Internet Marketing Strategy for Telecom ProvidersPresentation Transcript
Your customers & prospects are on the Internet!
73% of Americans use the Internet
89% of 18 to 24 year olds
Gaming and communicating with friends
80% to 89% of 25 to 49 year olds
Information research and buying products
Generation X leads all age groups in product purchases online: 80%
71% to 78% of 50 to 59 year olds
55% of 60 to 69 year olds
45% of 70 to 75 year olds
74% of 64+ use e-mail vs. 73% of teens who use e-mail
Your most valuable customers are using search engines, researching products and services & using e-mail:
Social networks and blogs
are now the 4 th most popular
More popular than personal
Member communities are
visited by 67% of the global
They are also social networking:
The new rules of marketing:
Traditional media = Interruption marketing
TV ads, direct mail, billboards
New media = Reach interested customers at the point of consumption
If customers are looking and you aren’t there, you miss out on sales opportunities
You are your web site
It is the main source of customer and prospect communication about your company
It can tell compelling stories, educate, engage customers in conversation and entertain them
It should provide detailed information and resources
It defines your brand, corporate personality, level of professionalism, credibility and expertise
It drives sales, increases revenue and builds and strengthens customer relationships
Your web site can determine whether people want to do business with you
Attributes of good web sites
Web sites of the past are:
One size fits all
Web sites of today should:
Be built around customer and prospect needs
Provide the information and messages your customers want to hear
Engage customers and create community
Good web sites start with the buyer
What different audiences are coming to your site?
You probably provide different services to different geographies
Who are they and what are their problems?
Create buyer personas and build your site around it
Angry Alltel customer looking for better local coverage and support?
Existing Baby Boomer customer with a thirst for technology?
Rural customers who are fed up with dial-up?
Blue collar families trying to cut costs?
Businesses looking for a less expensive communication solution?
What are their motivations?
What content will make them buy?
The benefits of using a blog platform for your web site design
A blog platform is nothing more than a content management system that allows you to add and change content easily without understanding code or web design
Blog architecture has built in tools and functionality, which are perfect for small businesses
There are 4 main blogging platforms:
You can apply one of thousands of pre-made template designs and you’re ready to go
Two examples of stock blog layouts:
Fidelity Communications web site:
MTC’s web site:
You can change the layout
without changing the content
You can add and change the
design, content and pages at will
Easily embed video, and audio
Easily embed other RSS feeds
Can include and rotate ads
They encourage social networking
Comments allowed after every post
“ Share this” buttons allow people to e-mail or submit to Digg, Delicious, etc.
Can embed your Twitter feed and a link to your Facebook page
Benefits of blog sites (i.e. How do I love thee? Let me count the ways)
Benefits of blog sites, cont.
They encourage customer contact and create relationships
You can easily include surveys & polls
Customers and prospects
can get web site updates via
RSS or e-mail
There are hundreds of contact
They help you get to the top
of search engines
Search engine optimization (SEO) is built into the code
They are measurable
Google analytics can show you how your site is being used
You can see how people are getting to your site and what they are searching for
Google analytics: the greatest web invention ever created
Don’t forget your URL…
Your web address is very important
It should make sense for ALL customers and prospects
www.LRMutual.com to www.MTC4Me.com
It should support your brand
It should be easy to remember
Factor in “guess and go” if possible
It should look good written
It should be short
Use .com if at all possible
What is SEO and how does it work?
Search engines like Google, Yahoo, Bing, AOL and Ask have “spiders” that crawl web sites for content so when people search for things, they get relevant information about exactly what they’re looking for
They search your domain name and description, the content of your site, keywords and meta tags and title tags
If you don’t have the words people are searching for on your web site, they won’t find you!
Why should you care about SEO?
Prospects are searching for your stuff!
Cellular service, wireless broadband, conference calling, back-up and recovery services, security systems, phone systems
You can help customers who aren’t taking all your services find you
You can help new customers moving into your area find you
You can help customers outside your traditional service area find you
Search engine results are all about content
Think like your customers and prospects
What terms are they searching for?
No acronyms like IPTV, FTTH, broadband
Write for your audience not for you
Example of content that will not get indexed in search engines (or mean anything to a prospective customer):
X has a proven methodology to connect People, Process and Technology to help your organization realize the true benefits of Unified Communications. The answer is never a single product but rather the seamless integration of existing and new capabilities. Our processes will help you navigate from proof of concept to design to deployment to support of your strategies.
Unified messaging solutions
SIP based integrations
Presence enabled business processes and workflow
Don’t leave the job of content generation to your web developer!
8 key tips to get to the top of search engines
1. Make sure your title and description include good
key words and your location(s)
This is what shows up in Google:
2. Create “Meta key words” and make sure they are in your source code
10 to 15 words or phrases
Right click on your web site and click “source code” and then scan for “<meta keywords= to see what you have
Wordtracker.com is a good keyword suggestion tool
Wordpress’s SEO plugin:
3. Your title tag is important
This is what shows up in the
blue bar of each page
Use good search terms and your location on
4. Sprinkle key words throughout
Words that people are searching for. Think like a stranger who is searching for your company’s info
5. Update and add content often
Blogs provide more content and updated content
Search engines love sites with updated content
6. Use links to other sites, and get other sites to link to you
The more popular the linking site, the more popular you are
Go to www.linkpopularity.com
7. Create a “Google compliant” site map
Wordpress can do this automatically
8. Submit your URL to all the major search engines
Search Engine Marketing (Paid ads)
Shows your ad when someone searches for your key words
The narrower your key words the more likely you’ll get a truly interested lead
Phone systems vs. Business phone systems Point Clear Alabama
How do Google ads work?
Google ad tips
Type in your key words, see which ads come up, and then write a better ad
Landing pages are CRUCIAL
Send interested prospects directly to the right content
Get a book like AdWords for Dummies before you get started