Co-Opting Art and Science
MSP marketing is a science that becomes an art when properly employed. Getting from science to art isn’t something that’s going to happen immediately, however. Practice will be necessary, as will tactics informed through professional marketing conventions. When such balance is obtained, you can expect to see increased success of online outreach materials.
Tips to Help Refine Your Site
Working with groups that specialize in providing marketing solutions specifically for MSPs can be key in helping you obtain the proper balance between “art” and “science” in website design. Such organizations will likely recommend strategies like these:
An Artful “Wow” Factor
Your MSP marketing materials need to impress prospective clients. Sites should be designed with layouts and color schemes that are aesthetically pleasing, but don’t tax bandwidth. Visitors should feel comfortable, and navigation should be easy. Technological excellence is key here.
Nothing should be choppy. Everything should be smooth and intuitive. The idea is for a site to be so artfully put together that it organically initiates a “Wow” response.
Facilitating a Meaningful Experience
It’s not enough only to use a “Wow” approach. There has to be something meaningful about it. A perfectly rendered CGI eyeball is “Wow” inspiring. But a movie that’s 90 minutes long, and only features an eyeball blinking, dilating, or whatever, isn’t going to be very meaningful.
Your “Wow” factor has to lead to something which resonates with target clients. Perhaps have graphical interfaces showing statistical displays pertaining to clients who have benefited from your products and services, or something similar.
Using Metrics to Strategically Strengthen Marketing
What statistically works for other MSP websites can work for yours, but your own site will generate its own unique numbers. Bounce rate, new visitors, length of stay on a particular site, repeat visits, direct engagement, and other metrics are all fundamental here.
Determine which key performance indicators (KPIs) are most relevant to your site. Use such scientific understanding to identify where emphasis is most appropriate. From there, continue supporting what works.
Fast Websites That Are Simultaneously Mobile-Friendly
Do not neglect the mobile component. In 2018, people accessing the internet through mobile devices were a majority. This is a trend that will continue as IoT, cloud computing, and other decentralized innovations continue to expand. Your site must be friendly to mobile devices, and that requires a specific design. Touchscreen interface, font size, video design, and more are all exceptionally important considerations here.
Artful and Scientifically-Strengthened Site Design
Your MSP marketing strategy needs to co-opt art and science into a harmoniously orchestrated end-product. This applies to all areas of marketing, but one of the most observably relevant areas for MSPs is their primary website. Ensure mobile friendliness, co-opt metrics, create a meaningful experience, and don’t forget to orchestrate the “Wow” factor.