How to Build a Killer Cloud Brand

Written by VMware Guest Blog
April 20, 2015

With public IT cloud services spending expected to reach $108 billion in just two short years, it’s no surprise that partners are jumping on the cloud bandwagon--and rightfully so. Cloud services are proving to be quite the sticky service–the kind that drives customer loyalty and keeps customers coming back for more. Consider the significance of the following statistic: 67% of customers expect to purchase a variety of cloud services from a single partner. We’re guessing you want that partner to be you.

With public IT cloud services spending expected to reach $108 billion* in just two short years, it’s no surprise that partners are jumping on the cloud bandwagon–and rightfully so. Cloud services are proving to be quite the sticky service–the kind that drives customer loyalty and keeps customers coming back for more. Consider the significance of the following statistic: 67% of customers expect to purchase a variety of cloud services from a single partner.* We’re guessing you want that partner to be you.

So, how do you become known as the "go-to cloud partner? As the senior director of partner communications, I’ve had many partners ask me that exact same question. To find the answer, we took a look at today’s top cloud providers. We wanted to see if there were any similarities in their approaches, as well as what they were doing differently to have their voice heard above all the noise.

What we discovered is that it’s no longer enough to develop a catchy tagline, a powerful positioning statement or a slick new website design–and then expect the leads to fall into your lap. Now, more than ever, prospects are doing their homework and researching your company in a variety of ways. They may have become interested in your cloud services after reading an insightful blog, perhaps they were recommended by a colleague on LinkedIn, or maybe they simply Googled "cloud partners."

By casting a wider marketing net, you can significantly increase the possibility of capturing attention and, ultimately, gaining more leads. Here are four recommendations for building a killer cloud brand:

1. Put your best foot forward: You only have one chance to make a good first impression, especially when it comes to your website and LinkedIn profiles. Consider cleaning up the copy of your website and updating your SEO keywords. The same can be said for updating LinkedIn: Use the summary to make your profile shine, update your picture, and become active in relevant groups. That way, potential customers can not only find you, but, when they do, they find the most polished and updated version of you.

2. Harness the power of thought leadership: If you want to be known as the go-to cloud provider, your expertise and voice needs to be heard. And this advice applies to your whole team. If someone is passionate about a cloud topic, leverage that excitement in a blog webinar or speaking engagement. Enthusiasm is contagious, and potential customers want to team up with a partner that cares deeply about their services.

3. Toot your own horn–loudly!: This ties directly in with creating the image of a thought leader. Fully use the power of social media (Twitter, Facebook and LinkedIn) to promote your brand and actively drive business back to you. With a little planning, you can tweet about an upcoming event to drive attendance, blog about a new product launch that is bound to gain traction or create buzz around the next big thing in cloud innovation. Then, push it out to your potential customers. Amplification is a powerful thing.

Long gone are the days of direct mail pieces and quarterly newsletters. Today's always-on consumers want easily digestible content. In your quest for top cloud partner status, you don’t want to be known for your sales pitches, but for informative blogs, quick YouTube videos and impactful webinars.

You also need to become a master at creating a strong call to action for each of your digital marketing pieces. Link discussions to your blogs, offer a personalized cost analysis after downloading a whitepaper or a free assessment after a webinar. These discussions can be the perfect segue into new business opportunities and relationships.

So, which common thread are you planning on weaving into your cloud strategy? I'd love to hear your thoughts. You can reach me on Twitter @sandrahaan.

Sandra Haan is VMware's Senior Director of Global Partner Marketing Communications. Guest blogs such as this one are published monthly and are part of The VAR Guy's annual platinum sponsorship.

*Successful Cloud Partners 2.0, an IDC e-book