When's the last time you had a successful cold call? Let's face it: the world has changed. And while we all live on our smartphones, we often do so not through voice calls but FaceTime, text messages, and through our voicemail inboxes. Placing phone calls isn't what it used to be—but it can be if you know how to do it correctly.
That's why we recommend retail uses voicemail messaging marketing. By dialing a customer's phone number and going straight to voicemail, you can use a form of cold calling that still has the magic touch. It doesn't interrupt the listener's day; instead, it fits seamlessly into what they were doing, not interrupting what they were doing but allowing them to place a call back at their convenience.
We call it "ringless voicemail" or leave a voicemail message directly. And while it might not seem like it should have the outsize impact, you'd be surprised at the engagement rates it can generate among your potential customers.
When you call someone, you potentially interrupt their day—and for many customers, this is not the best way to start on the right foot. But in digital marketing, you may still need a way to reach out to someone in a way that communicates a personal touch. How do you do it? You utilize a marketing strategy that offers the best of both worlds: a voice message without interruption.
Enter ringless voicemail. Whether you're launching full-blooded marketing campaigns or simply requesting a follow-up from a customer, ringless voicemail is the smooth, non-intrusive way to enter someone's inbox without disturbing them. Typically, this is great for services like real estate, when an agent is constantly on the phone and needs a seamless way to reach out to people.
But what about retail? Is it beneficial to use recorded messages and leave them in the voicemail inboxes of retail customers? Here are some of the ways you can use ringless voicemail marketing to extend the range of your salespeople.
You might imagine that outbound sales calls are the best way to convince potential prospects to look at your company. But remember that in retail, the rules often feel different. You may want to announce a new promotion or a new sale—and when you do that, you don't want to take someone's time by interrupting their day with a phone call. A voicemail, however, is less intrusive.
Even better, you can avoid the awkwardness of seeing your number on their caller ID. This puts your message into their voicemail inbox with less friction. Rather than allowing them to screen your calls, you pre-screen them. Then, anyone checking their voicemail hears the message among their other friendly messages. As long as you get the script right, that message can leave an impression. You can use it for store promotions, vendor relationships, or to build a better brand with VIP customers.
You can also use this technology to build an entire voicemail campaign. For example, if you have customer phone numbers for a VIP or promotional list, you can create a voicemail campaign that explicitly tailors its offerings to voicemail inboxes. You can create custom scripts that use lead nurturing techniques via voicemail, eventually inviting people to check out promotions, preview new products, or sign up for another marketing asset you have in place.
With that in mind, what's the best way to use voicemail marketing in a way that feels natural? The first step is to focus on the quality of your voicemail. You can use this message or script repeatedly, so it's worth tweaking it and making sure it's right.
Even if you have a significant retail presence, think of yourself as a small business at this point. How would you reach out to people if you wanted to communicate a personal, conversational presence? That's the way to reach out to people via voicemail. When you do, you'll be able to use a voicemail service in a way that feels entirely fresh—and leaves people feeling like they didn't respond to a mass marketing campaign but rather a personal reach-out. The result is a better, more friendly brand—and a new, conversational way to approach the world of retail marketing.