Most colocation data centers understand the importance of promotion. There isn’t much sense in investing countless hours creating, developing, and revising a service only to shelf it and hope consumers come to you; this is where promotion kicks in.
Promoting your colocation data services should be vital to your sales strategy. When practiced correctly, the promotion will catalog your services to the right audience and attract prospects to you.
Content promotion is just as important as content distribution. With the heavy amounts of competition most data centers face, it is a naïve business plan to develop services and hope clients find it.
The following are some go-to tips to help data centers get their content in front of the right eyes.
Balance Creation and Promotion
Ideally, the resources spent on content creation and content promotion should be evenly divided in a 50/50 ratio. Without allocating money specifically for promotion, data centers are setting their services up for failure.
As the common proverb asks: “If a tree falls in a forest and no one is around to hear it, does it make a sound?” Ask yourself: “If I develop a great service, but no one is around to use it, does it have an impact?”
Avoid HIPPO Mentality
In business, the term “HIPPO” refers to the highest-paid person’s opinion.
The HIPPO makes executive decisions involving product and marketing strategies in many businesses. Due to their experience in the industry and product knowledge, they may feel they are the most qualified person to make decisions affecting the promotion of the service; that is not necessarily the case.
Any promotional decisions made for your services should be based on thorough research. Marketing campaigns should not be based on intuition. Cross-referencing prior experiences, conducting new research, and consulting with an expert team should all take precedence over “following an instinct.”
If research cannot back your campaign, you must reevaluate it.
Many business owners ask: How do I decide where to prioritize my content promotion?
The simple answer? Buyer Personas.
A buyer persona is a fictional representation of your business’s ideal client. Buyer personas are developed by interviewing current and past clients, conducting research, and collecting survey data.
When developing detailed buyer personas, businesses will observe strong consensuses in their research to help them make promotional decisions when bringing a product to market. Buyer persona research should dig deep to answer questions like:
- What websites do you frequent?
- What challenges do you face?
- What are you searching for?
- What search engines do you use?
- What do you look for in your products?
- Where do you hang out offline?
- What do you look for to help you improve?
Having a clear understanding of these topics will help your data center prioritize its promotional efforts.
What steps does your data center take when developing a promotional strategy? Let us know in the comments below.