Creating an effective marketing strategy isn’t an easy task by any means. This is especially true for Managed service providers (MSPs). More often than not, companies’ reaction to a reduction in sales is based on hiring more salespeople. The problem with this is the fact that, if you aren’t addressing the real issue – the sales are going to stay low, no matter the number of salespeople.
And what is the real issue you might ask? Well, it is the fact that people tend to overlook that leads are necessary. Your journey toward drawing in new clients must start on planning the initial interaction. This is where a good MSP marketing strategy comes in.
This may sound vague now since a lot of people have a hard time approaching marketing strategies. That is why, in this article, you are going to find everything that you need to know in order to construct a good MSP marketing strategy. Even though your efforts to do so might require some initial investment, long-term speaking, they are the best investment that you can make.
Competitive research is a must
The first step in choosing the right strategy should always be doing research on your competitors. There are a lot of things that you can gather from understanding what your top competitors are already doing. You don’t have to be the one reinventing the wheel! Of course, it is important that you differentiate yourself. The thing is, the way in which you can do so constructively should reflect the things that your competitors are doing well while changing up the things that they do wrong.
So, make sure to do thorough research on the variables that define your competitors. How are they presenting the same services that you offer? In which way can you elevate your own presentation? Once you have figured these out, you want to further think about the ways in which you can communicate those values to your target audience.
Knowing your brand
The steps that follow should be the one that helps you turn the aspects that make you different into a value proposition. As Stuart R. Crawford, an MSP pro from https://www.ulistic.com/msp-marketing explains, brand storytelling should be considered as a must-have marketing tactic. He goes on to explain that the reason for this is the fact that it enables companies to stand out from the competition, as well as to boost both already existing and potential customer relationships. In any case – all of this leads to sales and customer referrals.
So, how do you go from not being sure what your brand is to create a brand storyboard? Well, the best way to do so is by assessing the things that we’ll be talking about next.
Finding the existing problems
It is important that you do your research on the most prominent problems that your potential clients face. These issues are the ones that you want to focus on when thinking about your MSP. Focus on targeting the business benefits that you are able to provide to your client!
Tackling the found issues
After you have pinpointed the issues that you are going to solve, focus on the selling point. No matter whether you are offering backup or remote monitoring, it’s vital that your clients understand the benefits that they bring. This is why you need to be technically driven in this segment, as explaining these things requires more than vague statements. Make sure that your clients understand the benefits of what you are trying to provide them!
What differentiates you from your competition?
We’ve already touched on the importance of competitive research in this article. Now, the value of that research doesn’t stop at understanding your standout qualities. It is important that your potential customers understand them as well.
So, have you figured out what aspect of your business is the one that sets your MSP apart from the others? It can be anything that can be deemed positive by your audience. Do you have a lot of experience in the field and means to support that claim? Saying that you’re quick and easily adaptable is great, but supporting your qualities with evidence is even better!
The importance of target audience
Targeting the audience is one of the most important aspects of pretty much every marketing strategy out there. The reason for this is the fact that if you don’t know to whom you’re selling your services – the probability is high that you’re just losing money.
So, who are you targeting? Do you want to work with enterprises or SMBs? What industries are you going to focus on? All of these are questions that you need to assess. A marketing strategy that doesn’t have a target is just going to end up dispersing. Advertising to a larger pool of audiences might be tempting to some people. The most common reason for it is the fact that they think that more people equals more sales. The truth is, it really doesn’t work that way.
In fact, if you know what is the profile of the most probable customer for your MSP, you don’t ever need to stray away from that profile. Ultimately, you want your marketing strategy to reach the people that are going to work with you.
What channels should you opt for?
So, how are you going to employ your marketing strategy? Facebook, email, ads… With so many ways in which you can contact your audience these days, one can easily feel quite overwhelmed. Channels are incredibly important and they need to align with other aspects of your marketing strategy. In general, channels can be divided into two categories – digital and traditional. Let’s talk about them for a bit.
This approach has an undoubtedly better reach. This makes it a great way to reach audiences that aren’t close to you. Another bonus with this approach is the fact that a lot of tools are available for analytics, which makes it easier for you to measure your success. Finally, it is less expensive than the traditional approach.
It may have a smaller reach, but this approach is a great way for you to connect with local clients. Measuring success is more difficult than with the digital approach. The way in which you can more easily quantify success is by having a digital tie-back.
As we have said in the beginning, it is no secret that marketing can seem like a really complicated task. While this definitely is true, so is the fact that after reading this article, you are already more familiar with the topic. Continue doing your research and make sure that you employ the given tips. Doing so will surely lead to your business growing! Good luck with your marketing!