All too often, data centers share content on social media that is in line with the Decision Stage of the buyer’s journey. Through their sales process, this content supports prospects in the final stage of their buyer’s journey, already 70% or more.
Data Center Social Media Coverage of the Full Buyer's Journey
While content should be shared for buyers who are in the final stages of their sales cycles, neglecting content development for other stages of the buyer’s journey makes businesses completely invisible to the vast majority of buyers— buyers in the Awareness and Consideration Stages of their buyer’s journey.
To put it as an analogy, it would be equivalent to a baseball team sitting out the first six innings of a game. Two-thirds of the game is over by the time they decided actually to show up. The odds of winning that baseball game now? Not likely.
There are two elements your data center should use to validate its marketing strategy:
- Buyer personas
- Consensus from existing clients, opportunities, and leads
Buyer personas are semi-fictional representations of your ideal client based on research and an educational presumption. Buyer persona research looks for correlations among the ideal subjects you analyze. These correlations are then used to build a buyer persona profile to use for future marketing efforts.
The consensus around your buyer personas is what needs to call the shots. The consensus should determine
- What content is worth creating
- Which content is worth sharing
- Which channels should your business occupy
Most data center providers, and those companies that sell to and partner with data center providers, concentrate their social media investments on LinkedIn and YouTube -- which Twitter (X) is often also in the mix. (This category includes colocation, wholesale, hyperscale, and edge data centers.)
Does your data center use buyer personas to support its social media goals? Let us know in the comments below.