Internet Marketing Strategy for Telecom Providers


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Internet Marketing Strategy for Telecom Providers

  1. 2. Your customers & prospects are on the Internet! <ul><li>73% of Americans use the Internet </li></ul><ul><ul><li>89% of 18 to 24 year olds </li></ul></ul><ul><ul><ul><li>Gaming and communicating with friends </li></ul></ul></ul><ul><ul><li>80% to 89% of 25 to 49 year olds </li></ul></ul><ul><ul><ul><li>Information research and buying products </li></ul></ul></ul><ul><ul><ul><ul><li>Generation X leads all age groups in product purchases online: 80% </li></ul></ul></ul></ul><ul><ul><li>71% to 78% of 50 to 59 year olds </li></ul></ul><ul><ul><li>55% of 60 to 69 year olds </li></ul></ul><ul><ul><li>45% of 70 to 75 year olds </li></ul></ul><ul><ul><ul><li>74% of 64+ use e-mail vs. 73% of teens who use e-mail </li></ul></ul></ul>
  2. 3. Your most valuable customers are using search engines, researching products and services & using e-mail:
  3. 4. <ul><li>Social networks and blogs </li></ul><ul><li>are now the 4 th most popular </li></ul><ul><li>online activity </li></ul><ul><ul><li>More popular than personal </li></ul></ul><ul><li> e-mail </li></ul><ul><li>Member communities are </li></ul><ul><li>visited by 67% of the global </li></ul><ul><li>online population </li></ul>They are also social networking:
  4. 5. The new rules of marketing: <ul><li>Traditional media = Interruption marketing </li></ul><ul><ul><li>TV ads, direct mail, billboards </li></ul></ul><ul><li>New media = Reach interested customers at the point of consumption </li></ul><ul><ul><li>If customers are looking and you aren’t there, you miss out on sales opportunities </li></ul></ul>
  5. 6. You are your web site <ul><li>It is the main source of customer and prospect communication about your company </li></ul><ul><ul><li>It can tell compelling stories, educate, engage customers in conversation and entertain them </li></ul></ul><ul><ul><li>It should provide detailed information and resources </li></ul></ul><ul><li>It defines your brand, corporate personality, level of professionalism, credibility and expertise </li></ul><ul><li>It drives sales, increases revenue and builds and strengthens customer relationships </li></ul><ul><ul><li>Your web site can determine whether people want to do business with you </li></ul></ul>
  6. 7. Attributes of good web sites <ul><li>Web sites of the past are: </li></ul><ul><ul><li>Static </li></ul></ul><ul><ul><li>One size fits all </li></ul></ul><ul><ul><li>Brochure style </li></ul></ul><ul><li>Web sites of today should: </li></ul><ul><ul><li>Be built around customer and prospect needs </li></ul></ul><ul><ul><li>Provide the information and messages your customers want to hear </li></ul></ul><ul><ul><li>Engage customers and create community </li></ul></ul>
  7. 8. Good web sites start with the buyer <ul><li>What different audiences are coming to your site? </li></ul><ul><ul><li>You probably provide different services to different geographies </li></ul></ul><ul><li>Who are they and what are their problems? </li></ul><ul><ul><li>Create buyer personas and build your site around it </li></ul></ul><ul><ul><ul><li>Angry Alltel customer looking for better local coverage and support? </li></ul></ul></ul><ul><ul><ul><li>Existing Baby Boomer customer with a thirst for technology? </li></ul></ul></ul><ul><ul><ul><li>Rural customers who are fed up with dial-up? </li></ul></ul></ul><ul><ul><ul><li>Blue collar families trying to cut costs? </li></ul></ul></ul><ul><ul><ul><li>Businesses looking for a less expensive communication solution? </li></ul></ul></ul><ul><ul><ul><ul><li>What are their motivations? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>What content will make them buy? </li></ul></ul></ul></ul>
  8. 9. The benefits of using a blog platform for your web site design <ul><li>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 </li></ul><ul><ul><li>Blog architecture has built in tools and functionality, which are perfect for small businesses </li></ul></ul><ul><ul><li>There are 4 main blogging platforms: </li></ul></ul><ul><ul><ul><li>**Wordpress** </li></ul></ul></ul><ul><ul><ul><li>Blogger </li></ul></ul></ul><ul><ul><ul><li>Typepad </li></ul></ul></ul><ul><ul><ul><li>Moveable Type </li></ul></ul></ul><ul><ul><li>You can apply one of thousands of pre-made template designs and you’re ready to go </li></ul></ul>
  9. 10. Two examples of stock blog layouts:
