telecom agent marketing: the rock, paper, scissors method
DESCRIPTION
Training for telecom agents on some basics of marketing. This presentation covers web marketing, branding, content marketing and social media.TRANSCRIPT
TELECOM AGENT MARKETING: THE ROCK, PAPER, SCISSORS METHOD
Thursday October 18, 2012
11:00 a.m. PST
SpeakersAngela Leavitt
Founder, Chief Mojo-Making Officer
Mojo Marketing
Dave Wallace
Aligned Communications
President
Why Now?• You need to move upstream• The “Bears” (big carriers)
• Stockpiles of cash• Hungry, demanding investors.• Massive Networks• Big Marketing Budgets• Mergers & Acquisitions
This is, of course, OUT of your control…
Why Now? (cont.)• More Agents Entering the Market• Moore’s Law
• Technology getting faster and less expensive exponentially • Must sell more to make the same
• The Web – BIG game changer• Social Media• Google
This is also OUT of your control…
Why Now?• Outdated or homemade web presence
• Nearly half of consumers base a company’s credibility on the visual appeal of their website.
• Lack of action or movement• Out of sight, out of mind• Inconsistent messaging• Inconsistent image
All of this…YOU CAN CONTROL!!
Our Client’s Sad Story• Patrick went up against a carrier• Lost a deal worth $70k/mo.• Was told he lost it because he
looked too “mom & pop”• In other words, he didn’t appear
trustworthy
The Good News Is…
It’s never been easier & more cost-effective to • Appear larger• Appear more professional• Reach a wider audience• Reach your exact target
You just have to know WHAT to do,
and HOW to do it!
THE ROCK, PAPER, SCISSORS METHOD
Understand Your Prospect• Everything starts here.• You must study him!• Who is he?• What are his stats?• Needs• Desires• Fears• Dreams
The Rock: Your Website
• Your website must demonstrate:• Steadiness• Dependability (not going anywhere)• Weight/power• Authority• Thought leadership
The Rock: Your Website
Must Haves:• Clear messaging of who you are/what you do• Access• Good, professional design• Testimonials• Awards, Certifications, Clubs, Partners
Paper: Your Collateral Image
What does your image say?
Image includes:• Collateral• Business Cards• Folder• Apparel• And more…
Your Image
Paper: Your Image• High-res graphics• Organization & design
• Borrow from others
• Effective copy • Forget features, it’s all about
BENEFITS, baby!
• Headers & Footers• Hair & shoes!
• Keep it clean• Think Apple!
Features vs. Benefits
Features
• Describe what a product or service does
• “High speed internet”
• “Simultaneous Ring”
• “Lower costs”
Benefits
• Describes how the feature benefits the user
• “Save time with faster downloads”
• “Never miss an important call again”
• “Add more to your bottom line”
Scissors: Relevant Content
This helps you “cut through the noise” to the prospect to establish thought leadership • Blog posts• Newsletters• Case Studies/White Papers• Online Articles• Online Reviews
Scissors: Social Media
Use:• LinkedIn, Twitter, Facebook,
YouTube, Google+
Connect with:• Industry leaders• Media people• Partners• Current customers• Prospects
This goes for telecom as well as vertical markets.
THANK YOU!
Questions & Answers
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