This is a topic our marketing team talks about all the time. On an almost daily basis our marketing teams chats about how to effectively market Cloud solutions to the web hosting market and the non web hosting market. The more important part of that statement is the later. The non web hosting market. For the longest time, as far as we can recall, the web hosting industry and web hosting vendors have been mostly satisfied selling their solutions to members of the web hosting community – i.e. consumers who know what the difference between a VPS and a dedicated server is. But here’s the thing – the world is changing and this inclusive business model of only selling to those in the know is an old world failing business model. The new model, as 1 & 1 has noted, is to sell web hosting solutions to the people who need them without knowing they need them or even how to use them.
With this in mind, we want to take this time to chat about the different types of customers on the market who fall into the “need, but not know” boat of web hosting. These are the people who Cloud hosting companies should be selling and marketing to.
Writers, Artists and Businesses
Forget about the technical classification of writers equaling bloggers, or artists equaling digital gallery hosts or businesses equaling a sprawlingEcommerce platform. Instead of classifying these people as bloggers, as gallery hosts or as ecommerce installs, web hosting companies – Cloud hosting companies – need to talk to these potential and needful clients in terms which translate easily. Instead of telling a writer he/she needs a blog, talk about it in terms of setting up a space for readers and subscribers. When it comes to artists, photographers, painters and the like, instead of selling how fast their photos and images will load due to the resources of their VPS or dedicated server, talk about views, shares, visibility and bringing their work to the public eye. Lastly, when it comes to businesses, there is no need to talk about how much bandwidth or how many CPU cores their ecommerce site will need to function. Simply sell an ecommerce site to a business as you would sell anything to a business – it will make them more money and provide them more exposure. In other terms, for a business, for a writer and for an artist, web hosting is just the cost of doing business these days.
Effective Marketing Terminology for the Cloud
For Cloud hosting firms and Cloud marketers, language is a powerful tool however, in our experience, it is a tool which is being used fully and wholly wrong. The truth of the matter is when it comes to Cloud computing, web hosting, dedicated server hosting, there are only a small section of IT minded consumers who:
- Want to know how much Bandwidth, RAM, CPU Cores and Disk Space their server operates off of.
- Understand how that resource allotment impacts their website performance.
- Cares how that resource allotment impacts their website performance.
The simple truth behind all the technical talk is the vast majority of untapped Cloud consumers want one thing and they want one thing only, for their website to work. They don’t care about the technical. They don’t care about the background infrastructure. They don’t care about any of it simply because as long as it works, IT matters – as it always has been – is a secondary aspect of doing business. As long as their IT – their websites, their phone servers, their exchange servers – works smoothly, consumers don’t care nor do they want to hear about the technical. All consumers want to know about is that their core business offering, whatever that may be, is being offered to the public without any obstacles. How many CPU cores their server has or how often their website is monitored doesn’t matter to a CFO. Profits and ease of use does. Cloud marketers need to take note.
“This is why Cloud hosting has to be sold in the most basic terms possible. Screw the technical. Sell the service in terms of profits, ease of use, accessibility and reliability. Cloud marketers need to sell the Cloud in real world terms, not tech terms.“
For effective Cloud marketing, Keep It Simple, Stupid.