The world is flooded with MSP firms, in which the least experienced in marketing often fail by committing unnecessary mistakes. Developing the company at a steady pace is a more effective strategy than jumping in and trying to make a big splash without proper planning. The following are common MSP mistakes and ways to avoid falling into these traps:
1. Launching Without a Business Plan
One of the worst things you can do in business is blindly diving forward without a business or marketing strategy. If you haven’t designed agreement forms or determined all the services you’ll provide, it can lead to awkward conversations and bad business arrangements. You might even get exploited by customers that thought you promised something that you didn’t.
It’s best to not jump ahead too quickly so that you can carefully plan out contracts, partnerships with vendors and make sure you have a thoroughly trained staff.
2. Treating Clients Like Statistics
Many tech companies are stacked with knowledgeable and skillful talent when it comes to technology and problem-solving, but lack sufficient communication skills. You have to remember that a good percentage of clients aren’t going to understand the tech jargon you may take for granted. If you talk down to them they may quickly look for more personable professionals.
You must always remember to treat your customers like humans, not robots who write checks or just stats on a spreadsheet. These days successful B2B relationships are built on personality as much as expertise, so remember to have a warm instead of cold personality.
3. Ignoring Technology Trends
The mobile revolution remains unstoppable, so be aware that more and more businesses are implementing BYOD policies, just as they are also moving to the cloud. Keep in mind that this trend means that your staff may have to learn about multiple mobile devices so that you can help set blanket security policies for a variety of devices.
One of the most significant tech developments in recent years is the growing understanding among businesses that they must enhance security systems with extra layers and 24/7 monitoring. Stay on top of these developments, since they could make or break your business. It’s also important to learn as much as possible about automation and machine learning solutions.
4. Mediocre Marketing
If your MSP marketing plan is just to rely on word of mouth or social media without an existing base, you will likely be in for a disappointing surprise. While those methods are two of the most effective for generating leads, they don’t work like magic unless you’ve already built up a list of solid contacts.
Word of mouth works if you already have a crowd of supporters on your side. Social media allows you to build a lengthy list in a matter of clicks, but it takes time for it to translate into a loyal following through active engagement.
The best way to market any business is through multiple channels. You don’t necessarily need to spend much on advertising, but PPC ads are the fastest way to generate new leads. SEO and blogging are avenues to building free online traffic, but over a longer timeframe. Distributing cards and marketing materials at trade shows and business conferences is an excellent way to build meaningful relationships.
5. Getting Impatient with Success
You should not panic if your business takes off slowly, which is actually normal. Part of your job as an MSP is to help other businesses achieve success through advising them on the most suitable platforms. Concentrate on providing efficient solutions rather than counting dollars, which will eventually come through loyal customer satisfaction.
The above list is a handy resource to review for avoiding MSP marketing mistakes committed by thousands of firms that never make it in this industry. They may be mesmerized by profit potential, but it’s not quite the easy path to the wealth they imagined. If you’re new to the game you are better off taking direction from experienced mentors in the field who can guide you to the next level. Don’t be afraid to reach out to a successful consultant who can lead you out of the dark into prosperity.