Your MSP business needs two primary things to survive: a steady number of dependable clients and a steady income of new clients. The most dependable clients will cease to properly serve your organization given time. Some go under, some go with other tech providers, and some fire you for other reasons. Even clients that have been with you from the beginning can suddenly go belly-up and disappear on you. Any companies providing tech services for Enron suddenly lost all that business in the blink of an eye. So, what you need to ensure your business will retain sustainable operations is a statistically vetted means of generating necessary new clientele on a regular basis, and preferably surfeited by a steady upward trend.
To that end, here are several tips to help you establish such a stream of steady new clientele:
- Cold Calls
- Email Marketing
- Social Media Utility
- Search Engine Optimization (SEO)
Sometimes the oldest techniques are the most dependable. Cold calling is apt to deliver steady new clients, though you’re going to have a lower percentage of successful conversions. That said, if you’re careful to design cold calls around leads who are more apt to buy, then you’ll see new clients through such a strategy.
Email marketing will always be a feature of modern outreach— at least until something comes along to replace the internet. Working with a digital marketing solution to define effective, engaging emails designed to convert clients is a good way to reel them in. You’ll want to have a few personalized emails when you’re dealing with bigger fish, and mass emails that are yet engaging and only sent to those potential clients who could truly benefit from the products or services your MSP business provides.
Social Media Utility
Social media is everywhere and even becoming more integral. Mark Zuckerberg, creator of Facebook, recently had to attend a congressional hearing owing to the marketing breakthroughs his unicorn business has stumbled into. Additional marketing opportunities exist on Snapchat, Instagram, LinkedIn, Twitter, Minds, Gab, Reddit, YouTube, and other sites which function in a social media capacity. Optimizing such solutions is abbreviated under the term SMO (social media optimization) or SMM (social media management). Working with professional organizations can hone such outreach using the latest techniques and deliver observable ROI.
Search Engine Optimization (SEO)
SEO is related to SMO/SMM, though spread across a wider variety of digital media, and scientifically designed to correspond with algorithms. Using SEO will help your content be more visible to wider audiences. The downside to SEO is that it can take some time. Some of the most effective campaigns produce about fifty pieces of content a month for six months to two years, depending on varying factors. Still, you can get exact data on your campaigns, and this will give you the ability to encourage content that is doing well and avoid unproductive avenues of development. Guest blogs, social media, and your primary website will all play a part in SEO optimization.
MSP business marketing needs to be as comprehensive and cost-effectively designed as possible. Rather than re-inventing the wheel, many MSPs are working with SEO agencies who have tailored their services to cater to tech professionals.