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
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TELECOM AGENT MARKETING: THE ROCK, PAPER, SCISSORS METHOD
Thursday October 18, 2012
11:00 a.m. PST
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SpeakersAngela Leavitt
Founder, Chief Mojo-Making Officer
Mojo Marketing
Dave Wallace
Aligned Communications
President
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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…
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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…
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Why Now?• Outdated or homemade web presence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!!
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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
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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!
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THE ROCK, PAPER, SCISSORS METHOD
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Understand Your Prospect• Everything starts here.• You must study him!• Who is he?• What are his stats?• Needs• Desires• Fears• Dreams
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The Rock: Your Website
• Your website must demonstrate:• Steadiness• Dependability (not going anywhere)• Weight/power• Authority• Thought leadership
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The Rock: Your Website
Must Haves:• Clear messaging of who you are/what you do• Access• Good, professional design• Testimonials• Awards, Certifications, Clubs, Partners
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Paper: Your Collateral Image
What does your image say?
Image includes:• Collateral• Business Cards• Folder• Apparel• And more…
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Your Image
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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!
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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”
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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
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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.
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THANK YOU!
Questions & Answers
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