If you’re a server colocation company's CEO or sales director, you already have much on your plate.
For example, your typical week might be spent developing and improving processes, leading strategic initiatives, managing and mentoring staff, managing major client accounts, and speaking at industry events.
But when push comes to shove, you’re likely also accountable to your board and investors about revenue growth – which, if at any time has stalled, will surely not sit well.
The challenging part with all of this – in the past few years, the buyer’s journey for server colocation has changed drastically. We now find a much more empowered evaluator and decision-maker that are doing a ton of upfront research on their own before these prospects are even ready for a conversation with your sales team.
As much as 57% to 90% of the decision-making process is likely happening before you can chime in. So what can you do to create more scalable, predictable revenue growth?
Evaluate How Your Server Colocation’s Digital Funnel Looks to Your Ideal Clients
The moment of truth for self-evaluating all of this:
Look at your own website. Start with your home page and ask yourself:
- Does your website content talk more about your company? (your stuff, your services, your locations, your compliance, your team, and so forth)
- Or do you talk more about the problems that you solve for your clients?
Are you looking at things more from the perspective of your ideal buyers that you really want to attract to your website?
Prospects Don’t Give a You-Know-What About You Until You’ve Earned Their Trust
During the early stages of the buyer’s journey – typically the first 57% to 90% of the buyer’s journey – which is a big, big percentage of the buyer’s journey today, even your best prospects won’t give a you-know-what about your services until you’ve established trusted advisor status with them.
This is such an important mindset shift that’s so critical.
And we see so many colocation centers completely dropping the ball on this – where nearly all of the content on their home page and the stuff they’re sharing on social media is kind of me-me-me, salesy, self-promotional stuff.
It’s not providing helpful, educational content. It’s not providing resources that have value in the eyes of the small sliver of the market that you want to stand out in front of as the best teachers in the world, as the best communicators in the world, about what it is that you do best. Big mistake!
How does your company attract strangers that have never heard of your company before? Do your website and social media talk more about yourselves or more about their problems? Let us know what you’ve been up to in the comments below.