As a value-added reseller (VAR), operating a successful business requires a savvy knowledge across a wide range of fields. First and foremost, you’re an advisor of technology solutions for point of sale (POS) and payments. But your day-to-day decision-making also includes managing employees and keeping up-to-date with regulations, business finance, sales, and marketing. It can be dizzying to manage so much with so little time. And though you have a clear concept of the end picture, sometimes it’s nice to have a hand in piecing the puzzle together. When it comes to attracting customers—the heart of your business—your marketing strategy plays a key role.
Inbound vs Outbound Marketing
There are two types of marketing strategies to use when attracting new business: inbound marketing and outbound marketing. Think of outbound marketing like a megaphone that carries your message out into your potential audience. Inbound marketing on the other hand is more of the magnet that brings customers to you, at the exact time they need you.
The goal of this marketing strategy is to attract prospects to your business who are already actively searching for a solution to a pain point. By creating valuable and original searchable content for your website, email, and social media channels, your business can be front and center when a prospect is ready to come to you.
Just as a house can’t be built without a strong foundation, inbound marketing can’t be executed without having the right elements in place. For value-added resellers, your “house” is your website. However, it’s not enough to just have a presence online—your website needs to offer these essentials:
Your site should best represent your brand, your products, and your vendors. It should have lead generating calls to action that include:
With this foundation in place, you are in a prime position to help grow your business by increasing leads with inbound marketing.
Outbound marketing, on the other hand, carries your message out into a broad audience, with the goal of connecting your brand with a potential customer. Outbound marketing tries to find you an audience whereas inbound marketing brings your audience to you. Outbound strategies should include these activities:
Your materials should be consistent with your brand, and your business should have the infrastructure to support the creation of consistent and relevant content. Look to your vendor partner and utilize resources that can be co-branded to your business. See if your vendor partner offers marketing development funds (MDF) to help create your content. Remember that consistency is key for a successful outbound strategy. Sending an email once will not be nearly as effective as a monthly newsletter that addresses current topics for your audience.
The Cornerstone of Effective Marketing
When considering inbound vs outbound marketing strategies the key to successful execution for either is a good foundation. This includes having the infrastructure to create and manage your content and regular communications with your audience. Whether using inbound or outbound strategies, or a combination of both, remember that the more consistent your marketing activities, the better your results. For industry-leading best practices regarding marketing results that matter, contact SkyRocket Group for a no-obligation consultation.