MSP marketing efforts will be more effective if they’re set up for success from the start. You can prepare yourself to succeed by strategically designing outreach.
Fishing terminology is great in helping to describe strategy. You can’t catch a whale on a little fishing pole. But even with the right equipment, there are other things you’re going to need to bring the beast aboard your managed service provider vessel. In terms of technology, if you’re going to land the “big fish”, you’ve got to prepare.
Consider these three pillars of marketing outreach:
MSP marketing will be more successful if it dangles the right “bait” in front of potential clients. They’ve got a problem that needs resolution— a pain point. Your task in marketing will be to identify the most common pain points of your target demographic and find a way of putting an accurate monetary figure on the value your MSP can bring as it assuages those pain points.
Value is excellent bait. The greater the value, the larger the “fish” you attract. Essentially turnkey IT through proactive monitoring and support, MDM, Device/Desktop as a Service, and the cloud can save businesses tens of thousands a year— hundreds of thousands, if they’re large enough.
Keep any marketing or service provision tools carefully maintained. A rusty old fishing pole will snap when the scarred old whale of the deep sea swims into the depths trailing your marketing harpoon. You need to ensure that marketing efforts are strong enough to keep your client from swimming away! That will require the latest tech, tools, products, and services maintained in a sustainable way.
You can’t catch a whale in a pond; you need to take to the sea, and that requires the tools necessary. With proper bait and equipment, you must expand your targeting area for maximum effective impact.
MSP marketing that pursues a wide enough target range with value-rich bait and top-tier equipment/outreach strategy will likely convert the “big fish” clients you need to convert.