There are many ways to market a web hosting company. Traditional methods
include web hosting directories, banner ads on webmaster sites, search
engine placements, ppc advertising, and so on. These are all effective
methods if used and managed properly. These techniques, however, market
primarily to a limited target audience: Webmasters, Programmers, Graphic
Designers, and small hosting companies.
With the evolution of web hosting and website builder tools, as well as
the ongoing education of the common person, the average web hosting
customer is no longer a Webmaster. It is more likely an alumni
association, a church, an artist, a soccer club, or a family photo album.
Recently, the staff of Hostchart.com analyzed the signups from several
popular web hosting companies across the month of January, and here is
what they found: the number of signups from people in the industry was
less then 20%. Over 80% of all Hosting customer signups were from people
who are not Internet professionals! So, how best does a Hosting Company
target such a wide audience?
Assuming that 80% of your customer base is non-internet professionals, a
Hosting Company.s marketing methods should be greatly expanded beyond
Webmasters alone. If your marketing budget includes online marketing only,
then some potentially rich areas to find Hosting customers may be on sites
like Vacation/Travel websites, Investment sites, Retirement websites, or
any site that has a potential customer base with expendable time and/or
income.
If a Hosting Company.s advertising budget includes non-Internet methods,
it may want to consider marketing on billboards, in newspapers, phone
directories, or even brief commercial ads. GoDaddy has proven how powerful
a TV ad can be with it.s provocative Superbowl ads the last two years.
Even a simple advertising method like handing out free t-shirts can have a
farther-reaching impact on branding a Hosting Company.s name than one
might think.
Another noticeable change in the Web Hosting industry is the comfort level
customers have with switching Hosting providers. Historically, customers
did not change hosting companies. Most people were not comfortable moving
their website for fear of downtime and lost data. The times have changed.
People are more educated on websites, and there are plenty of web Hosting
services that will move sites at minimal charge and without downtime.
People feel free to move from Host to Host when they are offered a better
plan. It is an increasingly competitive market, where companies must find
new and better ways to stand out from the competition, whether that be
from decreased cost, increased Customer Service, or farther reaching
advertising campaigns. But Hosting Companies need not lose heart, for
although competition is increasing, the number of people Worldwide who are
getting connected to the internet is increasing at an exponential rate. It
is a good time to be in the Hosting Industry!
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