The Internet Service Provider (ISP) industry has undergone major developments in the past decade. It’s brought more competitors, changing regulations, new technologies, and increasing customer expectations.
What this means for your business is that your marketing plan needs to be laser-focused and impactful. Without that, you will fail to stay ahead of all these challenges and find ways to utilize them for growth.
With the suite of direct mail automation tools, Postalytics is a valuable ally in achieving these goals.
In this guide, we’ll share some of the best marketing strategies you can implement today. We’ll also discuss how direct mail can empower ISP marketers and how to track metrics to determine success.
What We’ll Cover:
- What is ISP Marketing?
- How is ISP Marketing Different?
- 5 Effective ISP Marketing Strategies
- How Can Direct Mail Empower ISP Marketers?
- What Metrics Do ISP Marketers Track?
- Create Winning ISP Marketing Campaigns Today!
What is ISP Marketing?
ISP marketing is the various strategies and tactics Internet Service Providers use to promote their businesses. While the strategies might be generalist, like email marketing or direct mail marketing, the method of implementation is different.
The broadband industry is rapidly expanding and changing. After all, the world runs on the internet. As a result, we’re seeing more creative marketing campaigns designed to capture an ever-more-competitive target market. As the ISP business revolves on a subscription basis, you’ll see these strategies giving equal focus to retention and acquisition.
How is ISP Marketing Different?
ISPs face unique challenges. These include the ongoing “Land Grab” for government incentives, the need to target underserved areas, and the increasing customer expectations for providers to deliver a comprehensive broadband experience.
Aside from these unique challenges, there are four main elements that make ISP marketing different.
High Customer Retention Priority
An ISP’s business differs from traditional businesses. It’s not like selling a one-time product or charging an upfront fee. The Internet subscription model means you need to keep your customers and increase customer loyalty.
Thus, customer retention becomes a critical focus for ISPs. The marketing efforts aim to nurture existing relationships and reduce churn.
Pricing and Packaging Flexibility
Not all your customers will have the same requirements. Some might want a limited download plan, while others want unlimited downloads. If you’re catering to businesses and households, you must provide different pricing plans with different quality services. If you offer customized plans, that’s an added benefit.
Your marketing material must communicate these options and help customers choose the right plan.
Emphasis on Network Reliability
“Which Internet Service Provider is reliable?” “How do we trust a particular ISP?” These are some questions your prospects will have, especially if you’re catering to a target audience in regions prone to outages or slowdowns.
Your marketing efforts should thus convey the stability and quality of your network. For example, case studies or testimonials can help prospects trust you.
Service Expansion Challenges
Expanding services, such as offering fiber-optic connections or new technologies, require significant investment and marketing efforts. If you’re not communicating the benefits of these technologies to your customers, you’re losing a lot of sales and revenue.
Your marketing should focus on attracting potential customers and upselling premium services to your existing customers.
5 Effective ISP Marketing Strategies
To help you get started, we’ve compiled a list of five effective ISP marketing strategies. We’ve also included some of the best practices you can start implementing.
#1 Freemium Strategy
In the freemium model, you offer a basic and free version of your service and charge fees for premium features or services. While you won’t want to offer free internet, you can use this model for other services.
For example, if someone has a weak WiFi signal in their home, you can offer a free WiFi extender. If the person wants to manage the router via the app, you can charge a fee for that feature.
While offering freemium plans, ensure that you don’t set the limits too low that consumers won’t want to upgrade at all.
#2 Referral Programs
Most of us trust peer recommendations more than branded content or advertisements. Adopting a referral program for your ISP can help build a community and attract more subscribers.
Here’s a referral program run by Wisper Internet.
Many ISPs offer a tiered reward structure for their referral program. For every customer they bring in, they keep getting more attractive rewards and benefits. These could be in the form of discounts or getting a month’s subscription free.
#3 Bundled Package
Bundles are a great way to market your premium offerings and create an irresistible offer for your customers.
Think about it this way. Your existing customers won’t change their plans unless something dire happens. They are satisfied with their existing plans, and selling premium offerings would be difficult.
