The Cloud Computing Services Primer Part 5
Erick Simpson – See Part 4 Here
The purpose of this continuing Cloud Computing Services Primer by Erick Simpson is to provide information to help you and your staff understand what Cloud Computing Services are, the benefits of adopting them into your deliverables and how to market, price, sell and manage them effectively. In addition, the concepts shared in this guide can be used to educate your prospects and customers on the benefits of Cloud Computing and why they should consider adopting these solutions in their businesses.
Marketing Cloud Computing Services
Marketing is all activity that is conducted prior to the sales appointment to reach and interest prospects and includes messaging that prepares prospects for the sales process. This is known as lead generation.
Well-known marketing vehicles include:
- Direct-mail letters
- Direct-mail postcards
- Print advertising
- Internet marketing
- Email marketing
Marketing activity identifies suspects in preparation for sales activity to begin.
Cloud Services Marketing Tools
Effective Cloud Services marketing tools include your Website; when designed to generate interest and build credibility and trust with visitors, an accurate, properly filtered and qualified marketing list, and compelling direct-mail marketing letters, email templates and postcards. Additionally, an effective appointment-setting script and process, and appointment confirmation and thank-you email templates and postcards tremendously strengthen your marketing campaign results. Other influential marketing tools include newsletters and Cloud Services case studies and white papers that can be made available via Website download and email.
Developing Effective Marketing Messages
The first step for you to undertake in developing an effective Cloud Computing Services marketing campaign is to develop your marketing message, based upon the pain points you will be able to exploit for your target vertical or market. In order for your message to be effective, it must contain the following elements:
- A description of the vertical’s pain points
- An emotional message in query form
- A client testimonial
- A call to actionIn addition to elements to include in the marketing message, there are also items that should never be part of a compelling marketing message. These items include:
- Technical specifications
- Industry jargon
In order to maximize success, an effective marketing message must identify your prospect’s pain points in a manner that evokes emotion and illustrates how you have alleviated these pains for clients just like them, and include a client testimonial and a call to action. All of this must be accomplished without documenting the how, but instead the benefits of the Cloud Services or solutions you are marketing, and in plain English – the simpler, the better.
Once you have crafted your marketing message, it can be used throughout the vehicles selected for your Cloud Computing Services marketing campaign.
Some further details….
A well-developed Marketing Process, at a minimum, will include several different:
- Direct Mail Letters
- Direct Mail Postcards
- E-Mail Templates
- Follow-Up Phone Calls
Each one of these delivers one part of your message. You will rotate the frequency of each of these types of marketing pieces, and mix in testimonials from successful business wins in the form of E-Mail templates.
You will follow up on a series of scheduled Direct Mail and E-Mail marketing pieces with a series of phone calls. During these calls, you will verify whether or not your prospect has received your materials, and has any questions regarding your Cloud Services that you can answer for them. Your goal during the marketing campaign is to sell the appointment to meet with the prospect. Once you have successfully secured the appointment, the sales process can begin.
In order to maximize the results of any successful marketing effort, it is important to carefully consider each and every vehicle utilized to deliver your message, and insure that the presentation and delivery of that message is consistent across all mediums. When used properly, a Website can be the most cost-effective means of marketing Cloud Computing Services and other solutions, providing a vehicle to capture prospects’ contact information, provide relevant marketing material to them, and promote recent newsworthy events. A well-designed website will build trust and confidence in its visitors.
In order for a website to aid in your Cloud Computing Services marketing efforts, it must be visually appealing, easy to navigate and reinforce their marketing message.
White Paper Marketing
White papers, when written properly and used correctly, can be tremendously effective as a lead-generation tool. When offered to prospects and Website visitors in exchange for their contact information, they can be used to qualify and influenceyour readers, and position your organization as a subject matter expert and thought leader in Cloud Computing Services, building credibility and trust in your prospects.
Case Study Marketing
Electronic Newsletter Marketing
Providing another regular marketing touch to prospects as well as customers is the purpose for creating and executing newsletter campaigns. The consistent delivery of newsletters that contain interesting and valuable content, as well as featuring your Cloud Computing marketing message will continue to impress and influence your readership. Again, the more marketing touches you deliver to your target audience, the more apt they are to do business with them.
Tracking and Measuring Marketing Activity
Your marketing activity must be tracked, quantified and analyzed to determine its effectiveness. Each and every activity, including the execution of all direct mail, email, telemarketing, appointment confirmations and thank you’s must be scheduled, tracked and managed. Should a particular campaign fail to yield the expected outcome, you can vary the vehicles, scheduling and frequency of activities during follow-on campaigns to continue to develop a recipe for success.
The true measure of success for you is the revenue that is generated as a result of your marketing activities, and how quickly they realize your ROI. You should develop a cost analysis to track your marketing investment month over month, including the cost of printing, postage, email and telemarketing, as well as overhead and other labor, against the revenue generated.
Since Cloud Computing Services are sold on a subscription basis; as you continue to refine your marketing process over time, the resulting sales will build exponential annuity revenues for you month over month.
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