The telecom industry is in a constant state of change. In 2019, a record 39.3 million Americans cut the cord on cable and opted for streaming services. And when people were asked how likely they are to change cell phone carriers in the near future, nearly one in five users said they probably would at the next opportunity.
Your customers’ needs are changing. And because of that, your products are changing. The telecom industry as a whole looks completely different than it did a decade ago. In fact, change is about the only constant in the telecom industry. But a digital marketing strategy that prioritizes SEO can help your business’s online presence keep pace with the rapidly evolving telecom sector and successfully adapt to it. Here’s how:
While consistent demand is a positive in any industry, it also makes it easier for competitors to stick around. And if your competitors are investing in their SEO, that means they’re going to sell their products and services to customers, simply because customers know about them. It’s all about visibility, and if your competitors are more visible in SERPs, it’s tougher for you to reach users who are searching organically for telecom services online.
This is also why neglecting your SEO poses a huge marketing risk. When potential customers are shopping online for telecom products and services, they’ll ideally see your website in organic search results before any of your competitors’ websites. But that requires a solid SEO strategy.
Customers’ preferences and expectations in the telecom sector are changing, and they aren’t afraid to switch their service provider — or forego services altogether — to do what’s best for their lifestyle and their wallet. In other words, the days of customers sticking around for the sake of loyalty or even convenience are gone.
Customers are eager and willing to change providers at the drop of a hat, whether it’s for their television, Internet or phone service, to get access to the latest hardware and the most cutting-edge software. That’s why reducing churn is a key part of any telecom marketing strategy, and SEO can help curb churn by ensuring product and service pages are up to date and that they’re ranking well in SERPs.
It’s incredibly important that your website accurately represents your current products and services, not the products and services you were offering six months ago. When your customers start considering other service providers, the first thing they’ll often do is research the products and services they want. And if they don’t know you already offer them, how are they supposed to consider staying?
Existing customers also need to know if you’re offering any new deals or discounts. A special offer or promotion has the potential to keep your existing customers from leaving, but why would they stay if they’re under the impression they can get the best deal elsewhere?
According to Harvard professor Gerald Zaltman, 95 percent of all purchasing decisions are made before customers even begin to seek information about a product or service. How is this possible? Because purchasing decisions are subconscious.
This may sound far-fetched, but the subconscious mind has a lot of power over what people choose to buy and not buy, which is why building brand awareness is so important. You want to position your business so that when a potential customer starts shopping for a service provider in the telecom industry, your company is the first one that comes to mind. Quality SEO can help make that happen.
Increasing brand awareness online requires a comprehensive strategy. It requires targeting the most valuable keyword phrases and gaining links from the right websites and properly branding content that’s already performing well. It takes all those components to increase your company’s visibility online and — over time — increase your brand awareness.