{"id":6029,"date":"2017-06-22T22:21:27","date_gmt":"2017-06-22T21:21:27","guid":{"rendered":"https:\/\/www.n-able.com\/?p=6029"},"modified":"2021-07-12T14:18:31","modified_gmt":"2021-07-12T13:18:31","slug":"6-step-roadmap-msp-marketing-success","status":"publish","type":"post","link":"https:\/\/www.n-able.com\/pt-br\/blog\/6-step-roadmap-msp-marketing-success","title":{"rendered":"The 6-Step Roadmap to MSP Marketing Success"},"content":{"rendered":"

Like their counterparts, smaller managed service providers (MSPs) and other IT providers are always looking to get maximum bang for their marketing buck. However, a smaller size typically means a smaller budget\u2014along with less time and fewer resources to create and implement a sophisticated, impactful marketing program. Still, there is a silver lining to this cloud: MSPs can make a marketing splash without needing a fat wallet to back it up. Follow this six-step roadmap to maximizing your marketing spend, whatever the total of that spend may be.<\/p>\n

1. Identify Your Target Customer<\/h3>\n

\"targetaudience.jpg\"Higher-value customers\u2014those that generate more revenue and profit\u2014should be the focus of MSPs\u2019 marketing efforts. These customers not only spend more than others; they also increase their spending with their MSP each year and pay their bills promptly. It doesn\u2019t cost much to sell to them because it is unnecessary to re-pitch for their business year after year; they are firmly in the fold. In some cases, industry analysts, the trade press, or another third-party source has acknowledged their excellence.<\/p>\n

There may also be an important subset of your best customers to identify and that is those customers that are in the one or more vertical markets in which you specialize. Specialization is a must for MSPs in today\u2019s competitive climate, and if you specialize in a customer\u2019s market, the greater the chances they will come to you for all of their MSP-related needs.<\/p>\n

Don\u2019t know enough about your customers to decide which are the best ones? Find out by building customer profiles. You can approach this task in numerous ways, including\u2014but not limited to\u2014surveying companies in your portfolio about their operations and technology needs, inviting local customers to educational events, and exploring customers\u2019 social media postings. Don\u2019t stop there; dig deeper by participating in industry associations and determining which prospects your close competitors are serving. Competitors\u2019 online customer forums and blogs are a goldmine of information about the latter. So are industry and vendor-sponsored publications and websites, where you can likely find case studies and other competitor intelligence.<\/p>\n

It\u2019s equally important to determine customers\u2019 motivation to buy, which could be anything from financial (a need to curtail expenditures or increase sales) and practical (a manufacturer wants to boost process efficiencies), to futuristic (a need to support growth). A handle on all of this will shine the spotlight on who your \u201cbest customers\u201d are and allow you to tailor your marketing efforts to their needs\u2014in turn making the best use of your marketing dollars.<\/p>\n

2. Check Out Your Competitors (Often)<\/h3>\n

MSPs can get a lot of marketing mileage from emphasizing what they do better than their competitors. So, when you win an engagement, it\u2019s important to find out why things turned out the way they did. Do you bring to the table a product the competitor just didn\u2019t offer? For instance, if you specialize in the retail vertical, do you offer hardware to help merchants capitalize on the mobile point of sale (POS) craze? Or was it service\u2014for example, again, looking at the retail market, does your services roster include help with standards like the Payment Card Industry Data Security Standard (PCI DSS)? Or maybe it\u2019s price.<\/p>\n

When you hit the \u201ccheck out competitors\u201d mile marker, look also at what the competition is doing right, that you could be doing wrong (and caused you to lose potential business to the MSP down the street). Rectify it and spin it in your marketing.<\/p>\n

One last point here: Evaluate competitors often\u2014at least once every quarter. Your business is changing, and so is theirs. They may, since the last time you looked, have made significant changes that will impact their ability to win business and put you in the loser\u2019s corner if you don\u2019t take proactive action.<\/p>\n

3. Take Control of Your Message<\/h3>\n

\"takecontrol.jpg\"Think about how you react when companies are trying to convey their message to you. How much time do you give them? Fifteen seconds? Thirty seconds? Most likely, a couple of seconds at best\u2014and that is all the time you, as an MSP, have to capture customers\u2019 interest and explain why they should work with you rather than with your competitors.<\/p>\n