  10. 11. Fidelity Communications web site:
  11. 12. MTC’s web site:
  12. 13. <ul><li>Flexibility: </li></ul><ul><ul><li>You can change the layout </li></ul></ul><ul><ul><li>without changing the content </li></ul></ul><ul><ul><li>You can add and change the </li></ul></ul><ul><ul><li>design, content and pages at will </li></ul></ul><ul><ul><ul><li>Easily embed video, and audio </li></ul></ul></ul><ul><ul><ul><li>Easily embed other RSS feeds </li></ul></ul></ul><ul><ul><ul><li>Can include and rotate ads </li></ul></ul></ul><ul><li>They encourage social networking </li></ul><ul><ul><li>Comments allowed after every post </li></ul></ul><ul><ul><li>“ Share this” buttons allow people to e-mail or submit to Digg, Delicious, etc. </li></ul></ul><ul><ul><li>Can embed your Twitter feed and a link to your Facebook page </li></ul></ul>Benefits of blog sites (i.e. How do I love thee? Let me count the ways)
  13. 14. Benefits of blog sites, cont. <ul><li>They encourage customer contact and create relationships </li></ul><ul><ul><li>You can easily include surveys & polls </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>Customers and prospects </li></ul></ul><ul><ul><li>can get web site updates via </li></ul></ul><ul><ul><li>RSS or e-mail </li></ul></ul><ul><ul><li>There are hundreds of contact </li></ul></ul><ul><ul><li>forms </li></ul></ul><ul><li>They help you get to the top </li></ul><ul><li>of search engines </li></ul><ul><ul><li>Search engine optimization (SEO) is built into the code </li></ul></ul><ul><li>They are measurable </li></ul><ul><ul><li>Google analytics can show you how your site is being used </li></ul></ul><ul><ul><ul><li>You can see how people are getting to your site and what they are searching for </li></ul></ul></ul>
  14. 15. Google analytics: the greatest web invention ever created
  15. 16. Don’t forget your URL… <ul><li>Your web address is very important </li></ul><ul><ul><li>It should make sense for ALL customers and prospects </li></ul></ul><ul><ul><ul><ul><li> to </li></ul></ul></ul></ul><ul><ul><li>It should support your brand </li></ul></ul><ul><ul><li>It should be easy to remember </li></ul></ul><ul><ul><ul><li>Factor in “guess and go” if possible </li></ul></ul></ul><ul><ul><li>It should look good written </li></ul></ul><ul><ul><li>It should be short </li></ul></ul><ul><ul><li>Use .com if at all possible </li></ul></ul>
  16. 17. What is SEO and how does it work? <ul><li>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 </li></ul><ul><ul><li>They search your domain name and description, the content of your site, keywords and meta tags and title tags </li></ul></ul><ul><ul><li>If you don’t have the words people are searching for on your web site, they won’t find you! </li></ul></ul>
  17. 18. Why should you care about SEO? <ul><li>Prospects are searching for your stuff! </li></ul><ul><ul><li>Cellular service, wireless broadband, conference calling, back-up and recovery services, security systems, phone systems </li></ul></ul><ul><ul><ul><li>You can help customers who aren’t taking all your services find you </li></ul></ul></ul><ul><ul><ul><li>You can help new customers moving into your area find you </li></ul></ul></ul><ul><ul><ul><li>You can help customers outside your traditional service area find you </li></ul></ul></ul>
  18. 19. Search engine results are all about content <ul><li>Think like your customers and prospects </li></ul><ul><ul><li>What terms are they searching for? </li></ul></ul><ul><ul><ul><li>No acronyms like IPTV, FTTH, broadband </li></ul></ul></ul><ul><ul><li>Write for your audience not for you </li></ul></ul><ul><ul><ul><li>Example of content that will not get indexed in search engines (or mean anything to a prospective customer): </li></ul></ul></ul><ul><li>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.  </li></ul><ul><ul><li>Unified messaging solutions </li></ul></ul><ul><ul><li>SIP based integrations </li></ul></ul><ul><ul><li>Presence enabled business processes and workflow </li></ul></ul><ul><ul><li>Don’t leave the job of content generation to your web developer! </li></ul></ul>
  19. 20. 8 key tips to get to the top of search engines <ul><li>1. Make sure your title and description include good </li></ul><ul><li>key words and your location(s) </li></ul><ul><ul><li>This is what shows up in Google: </li></ul></ul><ul><li>2. Create “Meta key words” and make sure they are in your source code </li></ul><ul><ul><li>10 to 15 words or phrases </li></ul></ul><ul><ul><li>Right click on your web site and click “source code” and then scan for “<meta keywords= to see what you have </li></ul></ul><ul><ul><li> is a good keyword suggestion tool </li></ul></ul>
