If you’re the CEO or sales director of a server colocation company, you already have a lot on your plate.

For example, your typical week might be consumed with 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, is surely not going to 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 ever get a chance to chime in. So what can you do to create more scalable, predictable, revenue growth?

Note: This blog post is excerpted from the Inbound Revenue Acceleration Webinar for Colocation Data Centers.

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 that’s on their home page and nearly all of the stuff that 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.

And if your server colocation revenue growth has stalled and you need to get things back on track ASAP, be sure to watch the recording from the “Inbound Revenue Acceleration Webinar for Colocation Data Centers.”