Consider these telecom geomarketing no-nos!
You probably spend a lot of time reading about marketing best practices, but after awhile the advice starts to blur together. What you need is the equivalent of an alarm that prevents you from doing any marketing moves that are hazardous to your organization’s health. By avoiding these multichannel marketing mistakes, you save time, money and a lot of frustration.
Ignoring Your Audience
Your marketing needs to speak to your target audience if you want them to pay attention to your messaging. Using images of people that don’t match their demographic, talking down to them or assuming they know what you know can quickly lose their interest. Stock images are great, but let’s face it, not every family is happy, blonde and in a spotless house. Review your imagery with a critical eye. Will it be relatable to the people viewing it?
You probably don’t have an endless marketing budget. Determine what an effective campaign looks like and regularly review your efforts to adjust as needed. Track key performance indicators and test different combinations of audience targeting. If the campaign fails, you have a lot of great data points on what to avoid in the future. The ones that succeed end up getting analyzed to determine why it worked so well. You end up fine-tuning your marketing campaign and making the most of your budget.
In a CrowdFiber campaign, these goals may include the overall number of backers or subscribers acquired. Or it may be reaching a zone goal by a certain date to drive construction. You may be most focused on increasing average revenue per user (ARPU). Identify these goals in advance, so that your budget can be analyzed for its effectiveness.
Your images can’t use a one-size-fits-all approach when it comes to its size. It might look great on your website, but when a promotional image goes out it could be cut off or otherwise distorted. For print, aim for 300 dpi or greater using a file type that carries the most data like .ai, .eps, or .pdf. On web and social channels, be mindful of transparency against a background. A .png is best for these images. Don’t let your message get lost. Make sure your marketing material is appropriate for each of your channels. A free tool that helps you get it right is Canva.com.
Going Nuts with Speeds and Fees
Your product might be the best in its category, making it the logical choice for your audience. However, the buyer’s journey doesn’t rely solely on the analytical side of the brain. You also need to appeal to the emotions of the buyer and make that strong connection. For example, you can talk about the ways your customers can spend more time with their family, thanks to the time-saving benefits of your products, rather than just speeds and fees. Avoid using too much “industry speak”. Megabits, Gigabits, 4G, Wifi, Hotspot, IP, Max, Extra… these terms can get easily mixed up by customers, so make your telecom product names simple and straightforward. Use the same conventions to describe each product and provide an example of who the product is a good fit for so that customers can choose by their use case, not just the specs.
*Bonus points if you describe who the product is NOT good for. Help your customer know what won’t work for them, so that they are led to a choice that they will bring satisfaction.
Now that you know to avoid these marketing mistakes, what are your next steps? Regular, relevant content is king for driving real engagement with your audience. Post updates, link to educational articles, coordinate your email and direct mail with your social campaigns. You create value and an ongoing relationship with potential customers, long after they make a purchase decision. This strategy increases conversion and decreases churn, allowing you to build a foundation for long-term business growth.