  20. 21. Wordpress’s SEO plugin:
  21. 22. <ul><li>3. Your title tag is important </li></ul><ul><ul><li>This is what shows up in the </li></ul></ul><ul><ul><li>blue bar of each page </li></ul></ul><ul><ul><ul><li>Use good search terms and your location on </li></ul></ul></ul><ul><ul><ul><li>every page </li></ul></ul></ul><ul><li>4. Sprinkle key words throughout </li></ul><ul><li>your site </li></ul><ul><ul><li>Words that people are searching for. Think like a stranger who is searching for your company’s info </li></ul></ul><ul><li>5. Update and add content often </li></ul><ul><ul><li>Blogs provide more content and updated content </li></ul></ul><ul><ul><li>Search engines love sites with updated content </li></ul></ul><ul><li>6. Use links to other sites, and get other sites to link to you </li></ul><ul><ul><li>The more popular the linking site, the more popular you are </li></ul></ul><ul><ul><li>Go to </li></ul></ul><ul><li>7. Create a “Google compliant” site map </li></ul><ul><ul><li>Wordpress can do this automatically </li></ul></ul><ul><li>8. Submit your URL to all the major search engines </li></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
  22. 23. Search Engine Marketing (Paid ads) <ul><li>Shows your ad when someone searches for your key words </li></ul><ul><ul><li>The narrower your key words the more likely you’ll get a truly interested lead </li></ul></ul><ul><ul><ul><li>Phone systems vs. Business phone systems Point Clear Alabama </li></ul></ul></ul>
  23. 24. How do Google ads work?
  24. 25. Google ad tips <ul><li>Type in your key words, see which ads come up, and then write a better ad </li></ul><ul><li>Landing pages are CRUCIAL </li></ul><ul><ul><li>Send interested prospects directly to the right content </li></ul></ul><ul><li>Get a book like AdWords for Dummies before you get started </li></ul><ul><li>Go to: </li></ul><ul><ul><li>Google AdWords: </li></ul></ul><ul><ul><li>Yahoo: </li></ul></ul>
  25. 26. Local search visibility is KEY <ul><li>In 2008 online local search overtook other sources used by consumers to final local businesses including yellow pages, directory assistance and newspapers </li></ul><ul><ul><li>If you aren’t listed, you won’t be found: </li></ul></ul>
  26. 27. Local search visibility, cont. <ul><li>You must be listed in both online directories and the local results of search engines </li></ul><ul><ul><li>You can include coupons, store hours, pictures and video </li></ul></ul><ul><ul><li>There are companies that will submit to directories and search engines for you, or you can do it yourself: </li></ul></ul><ul><ul><ul><li>Yahoo local </li></ul></ul></ul><ul><ul><ul><li>Google maps </li></ul></ul></ul><ul><ul><ul><li>Google local </li></ul></ul></ul><ul><ul><ul><li>MapQuest </li></ul></ul></ul><ul><ul><ul><li>Anywho </li></ul></ul></ul><ul><ul><ul><li>Switchboard </li></ul></ul></ul><ul><ul><ul><li>Yellow book </li></ul></ul></ul><ul><ul><ul><li>Dex </li></ul></ul></ul><ul><ul><ul><li>MSN local </li></ul></ul></ul><ul><ul><ul><li>Super pages </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
  27. 28. E-newsletters and e-campaigns <ul><li>Great customer contact opportunity IF YOU PROVIDE VALUABLE CONTENT </li></ul><ul><ul><li>E-newsletters provide value and have high readership </li></ul></ul><ul><ul><ul><li>Can track campaigns easily </li></ul></ul></ul><ul><ul><li>Many great online resources like: </li></ul></ul><ul><ul><ul><li>, </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>www. </li></ul></ul></ul>
  28. 29. How to create an e-newsletter or campaign <ul><ul><li>Gather customer info through a form on your site </li></ul></ul><ul><ul><ul><li>Can customize for as many fields as you want </li></ul></ul></ul><ul><ul><ul><li>Database can also sync to your internal database </li></ul></ul></ul><ul><ul><ul><ul><li>Can send targeted and segmented campaigns </li></ul></ul></ul></ul><ul><ul><li>Can format to send automated messages </li></ul></ul><ul><ul><ul><li>For example: birthday, when they sign-up, </li></ul></ul></ul><ul><ul><ul><li>monthly </li></ul></ul></ul><ul><ul><li>Easy to design templates </li></ul></ul><ul><ul><ul><li>Used by Staples, Firefox, American Airlines and Canon </li></ul></ul></ul><ul><ul><li>Can send out a regular campaign, AB split campaign or RSS updates </li></ul></ul><ul><ul><ul><li>Can easily save templates </li></ul></ul></ul><ul><ul><li>Can measure and analyze campaigns and even combine with Google Analytics </li></ul></ul><ul><ul><li>Can automatically post a link to Twitter, Facebook, Digg or wherever you want pointing people to the campaign </li></ul></ul><ul><ul><li>Up to 500 contacts and 3,000 e-mails per month FREE </li></ul></ul>
