How many ineffective IT marketing campaigns have you seen? Modern companies want to rely on flash and visually dense pages to generate hits. Everyone appreciates a bit of flair. When seeking professional computing expertise, though, the average business owner wants information. MSPs have an obligation to educate their customers. Practical information leads customers to your business.
If you want a company to trust you with their technology solutions, your first impression has to stand out. As a managed service provider, your IT marketing needs to build rapport with prospects. Don’t use marketing that relies on doublespeak. You should not attempt to swindle or mislead your prospects. Be honest about the products and services you offer. More importantly, educate potential clients on those services you don’t offer. People trust companies that are upfront about their shortcomings, too.
Building rapport builds brand loyalty. Customer retention drives your MSP business. Once you’ve established a positive working relationship with a company, they use your services and spread the word about your expertise to others. Develop rapport with a customer and you have created a brand advocate for life.
Attract the Right Business
Attracting the right clients to your MSP makes for a more successful business. Substantive marketing materials give your prospects the information they need. They don’t waste their time digging through your blogs and social media searching for details on products and services. The quickest way to alienate a prospective customer is by running them in circles using hollow advertising campaigns.
Rapport improves when you attract the right clients, as well. If your MSP specializes in data security, don’t try to sell yourself on programming VCRs or carpet cleaning, too. Broad appeal entices many businesses. That approach does not work when it comes to IT. You want to attract the prospects that are right for you. Customers who come to you for problems you mention but don’t solve walk away feeling dissatisfied and betrayed.
How do you best deliver your message to prospects? Companies use a diverse array of delivery methods. Direct email, white papers, and blogs all effectively give access to the information your clients need. Whether short form or long form content, you have many ways to promote your business based on the needs of your potential clients.
Educational marketing materials bring the right customers to your business. Those prospects seeking solutions to specific problems find you more easily when you focus on substance instead of style. They visit your site for technical advice. When they do, you direct them to additional content which appeals to them. You increase conversion for your company’s business. The more useful content you provide, the better the chances that prospects become satisfied customers.
A potential client spends time researching your company. They form lists of questions and concerns, weigh their options, and prepare for a conversation they’ve scheduled with you. Avoid all use of shallow, open-ended, or potentially misleading content. Prospects can’t prepare when they don’t know what your business really does. By marketing your MSP using informative content, your selling conversation further educates the client.
Educational marketing materials also do the work of educating a customer for you. During any conversation you have, you can focus on building a personal relationship and driving home the benefits of your services. Otherwise, the selling conversation ends up boring and impersonal.
In an industry so vital to all businesses, IT marketing for your MSP needs to provide real content. Educate your customer. Keep them informed. Separate your brand from the white noise of other advertisers. Deliver the kind of content you expect when deciding to work with a company. Honesty, accuracy, and information make your brand the success you want it to be.