Playing For Dimensional Marketing Chess
Your MSP business needs maximum exposure for requisite effectiveness. That’s much easier said than done. But there are ways to get around normal channels of operation using legitimate tactics. Do it right and you can substantially increase your impact and effectiveness in the marketplace without compromise.
It’s possible to farm out visibility to overseas organizations which accept a fee to promote you online, but this is easy to spot if you’re a discerning customer, and it’s the discerning types who will represent your most dependable business partners. Rather than going this route, you want to establish yourself as an authority in technology. One of the best ways to do that is to write a book.
Firing on All Cylinders
Certainly, social media is important. Television is important. Radio is important. SEO and SMO campaigns are all important for marketing and you shouldn’t refrain from these avenues of exposure. You want your services visible to the maximum possible number of potential clients at all times. In order to make your marketing investment back, this will be necessary. But a book communicates authority in a subtle way which can ultimately be effective without costing so much.
If your MSP business puts together a book that you sell online with Amazon, Kindle, and a few small publishing presses, that’s authoritative. Sure, it’s important to get physical copies of your book in physical shops, but this isn’t the primary aim of writing such a book. You’re not working for the book to take off and become a sensation in the market— you’re working toward a goal which demonstrates you are so authoritative and your MSP wrote a book.
The Goal Is Authoritative Establishment, Not Book Sales
When it comes to technology, technical writings pertaining to it aren’t likely going to be the kind which keeps enthusiasts up at night under the bed covers with a flashlight. Tech books are resources more than anything else. It’s very seldom you’ll find any individual who will read through one cover-to-cover even if they’re an IT enthusiast. Granted, you want to do a good job on the book just in case, but it being bought and read isn’t the reason you’ve written it. The real reason is to establish your tech company as authoritative in fields of information technology. When someone does a Google search and sees you’ve got a book, that’s like a psychological shortcut to professional trustworthiness in their mind.
Suddenly, everything you do becomes authoritative. Because the appearance is that your MSP took time to sit down and write a book pertaining to best practices. Again, you’ve got to make it look good. One suggestion is to write several chapters that are researched by your MSP and pertain to “evergreen” issues. One such issue will be designing security solutions which are proactively monitored and incorporate lasting techniques. Another thing you could have are “sample” chapters about legacy IT, and how it has transitioned over time. You might have a chapter which explains how certain coding works, why it’s necessary, and how to do basic things pertaining to programming.
Write about whatever you like, but make it authoritative, and work to ensure it has continuing applicability. This is solid, effective, above-the-board PR that will make your company look very good to the kind of people you’re courting involvement with.
Marketing Your Book Collaterally Markets Your MSP
You can additionally commission marketing which will serve to advance your authority by advancing your book. Cover relevant tech issues, commission blog posts and reviews, blast promotion of the book across social media, source reviewers on Amazon, and find online SEO organizations to help spread the word about your book. All these things will serve to advertise your MSP, even though they ostensibly advertise your book because, again, they establish that your MSP business is a true authority in fields of technology and innovation.
So, in conclusion:
• Demonstrate authority with traditional marketing— and obliquely
• Publish a book
• Make it a good book
• Advance is using social media and SEO solutions
• See an increase in sales
The key is to think outside the box… and the cherry on top? You may be surprised by a successful book!