Nearshore IT services located within Latin America face the challenge of standing out in a crowded market of similar services. Marketing nearshore IT services is often split into two types of content.
The first type simply lists features and benefits and then a pricing matrix. The customer is forced to make a decision based on a check-list of options. The second type of marketing is where the nearshore business creates basic content explaining nearshoring or outsourcing. Blogs such as “Top 10 reasons to outsource your call center” or “What is nearshoring” are top-of-funnel content. It’s true that a customer at the top of the marketing funnel may not recognize their need to outsource to a call center. But whilst these blogs address some initial research need, this stage of lacking awareness passes very quickly. And this content is quickly copied by competitors.
Instead, customers may be open to a broader message on how outsourcing can affect the bottom line. Further down the funnel, a lead may be weighing up the differences between two call centre services. They do not need to read another blog on “Top 10 reasons to outsource your call center”. They have already passed this stage and need sufficient encouragement for all customers to progress to the next step in their journey.
There is no doubt that nearshoring presents opportunities for US businesses to create value. So your marketing should aim to help alleviate or solve the desire of US firms to mitigate the risk of nearshoring. It’s crucial to strike a balance between discussing customer obstacles and not becoming overly negative. Writing positively about negative aspects requires skill.
Other articles about nearshore marketing:
Marketing a nearshoring service: acknowledge customer obstacles – but not too much
Strategizing your nearshoring marketing: does local color help?
