The following summary has been condensed for length and readability. To listen to the full discussion, click . This episode is sponsored by and .
In the latest episode of The Broadband Bunch, host Brad Hine is joined by two industry heavyweights, Bob Knight and Kim McKinley. Known affectionately as the “Broadband Besties,” Bob, CEO of Harry Marketing, and Kim, Chief of Staff at TAK Communications, share their expertise on how ISPs can stand out in the broadband industry with creative and authentic marketing strategies.
From humor-filled anecdotes to actionable advice, this episode is packed with insights for anyone navigating the world of broadband marketing. Below, we’ve broken down key moments and takeaways from this engaging conversation.
Meet the Broadband Besties
Bob Knight and Kim McKinley are no strangers to the broadband world. Both bring decades of experience to the table, along with a refreshing sense of humor and a knack for making complex topics accessible. Their chemistry and candid approach make this episode not only informative but also highly entertaining.
With references to San Diego’s own Anchorman, Bob and Kim dive into their marketing philosophy, emphasizing creativity, community engagement, and authenticity as the pillars of effective broadband marketing.
Why Marketing Matters in Broadband
The broadband industry has become increasingly competitive, with ISPs vying for customer attention in both urban and rural markets. Bob and Kim highlight the importance of marketing as a tool for differentiation, especially for smaller providers looking to carve out a niche.
According to Kim, “Marketing isn’t just about selling broadband speeds; it’s about building relationships, trust, and a brand that resonates with your community.”
Key Marketing Insights from the Broadband Besties
Bob and Kim share a wealth of strategies, offering practical advice on how ISPs can improve their marketing efforts. Here are some of the key takeaways:
1. Be Authentic
Authenticity is at the core of successful marketing. Kim emphasizes the importance of letting your brand reflect who you truly are. “In a world where everyone is trying to look polished, being genuine can set you apart,” she explains.
Bob agrees, adding that authenticity fosters trust. “People want to know that you’re not just a faceless corporation. Show them your humanity, and they’ll connect with you.”
2. Engage with Your Community
Community engagement is a recurring theme in the episode. Bob and Kim stress the value of building relationships with local stakeholders, including city officials, fire departments, and even PTA groups.
“Broadband isn’t just a product; it’s a lifeline for communities,” says Bob. “By engaging with your community, you show that you care, and that can translate into stronger customer loyalty.”
Kim adds, “Engagement starts from the moment you break ground. Whether it’s managing construction disruptions or answering tough questions, transparency and communication are key.”
3. Simplify Your Message
Broadband is a technical industry, but customers don’t want to be bogged down by jargon. Kim advises ISPs to tailor their messaging to their audience. “Know when to talk about latency and ping rates, and when to simply say, ‘We offer reliable, fast internet,’” she says.
Bob underscores this point with a marketing analogy: “On a first date, you don’t overwhelm someone with your entire life story. Keep it simple and relatable.”
4. Try Guerrilla Marketing
Creative, low-cost tactics can make a big impact. Bob highlights the effectiveness of guerrilla marketing strategies like stickers, yard signs, and other grassroots efforts. “These tactics are fun, memorable, and can help you stand out without breaking the bank,” he notes.
Kim agrees, sharing a story about an 80s hair band-themed direct mail campaign she once led that became a hit. “Sometimes, it’s the unexpected ideas that resonate most with your audience.”
5. Prioritize Transparency
In today’s digital world, transparency is non-negotiable. Bob and Kim advise ISPs to address customer concerns openly, whether it’s responding to complaints on social media or tackling tough questions about service disruptions.
“Transparency isn’t just about fixing problems; it’s about showing that you care,” says Bob. “Engaging with naysayers can actually turn them into advocates.”
Broadband Marketing in Action
The episode isn’t just theoretical; Bob and Kim share real-world examples of marketing done right. From using social media to highlight community stories to running inclusive campaigns that reflect local demographics, they demonstrate how ISPs can create impactful marketing strategies.
Bob also stresses the importance of aligning marketing tactics with broader business goals. “Your marketing strategy should support your business strategy. It’s not just about getting clicks or likes; it’s about moving the needle,” he says.
The Future of Broadband Marketing
As the episode wraps up, Bob and Kim look ahead to what’s next for the broadband industry. With federal funding like BEAD on the horizon and an increasing focus on community-driven solutions, they predict a renewed emphasis on branding, customer relationships, and innovative marketing approaches.
“2025 is going to be a turning point,” says Bob. “The money is starting to flow, and with it comes new opportunities for ISPs to differentiate themselves and grow.”
Kim adds, “The broadband space is evolving, and so should your marketing. Stay creative, stay authentic, and most importantly, stay connected to your community.”
Final Thoughts
This episode of The Broadband Bunch offers a masterclass in broadband marketing. With their unique blend of humor, expertise, and practical advice, Bob and Kim prove that effective marketing isn’t about having the biggest budget – it’s about being authentic, engaging, and creative.
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