Potential business prospects and clients are everywhere, and VARs must always be prepared to engage and capture their atten- tion. VARs possess a vast knowledge of the products they sell, in- vest in deep relationships with the vendors who they support, and strong inventory levels with a distribution partner. With all of that lined up and ready to be utilized by an end-user, it may seem like VARs have everything needed to support each customer.
However, these companies consistently use the internet to find means of purchasing the products they need to run their business- es. And the bottom line is, if they can’t locate you online, you’ll have no customers to support.
Too often, marketing is an afterthought of running a business. So much effort goes into actually running the day-to-day logistics that the basic idea of attracting customers through new and proven digital channels is often overlooked or forgotten. Effectively nav- igating the digital online marketing world can make the biggest difference between a successful and failed business venture. How you present your brand online can be just as important as your first meeting with a customer.
Most customers today are technologically savvy and typically rely on a company’s online presence as a validity test of its credibility in the market. High visibility of your brand increases credibility and customers will be more willing to seek out your product and ser- vices.