Repositioning Nearshoring Companies: A Strategic Approach
In today’s business world, it’s tough for nearshoring companies to get noticed. Every day, decision-makers are bombarded with too many sales and marketing messages. This overload leads them to quickly filter out anything that doesn’t catch their interest right away. Our service helps your company stand out and grab their attention by shifting from a focus on technology to specializing in certain industries and solving specific problems. This article explains how we do it, including:
- Changing how you position your company in the market.
- Developing a market strategy that gets noticed.
- Creating content that speaks to your audience.
- Using growth levers to control how fast your business grows and improves.
Why Repositioning Matters
Many nearshoring companies focus on their tech skills, but this can make them look all the same. We help you change this by focusing on certain industries and the unique problems they face. This way, you’re not just a tech expert; you’re a problem-solver for specific challenges. This change is crucial to make your company stand out and ensure that your marketing efforts are taken seriously and not ignored or marked as spam.
Developing a Market Strategy That Works
To make sure your marketing and sales messages are read and not thrown away, we focus on several key areas:
- Getting Permission (Opt-in Strategies): We make sure your marketing reaches people who are interested and open to hearing from you.
- Addressing Concerns (Stigma): We’re honest and upfront about any concerns clients might have, building trust.
- Respecting Client Policies and Timing: We tailor your approach to fit each client’s rules and the right time to reach them.
- Making Messages Relevant: We help you talk directly about your clients’ needs, which makes them more likely to listen. The message must be written for the specific perspective of the client.
Understanding Diverse Client Perspectives in Nearshoring
Multiple types of potential clients for nearshoring companies can be defined. It’s crucial to recognize that potential clients do not always think primarily from a technology standpoint but can also think from an industry and problem-solution perspective. Understanding this difference is key for effectively repositioning your services. Different types of clients require unique approaches:
- Software Development Companies with Local Presence: These are companies offering similar custom software development services who might be in need of extra capacity or looking to reduce costs. They value partners who understand their operational model and can seamlessly integrate.
- Companies with Standardized Software Solutions: Such firms require additional capacity or cost reduction for their standardized offerings. They need partners who can adapt to and extend their existing solutions efficiently.
- Preferred Suppliers for Large Companies: These gatekeepers to larger corporations require a demonstration of reliability and the ability to scale as per the demands of significant enterprises.
- Companies Seeking Custom Software Solutions: These clients, finding no suitable standard solutions in the market, look for bespoke software that precisely meets their unique requirements.
- Innovators and Visionaries: This group is keen on exploring the potential of specific technologies in novel scenarios. They are interested in investing in innovative solutions and value creative and forward-thinking approaches.
By recognizing and adapting to the varied needs and perspectives of these potential clients, nearshoring companies can develop more targeted and effective strategies to engage and win over diverse segments of the market.
Crafting Content That Connects
Content that connects with your audience is key. We use real client stories to show how you’ve solved similar problems. This approach uses three angles:
- Problem-Solution: We highlight how you’ve solved specific problems that appear in different industries.
- Industry Knowledge: We show your experience in dealing with various challenges within a particular industry.
- Technolgy: This is the approach that often is already present.
To even better connect with the prospect combinations can be made. The combinations are Problem-Solution and Industry, Problem-Solution and Technology, Technology and industry.
The best fit with the prospect is established when there is a match with technology needs, and industry expertise, and problem-solution experience.
Using Growth Levers
Growth levers are tools we use to help your business grow at the right pace. Think of them like the gas pedal in a car – you can speed up or slow down as needed. These levers include:
Creating a Content Map: We focus on content that your clients want to read, based on what they’re searching for online.
Tailored Content for Different Viewers: We use different angles in your content to appeal to various types of clients.
Building Your Network: We help you grow your list of contacts and use ambassadors to spread the word about your business.
Expansion Through Growth Levers
We help you find new opportunities, whether it’s within your existing client base, their suppliers, or even in related industries or other countries.
Conclusion
This strategic approach helps you build expertise in specific areas, making it clear what your next business move should be. By focusing your efforts, you not only grow but also become a known expert in your field, strengthening your place in the market.
Whitepaper
A whitepaper addresssing the strategic repositioning for Nearshoring companies is available. It can be downloaded at the following page:
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