Your MSP business will necessarily find itself in a unique situation owing to the present unpleasantness in terms of the COVID-19 pandemic. On the one hand, digital remote operations are flourishing as these are necessary to retain society. On the other, people are sick of hearing about this pandemic. You’ve got to strike a delicate balance as an MSP to retain your bottom line and keep new customers coming.
Some Practical Email Marketing Tips
The rules of the marketing game have changed, but not entirely. In a time of crisis such as this, there are certain best practices you’ll want to consider going forward; these should be followed in addition to known strategies that already work for you. Several of these novel best practices include:
Don’t Oversaturate: Give Your Audience a Break
Your marketing team may have more time on their hands than ever owing to this crisis. This doesn’t mean you should go on an outreach blitzkrieg. Yes, prospective customers are likely at home or operating in a remote capacity, but that doesn’t mean they have the time or patience for a bunch of advertising.
You need to give them a break, allow them to process, and understand they’re going through budgetary difficulties presently. This is empathetic, and this will reflect well on you. Instead of focusing on expansion or upselling, take this time to show how you’re giving back to your community to help overcome the crisis. Write human interest pieces about your technology and provide true solutions where you can. Giving is key in such times.
Structure Outreach to Match Demographic Diversity
As an MSP business, you’ll want to respect the fact that a diversity of clients make up your consumer base. Some will not trust the established authorities pertaining to this virus, some will. You need to appear either neutral or not disinclined to the proclivities of your customers. The best way to do this is to simply provide them solutions with little or no commentary. However, if commentary is impelled, take their side where you can.
Avoid Fatiguing Customers Through Too Many Emails
Too many emails in times of crisis are an exceptional annoyance. Many customers couldn’t upgrade or accept your services even if they wanted to owing to the contemporary unpleasantness. Accordingly, realize this and don’t annoy them.
Retaining Secure Operations in the Time of COVID-19
As an MSP business, you have the potential to actually increase operational profitability owing to the necessity for decentralized, remotely managed IT. However, you’ve still got to market, and you don’t want to either overplay or underplay your hand. Don’t oversaturate your audience, they need a break. Assure outreach matches diverse demographics and manage email outreach to avoid customer fatigue. Additionally, seek consultation to help you incorporate newly developing best practices as they become available. Today we’re in uncharted territory.
