You know that fiber broadband is the best option for your community and we know that fiber broadband is the best option for your community, but your potential customers probably don’t know anything about how fiber broadband works or the installation process, or how high-speed internet improves communities by bringing more opportunities for work and education, or how qualifying families can get government assistance on their internet service. That’s where we come in.
We help broadband companies build trust within the local communities, educate potential customers on the hows and whys of fiber, and nurture their relationships with current customers.
Here’s what that looks like:
Build Trust
With initiatives such as our Faces of Luminate and Powering Local campaigns, we help broadband companies build trusted relationships with potential customers and the local community. From featuring local residents on area billboards to spending advertising dollars at area businesses, and including local landmarks and landscapes in ad campaigns, we engage the local community in our marketing efforts. The result is broadband companies that gain the trust and respect of their local community.
Educate
People are often confused about how to get a fiber connection to their homes or how fiber broadband will improve their quality of life. The key is to create content that allows you to help potential customers and customers find the answers to all of their questions without needing to call the customer service line. We’ve created content strategies that educate customers and potential customers, drive traffic, enhance brand recognition, and eventually convert into customers.
Nurture
Many co-ops are sitting on a whole bank of soft leads that could be nurtured into the sales funnel. We’ve taken extensive lists of people who expressed initial interest in broadband but haven’t received communication in a while and used them to create new customers. Our outreach strategy nurtures these cold leads with small but consistent touchpoints, which include drip campaigns and phone calls that provide potential customers with pertinent information and timely promotional outreach. By leveraging company assets and streamlining processes, we help broadband companies achieve their take rate goals.
Keeping Customers Happy
No matter how you market, broadband customers are notoriously hard to please. Here are some examples of scathing online reviews and how our strategic marketing programs could address them and alleviate customer agitation:
Review:
[company] has been promising to bring service up this valley for at least 3 years.
Solution:
We hear this one all the time. “But, when are you coming to my house? I’ve been waiting for fiber for years.” People want to switch to fiber but may get frustrated while waiting for installation to reach their door. Our zone-specific campaigns are timely and transparent, educating the public about when fiber will be available in their area. Once a broadband company has identified their new zone, we use a multi-platform approach that includes door hangers, emails, yard signs, and direct mail to excite customers about the drops being made in their neighborhoods.
Review:
“Terrible experience with this company. They don’t know their products or they don’t sell them honestly. Then can’t provide accurate subscription information or won’t take the time to try. And have failed (after three months) to follow up with us after we’ve purchased access equipment.”
Solution:
This next review highlights why educating customers and potential customers is so important. Instead of going door-to-door sharing the whys of fiber, you can implement a content strategy featuring a robust library of information that helps people understand why fiber is better than cable, wireless, and DSL, how a high-speed fiber connection can expand their job and education opportunities, how to make the switch, and how to operate equipment.
Review:
[company’s] lobby has been closed for 3 years!
Solution:
A focus group for one of our broadband clients told us that their customers really valued being able to go into an office to pay their bill and receive customer service. We now use this messaging in all of our marketing for this client to help customers and potential customers know that they care about customer needs.
Fiber broadband companies often have to compete against major national competitors to get people to sign on. Our time-tested strategy is one that celebrates the local community, while educating and engaging. This level of attention is how our clients turn community members into loyal broadband customers.
