To be effective and not obscure, your company needs to make sure that your web presence is like the most enticing tradeshow booth at a conference – except that it is virtual.
To have an enticing tradeshow presence, you probably would be offering something that attendees coming by were very interested in – insight - to help then -- as well as an attention grabber to stand out and be memorable.
It is no different with your web presence. Your company can be found online 24 hours a day, 365 days a year. Since there are millions of websites, yours needs to be focused on a niche or set of a few industries, as many MSPs are, and you need to know and understand those industries / niches.
There is no more “faking it till you make it” – your buyers want answers and they need help. Create a presence online that attracts more buyers who want to engage with you. Here are a few ideas:
Have special landing pages on your website that lead a buyer to something valuable. I can just say “a report” or “a PDF” – but that isn’t good enough. It needs to be data or answers that will be of support to them and help them grow business.
A great example of a company that does this well is inbound marketing company Hubspot, based in Boston.
A quick search of the Hubspot blog offered these links for their prospective buyers – buyers who have issues and don’t just want to hear about Hubspot’s products and services.
- The Six Step Guide to Prospecting at a Conference
- Rethink the Way you Work – an Interview with Jason Fried
- The Ten Most Common Website Redesign Mistakes
Notice anything? There is NO mention of company products and services. The blog titles and posts are designed to add VALUE to prospective buyers – and therefore build some currency online – dare I even say build trust?
As soon as a reader of these blogs gets to a landing page where they can download even more value, Hubspot will capture their prospective buyers basic data – and can then call and monitor their viewing habits.
If you do NOT have a smart website designed you won’t have prospective buyers coming to you online. What is the value of them doing this?
You could easily grow business 20% or more through a strategic inbound marketing plan to get more potential buyers to where you are – at your blog and your website – and you’ll convert some lookers into leads.
Do you have a blog that piques your buyers curiosity?
Do people in the industries you work in share your content?
Have you created landing pages with valuable offers for more probable buyers?
If you do this, you will be able to start to rise from obscurity and become more and more trusted through content and insight that your buyers need.
How will you begin, and if you have begun, how is it working?
This post was brought to you by IBM for MSPs and opinions are my own. To read more on this topic, visit IBM’s PivotPoint. Dedicated to providing valuable insight from industry thought leaders, PivotPoint offers expertise to help you develop, differentiate and scale your business.
Lori Richardson is recognized on Forbes as one of the "Top 30 Social Sales Influencers" worldwide and is a Top 25 Innovative Sales Blogger. Lori speaks, writes, trains, and consults with inside sales teams in mid-sized companies. Subscribe to the award-winning blog for sales strategies, tactics, and tips.
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