For telecommunication service providers to succeed in this fast-growing industry, it is essential to develop a marketing strategy that enables organizations to build long-term relationships with their customers. The telecommunications industry, like many other industries, is constantly changing. These changes include technological advances, market innovations, adjustments in consumer behavior and more. Telecommunications companies that listen to the market and are not stuck in their old ways are the most successful enterprises.
Telecom providers market their products and services to individual consumers, business customers and other carriers. Marketing methods vary from sector to sector. The goal of telecom marketing is to get the most revenue from your network and increase customer loyalty. Consequently, the most important objective of a marketer is to build strong relationships with customers through various marketing channels.
Marketing in the telecom sector
One way for companies in this sector to begin building its marketing plan, is to develop an effective digital marketing strategy. This means taking advantage of the innovations and opportunities offered by the digital transformation and looking into current communication trends. Promoting your products and services online is a solid and effective marketing strategy as it helps increase brand awareness and attracts the attention of potential customers.
From search engine marketing to social media advertising, digital marketing exploits the 7.7 billion people who use the Internet and allows marketers to convey their message to the target audience that suits their business most precisely.
By using social media channels, telecom marketers can create an open space for the brand to engage with customers and their target market. Most importantly, the company can start working on increasing brand awareness and sales. However, to succeed, marketers need to choose flexible and cost-effective ways to increase the frequency of their campaigns, distribute ads across multiple digital channels, and evaluate their performance.
Branding might just be the most important part of a telecommunications marketing strategy. Given the comparable similarity of products and prices between national and regional telecommunications companies, it is incredibly difficult for the telecommunications companies to distinguish their brand in the industry. Creating a successful brand is more than meeting basic expectations in a densely populated telecommunications market, and involves offering a compelling brand history that echoes with the audience over a long time period. Becoming the favored company takes time and streamlined communications, but the results are worth the dedicated work and careful planning.
Creating a company’s purpose based on a story that resonates with your target audience segments by providing clear benefits is the key to a successful branding aspect of a marketing strategy. The company should ask how their service offering differentiates them and makes them stand out in the market. Think about how the service or product you offer differs from competitors, and outline which audience the brand could be most beneficial to today. In addition, a brand audit can reveal how the brand is seen by its existing customers and noncustomers. This can provide a company with potential influence that is critical to reshaping the company’s trade name.
A significant trend that B2B telecom marketers should already be familiar with is content marketing, which can generate impressive results for businesses. Content marketing is great for telecom campaigns because it allows marketers to educate customers about complex offerings and gradually build awareness and loyalty.
Content marketing works because it builds reliance and loyalty to the brand by providing the target audience with the information, knowledge and the guidance they might seek. High quality blog posts, newsletters and e-books help turn leads into sales and keep your existing customers engaged.
Creating interesting content for marketing purposes is especially beneficial for telecom companies. This approach allows them to promote their products, bringing consumers closer to the sector, which can be both technical and complex in nature. In addition, providing contemporary and credible educational content improves brand positioning, which is essential for telecom companies to become a reliable and suitable point of reference for their audience.
Email marketing is one of the most effective ways to connect with customers directly and on a personal level. To make sure that the email newsletters will not be directed to spam or will be ignored by your customers, your email subject lines and newsletters need to be compelling and eye-catching. An engaging and well-written message is fundamental for a newsletter to be opened and read. Providing relevant and interesting information attracts customers by showing them that the company puts the customer first. And, as they say, happy customers are loyal customers, so this type of outreach is an easy way to attract customers and increase revenue.
Another no less interesting approach is relationship marketing – a marketing strategy that focuses on connecting with the customer to build a long-term relationship. Besides the fact that it is more cost effective to market to existing customers, long-term customers are not as likely to churn and the longer one stays in touch with the customer, the more profit they should bring.
Relationship marketing can take advantage of the tools used in email marketing, but it requires a different outlook and an accurate and comprehensive ability to collect and analyze consumer information. Relationship marketing allows you to get into a customer’s mind and heart in three ways: an emotional connection, a goal-oriented connection, and the leverage of the brand community. Today’s consumers want to engage in business transactions with companies that take a stance on global issues – be it supporting equality, fighting injustice or addressing environmental problems. This approach has the advantage of letting companies be seen globally, gives them recognition, and encourages telecom companies to boost the quality of the customer experience they offer.
Relationship marketing can be perfectly summed up by Simon Sinek words it in one of his famous Ted Talks: “Profit isn’t a purpose. It’s a result. To have purpose means the things we do are of real value to others.”
Important tips to consider
- Build your marketing communication plan: develop advertising and direct marketing campaigns to generate potential sales and increase your customer base.
- Take advantage of applications to maintain regular communications with key decision makers in client companies.
- Just because your emails can be viewed on a desktop, they might not open as flawlessly on smartphones and tablets. Statistically, 47% of users check their email on a mobile device, compared to just 27% on a desktop computer. With the increasing use of the Internet on phones, it is all the more important to create mobile-friendly emails and letters to your telecommunications customers.
- The open rate is a key performance indicator (KPI) of a successful email marketing campaign. The more people open your messages, the better your chances of selling your product or service. However, this is not the only KPI that should be monitored. In addition to open rates, you should also pay attention to click through rates (CTRs) and conversion rates, which are probably the most important parameters.
- The best solution when choosing a marketing strategy is to combine different approaches. Additionally, telecoms companies need to develop a marketing strategy that takes into consideration the future transformations that will take place in digital communications.
- Being concise, spirited and straightforward is no longer enough. Nowadays, customers desire and expect more from brands, and they want their favourite brands to take a stand on global issues that matter to the consumers.
The telecommunications industry is very competitive. To gain a competitive advantage, companies need to make significant investments in a customer-centric digital marketing strategy. This can effectively help turn leads into profitable customers, connect with those customers and inspire their loyalty. Telecom companies that listen to the market will discover that customers are not afraid to try new products and services, and those companies will succeed in the densely packed market.