Today’s Super VARs understand the importance of grabbing market share at every opportunity. They seek out unique, new ways to turn potential leads into customers and then to retain those customers by nurturing healthy, prosperous relationships. However, there are many VARs in the industry-whether they are just starting out or still in the growing stages-who believe that the larger resellers with deep pockets and marketing budgets that overflow with black ink are the ones who have the competitive edge. Yet there is one 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 pull out from underneath one of the worst recessions since the Great Depression, not only are larger companies whittling their marketing line items, but they are also cutting back on the staff needed to execute what is left of the marketing plan. And as they struggle to cover all the bases, the smart VAR must cover the Web like he was protecting home base from a scoring runner. If he does so successfully, the Super VAR will prevent his opponent from scoring another run, and he’ll maintain his lead over the competition at the same time.
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 wealth of marketing dollars in order to succeed online. As long as you have solid, dynamic content and a website that is easy to navigate, you’re on your way to using the Web as your ticket to success without breaking the bank.
Be bold, and even though you might be a little guy (or even a medium guy), it’s time to go big:
– Develop creative content and design. While content is king, if your website design looks like crap, all the great content in the world won’t compensate for it. Here is where you need to dig a little deeper into your marketing budget and find the dollars to create your website correctly-from the start. It may cost a bit more than you’d hoped, but the long-term results will be worth it. This expense does not need to include fancy bells and whistles, however. Good design means that your customers, vendors, and potential leads can easily navigate your site to find exactly what they are looking for and that the appearance is visually appealing. Minutes can seem like hours when a visitor is waiting for a page to download, so beware of tricks that could cost you an impatient prospect.
– Optimize your website when you create your design. Unfortunately, this is one of the biggest mistakes VARs make when initially creating the company’s website. Here’s the kicker-the best site in the world, if left unoptimized, will never be found. Sure, customers who know about you may find your website by plugging your company name in a Google or Yahoo! search. But decision makers are smart people. They search for answers, and in today’s world, there is no better place to search for solutions than the World Wide Web. Potential leads that are looking for the best solutions 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 take advantage of other revenue sources within your existing customer base. Use links in your email to direct the recipient to a particular spot on your website. Entice them with value-added information that will help to better their business. You’ll position yourself as a thought leader and provide an additional resource to your customers.
– Use photos, video, and social networking to round out your Web presence. 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 showcasing new products. Post discussion topics about developing trends in your geographic region. The key to success is having a thoughtful plan that sends the same message across all online platforms, so no matter where your customer views your information and insights, he’ll keep coming back and searching for more of the same.
Creating a professional presence online takes commitment, not necessarily big bucks. You must understand the value in keeping content fresh and inviting. Utilizing the Web as the ultimate marketing tool is not like putting together your annual brochure, which, once it’s printed and in the mail, you wipe your hands clean of the task. But without busting your budget, the Web puts both you and your competition at the same place on the starting line. Now it’s up to you to win the race.
