring engagement and return on investment supports continuous improvement and ensures business objectives are met.

• Monitor call abandonment rates and customer engagement.
• Track inquiries resulting from on hold marketing messages.
• Evaluate website traffic or online bookings generated through phone mentions.
• Assess staff time saved answering frequently asked questions.

Cost efficiency is a strong advantage for local businesses. Monthly service fees generally range from $30–$100, while even a small increase in customer engagement can produce measurable revenue growth. Regular evaluation of content, seasonal updates, and A/B testing refine the system for ongoing effectiveness.

Common Mistakes Local Businesses Can Avoid

Several common issues can be avoided to maximize impact and engagement:

• Music licensing: Licensed music ensures legal compliance and maintains professionalism.
• Content updates: Regularly refreshed messaging keeps information accurate and relevant.
• Message clarity: Focused content highlighting key services maintains caller interest.
• Audio quality: High-quality recordings strengthen brand perception.
• Clear calls-to-action: Each segment should guide callers toward a meaningful step.

A careful approach to these details ensures a polished and engaging phone experience that supports customer retention.

On Hold Marketing in 2025

As phone calls remain a vital part of customer engagement, on-hold marketing gives local businesses a chance to strengthen brand presence and communication. Well-designed, professional audio content informs callers, highlights services, and ensures a memorable experience at every interaction.

Partnering with On-Hold Marketing Inc. provides access to voice talent, technical support, and expert guidance. Regular reviews, seasonal updates, and refinements based on feedback create an engaging and highly effective on-hold marketing system.

Each caller becomes an opportunity to educate, delight, and retain. Implementing this strategy in 2025 helps businesses meet growing customer expectations, support staff efficiency, and remain competitive in the Canadian market.

With professional voice recordings, licensed music, and consistent monitoring, on-hold marketing transforms wait time into an integrated part of the customer journey, strengthening both reputation and community relationships.