  29. 30. Social networking So everybody’s not into Facebook… <ul><li>“ I’d rather have a rectal examination on live TV by a fellow with cold hands than have a Facebook page.” </li></ul><ul><li>George Clooney </li></ul><ul><li>“ Me too.” </li></ul><ul><li>My boyfriend Bob </li></ul>
  30. 31. But it can be good for business <ul><li>Facebook is a social networking site where users add “friends” and then update their pictures, profiles and information, which their “friends” see </li></ul><ul><li>Businesses either create a page and get “fans” or add a Facebook “group” </li></ul><ul><ul><li>Having a Facebook page makes your business approachable and friendly and encourages communication </li></ul></ul><ul><li>You invite fans , your fan’s “friends” see that they are a fan, and it spreads from there </li></ul><ul><li>Anything you post on your </li></ul><ul><li>page shows up on your </li></ul><ul><li>friends’ page </li></ul>
  31. 33. What can you do with a business Facebook page? <ul><li>You can post updates with links to pages or posts on your web site </li></ul><ul><li>You can phototag pictures </li></ul><ul><li>Offer customers a newsletter subscription </li></ul><ul><li>to your e-newsletter </li></ul><ul><li>Offer special “Facebook only” offers </li></ul><ul><li>Add slideshows and pictures from </li></ul><ul><li>events </li></ul><ul><li>Embed product demos or podcasts </li></ul><ul><li>Receive informal feedback from </li></ul><ul><li>customers </li></ul>
  32. 34. Horry Telephone has over 500 fans on their Facebook page!
  33. 35. Target market with Facebook ads <ul><li>Facebook ads are like Google Ads </li></ul><ul><ul><li>You can place an ad by location, gender, key words, job title, college or age </li></ul></ul><ul><ul><li>Pay per click, so it’s easy to measure ROI results </li></ul></ul><ul><ul><li>You can direct people from your ad to your Facebook page, or anywhere else (like your web site) </li></ul></ul><ul><ul><ul><li>Idea: College wireless sales </li></ul></ul></ul><ul><ul><ul><ul><li>Facebook ads are socially networked: Your ad will show up on someone’s page, and will show which of their “friends” are fans </li></ul></ul></ul></ul>
  34. 36. Twitter for business <ul><li>Twitter is a microblog </li></ul><ul><ul><li>Users post information in 140 characters or less </li></ul></ul><ul><ul><ul><li>Can include pictures, links, exclusive coupons and offers </li></ul></ul></ul><ul><ul><ul><li>Once a tweet is out there, you can’t edit it </li></ul></ul></ul><ul><ul><li>You find people and monitor what they are doing and they monitor what you are doing </li></ul></ul><ul><ul><ul><li>You can also monitor trends, key words, etc. </li></ul></ul></ul><ul><ul><li>You can “tweet” from a cell phone, IM, etc. </li></ul></ul><ul><ul><ul><ul><li>Can respond directly to people: @missypo I liked your presentation! </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Re-tweet interesting things: RT@Username: ORIGNAL MESSAGE </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Can see who’s tweeting in your community: location: City name </li></ul></ul></ul></ul>
  35. 37. 6 great business Twitter ideas <ul><li>1. You can use Twitter to track what people are saying about your company </li></ul><ul><ul><li>Go to </li></ul></ul><ul><ul><ul><li>There isn’t a “Cox Cable” but there’s a “CoxCableSucks” </li></ul></ul></ul><ul><ul><ul><li>Case study: Dooce and Maytag </li></ul></ul></ul><ul><li>2. Put your Twitter feed on your web site to provide instant updates </li></ul><ul><li>3. Twitter live from local events </li></ul><ul><li>4. Offer exclusive coupons and discounts </li></ul><ul><li>5. Include links to drive traffic to your site </li></ul><ul><ul><li>Free car charger with activation today at our Sterling ,KS store. Go to </li></ul></ul><ul><ul><ul><li>Use to shorten links </li></ul></ul></ul><ul><li>6. Can use as a company intranet: </li></ul><ul><ul><li>Example: D missypo Customer John Smith is having trouble with his Internet, can you check it out? </li></ul></ul>
  36. 38. WTC Communications has 62 followers!
