To attract the right buyers to data centers, you must have: Part of your due diligence when researching buyer personas is to come up with the addressable market size of your industry.
- Product/market fit
- A deep understanding your competition
- Content creation
You want to make sure your content is getting in front of the right buyers for your business.
Do you have product market fit yet?
Make sure you define that addressable market versus the percentage of market share desired. In other words, if you find your market size is only thirty, even if you have fifty percent market share, owning half of the market share can get you to your growth goals; this type of stuff is what you should be looking at early on when thinking through strategy issues.
Understand Your Competition
When analyzing your competition, you want to have a deep understanding of:
- Your ideal buyers
- What your competition is doing right
- What your competition is doing wrong
Do not just look at your competitor's products and services. Look at how your competitors are conducting themselves in the Awareness and Consideration stages of the buyer's journey—the first 70% of the decision-making process.
Make sure you are laser-focused with:
- Your content
- The promotion of your content
- The distribution of your content
Remember, creating awesome, helpful, and remarkable content is only half the battle. The other half of the battle is about getting that content in front of the right eyes. Make sure you consider both, otherwise, it is exactly like opening an awesome restaurant in the middle of nowhere that no one knows about. The restaurant will inevitably go out of business a couple of months later.
You must strategize how you will get your content in front of the right eyes that will value it most. For small markets, you may need to integrate some offline content with your online content even more, things like:
- Lunch and learns
- Tech expos
- Open house events
- Technology showcases
We even see data center providers that take people to sports events and rent suites to make networking with prospects part educational and part fun.
How does your data center focus on smaller markets? Are you using content to generate leads? Let us know in the Comments below.
To learn more about data center sales acceleration, download the webinar recording Data Center Sales Funnel Acceleration Q&A Webinar.