Today’s Super VARs understand the importance of gaining market share at every opportunity. They look for new and unique ways to convert leads into customers and then retain those customers by fostering healthy and prosperous relationships. However, there are many VARs in the industry, whether they are just starting out or still in growth stages, who believe that the larger resellers with deep pockets and marketing budgets that are overflowing with black ink are the ones with the competitive advantage. However, there is a tool that any VAR can use to level the playing field. In the world of marketing, the Web has become the equalizer.
As we finally come out from under one of the worst recessions since the Great Depression, the largest companies are not only downsizing their marketing lines, they’re also cutting the staff needed to execute what’s left of the marketing plan. And while they’re scrambling to cover all the bases, smart VAR should cover the web as if it’s protecting the base of a scoring runner. If you do it successfully, Super VAR will prevent your opponent from scoring another run while maintaining your edge over the competition.
Big budgets don’t necessarily produce big results. In fact, today, because of the Internet and the worldwide audience it provides, you don’t need a lot of marketing dollars to be successful online. As long as you have strong, dynamic content and a website that’s easy to navigate, you’ll be well on your way to using the Web as your ticket to success without breaking the bank.
Be bold, and even if you’re a small guy (or even a medium guy), it’s time to go big:
– Develop content and creative design. While content is king, if your website design looks like crap, all the great content in the world won’t make up for it. This is where you need to dig a little deeper into your marketing budget and find the dollars to build your website right, from scratch. It may cost a bit more than you expected, but the long-term results will be worth it. However, this expense need not include fancy bells and whistles. Good design means that your customers, vendors, and potential customers can easily navigate your site to find exactly what they’re looking for, and that the look and feel is visually appealing. Minutes can seem like hours when a visitor is waiting for a page to load, so beware of tricks that could make you lose your patience.
– Optimize your website when you create your design. Unfortunately, this is one of the biggest mistakes VARs make when initially creating a company website. Here’s the catch: the best site in the world, if not optimized, will never be found. Sure, customers who know about you can find your website by entering your business name into Google or Yahoo! search. But the decision makers are smart people. They are looking for answers, and in today’s world, there is no better place to look for solutions than the World Wide Web. Potential customers looking for the best solution provider or the latest printer for automated inventory management system need to find you, not your competition. If you haven’t employed search engine optimization (SEO) for your website, you’re leaving thousands of dollars in potential sales on the table simply because your customers can’t find you.
– Use your email wisely. With carefully written and thoughtful communication to your customers, you have the ability to upsell, cross-sell, and tap into other revenue streams within your existing customer base. Use links in your email to direct the recipient to a particular place on your website. Attract them with value-added information that will help improve your business. You will position yourself as a thought leader and provide an additional resource to your clients.
– Use photos, videos and social networks to complete your presence on the Web. With the advent of YouTube, Flickr, and social networking sites like Facebook and Twitter, you have the ability to dominate your industry online. Create short videos that showcase new products. Post discussion topics about developing trends in your geographic region. The key to success is having a well thought out plan that sends the same message across all online platforms, so no matter where your customer sees your information and prospects, they’ll keep coming back and looking for more of the same.
Creating a professional online presence requires commitment, not necessarily a lot of money. You need to understand the value of keeping content fresh and engaging. Using the Web as your best marketing tool isn’t like putting together your annual brochure, which, once printed and mailed, cleans your hands of the task. But without blowing your budget, the Web puts you and your competition on the same page at the starting line. Now it’s your turn to win the race.