VAR Marketing – Digital Marketing Strategies for Value Add Resellers

If you are a value added reseller, you are facing immense technology changes and marketing challenges. As a VAR, you are most likely familiar with some (if not all) of the below…

  • IT changes require new marketing messages. In order to thrive in this technology evolution, you need to transform your business from a traditional break-fix model to a managed IT services or MSP model which will drive monthly recurring revenue and increase sales through cloud services. This transition requires you to transform your marketing messages to focus on business goals and solution selling.
  • It’s hard to stand out. In a fiercely competitive market, you know that you must differentiate yourself to your clients as a business and technology partner, not just another IT reseller. To effectively communicate the value-add your organization brings to the market, your offerings and your business must be seen as distinctive.
  • In-house resources. Many reseller businesses simply don’t have the internal marketing resources to fully manage all aspects of strategy and promotion. This makes it challenging to cover marketing in a comprehensive and consistent way.

Digital marketing strategies for VARs

As a reseller, especially when you are in the technology space, customers expect a certain degree of online competence and an experience that supports theirchanging needs. It all starts with your website. If it’s outdated or poorly designed, what is it telling potential customers? A website should be designed with current technologies, standards and practices and should utilize a UX and UI that makes it easier for your customer to accomplish both their goals and yours. A website audit can shed light on where your site may be falling short.

Reporting and tracking

Carefully monitoring your traffic to gain a deep understanding of how your traffic is interacting with your site and why users are doing what they are is crucial to providing the insight needed to adjust your strategy and course correct. Many businesses leverage Google Analytics to collect the valuable data that can support these decisions.

Visibility in search results

Search marketing (SEM) is becoming increasingly competitive in all industries but it still remains a crucial tactic for potential customers to find you online when searching for your solutions. You must identify how users characterize the problems you solve and hone in on those terms and challenges. Aligning search intent with relevant solutions is the key to unlocking quality search traffic.

Getting social

Your customers are active on social media and they expect to find you there as well. Keeping dynamic profiles with a focus on interaction, education, support and engagement, works to build credibility in the eyes of your customer base.

The role of content

Content and communications are at the core of any brand. Transforming your company’s voice to one that is current, on point and engaging which appeals to your target customers, is the cornerstone of effective copywriting.

We take more than just a tactical approach

The above tactics work together to create an effective, comprehensive marketing plan but tactical execution is just one component of our holistic approach to driving growth.

We know that each and every VAR is unique. When you work with eBridge, we will evaluate your particular situation and provide customized recommendations for your business.

Do you need a dedicated team of professionals to manage all aspects of marketing within your organization? eBridge can be your outsourced marketing department, so you can get back to focusing on your customers and technology partners.

Are you a CMO or director who is responsible for marketing but could benefit from an independent advisor with whom you could discuss new trends?  eBridge can provide you with marketing strategy and business growth advice grounded in industry knowledge to transform your traditional break-fix reseller business to one that is focused on a recurring revenue and cloud computing model.

We know the reseller business

eBridge Marketing Solutions has worked with over 250 technology companies serving the industry since 2001. We understand the market you are operating in and the competitive environment you face.

“Effective and Targeted Advertising”

“We have been so pleased with eBridge Marketing Solutions’ ability to offer effective and targeted advertising that we have even begun referring our own customers to them! They deal with each customer on a case-by-case basis and, through this approach, are able to effectively drive quality traffic to our website by pinpointing those methods that work for our company. And their customer service is next to none!”

Robert Sauchyn
LFC Hosting | www.lfchosting.com