Demand Generation and Thought Leadership
Your IT marketing team needs to pay attention to realities defining the present market. Economics 101: low supply initiates high “demand”. The market will “demand” that which is “scarce”, and this will increase its price.
Well, good tech services are in high demand, but there’s also high competition. If you want to facilitate demand generation, you’ll have to do several things. Designing marketing funnels and fostering community credibility can be key factors.
Meanwhile, thought leadership means making yourself an authority in your given field and elucidating the market pertaining to new operational motifs or innovations.
Facilitating Thought Leadership and Demand Generation
Your IT marketing campaign will more successfully convert clients if natural demand defines their interaction with you and you’re already known as a leader of thought in the tech field over which your MSP presides. Following are a few tips to help you reach such objectives:
Content: In-House, Outsourced, and Guest Contribution
To be a thought leader requires demonstrating you’re ahead of peers and competitors in the field, but not obsequiously. You need to regularly produce content addressing prescient tech issues accurately. Certainly, this can be done in-house, but the cost of doing so likely won’t produce requisite quality.
You’re more likely to get necessary quality from outsourced solutions–still, there’s a third alternative also worth pursuing. Guest contributors are glad to provide their opinions on certain aspects of technology.
Those who write guest blogs get a “credit”, as it were, and you get the benefit of co-opting someone who has a legitimate passion for technology. Consider all three methods of content design for best results in terms of generating demand and thought leadership.
Ensure Consistency in All Content You Promote
However you generate content, consistency is key. You need consistency of credibility and accuracy, as well as production. To be a thought leader, you need to be a trusted authority.
Since technology naturally doubles on itself in terms of computer ability at eighteen-month intervals (Moore’s Law), there’s going to be an in-built demand generation silhouetting all content to begin with. As long as you’re consistent, readers will be naturally motivated to seek the latest solutions.
Gated Content and Nurtured Leads
Getting legitimate lead information can be as simple as putting a content “gateway” on blogs. Say you’ve got a white paper defining what sort of cloud solutions best match your target demographic. When they click on that link, a box should populate asking for an email address (or other relevant contact information) to continue.
Serious clients are more likely to enter in their information. Once you have that information, nurture associated leads. Don’t inundate them, but don’t forget them, either.
Enabling Authoritative Demand
You should utilize gated content and nurtured leads, maintain consistent content production, and co-op guest contribution in addition to outsourced or in-house content. Such IT marketing strategies have a good chance of becoming a thought-leading operation which naturally generates demand.
