How "Best of Class" Broadband ISPs Increase Sales Through the Use of Web Based Marketing
By Don Kent, eCablevision Consulting

"Best of Class" Broadband Service Providers' (BSPs) use a variety of tactics to maximize their subscriber counts while minimizing their customer acquisition costs. These programs range from creative customer retention to excellent multi-channel sales programs, and from novel web-based marketing campaigns, to street fighting, that entails slugging it out with competitors via guerrilla marketing. This is the third in a series of four articles regarding the "Best of Class" market penetration strategies. These strategies have been field tested and proven successful. This month's topic focuses on web based strategy and tactics to generate sales. Eight specific web based sales acquisition ideas are discussed in this month's column.

The single most important web based sales vehicle is an operator's website

A BSP's website is the best low cost method of increasing product awareness and ultimately generating sales. Search engines are a frequent method used by prospects to identify and research alternative broadband service. Consequently, a high rating in search engines - or ensuring that the BSP's website is one of the first ten or fifteen "hits" displayed on a search engine, can significant increase product awareness and web traffic. In 2002, maximizing search engine positioning is more of a science than an art. There are numerous software packages that automatically enhance or make recommendation to help enhance search engine placement, including Web Position Gold (www.webposition.com), Top Dog (www.topdog.nu), and Agent Web Ranking Software (www.aadsoft.com/agentwebranking/ranks.htm). These software packages ensure effective use of <META> keyword tags, <TITLE> tags, <BODY> tags, and <ALT> tags; that both correct and optimized HTML code is used, effective keywords and keyword combinations (e.g. specific verbiage, no delusions, "case sensitive," avoiding "spam" penalties of over-repetition) rules are followed, and that the site is effectively submitted to the major search engines. A BSP's web developer or webmaster can maximize search engine placement, or alternatively, many websites provide excellent instructions and free tools to help maximize a website's positioning. Bruce Clay Consulting's website (http://www.bruceclay.com/web_rank.htm) is one good example of a useful site containing embedded search engine placement tools.

Websites can generate low cost and incremental sales

If most visitors visit a BSP's website to learn more about their product, it's important to ensure that the website answers all of the visitor's questions. Tactics include describing the product in qualitative and quantitative detail, specifying pricing, and using actual customer testimonials to reinforce important messages. Since most visitors go to a website to learn about and compare the various BSP alternatives, accurately detailing selected differences can create an aura of authority and credibility. After the site answers the prospect's questions, the site should be designed to "ask for the sale" and contain sufficient alternatives so that technology is never an impediment to ordering the service. Specifically, prospects should be able to purchase the service by completing an online form that is emailed to the BSP's sales department, calling the sales department via the telephone, or Instant Messaging a sales person to answer questions and which could result in a closed sale.

Use the company website to generate sales leads and increase the productivity of the telesales group
Most prospects making a broadband service purchase decision generally visit the alternative BSP's websites to learn about the advantages of broadband, compare pricing among providers, and understand the product differences between competing products. If a website's "look and feel" positions the BSP as an authoritative source of information, visitors will be encouraged to register their name and email address to learn more about the company's product and services. Encouraging customers to register at the website coupled with permission marketing can be an important source of low cost sales leads.

Tactics to be Encourage Prospects to Register at a Website
Website visitors and BSP's prospects can be encouraged to register their contact information to:
· Receive periodic updates about the company's product enhancements and new customer benefits
· Obtain a CD-ROM detailing the broadband product
· Receive a direct mail piece or email describing the product in detail
· Determine if their home is serviceable and qualified to receive broadband
· Receive additional information via a telephone call

Participate in a survey, especially if the user has a choice of broadband-related premiums for completing the survey (e.g., a free three months subscription to Yahoo Magazine, of ESPN.com's fantasy camp, or of SmartMoney.com's subscription product).
Web based referral program - create incremental and low-cost sales and product awareness by developing a lead generation program via a web-based referral program (such as Make The Move at www.makethemove.com) for pre-qualified customers moving into the service area where the BSP operates.

Link management program

Create incremental and low-cost sales via a link management or web-networking program. By trading links with websites that are both logical destinations and jump-off points for the BSP's website, qualified and targeted traffic can be directed to the BSP's website. Some companies, such as LinkMe (www.linkme.com), offer turnkey link exchange services.

Email newsletter strategy

Create an image that the BSP is the authoritative source of knowledge and information regarding broadband, while capturing the contact information of those prospects interested in high-speed access. Publish a quarterly newsletter that provides information on local broadband related issues and answers questions that prospects often ask. The newsletter should not be an overt sales pitch but should provide technical information in a relatively balanced manner. Of course, the newsletter should be properly branded and include contact information for prospects interested in finding out more information about the sponsoring BSP.

Broadband technical update program

Reinforce the image that the BSP is the authoritative source of knowledge regarding broadband and capture email addresses by providing periodic "news alert" updates about technologically related issues. Some visitors will not register to receive sales information but will be interested in learning more about broadband and the Internet. This is a low intensity method of capturing contact information and beginning a dialogue with prospects that are not immediately interested, but may ultimately be interested, in purchasing broadband.

Chat room strategy

Create buzz and additional traffic to the BSP's website by frequenting local and broadband oriented chat rooms. This tactic requires the BSP to maintain the highest of integrity and ensure that their representative's act in a manner that exemplifies integrity and the image the BSP wishes to project to the community. Sometimes, a most effective approach is for the salesperson to identify themselves as an employee of the BSP and an individual knowledgeable about the industry, inviting others in the room to ask him or her questions.

"Best of Class" BSPs use creative tactics to achieve their budgeted customer numbers. This is the third of four articles that discuss field-tested and low cost ways to maximize customer counts. The fourth and final article will feature street fighting tactics and trench warfare via guerrilla marketing.

About the Author

Don Kent is CEO of eCablevision, a broadband consulting company. He has spent over 26 years working with early stage companies specializing in the delivery of broadband and digital content services. Please address questions or topics that you'd like to see discussed in subsequent columns to Dkent@eCablevsion.com.