MSP marketing upgrade shouldn’t be approached simply for the sake of shaking things up. While such tactics have their value, there’s too much money on the line for your MSP to be too experimental. You want to use known best practices to not only enhance your present marketing paradigm but set your MSP up to be a continuously self-improving operation.
There are a lot of different schools of thought on this, but almost all marketing advisers will agree it’s better to use known best practices than to reinvent the wheel through trial and error. Marketing consultation groups providing MSP solutions generally advise the following tactics:
Dedicatedly Nurture Leads
MSP marketing shouldn’t “one-and-done” outreach. If you get a lead, you want to contact them multiple times with advertisement materials that match their position in the buyer’s journey. If they’re in the “awareness” stage, you shouldn’t bombard them with calls to action (CTAs).
However, sometimes prospects get into one phase and never seem to come out of it. What this means is that, for best results, it’s wise to incorporate customer relationship management (CRM) software that helps you keep all your information straight.
Focus on More Effective Outreach Rather Than More Channels
Quality trumps quantity. The more qualitative your outreach, the more conversions you’ll have. But “SPAM” in email boxes develops specifically owing to a quantity approach, and unless you can make that quantity the whole of the United States, you’re likely not going to see better ROI than a qualitative approach.
Figure out how to make each outreach attempt as qualitative as possible, and focus on several avenues that produce ROI regularly, rather than trying to spread yourself too thin. You don’t want to focus on just one channel, true, but less can be more when you properly manage available outreach streams.
Know Your Market, Keep Careful Numbers, Use AI Automation
Who are your clients? If you’re trying to reach an educational market, it doesn’t make sense to focus on a core message that has a “rebellious,” “anti-authority” edge to it. However, if you’re trying to market to those in technology that may have an interest in certain hacking activities, then going the counter-culture route in marketing outreach may make sense.
Learn your market to know which way to go and keep numbers on outreach strategies to see which ones will work. Once you’ve got the data, plug it into AI algorithms which automate outreach via email and the like. Build the “machine,” set it running, and keep it running.
MSP marketing built around clear market knowledge, careful stats, AI automation, quality over quantity, and dedicated lead nurturing should result in expanded conversions over time. Consider where you are, where you want to be, and which of these tactics best represent the direction you should take in enhancing marketing efforts going forward.