As a commercial real estate broker for data centers, surely you are always on the lookout to meet colocation users that are interested in expanding their business.

These colocation users may need you to find rack space or another location to buy or rent for their servers and equipment. But what is the key to finding colocation users or your ideal customers?

Here are four steps that will get colocation users to your doorstep.

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1.  Create Buyer Personas

A buyer persona is a representation of your ideal customer and is fictional. You start by researching buyer persona to identify the behaviors, motivations, goals, and demographics of the type of people you will focus your marketing efforts on.  

As a data center realtor, you must develop buyer personas that meet the characteristics of colocation influencers and decision-makers, as these are the people you will want as leads. When we refer to decision makers, we are speaking about either CEOs or those in the C-level, VP-level, or director-level positions who are influential stakeholders in a company.

If your company has the attention of decision-makers and you develop a business relationship with them, they can better answer your questions and authorize a purchasing decision that other company employees may not have the authority to make.

So, creating very detailed buyer persona profiles for your business can help you generate leads through a tailored website and highly targeted content. 

2. Set Realistic Goals

When you begin the process of developing a marketing strategy for your business, you must create goals. Goals will assist you and your team to focus on your marketing efforts.

Your goals should be SMART goals, which stand for:

  • Specific –the goal must clearly state what is expected, the importance, which team members are involved, and when, where, and why.
  • Measurable – you must be able to measure the progress of the goal.
  • Attainable – the goal must be realistic.
  • Relevant – the goal must address the purpose of the business.
  • Timely – the goal must have an expected completion date.

3. Develop Ridiculously Relevant Content

Your team must develop highly relevant content that will astonish your target audience, making them want to learn more. You can develop content in the form of blog posts, webinars, podcasts, white papers, recordings, etc.

This type of content is your digital assets, which helps you start the sales process.

4. Get a Two-Pronged Emotional Reaction from Your Prospects

Once you have developed great content, you want to receive a two-pronged emotional reaction. Joshua Feinberg, Vice President and Co-Founder of SP Home Run, says, “You are looking for that two-pronged emotional reaction when someone lands on one of your digital assets.”

Whether they come across one of your digital assets on your blog, website, podcast, or elsewhere, there are two reactions:

  1. The potential customer says, “Wow, this is really good stuff; I’ve been looking for something like this for a long time.”
  2. The customer will then wonder what else your company has to say or offer.

You want to avoid a high visitor bounce rate at all measures. Feinberg says, “With a high bounce rate, your visitors will probably never come back to your website, and the worst part is so many millions of people are logged into servers that Google owns; Google knows they had a bad experience on your website as they left in seconds.”

As a data center realtor, are you properly attracting colocation users who are ready to expand their business? Let us know in the Comments section below.

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