As every good sales professional knows, selling products is not the same as selling services. An MSP business that sells services must market its value proposition differently than a business that sells products. Services are not mass-produced in the same manner as products. Let’s take a look at how to properly market services.
Service Marketing Requires a Nuanced Strategy
If your MSP business has relied on marketing strategies to sell products in an attempt to sell services, it is time to change your ways. Branding is certainly important, yet building a rapport with customers is essential to selling your services. Invest some time and effort coming up with ways to market your team’s specialization. Present your services as highly specialized, demonstrate your group understands your area of service, and move forward with the marketing push.
Service Marketing Is Almost Always Location-Dependent
While products can be transported to distant locations, most service-based businesses are limited to a specific area. This geographic constriction ultimately shapes the marketing strategy. Tailor the marketing of your services to specific individuals in your geographic location and you will maximize the impact of your limited marketing budget.
Focus on Building Client Relationships
Client relationships are particularly important in the context of services. If your team cannot establish trust with target clients, bringing them into the fold and retaining their business will prove egregiously difficult. Market your services in a manner that stresses your trustworthiness, reliability, and client-driven purpose. This relatable angle will motivate many more prospects toward converting into paying customers.
Mind the Marketing Channels
The marketing mix for your MSP company will be different from that of another service provider and so on. Each business requires a nuanced mix of channels as well as strategies to establish marketing campaigns, execute them to perfection, and bring in new business across posterity. Between email marketing, localized search engine optimization (SEO), social media marketing, and beyond, there are numerous highly effective marketing channels for service providers.
Social media and online review directories are particularly important for service providers. If necessary, hire a part-time social media specialist to manage your social media accounts. Be active on Facebook, respond to the reviews of your business posted to the web, encourage customers to spread the word about your MSP company, and business will eventually boom.
Continue to interact with the public online, especially through social media in order to maximize exposure and convert as many leads as possible. Check in on social media at least once or twice each day, and you will have done your part to build a rapport with prospective customers and also reinforce your existing rapport with current customers.
Recognize the Fact That Your Business Needs a Nuanced Service Marketing Approach
The moral of this story is service marketing must be tailored to the idiosyncrasies of each service provider. Do not attempt to replicate successful product marketing strategies or those used by companies that provide services that are different from those of your MSP business. Invest the time and effort necessary to develop and implement a service marketing strategy unique to your business and the desired results will manifest in due time.