(The Hosting News) – Startups, small businesses and mid-size firms all have one thing in common; a need to market their product and services in the hopes of converting leads into customers. How can companies work to ensure a sustainable influx of business? They look to their marketing department for the answers. Sheri Harrison, Marketing Communications Manager for Peak Hosting, a brand that specializes in managed hosting services and hybrid cloud hosting, encourages small businesses to actively build relationships with potential customers and work to understand their goals and desires. “The more tech companies know about their audience, the better chance they have at offering the right solutions,” says Harrison. She calls it the relevancy factor.
As the digital climate evolves rapidly, an increasing number of advertisements are shown to online consumers. Studies showed that the average American was confronted with more than 5,000 advertising messages per day, back in 2007. Three years later the figure rose to 16,000 per day.
With information overload, it has become harder for consumers to filter, much less control the way they view the web. Still, consumers seek and welcome information that can help them solve their specific problems at an affordable cost. If your company can be perceived as one that offers the solutions your target audience is looking for, then you’ve activated the online marketing cycle. You can move into the next level by answering questions or providing small solutions at no cost. This helps to build trust. Offer a free white paper or piece of collateral that educates but does not sell.
Once this trust is built, companies can move into the lead- nurture phase where marketing messages are more tailored to their prospect. The further you are in the lead nurturing process, the more targeted and relevant your marketing messages should be. Lead nurturing is a process that allows your contact to get to know your brand on a deeper level. As you share key insights about your products or services, you also have the opportunity to gather important information that can be later used to better suit the needs of your potential customer.
This give-and-take relationship should end with an agreement that satisfies both sides or it should at least conclude with a better understanding of how to communicate with prospects. Either way, your company gains advantageously through the tweaking of a highly effective marketing approach.
Peak Hosting, the industry leader in Operations-as-a-Service, the next level of managed hosting services recognizes the complexities of digital marketing. The managed hosting services company uses shared marketing techniques as a part of their service offerings for hosting clients. “We work with our customers through co-branded efforts in order to help them establish credibility amongst their target audience,” says Harrison. “This is part of the Peak philosophy that states: ‘What’s the most I can do?’
She also adds “We take pride in the fact that companies look to us for marketing support. It’s our responsibility to equip our clients with the tools and resources needed to perform at a high level, a business model that has been enforced from the beginning.”
Sheri and the marketing Team at Peak are working to develop streamlined processes that will exponentially increase online brand awareness for clients. Their commitment to education as a form of marketing can also be seen in their latest white paper Operations-as-a-Service: Outsource Everything But Your Code!