This comprehensive marketing guide addresses the unique challenges telecom operators face when promoting cloud PBX services, which differ significantly from core connectivity offerings and require specialized marketing approaches.
Cloud PBX significantly differs from an operator’s core products, so integrating the marketing of this service into existing processes may prove challenging. This guide will explain how to do everything correctly and avoid mistakes.
Start with your objectives, which will guide your team in the right direction when promoting the cloud PBX service, and determine a realistic budget. You must clearly understand how much funding you can allocate to promote the cloud PBX at this stage.
First, define a measurable global goal, for example, capturing 25% of the cloud PBX market within three years. Then, set short-term goals that will ensure the achievement of the global plan, such as attracting a minimum of 10 leads per month and selling additional options to at least five existing cloud PBX subscribers per month.
Since the cloud PBX offers many features, there's no need to develop positioning for each option. It's sufficient to create three core value propositions, for example:
To help end-users better understand these values, communicate them separately. For instance, create three different email copy variations and send them to different customers. The value proposition that garners the most opens and responses in the email campaign should also be used in other advertising channels.
Be sure to showcase screenshots of the cloud PBX interface — the product's visual quality will draw users closer to making a purchase. Since not all operators have a user-friendly service interface, you can easily differentiate yourself from competitors.
Prepare a product page showcasing the service, including screenshots of the cloud PBX interface, a link to documentation, and a feedback form.
Of course, don't forget the fundamental principles of a quality landing page:
The advantage of a product page is that it helps customers find answers to their main questions. Even if an employee doesn't mention something important, the user can discover product details without assistance.
Place a prominent banner on your company's main website and social media platforms. Send an email campaign and SMS messages to your existing customer base, and also distribute a press release about the launch of the cloud PBX. In general, do everything to ensure that your customers are aware of the introduction of your new service.
Despite the long-term effect of SEO, your product still needs organic promotion. With such a strategy, customers can find you through valuable articles in search results. If you have a blog on your website, write articles not only about your core services but also about the cloud PBX. Customer case studies work best — for example, discuss how a particular company increased sales by monitoring every incoming call.
The practice has shown that contextual and targeted advertising for cloud PBX is most effective. The advantage of this type of promotion is that campaign results are easy to measure. Another benefit of digital advertising is its manageability: lead generation directly depends on how much money you invest.
Good results are also achieved through the following channels:
For offline events, it's challenging to measure conversion to sales; these activities are more focused on ensuring that your customers and partners are well-informed about your new product.
Here are the key performance indicators for online advertising:
Usually, cloud PBX advertising is very cost-effective, especially in countries where the market for additional business services is still developing. In this case, the right strategy is to spend as much money as possible on online advertising to increase revenue significantly.
After a while, you will have a substantial subscriber base for the cloud PBX, and it will be essential to ensure your subscribers stay with you for as long as possible. Here's what you can pay attention to:
let's discuss the mistakes that operators make when promoting cloud PBX services:
Start with your objectives, which will guide your team in the right direction when promoting the cloud PBX service, and determine a realistic budget. You must clearly understand how much funding you can allocate to promote the cloud PBX at this stage.
First, define a measurable global goal, for example, capturing 25% of the cloud PBX market within three years. Then, set short-term goals that will ensure the achievement of the global plan, such as attracting a minimum of 10 leads per month and selling additional options to at least five existing cloud PBX subscribers per month.
Since the cloud PBX offers many features, there's no need to develop positioning for each option. It's sufficient to create three core value propositions, for example:
To help end-users better understand these values, communicate them separately. For instance, create three different email copy variations and send them to different customers. The value proposition that garners the most opens and responses in the email campaign should also be used in other advertising channels.
Be sure to showcase screenshots of the cloud PBX interface — the product's visual quality will draw users closer to making a purchase. Since not all operators have a user-friendly service interface, you can easily differentiate yourself from competitors.
Prepare a product page showcasing the service, including screenshots of the cloud PBX interface, a link to documentation, and a feedback form.
