In today’s fast-paced digital environment, IT resellers are uniquely positioned to expand their service portfolio by offering voice communications solutions, like cloud-based phone systems and integrations with collaboration tools like Microsoft Teams. As businesses recognise the importance of unified communications for productivity and customer satisfaction, demand for these services continues to rise. This guide is designed to help IT resellers attract new leads in the voice communications market, ultimately growing recurring revenue and strengthening customer relationships.
Understand Your Target Market and Pain Points
Start by identifying the characteristics of your ideal customers. For example, small and medium-sized businesses (SMBs) often need affordable, scalable communication solutions that support remote or hybrid work environments. Larger organisations might prioritise secure and robust communications platforms that integrate seamlessly with other IT services. Key pain points to address include:
Flexibility:
Many businesses are looking for adaptable, cloud-based systems.
Cost Efficiency:
Communication systems that lower operational costs without sacrificing quality.
Integration:
Seamless compatibility with other platforms like CRM systems, collaboration tools, and productivity software.
Offer Value Through Educational Content
Lead with value. Create blog posts, whitepapers, or eBooks that address common questions and challenges in voice communications. Topics could include:
- "Top 5 Benefits of Cloud-Based Voice Systems for SMBs"
- "How Unified Communications Can Boost Productivity in Remote Teams"
- "The Financial Benefits of Integrating Voice with Microsoft Teams"
This type of content builds trust and demonstrates your expertise in voice solutions, making potential customers more likely to choose your services when they’re ready to buy.
Utilise Social Media for Thought Leadership
Social media platforms, particularly LinkedIn, are excellent for connecting with businesses in your target market. Share your educational content, engage with your followers, and participate in relevant industry groups. A few ideas for social media activities include:
Linkedin Articles:
Publish articles directly on LinkedIn to reach a larger professional audience.
Case Studies and Success Stories:
Share real-life examples of how your voice solutions benefited a similar business.
Polls and Questions:
Engage your audience by asking questions about their communication challenges and needs.
Building a presence as a thought leader on social media reinforces your authority and keeps your services top-of-mind.
Partner Up for Referrals
Collaborate with businesses that serve your ideal customer but aren’t direct competitors, such as managed service providers (MSPs) or software vendors. Offer referral incentives to encourage partners to recommend your voice communication solutions to their customers. Strong referral partnerships can deliver high-quality leads with a warm introduction and boost your credibility.
Leverage Customer Testimonials and Case Studies
A compelling case study or testimonial can be instrumental in convincing new leads of your value. Potential customers want to know that your solutions have been effective for others, especially for businesses similar to theirs. Consider creating case studies that focus on how your solution helped a customer:
- Reduce costs through more efficient communication
- Enhance productivity with seamless integrations
- Improve customer service with reliable voice solutions
Add testimonials to your website, social media, and marketing collateral to increase trust and credibility.
Use Paid Advertising for Targeted Outreach
While organic methods are crucial, consider paid ads to reach new leads quickly. Targeted ads on platforms like LinkedIn or Google can reach decisionmakers actively seeking voice communications solutions. Start with a small budget and test different ad formats (e.g., video ads, carousel ads) and messaging to see what resonates best.
Tip: Use keywords related to voice communications, cloud-based solutions, and your service area to narrow down your audience effectively.
Run Webinars and Live Demos
Webinars and live demonstrations allow potential customers to experience your voice solutions first-hand. Topics for webinars could include:
- “Enhancing Team Collaboration with Unified Voice Solutions”
- “How Cloud-Based Communications Can Streamline Your Business Operations”
Use these sessions to address common pain points and answer questions in real-time, showcasing the real-world benefits of your offerings.
Optimise Your Website for Lead Capture
Your website is your most valuable lead-generation tool, so ensure it’s optimised for conversions. Create dedicated landing pages for each of your voice communications services, making it easy for visitors to learn about specific solutions. Include prominent calls-to-action (CTAs) and lead capture forms to convert interest into leads. A few best practices:
- Use clear and concise language that addresses the visitor’s needs.
- Include trust indicators, like certifications, case studies, or logos of partners/customers.
- Offer a free trial or consultation to reduce friction in the decision-making process.
Follow Up with an Effective Lead Nurturing Strategy
Not all leads will be ready to buy immediately. Develop a lead-nurturing strategy to stay top-of-mind for future customers. Send targeted follow-up emails, share relevant content, or offer limited-time promotions. A strong nurturing approach includes:
- Personalised email marketing with relevant content based on where they are in the buyer’s journey.
- Invitations to events like webinars or product demos to maintain engagement.
- Periodic check-ins with valuable information or insights to demonstrate your commitment to solving their challenges.
Final Thoughts
Voice communications represent an exciting growth opportunity for IT resellers, especially as companies invest more in digital transformation. By identifying customer pain points, showcasing your expertise through valuable content, and optimising your marketing tactics, you can generate high-quality leads and build long-term relationships with new voice communications customers.
Start implementing these steps today to position yourself as the go-to partner for voice solutions, adding value to your customers’ operations and strengthening your own business in the process.
At NFON we understand the importance of effective marketing and we are set-up ready to support our partners with their marketing needs, from our self-serve partner portal to Marketing-as-a-Service for those who just want to concentrate on selling. Talk to us today about our partner enablement programme.
