If You’re Not Expanding, You’re Imploding
IT marketing is the fuel of your business’s engine, because it produces leads, and leads produce conversions, which are where profit comes from. If you’re going to have the most effective operations, it’s key to establish marketing practices that work. Modern tech is providing new solutions making outreach more effective, and as an MSP company, it’s integral you co-opt that tech as competitors certainly are.
Three Steps to Expansive Growth
If you’re going to see the most ROI from marketing investment, there are best practices to consider. Certainly, you can try to “reinvent the wheel”, but perhaps such strategies are best reserved for when you’re already established and trying to forge new ground. Until then, consider tips like these:
1. Comprehensively Align Goals Across Departments
Your IT marketing is going to be more effective if it matches other departmental efforts within your MSP. If sellers are pushing a certain hardware service, marketing should be producing leads for that service. Aligning departments isn’t easy, but it’s not impossible, either.
It will require management to meet regularly, determine what goals are, and take steps to achieve them. It will require a reduction in compartmentalization, but this is a good thing for many MSPs; especially if they have yet to reach enterprise level. While some level of compartmentalization is good within your company, it will lead to misaligned goals eventually. Finding a balance here is key.
2. Court the Pareto Principle: 20% of Outreach Makes 80% of Sales
According to the Pareto principle, if there were 10 strategies designed to make profit, two would produce the lion’s share. Basically, 80% of outcomes come from 20% of causes. This is the 80/20 rule, or the Pareto Principle.
Co-opt the Pareto Principle by identifying which marketing outreach methods tend to have the most ROI compared to others and emphasizing the development of these known-successful tactics.
3. Know Where the Market is Going, and Keep Efficient Metrics
Cloud computing laid the groundwork for IoT, which is laying the groundwork for VR and AR. Decentralized computing is transforming the world, and if you’re going to keep pace with such shifting trends, it becomes fundamental that you carefully follow where the market goes and why it goes there.
You’ll additionally want to keep careful metrics not only on your internal operations, but as it pertains to the market itself. In this way, you’ll be able to tell when certain trends have reached their zenith, and will start declining, and when certain tech developments are on the rise.
The Potential for Exponential Growth
Your IT marketing has the potential to experience exponential growth. Part of facilitating as much requires effectively maintaining cognizance of marketing trends, keeping metrics internally and as pertains to that market, co-opting the Pareto Principle, and aligning goals across departments.
