In today’s technology-rich world we are living in, there is an extremely high demand for people and companies that are experts in setting up and maintaining the technology and information that is required to run a thriving business today. MSPs are not only essential but required in today’s technology-driven world.
If there is such a high demand for the services that these MSPs offer, why do they face such big challenges when it comes to marketing? Needless to say, if you are experiencing marketing challenges, you are also experiencing challenges with sales.
The number one reason for this is that many MSPs do not even have a strategy or process in place to generate sales through marketing for their company. It all starts with marketing, but many MSPs have never marketed their services. It may be time to build a more solid marketing and sales strategy for your business. In this article, we will be focusing on the first step: Marketing!
1. Determine Your Goal
This is the first step when it comes to creating a marketing strategy for your company. What do you want to achieve? Make more revenue? Establish yourself as a thought leader? Write down what your goal is and work out how marketing can help with that initiative. Work backwards and put a number to it.
If it’s revenue:
- How much new revenue would you like to earn?
- What’s your average opportunity value?
- How many of your opportunities close? (e.g. 50%)
- How many appointments will turn into opportunities? (e.g. 50%)
- How many leads will turn into appointments? (e.g. 20%)
- Now you know how many leads you need to generate your revenue goal
2. Identify Your Target Audience
Knowing who you are marketing to will help you figure out the type of content you need to generate leads and the channels to market through. Find out what are the main struggles the people within your target group are facing, and make sure that you have the right solutions for them.
3. Choose Your Content
Next, you will want to decide what content you want to produce and what offers you want to convey to your target audience. Set specific and measurable goals so that you can track your success. Each piece of content should be made to maximize its effect through the appropriate channel. For example, an email campaign should present a solution to an issue the reader is having, along with links to guide them towards more information about your company and your services. The email campaign should be informative and captivating, but also brief and not overwhelming, at the same time offering a way (links, videos, etc.) for the reader to dig deeper and find more information if they choose to do so. It should always be easy and clear to the reader how to find out more information about your services.
4. Pick Your Marketing Channels
There are many forms of marketing today, but not all of them are right for every company or industry. Evaluate and choose the right ones for your company. The channels listed below are the most common and proven to be effective methods of digital marketing.
The website of an MSP is considered to be one of the most important assets they own. Your website is where potential leads will be visiting often when they are evaluating whether they would like to choose you or a competitor for the services they are in need of. A website should create an experience for a reader that is informative and easy to navigate. Over all, your website should clearly convey who you are, what you do, and what makes you different.
A blog that stays current and focuses on providing valuable information for readers can be very effective in generating new leads. Consistently providing useful information on your blogs can also establish your company as experts in your field. Your goals should be to stay relevant to the topic, provide insightful information, and be SEO-friendly. A blog is also a great way to guide readers down a path to more information such as other blogs, social media pages, the form submission page on your website or any other content your company has to offer.
Social media gives your company the opportunity to join in relevant interaction with prospects. You can create a following around your company through social media pages where past customers can leave reviews and testimonials telling the world how great your company is. This can provide valuable feedback for your potential leads and build trust with your company. You can also use this method to communicate with your target audience in a more personal and interactive way.
Email is a great way to market to people that have expressed interest via another marketing channel, or even for new leads that you have never reached out to or talked to in the past. Emailing can be one of the most personable and effective methods of communicating with prospects. This can include reaching out 1-to-1 or coming up with a series of email campaigns to nurture leads and guide them down your revenue funnel. Make sure to include curiosity-inducing subjects and helpful content to keep them engaged.
Video has the ability to deliver information in a short period of time that may be too long and complex to attempt to deliver through other channels. Videos are extremely valuable because they convey information other formats have difficulty doing. Videos add emotion and tone to the message you are conveying which will provide an engaging and persuasive way to market to your target audience. Videos can also be used to compliment the content you are putting out through other marketing channels.
5. Determine a Schedule
You now know your goal, audience, content, and channels. Put down your due dates for marketing activities you need for success. Execute!