Creating an On Hold Marketing Plan for the Year

If your phone system includes on hold messaging, you already have a powerful communication tool at your fingertips. Every time a caller is placed on hold, you have a direct line to share valuable information, promote services, and reinforce your brand’s image. It’s not just about filling silence; it’s about turning waiting time into an opportunity.

However, to make it work for you, you need more than a few generic messages. You need a strategy. A well-planned, year-round on hold marketing approach ensures your messages stay current, engaging, and purposeful. Instead of repeating the same information for months, you can use this space to highlight seasonal promotions, announce new offerings, or communicate important updates that matter to your customers.

A clear plan keeps your on hold content aligned with your business goals, whether that’s increasing sales, improving customer experience, or simply sounding more professional. When done right, your on hold messaging becomes part of your overall marketing rhythm, working alongside your social media, website, and in-store efforts to tell a consistent, confident brand story.

Why Plan Your On Hold Marketing | Creating an On Hold Marketing Plan for the Year

Your callers are a captive audience and often, they’re your best leads. Having a content plan means you can:

• Promote seasonal services or products
• Share updates about your hours, policies, or staff
• Reinforce your brand’s personality and tone
• Keep your business sounding current and professional

On hold time is valuable space that too many businesses overlook. Instead of letting the same message play all year, use those moments to inform, educate, and connect. Regularly updating your on hold content shows customers that your business is active and attentive. It also creates an opportunity to guide callers toward services or promotions they might not have known about.

When done thoughtfully, on hold marketing becomes more than background noise. It becomes a natural part of your customer experience that strengthens your brand, keeps your callers engaged, and helps your business grow.

Step 1: Map Out the Year | Creating an On Hold Marketing Plan for the Year

A little planning goes a long way. When you take time to map out your on hold content for the year, it keeps your messaging relevant and gives you clear direction for when updates are needed. Think of it like a seasonal marketing calendar that lives inside your phone system.

Start by breaking the year into simple quarterly themes. This helps you stay organized and ensures your messages align with what your customers care about most during each season.

• Q1 January to March: Focus on a fresh start. Highlight new year promotions, service reminders, and anything that helps customers reset or prepare for the year ahead. It’s also a great time to mention tax season or winter maintenance tips.
• Q2 April to June: Spring brings energy and change. Use this time to talk about seasonal services, spring cleaning, or outdoor prep. You can also tie in holidays like Easter or Mother’s Day to add a personal touch.
• Q3 July to September: The mid-year period is perfect for updates and reminders. Back-to-school or travel season promotions fit well here, along with messages that help customers get ready for fall.
• Q4 October to December: Wrap up the year with gratitude and celebration. Share holiday greetings, promote year-end sales, and thank your clients for their support. This is also a good time to remind them of upcoming changes for the new year.

Planning your content this way gives structure to your updates, ensures your business always sounds timely, and makes it easier to stay consistent with your overall marketing efforts.

Step 2: Set Goals for Each Quarter

Before you record or schedule anything, take a moment to think about what you want to achieve during each quarter. Setting clear goals helps you craft messages with purpose rather than just filling time. Maybe you want to increase awareness about a new service, highlight a promotion, or remind customers about seasonal maintenance. Your on hold message can act as a mini marketing push that keeps your brand top of mind even when customers are waiting.

Each quarter, choose one main focus that ties into your overall business objectives. For example, if spring is a busy season for repairs or renewals, use your on hold message to remind callers about booking early. If fall is quieter, focus on loyalty, thank-yous, or educational tips that reinforce your expertise.

Step 3: Schedule Regular Updates

It’s easy to forget about your on hold content once it’s live, but consistency is key. Schedule reminders to review and refresh your messages at least four times a year. Keeping it on the same schedule as your marketing calendar makes it easier to stay on track. If we do your on hold marketing, we will reach out to you every couple of months reminding you to review your scripts.

When you plan updates, think beyond your phone system. Align your on hold content with your social media posts, seasonal campaigns, and in-store promotions so customers hear a consistent story across every touchpoint. That repetition helps strengthen your message and your brand identity.

Step 4: Keep It Short and Engaging

Your callers don’t need a full commercial — they just need enough to stay interested and informed. Keep your messages short, conversational, and to the point. A friendly, natural tone works best. Avoid too much jargon and focus on what matters most to your customers.

Adding the right background music can also make a big difference. It helps fill the silence and creates a relaxed, professional atmosphere. Choose music that fits your brand style, whether that’s calm and polished or bright and energetic.

Step 5: Track and Adjust

Once your new messages are live, track how they perform. Ask new customers how they heard about your promotion, or pay attention to sales that line up with what you mentioned in your on hold message.

These small insights can help you understand what resonates with callers and what needs tweaking. Over time, you’ll see patterns in what types of messages get the best response, allowing you to fine-tune your approach and keep improving with every update.

A well-structured on hold marketing plan keeps your brand voice consistent and your content relevant all year round. It ensures that every time someone calls your business, they hear messaging that reflects who you are today, not who you were months ago. When your audio content evolves alongside your promotions, services, and seasons, it shows that your business is active, thoughtful, and professional.

Whether you are running a small local shop or managing multiple locations across different regions, this proactive approach helps you stay connected to your customers in a meaningful way. It keeps your communication fresh, reinforces brand trust, and reminds callers that you care about their experience at every step.

When you make on hold marketing part of your regular strategy, you are not just filling silence. You are using every call as an opportunity to build connection, strengthen loyalty, and make a lasting impression.

Ready to get started?

Let’s make your phone system work harder for you. Keep your callers engaged, informed, and connected with custom on hold messaging that reflects your brand.

📞 Contact COHM today to plan your yearly on hold marketing schedule and keep your business sounding fresh all year long.

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