Why Customer Service is Really a Part of Your Marketing Team
Most of us have had an experience at some point or another when a brand’s customer service has wowed us and turned a negative experience into a positive one. For me, a standout was the time I was rush-shipped a new sound machine for our infant daughter after it suddenly stopped working in the middle of the night. While this was by no means a life-saving device, to a sleep-deprived new mother whose future nights’ sleep depended on it, it was pretty darn close, and I appreciated that the customer service rep shared my sense of urgency.
Transforming a Telco Brand at Gigabit Speed
Reimagining brand stories. Creating relevant communication plans. Intersecting with customers in digital and purposeful media. These components help Trone Brand Energy craft insightful messages that will convert telecom prospects into customers and customers into advocates. We have found that telecom customers want stellar local customer service, from a company that has superior technology and expertise. This is a competitive industry and local telecoms have to take on the big industry leaders such as AT&T®, DirectTV® and Time Warner Cable®. Through our insights and planning process we create acquisition and retention plans that outsmart, not outspend, the industry giants. Our journey moving a brand from telephone company to fiber provider is documented in this infographic.
A telecommunications company’s biggest asset? Communicating their brand story.
Storytelling is an attainable marketing strategy for companies of any size, even the most hyperlocal. Because a compelling brand narrative is built on the strength of imagination and creativity—not wallet size. Local and regional telecom brands may find it seemingly impossible to compete with monstrous industry leaders like AT&T® and DirectTV®. But through strategic brand storytelling, the difference in marketing capabilities of large and small providers begins to dissolve. In fact, the smaller guys just may end up with the upper hand.
But how? It all starts with a story.
How Social is Your Telecom Brand?
Add another aspect to your role: social. The new job of telecommunications marketers is to make customers feel not only good, but smart and heard. When asked if telecom providers use social media in an effective way to engage them, only five percent of customers strongly agreed while twenty percent moderately agreed. It is a little ironic that the very distributors of connectivity are the ones missing the opportunity to socially engage with their customers.
Tips for Implementing a Responsive Social Process
Pet Age recently reported that retailers are ignoring customers’ social media requests. In fact, retailers failed to respond to more than 80 percent of consumer questions and requests on social media in the last year, most notably during the holiday season. That includes pet retailers, too.
Digital Marketing is a Local Telecom’s Way to Stay Connected
You’ve heard it before—a smart digital marketing plan can play an important role in awareness advertising. Yeah, yeah, yeah. But for a local telecom, digital marketing can make your company seem ever-present (a big plus when you are a local carrier) but it can also help you strategically pinpoint potential users. And this isn’t theory. This is fact. We’ve witnessed client choices that have impacted awareness, all because they undervalued a sound digital strategy. Never forget the beauty of digital. It can offer awareness building to a broad audience much like TV and outdoor or to a surgically selective audience like direct mail.
Remarketing: Bringing Potential Customers Back
So you’re driving a ton of traffic to your website. Fantastic. You can tell from your analytics that people are engaged. They’re viewing multiple pages per visit and spending a lot of time digging around. Great. How about conversions? Maybe you’ve got a 5% conversion rate. Splendid. But flip that on its head. 95% of the visitors to your site are leaving without converting. That’s a whole lot of potential business walking right out the door. So how do you get back in front of them?
The Digital Language of Millennials
Millennial consumers are bilingual. When it comes to shopping online, they speak the languages of trust and efficiency. Brands must weave these two ideas together to create a website experience that is candid and efficient enough for Millennials to actually stick around. And when you get it just right, it’s magic for both your brand and your bottom line. Marketing and advertising will get your customer to your digital storefront, but what their experience is from there can make all the difference. Let’s first consider who Millennials are and how they shop within the digital world.
SEO Strategy for Voice Search
A Google or Bing search has always relied on entering text on the keyboard. But now, the exponential rise of the Voice Search cannot be ignored. Digital search assistants like Apple's Siri, Google's Voice, Amazon's Alexa and Microsoft's Cortana are some of the top choices for today’s users. A Google or Bing search has always relied on entering text on the keyboard. But now, the exponential rise of the Voice Search cannot be ignored. Digital search assistants like Apple's Siri, Google's Voice, Amazon's Alexa and Microsoft's Cortana are some of the top choices for today’s users.
2017: The Year Reality Becomes Less Virtual
“In the old days of Virtual Reality,” is not a phrase that many people can use. But there was a first wave of VR, and some of the challenges we faced then are only now being overcome. In the summer of 1991, my partners and I launched the first full-immersion 360 degree VR system available to the public in Europe at the Rock Garden in Convent Garden, London. The Virtuality system had heavy headsets with optics at 640x320 resolution, head and hand tracking using Polhemus magnetic tracking with a delay that could induce motion sickness.