Given this short time frame, it is essential to master your message. This means speaking customers\u2019 language and using it to demonstrate that you understand who they are and what their pain points may be, leveraging all the information you gathered in the first step.<\/p>\n

The first messaging element you create should be your value proposition\u2014a brief statement in \u201clay\u201d language that highlights your operation\u2019s unique value to its customers rather than encouraging them to buy technology services. Pick one to three value points\u2014and illustrate them with examples to build on your key message. Without examples, your value proposition will have no value.<\/p>\n

4. Set Objectives\u2014And Metrics for Managing Them<\/h3>\n

Okay, so you have a value proposition with proof points\u2026 now it\u2019s time to define what you want your marketing efforts to accomplish. Maybe you\u2019ve looked at your customer portfolio and decided you don\u2019t have enough of a clientele or enough of a clientele in a particular vertical you\u2019re emphasizing. Or perhaps you\u2019re fine with your existing customer count, but want to upsell and cross-sell more? Or is stealing customers from competitors the objective? The more specific you can be about your goals, the more effective your marketing tactics will be and the bigger that bang for the buck we discussed earlier.<\/p>\n

You should also decide how to measure your progress in attaining your goal, because as the old saying goes, \u201cIf you can\u2019t measure it, you can\u2019t manage it\u201d\u2014and, of course, metrics are the foundation of successful marketing. To decide what you should be measuring, you first need to define what a lead is for your particular company so that marketing and sales align. Determine how much you are willing to pay per lead and what your conversion rates are for various types of marketing.<\/p>\n

5. Don’t Forget the Call to Action<\/h3>\n

\"CTA.jpg\"Calls to action (CTAs) come in two flavors: primary and secondary. A primary call to action comprises what you want people to do\u2014sign up for a webinar, download a case study or white paper, or take a free trial. Your CTA needs to be compelling and appeal to prospects by focusing on the pressing business problems that compel them to seek our MSPs, help them solve their problems, and purchase their products and services. Think ebooks, white papers, infographics, webinars and customer testimonials. Promote these not only via traditional channels, such as your web page, but through social media and other media outlets as well.<\/p>\n

A secondary call to action is a follow-up to a primary call to action\u2014and can have as much impact as one. Case in point: Let\u2019s say 200 retailer prospects open an emailed invitation (primary call to action) inviting them to tune in to an upcoming webinar on cloud-based point of sale. Suppose 100 retailers register, and 75 \u201ctune in\u201d on the day of the event. You might send out a secondary call to action to the 25 registrants who failed to \u201cshow up\u201d for the webinar, thanking them for registering, and offering them a link to the recorded webinar. Who knows? You might get more qualified leads\u2014or as many\u2014from the secondary call to action than from the first.<\/p>\n

6. Start With the Basics<\/h3>\n

While it takes hard work and sharp focus to generate quality leads and to close business, you don\u2019t always have to spend a significant chunk of change to get the job done. There are many simple, low-cost marketing tactics MSPs can leverage, including list-building, database marketing, social media marketing, surveys, search engine optimization (SEO), and webinars.<\/p>\n

By following this roadmap, you\u2019ll not only drive more and better leads; you\u2019ll have arrived at a place where your results justify your year-round marketing expenditures. Even better, you won\u2019t find yourself caught in the feast-or-famine marketing cycle that can plague smaller MSPs.<\/p>\n

 <\/p>\n

Julie Ritzer Ross has been covering technology and its application in multiple vertical markets for more than 25 years. Her work has appeared in a variety of vertically focused publications including Transaction Trends, Hospitality Technology, Consumer Goods Technology, Integrated Solutions, Integrated Solutions for Retailers, Government Technology, RIS News and Vertical Systems Reseller (formerly Retail Systems Reseller).<\/em><\/p>\n

Want more information or help with marketing your MSP?\u00a0<\/b>Click here<\/b><\/a>.<\/b><\/p>\n

\u00a9 2017 SolarWinds MSP UK Ltd. All rights reserved.<\/p>\n","protected":false},"excerpt":{"rendered":"

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