Answering Service Marketing


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This presentation by Aaron S. Robertson of Spectrum Communications, a Milwaukee answering service and call center, is designed for firms in the answering service and call center industry looking for ways to better promote and market themselves online.

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Answering Service Marketing

  1. 1. By Aaron S. Robertson of Spectrum Communications This information provided by Spectrum Communication Services Inc. Visit us on the Web at:
  2. 2.  Demonstrates how to make effective use of the Internet for increased leads and, ultimately, sales!  Ideal for smaller to medium-sized answering service firms without a large marketing budget or Web presence (yet!)  Covers topics like blogging, social media, keywords, copywriting, press release distribution, and search engine optimization
  3. 3.  A Milwaukee, Wisconsin-area answering service and call center operating 24/7/365  Founded in 1983 by Roy and Mari Osmon  Approx. 40 full- and part-time staff  Named a Future 50 company by the Milwaukee Journal Sentinel
  4. 4.  Numerous awards received over the years by the Association of TeleServices International (ATSI)  Recognized by the Better Business Bureau (BBB) for its strong commitment to ethics  Active industry involvement: Staff members that hold or have held officer or board positions in various professional organizations
  5. 5. Spectrum Communications 125 N. Executive Drive, Suite 300 Brookfield, WI 53005 262.821.5100 (Local) 800.701.3559 (Toll Free) 262.821.1492 (Fax)
  6. 6.  Freelance journalist and writer, online marketing professional  Strong customer service background  With Spectrum since July 2012  Assists with both incoming calls and the firm’s online marketing efforts
  7. 7.  Recently earned his master’s degree in management; final project was on Spectrum and the broader industry  Check out his profile at:  E-mail him at:
  8. 8. On your Web site and anywhere else on the Web where you place information about your business, it is imperative that you include geographic terms about your firm every so often. For example, don’t just always write “answering service” or “call center”. Too generic. Your Web presence will get lost in the shuffle. State that you’re a “Milwaukee answering service” or “Milwaukee call center”. State that you’re a “Wisconsin answering service” or “Wisconsin call center”. Of course, tailor those examples to your own city and state! Very important for search engines to better identify and catalog you.
  9. 9.  answering service  call center  lead generation  24 hour phone service  remote receptionist service  answering message service  b2b call center Use geographic terms in conjunction with these keywords!
  10. 10.  A quick, easy, and effective way to boost search engine results, hence…  More FREE and TARGETED traffic!  Establishes yourself/your firm as an expert in the field and as a thought leader  Keeps your company’s name at the forefront and visitors returning to your site
  11. 11.  Write as often as possible, but at least once per week minimum is most ideal  Engage your readers – you want a conversation and a sense of community  Perfectly okay to incorporate humor where appropriate  Perfectly okay to write in a more informal, casual style  Make use of keywords whenever possible, in your content, in the titles of your blog posts, and even in the file names of the visuals and documents you upload
  12. 12.  Your take on news items or editorials pertaining to the answering service industry  Raw, original data and analysis on a study or survey your firm conducted  Interviews with, or spotlights on, members of your management team or operator staff
  13. 13.  Spotlights on your clients, with their permission, of course  Objective, expert advice on various business topics  Case studies  News and happenings in your community
  14. 14.  Photos  Videos  PowerPoint slides  Charts and graphs  Screenshots  Audio
  15. 15.  As with blogging: A quick, easy, and effective way to boost search engine results  Hence…  More FREE and TARGETED traffic!  Helps create links to your Web site and build valuable keywords  Keeps you in front of people
  16. 16.  Staff promotions  Industry recognition (ATSI award, etc.)  Key anniversary  New service offering  A significant sponsorship or charitable donation  Achieving a sales milestone  A noteworthy contract that was secured
  17. 17.  Keep it short and to the point  Relevant and meaningful content – avoid sales fluff  Most important information closer to the top  Include a lot of contact information  Seek out and develop relationships with local reporters, freelance journalists, and bloggers  Take advantage of online distribution sites…
  18. 18.     Any local or regional news or press release Web sites or blogs that accept submitted items  Of course, be sure to utilize strong keywords and phrases to boost your search engine rankings!
  19. 19.  Don’t be overtly sales-y  Share useful tips, articles, photos, videos, & other resources  Demonstrate your expertise in a subject  It’s okay to have fun once in a while!  Share a light, appropriate joke  Post a funny yet appropriate video from time to time  Engage your audience by:  Asking questions  Answering questions / replying to your fans  Holding occasional contests  You have to be passionate!
  20. 20.  Think of using social media this way:  You’re now a media company  People are coming to your page for news, videos, articles, links, blog posts, photos, and other content  They’re coming to your site to engage in meaningful conversation and debate  Perhaps yours is the very first site someone sees a news article or other content on before they see it on a major mainstream news Web site!  All the while, they’re seeing your company name – your brand  They remember you for it
  21. 21.  Paid search results (pay per click, or PPC) do serve a purpose  But your goal should always be achieving organic results  Organic search results = free  Organic search results = permanent
  22. 22.  Organic results derived from many sources:  Your main Web site  Profiles (social media pages, business directories)  Blog posts  Press releases  Articles  Videos and Photos  Online news stories  Etc.
  23. 23.  PPC is great for building immediate lead generation and overall traffic  Again, it serves a purpose  But once you stop paying for the ads, they’re gone!
  24. 24.  Develop and utilize strong, relevant keywords  Make sure keywords contain geographical terms to help search engines better find you!  Blog  Utilize social media  Make use of press release distribution sites  Focus on long-term, organic SEO  Watch more leads come in!