Free hosting, no takers, what am I doing wrong?
As part of launching my business I have tried to get the word out. The business is around web hosting something I am passionate about. I've decided to give out free hosting but still am not seeing the uptake I was hoping.
Any ideas on what I need to do to get the message out to Small and Medium Business's?
Free hosting is a good idea, you just need to create the hosting plans with different parameters ( quantity of websites, memory, storage, bandwidth, ssl certificates ... ) basic plan is free (min parameters enough to start website ), any further growth - the more they get the more they pay. Also you could offer some free time ( six months to year ) for those ones who are willing to migrate from your rivals' services.
We are based in India, into similar business we not provide services free of cost.
Free service sometime (or mostly) interpreted as unprofessional and low quality. A good quality and professional service can not be free or cheap.
Daphnis Labs, New Delhi.
We have been designing websites and hosting websites since 2006, so we know a thing or 2 about marketing hosting.
However, in general marketing perspective, as other have said "Free" is not ever free. The old saying of "There is no such thing as free lunch" has been heard by everyone, and as such humans have been conditioned to question and not trust "Free" things. 99% of the time this makes sense as there is a catch somewhere along the line but let's assume you are one of the 1%.
The question from any consumer would be "How do these guys make money?"
Let's face it, even a charity needs to make a profit (revenue - income = positive) so you have to be able to explain how you will offer free hosting. This means both your supply side (Internet Connections, Infrastructure, Servers, Security, Management Software, etc.) and overheads (Staffing, Support, Sales, etc) are zero therefore you can offer your service for no cost.
Assuming you can demonstrate this, then you have to also explain how you can offer your time (running the business, supporting customers, etc.), for nothing too? Are you a trust fund kid? Are a multimillionaire and you are just doing this for fun? How do you make a living and pay for your house, bills, and put food on the table if you are not made of money and your offer your service for nothing?
Business owners are not stupid, and they know the cost of living and running a business, so if anyone offers them anything that says "My Costs are Zero, Business Costs Are Zero, hence My Product Cost Zero". Nobody is going to believe you because this does not describe the real world. As the other old saying goes "If something sounds too good to be true, then it is probably not true!".
Websites for most businesses are "Critical" so they cannot take risks. In some businesses their revenue is dependent on it (Hospitality, Online E-commerce, Travel, etc.). No one in their right mind is going to take risks with this element of their business, and people always associate "Free Things" with risk.
Your customers will be thinking "What am I NOT getting?". Is it support, server speed, reliability, IP Addresses with good reputation, storage limitation, usage limitation, etc. All the time that you are saying "Free" they are thinking, “what I am not getting”. The little voice keeps asking this question and the more you explain, the little voice starts to ask "What is the catch?".
You may be offering an excellent product and service at zero cost, but it sounds like it is too good to be true so you lose the trust of the potential customers. People do not buy from people or businesses they do not trust.
You should clearly state what services you are providing for free and also the time frame you will offering and what are costs once the free services are gone.
Server up-time and specification are most important, one would consider while taking a hosting account and what kind of support you offer, please state these very clearly on your website.
You don't seem reliable. "Free" - usually means something is fishy !
When you say "Free" the value is most often degraded. First of all, there is no such thing as "Free" for the provider as he or she plans to seek or recover the investment with the customers down the road.
The consumer may get something for "Free," however, may not be able to seek full value from it by what elements are offered in this "Free" offer of yours.
I completed my monthly maintenance on my vehicle last afternoon and the manager at the service desk said, there is no charge as it is "Free." I then complimented him for the work and asked him permission if I can ask him a quick question. He said of course. I then asked, do you work here for free? He obviously said "No." Then I responded, how does this car company give something for "Free," or "No Charge?"
He blinked and I then shared that you know in the initial sales deal this factor is simply calculated and then pitched as "Free." He then smiles and replied, "There is no such thing as "Free Lunch," which we all hear all our lives.
The moment I started charging my customers, I started getting more respect as well as clear commitment on project success. They now had some skin in the game and I didn't have to chase them and was able to "Pull" them effectively.
Of course, one has to generate a track record and demonstrate the value proposition to be able to "Pull."
Hope you have compiled enough references to be able to garner the "Pull."
On SME businesses:
a - Seek Referrals
b - Generate Testimonials
c - Have a Website that is SEO'd
d - Generate a great profile on LinkedIn
e - Ask your network for contacts after you deliver something
f - Watch for people who are browsing your profile on LinkedIn
g - Look up LinkedIn Profile Optimization Techniques when you have some leisure.
I did several of these things and am able to seek customer pull over time. It is never too late to do this now.
Chris - i have a different view on this subject.
Web hosting is a very crowded space, one needs to be patient, sell aggressively, create a brand image, mindshare. That's when one sees success.
Being free isn't a wrong model. Google searches, emails, maps are free, but its one of the revered company on earth.
I suggest, if marketing doesn't work start locally and start meeting companies. sell them on the value prop. Start small, be patient, grow your footprint. Nothing is easy. Things take time.
Thanks ~ Subs
Hi Chris, My guess is that it sounds too good to be true - so most people won't believe it. Charge an amount that is half of what your competitors charge. See if that gets noticed.
Free beer...you know what you're getting and what it will get you. Free hosting...hmmm...what am I getting and what does that get me? What's your differentiator? What are you offering that I can't get elsewhere? Pick a target use case, develop the persona, and go talk to them about their hosting needs - what are they not getting that they need? That's your differentiator. Provide the service they want then market to the use case identified above.