The hosting industry is an incredibly competitive market. There are almost 50,000 companies in web hosting worldwide, and 10,000 in the USA alone. Gone are the days of a few big providers dominating the market – in recent years, several smaller hosting providers have used innovative marketing strategies to significantly improve their market share.
The rewards for doing so can be huge. Revenues for Cloud services alone are expected to grow to $95 Billion in the next 3 years. But with so much competition, how do you make your company stand out from other hosting providers?
Well, one thing is for sure, don’t believe these 5 myths:
1. I Can’t Afford Marketing
Trust me, you can. In such a competitive market, you can’t afford not to have marketing.
Bear in mind that marketing need not be expensive. HubSpot research has found that something as simple as blog update frequency can drive sales. Focus on quality rather than quantity – write a few genuinely engaging blog posts, rather than spamming every potential customer with dozens of marketing emails.
2. Social Media is Dead
Nowadays, it might seem that the efficacy of social media campaigns is getting less and less. However, this is largely because a lot of companies still aren’t using social media properly.
At its best, social media is a great way of building a relationship between your brand and your customers. Rather than paying for Facebook ads, why not engage directly with your customers by commenting when they mention your company, and responding to their questions? This is free, and a great way of securing repeat business.
3. My Competition Doesn’t Advertise
It’s definitely tempting to feel that since your large competitors are not marketing their company, you don’t need to. Remember, though, that in these days of social media and targeted email campaigns, they might be doing a lot of marketing that is invisible to you.
The trick is standing out from the crowd. According to research done by Q3 internet, 53% of companies don’t have a particular reason why they chose one hosting provider over another. It seems that measures of speed, uptime, and reliability are not the selling points you thought they were – what matters is being seen by the most customers.
4. Content Marketing Is Too Expensive
Content marketing is definitely expensive, but you get what you pay for when it comes to effective marketing. Research done by SocialMediaB2B suggests that companies with blogs generate 67% more leads, on average, than those without.
Content marketing also helps to build a relationship between your customers and your brand, ensuring repeat sales. Doesn’t sound so expensive now, does it?
5. My Customers Know Where To Find Me
I hear this one all the time. The truth is that in this market, unless you are continuously generating new customers, you are going to be out-competed. Small businesses are getting more tech-savvy all the time, and unless you can convince your existing customers that you are still the best option for them, they will leave.