Why Most Data Center Consultants' Websites Fail (SlideShare)

Why Most Data Center Consultants' Websites Fail

Sponsored by InboundDataCenter.com

There are many different kinds of data center consultants, for example:


Jennifer FeinbergCo-Founder and PresidentSP Home Run Inc.

• Data Specialties Inc. – literally builds data centers, including design, construction, facility consulting, and installation of electrical systems and cabling



• FabraCraft – consults on air flow management for data centers



• PTS Data Center Consulting Services – consults on the entire data center lifecycle, including assessment, strategy, implement-tation, and operations



• SynapSense Corporation – consults on how to rebalance the raised flooring in data centers to optimize air flow



• Newmark Grubb Knight Frank (NGKF) – Consulting Group to position and differentiate its expertise on colocation and data center real estate transactions



What do all of these data center consultants’ websites have in common?



They all need to attract, convert, close, and delight mid-market and enterprise IT clients



in an environment where the traditional marketing and sales playbook has become severely disrupted



– courtesy of search, social, mobile, and the overall consumerization of IT



In this post, excerpted from “Inbound Marketing for Colocation Data Centers”,



you’ll learn why most websites for data center consultants fail to achieve their goals and what you can do about it



What Passed for Relevance Five Years Ago is

Self-Serving Spam Today



Is your content really relevant enough to battle all of these forces that the digital competitive landscape has stacked against you?



Enterprise IT decision makers have gotten fed up with being interrupted with nonsense that they don’t care about



And they’ve invested some serious time and resources in tools that tune you out



So given all of this, how can you attract the right strangers to your data center consulting website?



Use Content Personalization to

Cater to the Your Buyer Persona’s Needs



Buyer personas are archetypes, basically semi-fictional representations,



or your ideal clients based on primary- and secondary-research, as well as a little bit of educated speculation



Accelerating the Sales Cycle with Content + Context



Focus your efforts on your most important and your most profitable ideal buyer personas



Plus be sure to account for the three stages of your buyer’s journey:



• Awareness

• Consideration

• Decision making



With three buyer personas for example, you end up with a grid that resembles a tic tac toe board



9 boxes that need contextually-relevant content



Protect Your Website Against the Back-Button



The end result we’re after is this two-pronged emotional reaction:



• “Holy crap is this helpful!”



• “What else do they have to read, watch, or listen to?”



And that is the moment when the person who was a complete stranger before



-- never having heard of your data center consulting company until a few minutes ago --



is now in the right frame of mind to notice the call to action (CTA) button or banner in your sidebar,



or below your blog post, offering a highly-relevant eBook, white paper, special report,



or downloadable guide going into the topic in much greater detail



You’ve begun to educate this person and build up some trust equity



Done right, that’s how Inbound marketing attracts strangers from search and social, transforms them into website visitors,



and then takes highly-impressed website visitors and converts them into qualified leads for your data center consulting services



What content on yourdata center consultant website has been most successful in attracting the right website visitors and converting those visitors into highly-qualified leads?



What content has failed to achieve your goals?



Let us know your take below



Recommended ReadingLearn How to Attract, Convert, Close, and Delight Your Ideal Clients and Tenants for Your Colocation Data Center

Download Your Free Copy Now atwww.InboundDataCenter.com

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http://www.inbounddatacenter.com/



Why Most Data Center Consultants' Websites Fail (SlideShare)

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Transcript of Why Most Data Center Consultants' Websites Fail (SlideShare)