Digital Marketing In The Telecom Sector: How To Do It Effectively
The telecom industry, like many other industries, is constantly evolving and changing. This ranges from technological advances and innovations in the market to consumer behaviour and marketing investments.
Change is the only constant in business and willingness to adapt has never been more important than it has today. The telecom companies that will be the most successful are the ones who listen to the market and aren’t rigid in their old ways - resistant to change.
Digital marketing is a prime example of this. Some companies have adapted to digital and have utilised the digital landscape to improve their bottom line. Others have, however, been left behind due to an unwillingness to adapt and change their strategies.
After working with various telecom companies, we have taken the time to break down some of the fundamentals when it comes to digital marketing in the telecom industry. Read on below and find out exactly how to keep up with everything digital.
Why digital marketing?
If you didn’t already know, digital marketing is an incredible asset to any business - if done correctly. In fact, the term ‘digital marketing’ soon won’t be seen as something separate to ‘marketing’. Currently, businesses need to prioritise digital marketing as a fundamental pillar to their overall marketing strategy. In this day and age, if you are a ‘marketing expert’ but have no understanding of digital, then you are seriously missing out on a major skillset.
From search engine marketing to social media advertising, digital marketing capitalises on the 7.7 billion people that use the internet and allows you to deliver your message to your ideal target audience.
Not only this but with digital marketing you can accurately measure the effectiveness of every campaign. From your ROI to the amount you pay for a click, the measurability of digital marketing is a key reason why it has been more effective than traditional marketing methods in recent time.
Once you can track your online performance, you can then identify what is working, what’s not working and optimise for the best possible return for your business.
It doesn’t matter if you are a telecom company that operates within the B2C market or the B2B market, digital marketing can help you raise brand awareness, generate leads and most importantly increase your sales.
Telecom digital marketing strategies
Every telecoms company is looking to improve their customer experience and increase the numbers of sales they generate.
Having a clear digital marketing strategy that is realistic and measurable is one way to do this.
Based on the report carried out by ‘E-consultancy’, digital marketing is a strategic priority for the telecom sector.
In terms of budget allocation, this report shows that 46% of total marketing budgets in the telecom sector are assigned to digital.
So, hopefully, you now recognise the importance of digital marketing when it comes to generating revenue for your telecoms company.
But now, let’s take a deeper look into the specific strategies that can help your business grow online.
How can telecom companies increase sales?
Search engine optimisation (SEO) is much more than ‘getting your business to rank on the first page of google’. SEO is a consistent and cost-effective way for you to drive your target customers to your website at each stage of the sales funnel. You could choose to target keywords such as ‘Business missing too many calls’. Targeting this type of phrase would capture people when they are at the awareness stage of the sales funnel.
They are aware of the problem they have but aren’t exactly sure what the solution is. Your telecom company could choose to write an in-depth article on the best strategies for businesses to avoid missing calls. As well as giving the searcher some valuable information, and building trust with them, you can tie your services into the blog or have a call to action on there to contact you.
On the other end of the sales funnel, you could target keywords such as ‘telecoms company in Bolton’ or keywords that are more location-based. These keywords would fall into the bottom of the funnel as the searcher is aware of their problem, knows what solution they need and now wants to find the best company to carry it out.
To put it simply, they are ready to buy.
Bottom of the funnel keywords are the most valuable keywords that a business can target and the possible revenue that can be generated from them is huge.
But, how can I find these keywords, I hear you ask?
This is a common problem a lot of businesses have. They have a very basic understanding of SEO and try to do it themselves. However, success is rarely found here if they do not have a sufficient strategy in place.
As a business, you need to know:
The search volumes for the keywords in your industry.
The domain ratings of your competitors.
What a solid content strategy looks like.
What your customers are searching for.
How easy it will be to rank for your keywords.
Whilst businesses can find the answers out themselves, using a search marketing agency who does this day in and day out, for a range of sectors, is always a good way to go.
Like SEO, Pay Per Click (PPC) captures the attention of users as they are searching on Google for a product or service that they are in the market for. In PPC, you target keywords in the same way that you would for SEO, however, there is one major difference.
With SEO, you could choose to target certain keywords and produce content for them but seeing results may take more than 3-6 months. With PPC, you pay to show up at the top of Google meaning that you can have a campaign up and running and have your site at the top of Google in a few hours.
This is very powerful for telecom companies that have customers consistently searching Google for their services. Telecoms companies are able to quickly capture the attention of these searches, take them to a landing page on their website and then collect information from them - e.g. an email, name and phone number.
PPC is also a great way to outperform your competitors. You will be able to see who is doing PPC in your industry by just typing in some of your services. Now, you should be able to see who is currently paying to be at the top of Google.
The great thing about Google ads is that you can instantly outbid your competitor and, providing your ads are good, you can outrank and take their share of traffic and customers!
Let’s take the keyword “telecom company uk’ for example. We can see from keyword research tools that over 1000 people search for this keyword every month. That means there are 1000 possible customers that are looking for your services, that you can advertise directly to!
This is why it’s so important to conduct keyword research for SEO and PPC so you can understand your customers and advertise to them at the moment they are in need.
How can Telecom companies attract customers?
Another effective strategy that can work well alongside SEO and PPC is content marketing. For the telecoms industry, content marketing can be extremely effective as you can provide useful information for your customers, whilst also advertising products and services within the information.
For example, you could produce an E-book titled ‘Best business phone systems in 2020’. You could then use this piece of content as a lead magnet on your website and use it to collect email addresses.
Alternatively, you could post this on your social media profiles to get people engaging with your brand and visiting your website. An effective content marketing strategy can provide your customers with educational content that improves brand positioning and increases your authority and trust in the telecom market.
As a B2B search marketing agency, we have seen the effects SEO and PPC can have for businesses, first hand. In fact, one of our clients in the B2B sector won the number one spot in the UK for most businesses sold in the first quarter of 2020. You can read more about this client here and find out how we used SEO and PPC to increase their sales.
With our clients, we usually find that a long-term SEO campaign, accompanied by a results-based PPC campaign is the most effective way to approach the two channels. If you have the resources, a content marketing strategy can also work well, if you can produce engaging content that your customers actually care about.
If you are a telecoms company and would like to bolster your digital marketing efforts, get in touch with us and we’ll guide you on your path to online success!