  37. 39. Podcasting <ul><li>Podcasting is just audio attached to an RSS feed </li></ul><ul><li>It’s easy and inexpensive to get started </li></ul><ul><ul><li>Microphones cost as little as $20 </li></ul></ul><ul><ul><li>You need software that records and edits </li></ul></ul><ul><ul><ul><li>Epodcast creator </li></ul></ul></ul><ul><ul><ul><li>Propaganda </li></ul></ul></ul><ul><ul><li>You publish to a host and tag it so people can find it </li></ul></ul><ul><ul><ul><li>Includes an interface so you can distribute it </li></ul></ul></ul><ul><ul><ul><ul><li> is a good host </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>$5 a month to start </li></ul></ul></ul></ul></ul><ul><li>People can play it on your site, or download to their computer or an ipod </li></ul><ul><li>You can easily create a show or, better yet, a series that speaks to your audience </li></ul>
  38. 40. WTC’s “NetHeads” podcast <ul><li>WTC Communications, Wamego, KS </li></ul><ul><ul><li>Created “NetHeads “podcasts </li></ul></ul><ul><ul><ul><li>Not a true podcast, because no RSS feed </li></ul></ul></ul><ul><ul><ul><li>Posts it on their web site and Facebook page </li></ul></ul></ul><ul><li>Creates customer relationships and builds trust </li></ul><ul><ul><li>Engages customers and </li></ul></ul><ul><ul><li>brings them back </li></ul></ul><ul><li>Makes WTC </li></ul><ul><li>accessible and friendly </li></ul>
  39. 41. Video <ul><li>Local content doesn’t have to be difficult or professionally done and you can use inexpensive equipment </li></ul><ul><ul><li>In-house shooting give it an authentic feel </li></ul></ul><ul><ul><ul><li>i.e. Fred and </li></ul></ul></ul><ul><ul><li>Cover things your customers are interested in: </li></ul></ul><ul><ul><ul><li>How to program your remote control </li></ul></ul></ul><ul><ul><ul><li>5 things you can do with your BlackBerry </li></ul></ul></ul><ul><ul><ul><li>Heck, just take a video camera and go around the company! </li></ul></ul></ul><ul><ul><li>Local content like High School Football games bring people to your site </li></ul></ul><ul><ul><li>Upload video YouTube or Vimeo and embed on web site, Facebook page or even link to it in Twitter </li></ul></ul>
  40. 42. HTC’s “Media Minute”
  41. 43. Wrap-up <ul><li>Web marketing is important because: </li></ul><ul><ul><li>It reaches interested prospects </li></ul></ul><ul><ul><li>It’s extremely cost-effective and measurable </li></ul></ul><ul><ul><li>It’s easily changeable </li></ul></ul><ul><ul><li>It’s immediate </li></ul></ul><ul><li>HOWEVER…. </li></ul><ul><ul><li>You can’t do it all </li></ul></ul><ul><ul><ul><li>Pick and choose what works best for your company </li></ul></ul></ul><ul><ul><li>Don’t forget--it takes time to build momentum </li></ul></ul><ul><li>DO focus most of your time and effort on having a great web site and promote it wherever you can </li></ul>
  42. 44. Thank you! <ul><li>Slides are posted at </li></ul><ul><ul><li>(see how I just promoted my web site there?) </li></ul></ul>