Let’s face it: the market for managed service providers is crowded and competition is everywhere. MSPs that intend to succeed will not only have to improve their skills and tactics, but they also have to master more than the changing technology. MSP marketing requires you to integrate sales and marketing strategy as a significant part of your IT services business.
Before embarking on creating a marketing strategy, you should:
• Identify the target market
• Come up with a compelling message
• Source an effective marketing list
Use a Unique Approach
Most IT service providers sell similar and, sometimes, identical services. For your MSP marketing strategy to succeed, you have to stop being like everyone else. You need to focus on other factors outside of technology. Unique expertise, company culture, and value-add services will ensure that SMBs come to you for services. Utilize your marketing materials to stand out from the crowd. You can use images, brand voice, promotional materials, and effective color palette, styling, and fonts.
Establish a Niche
Establish a niche that offers less competition. When establishing a niche, it is important that you look for prospects with bigger problems because they will have few service providers. When you solve the big problems, your reputation will soar— hence, more prospects.
Create Leads through Cold Calling
When done in the right way, cold calling is the most effective ways to sell your services. All you need to do is make a list of your prospects and call them. You have to get to the point quickly and/or mention someone your prospects may know. This will establish you in a positive way. Since most IT service providers ignore cold calling as a marketing tool, it means few prospects get direct calls from providers; hence, it will be an advantage to your marketing strategy.
Utilize and Plan on Specific Marketing Channels
As a result of budget constraints, you will not allocate your resources to all marketing channels but only those that promise the most ROI. You will allocate your resources on areas that your audience consumes. If your audience is in social media, it makes sense to utilize that platform. It is important that you research the demographics and recognize the activities and practices of your audience.
Develop a Comprehensive Content Marketing Strategy
Your organization needs to take advantage of content marketing, because not only does it inform prospects about your company— it also offers you a platform to showcase your expertise. Articles, videos, blogs, and eBooks are effective for search engine optimization and are cost effective tools of marketing.
Convey Your Key Selling Points
When engaging with the prospect, you should be able to communicate why you stand out from the competition. The most effective way of understanding the pain points of your prospect is by listening and asking questions. It is important that you emphasize the value of your services to their organization.
Repetition and Persistence
Sending emails, postcards, and newsletters, as well as telemarketing, are repetitive activities that you can utilize to ensure the prospect remembers your organization when they require an MSP. Consistent and persistent activities make it easy for prospects to remember your name in a crowded market. Not only does repetition bring remembrance, but it also creates a blueprint of which activities are most effective with your target audience.
Portray Your Brand Consistently Across Devices and Platforms
To create an effective MSP marketing strategy, your business should establish a consistent marketing experience across devices and channels. Having consistent tones, images, marketing messages, promotional videos, styling, and fonts will enable the prospect to remember your company easily.
For your organization to stand out and establish an image in the minds of prospects, you need to put more effort in making sure that your marketing is consistent and viewable on all devices.
When you learn how to position your organization in a crowded market, sell your services, plan your company’s objectives, and attract prospective clients, you will not only expand your business— you will also be able to outrank your competitors.