Your MSP marketing must produce diverse content. There is a temptation to throw marketing ideas at the “wall” to see what “sticks”. Such approaches have their place, but unless you’re breaking new ground, it’s a better idea to rely on established outreach solutions as codified through marketing groups that provide ROI-rich SEO for MSPs.
There are a lot of things you can do to make content more effective; several will be briefly explored here. In a nutshell, you need to demonstrate your true value by showing how clients will be less viable without what you do. A few ways to do that include the following tips:
Design Content Around Relevant Pain Points of Clients–Think “Loss Prevention”
Your MSP marketing strategy needs to be constructed around areas of operation where clients have difficulty cutting expenses or other pain points. Pain points are operational losses. When your MSP demonstrates that you can cut out losses, that perks up the ears of clients. Show them how you can reduce their losses through your content, and they’ll see your value.
Determine Effective Content Formats and Maintain Them for Familiarity
Effective content formats which are predictable encourage regularity in operations. Regularity in operations is familiar, and on a subconscious level can help clients trust in you. You might design content like similar organizations with whom big-ticket clients have some history; it depends on the situation.
Put Content Together for Each Stage of the Buyer’s Journey
The buyer’s journey has three primary stages: awareness, exploration, and conversion. Content should be calibrated for each of these stages for maximum impact effectiveness.
Increase Conversion Through Optimized Marketing
Your MSP marketing will see increased conversions if you develop content for each stage of the buyer’s journey, determine the most familiar and effective formats of content design (and stick with them), and use content as a means of addressing relevant pain points.