The following is a brief narrative about a fictional small business owner named Zach. The story explains how telcos and broadband providers can help themselves, and millions of SMBs, by innovating beyond dumb pipe connectivity.
Zach owns a jewelry store and he simply needs more leads. He uses Facebook to network with friends, but he needs help to promote his business online – minus the headache, complexity, and costs of a traditional website.
Zach the Small Business Owner
Bill uses the web to buy products and services. He engages businesses in online conversation. He openly shares his opinions and experiences with anyone who will listen. Bill is like millions of other consumers who increasingly search, find, try and buy on the web.
Bill the Consumer
With so many people moving to web, small business owners must follow them. Unfortunately, today’s tools are still too complicated and expensive – especially for SMBs with limited cash and technical skills. Zach is “flat out” frustrated and confused by the complexity and costs of marketing on the web.
Zach is Frustrated by the Cost and Complexity of Online Marketing
Telcos and broadband providers have a tremendous opportunity to innovate beyond dumb pipe connectivity services and re-establish themselves as a trusted marketing partner to help SMBs like Zach get found online by people like Bill.
The message for telco’s and broadband providers is simple. If you can help your SMB customers get found online, then they will not churn and they will be happy to pay you more as their business grows.