But when it comes to attracting new customers, you can create a bundle with basic internet services and some premium add-ons that are steal-worthy. You can even look at your competitors’ plans to get inspiration on creating the right bundled package. Once done, promote it over your basic plans.
#4 Loyalty Rewards
As we already discussed, customer retention is crucial to the ISP marketing strategy. If your churn rate is high, you can’t rely on new subscribers to grow your business.
One way to keep your customers is by offering loyalty rewards. These rewards could be in the form of discounts, upgrades, or exclusive content.
But how do you decide who your loyal customers are? One way is by setting a time period; for example, a customer who has stayed loyal to your brand for over two years. Another way is by setting a value—you could offer rewards to those customers who spend more than $100 every month.
#5 Strong Customer Support
Customers no longer want to wait for days to get their queries resolved. Whether they’re facing slower speed or outage issues, they need access to knowledgeable representatives who can address them.
You must equip your customer support team with the right resources and tools to help them resolve queries quickly. You could do this by providing guidebooks or creating SOP documents.
Many ISPs provide online query resolution options like chat and self-service so they don’t have to hire an extensive customer support team.
How Can Direct Mail Empower ISP Marketers?
On average, purchasing decisions take longer than a week, and over a third take more than a month. But, with direct mail, 73% of purchase decisions take only one day.
A significant factor is that direct mail helps build a personal connection with your prospect. Because of its tangible nature, people want to engage with the mail and take the desired action.
With the advent of direct mail automation platforms like Postalytics, businesses have started using various features to create impactful campaigns.
Here are some things you can do with Postalytics:
- Access ready-made templates so you don’t have to invest much time in finding the right design.
- Personalize campaigns using the variable data and variable logic feature.
- Add QR codes to bring your prospects online and track their activity.
- Set triggered drip campaign workflows to send the right marketing content at the right time.
- Schedule multi-touch campaigns to improve your conversion rate.
- Integrate with other marketing tools to save time with automated data imports.
What Metrics Do ISP Marketers Track?
Do you know if your marketing campaigns are bringing results? Are those results worth the cost? Tracking metrics can answer these questions and help you optimize your strategies.
Below are six key metrics ISP marketers should track.
Customer Acquisition Cost (CAC)
CAC measures the cost it takes for your ISP business to convert a lead. It’s calculated by adding the sales and marketing expenses and dividing it by the number of customers you acquired.
Lowering CAC should be your goal – it signifies you’re acquiring customers efficiently.
Customer Lifetime Value (CLV)
CLV measures the total revenue a customer will generate throughout their relationship with your ISP business. It’s calculated by multiplying customer value with average customer lifespan.
You can increase this value by retaining customers longer and upselling additional services.
Conversion rate signifies the percentage of website visitors or leads who take a desired action, such as signing up for a plan or requesting more information. You’ll have to calculate this rate for different marketing campaigns you undertake.
Improving your conversion rates helps increase the number of leads and customers.
The churn rate calculates the percentage of customers who cancel their subscriptions during a specific time frame. It’s calculated by dividing the number of customers who left by the total number of customers at the beginning of the time period.
Reducing churn rate is a priority for ISPs to maintain a stable customer base.
Customer Feedback and Surveys
While this is not a core metric, customer feedback and surveys provide important qualitative data that helps understand customer preferences and pain points. You can even share a rating card to understand their overall satisfaction.
Use this data to improve your services and marketing strategies.
Net Promoter Score (NPS)
NPS measures customer satisfaction and loyalty by asking them how likely they are to recommend your services to others. A high NPS indicates that your existing customers are happy with your services and may become loyal advocates for your brand.
Create Winning ISP Marketing Campaigns Today!
With the world running on the internet, ISPs have never been more important. But that brings many challenges, including increased competition, higher customer expectations, and tighter regulations.
ISP marketers must stay up-to-date with the new marketing trends. Doing so means your business can optimize existing strategies to garner more leads and conversions.
One major optimization you can make this year is to adopt direct marketing to connect with your target audience in a more relevant and personal way. Creating, sending, and tracking these campaigns have become as easy as sending an email with direct mail tools like Postalytics.
Get your free Postalytics account and create your first campaign today.