Your MSP marketing team should certainly court new digital means of outreach through the web as a means of converting prospective clients. However, that doesn’t mean older marketing techniques should be entirely abandoned. In fact, it can be worthwhile to transition older techniques to newer outreach media.
Sending the Right Information to the Right Location
For example, when it comes to direct mail campaigns, you certainly want to send materials to the physical mailbox of prospects, but you also want to send the right information to their email address. Following, we’ll go over a few tactics to help you maximize such methods:
Use SMART Goals
Your MSP marketing strategy should, of course, be smart, but it should also be “SMART”. That is: goals in outreach should be defined by Specific, Measurable, Achievable, Relevant, Time-bound tactics. So, if you have a prospect that has a certain pain point, you might specifically address that pain-point for that prospect and other similar prospects.
Take a cross-section of your prospective clients and address specific pain points. Put together goals that can be met and are relevant to your specific outreach strategy. Measure your progress over the course of a specific time period. Consultation can help you most efficiently utilize SMART goal-making techniques by more clearly defining relevant variables.
Time Emails Correctly
Emails need to be sent at the right time, and in the right quantity. For example, sending somebody a marketing email Sunday night hoping they’ll read it Monday is a great way to push them into deleting the email without even opening it. Monday morning, the week is beginning, prospects are busy, and they don’t have time for anything advertisement-related.
However, if you sent the message near the end of the day at a time where it’s statistically likely that traffic will be low, you’ve got a better chance of engaging that prospect. Similarly, don’t bombard the inbox of target prospects, strategically send out emails when the time is right. Again, consultation can help you find your balance in this area.
Calls-to-action (CTAs) need to be included in all direct mail campaigns. If you’re sending an email promotion, then be sure there’s a CTA included. If you’re sending out letters of the “snail mail” variety, give them a phone number or email address they can use to acquire a promotion. If you’re sending a digital newsletter, again assure there’s a CTA in the right area. You don’t always want to be direct. Sometimes it’s best for there to be purely digital options. Maybe there’s a CTA disguised as a coupon, or something like that.
More Effective Direct Mail Outreach
In your MSP marketing, When you strategically incorporates CTAs, times emails properly, and incorporates a SMART approach, older outreach techniques will be more successful. Even some of the oldest techniques can be adapted; it just may require a little consultation to get the balance right.