Always Be Improving
Your managed services marketing should not be static. Technology continues to transition exponentially, just as it has since computation became core to modern society. This means what works in terms of outreach will necessarily transition as new tech becomes available.
In the year 2000, it wasn’t conceivable that video could be interfaced with on a cellular phone. Today, people get into car accidents while watching videos on their smartphones. Things have shifted, and savvy marketers are paying attention; those who represent your competitors are definitely aware of the shift. You need to be on the cutting-edge as well.
Still, while trial-and-error can have some level of effectiveness, in general, approaches of this kind will deliver less ROI than other tactics like working with marketing groups that specialize in MSP marketing optimization. Following, best practices often promoted by marketing professionals pertaining to outreach optimization will be briefly explored:
Know Your Clients Inside and Out
You must understand your target audience. Know who these people are, and design marketing personas around your core clients.
Figure out how long they stay with you, and why they leave. Determine which clients that are within your demographic have gone with your competitors, and why. Know their pain points and have ready metrics available. The more information you have on clients, both existing and prospective, the better.
Balance Information and Tech with Creativity
All that being said, it isn’t any good to operate marketing outreach which only relies on information or technology. Think of it this way: rice is nutritional, but without sauce it’s tasteless. So while it will sustain life, there will be little enjoyment in its ingestion. The “flavor”, in this analogy, would be the “creativity” of your marketing outreach.
Don’t only play by the numbers. Try new things. Offer limited time promotions. Be creative. Design marketing to include a minority percentage of the budget which can be used pursuing creative means of converting clients.
Engineer Outreach Campaigns Around Specific Platforms–Email, Direct Mail, Etc.
You should have multiple channels of outreach for your managed services marketing. Certainly, you want to have your website SEO-optimized and replete with relevant, value-rich content built around client personas and associated data; that’s not enough, though.
Additionally, it’s important to have email marketing campaigns and direct mail campaigns. Figure out which channels are most effective, and design multiple marketing streams accordingly.
More Efficient Marketing Solutions
Your managed services marketing team should engineer outreach campaigns around specific platforms like direct mail or email, balance information and technology with creativity, and understand clients at a fundamental level. Tactics of this type will have a very high likelihood of facilitating increased conversion. Wherever you can effectively optimize marketing, this is very advisable.