Of course, don't forget the fundamental principles of a quality landing page:
The advantage of a product page is that it helps customers find answers to their main questions. Even if an employee doesn't mention something important, the user can discover product details without assistance.
Place a prominent banner on your company's main website and social media platforms. Send an email campaign and SMS messages to your existing customer base, and also distribute a press release about the launch of the cloud PBX. In general, do everything to ensure that your customers are aware of the introduction of your new service.
Despite the long-term effect of SEO, your product still needs organic promotion. With such a strategy, customers can find you through valuable articles in search results. If you have a blog on your website, write articles not only about your core services but also about the cloud PBX. Customer case studies work best — for example, discuss how a particular company increased sales by monitoring every incoming call.
The practice has shown that contextual and targeted advertising for cloud PBX is most effective. The advantage of this type of promotion is that campaign results are easy to measure. Another benefit of digital advertising is its manageability: lead generation directly depends on how much money you invest.
Good results are also achieved through the following channels:
For offline events, it's challenging to measure conversion to sales; these activities are more focused on ensuring that your customers and partners are well-informed about your new product.
Here are the key performance indicators for online advertising:
Usually, cloud PBX advertising is very cost-effective, especially in countries where the market for additional business services is still developing. In this case, the right strategy is to spend as much money as possible on online advertising to increase revenue significantly.
After a while, you will have a substantial subscriber base for the cloud PBX, and it will be essential to ensure your subscribers stay with you for as long as possible. Here's what you can pay attention to:
let's discuss the mistakes that operators make when promoting cloud PBX services:
Start with your objectives, which will guide your team in the right direction when promoting the cloud PBX service, and determine a realistic budget. You must clearly understand how much funding you can allocate to promote the cloud PBX at this stage.
First, define a measurable global goal, for example, capturing 25% of the cloud PBX market within three years. Then, set short-term goals that will ensure the achievement of the global plan, such as attracting a minimum of 10 leads per month and selling additional options to at least five existing cloud PBX subscribers per month.
Since the cloud PBX offers many features, there's no need to develop positioning for each option. It's sufficient to create three core value propositions, for example:
To help end-users better understand these values, communicate them separately. For instance, create three different email copy variations and send them to different customers. The value proposition that garners the most opens and responses in the email campaign should also be used in other advertising channels.
Be sure to showcase screenshots of the cloud PBX interface — the product's visual quality will draw users closer to making a purchase. Since not all operators have a user-friendly service interface, you can easily differentiate yourself from competitors.
Prepare a product page showcasing the service, including screenshots of the cloud PBX interface, a link to documentation, and a feedback form.
Of course, don't forget the fundamental principles of a quality landing page:
The advantage of a product page is that it helps customers find answers to their main questions. Even if an employee doesn't mention something important, the user can discover product details without assistance.
Place a prominent banner on your company's main website and social media platforms. Send an email campaign and SMS messages to your existing customer base, and also distribute a press release about the launch of the cloud PBX. In general, do everything to ensure that your customers are aware of the introduction of your new service.
Despite the long-term effect of SEO, your product still needs organic promotion. With such a strategy, customers can find you through valuable articles in search results. If you have a blog on your website, write articles not only about your core services but also about the cloud PBX. Customer case studies work best — for example, discuss how a particular company increased sales by monitoring every incoming call.
The practice has shown that contextual and targeted advertising for cloud PBX is most effective. The advantage of this type of promotion is that campaign results are easy to measure. Another benefit of digital advertising is its manageability: lead generation directly depends on how much money you invest.
Good results are also achieved through the following channels:
For offline events, it's challenging to measure conversion to sales; these activities are more focused on ensuring that your customers and partners are well-informed about your new product.
Here are the key performance indicators for online advertising:
Usually, cloud PBX advertising is very cost-effective, especially in countries where the market for additional business services is still developing. In this case, the right strategy is to spend as much money as possible on online advertising to increase revenue significantly.
After a while, you will have a substantial subscriber base for the cloud PBX, and it will be essential to ensure your subscribers stay with you for as long as possible. Here's what you can pay attention to:
let's discuss the mistakes that operators make when promoting cloud PBX services:
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