It is no secret that most MSPs are not inherently strong at marketing. Between cloud, cybersecurity, IT support, and the myriad of other focus areas in an MSP, building marketing expertise often becomes a tomorrow thing.
We recently had the opportunity to meet with a seasoned marketer with extensive experience in technology and the MSP space. One of the questions that came up was a list of the top three things that any MSP could do today to improve marketing. We will identify this as three MSP marketing targets.
Build an Ideal Client Profile
Building an ideal client profile, or ICP, helps any MSP focus marketing efforts toward a specific target. It is difficult to engage anyone when generating bland content for the masses. The ICP can be focused on a specific industry or vertical. It should also identify a target company size. Last, it may focus on specific technologies.
Let’s suppose for a moment that your ICP is law firms with 20 to 50 people in a certain metropolitan area. Building content around this ICP will contain specific focus such as applications that these law firms may use. It may also outline compliance and regulatory needs that law firms of this size must adhere to. Finally, it will focus on the importance of uptime in the legal field.
Generate Engaging Content
Every single one of us is overwhelmed with content every day. Our inboxes are overflowing with email. Our social media feeds are filled with endless content. We are consuming record amounts of video content. If the MSPs content is bland, it is a quick scroll past and it is ignored.
Engaging content that builds interest will build traction over time. Content that focuses on a specific ICP is a great way to build further engagement. This type of content is custom for the MSP and it is an investment and also a differentiator. It delivers a message of value that builds reputation and confidence in your MSP.
Content should both be relevant in terms of messaging and also in terms of appeal. Graphics and colors are essential. Video content is paramount. MSPs are in a trust business and video is a great way to portray who you are and build relationships before an introduction ever happens.
Focus on Community
Building community within the existing customer base is a great way to boost marketing. In today’s virtual world, it is easy to let key relationships slip away when we get too busy with our day to day responsibilities. These key relationships build credibility, confidence, and trust. They also ultimately build referrals.
Customer testimonials are one key takeaway from this investment in community. Written testimonials that are posted on your website are priceless in building reputation and confidence in your prospects. Google reviews are even better in building reputation as well as SEO presence. Video reviews take everything one step further as it generates amazing content showcasing the brand and the work performed. Prospects will research your MSP online and every single one of them will see the reviews written by your customers.
Virtual meetups are a great way to build community. These meetups are scheduled on a cadence such as monthly. All customers and prospects are invited to join and ask questions. They can be treated as a Q&A session or a session to offer optimization tips or showcase a new technology. These build incredible community and confidence in both customers and prospects.
Key Takeaways
The three MSP marketing targets that we have outlined today are simple things that any MSP can make the investment in. These marketing targets will build pipeline and enhance organic growth in any MSP. Organic growth beyond unpredictable referrals is essential to build revenue and ultimately profitability in your MSP. This investment in marketing will provide a positive ROI that moves your MSP to the next maturity level.
About Blubird
Blubird is a marketing and lead generation agency with a focus on Managed Services Providers (MSPs) and on technology companies. With a laser focused approach to marketing and lead generation, Blubird brings quantifiable results helping businesses unlock their full potential with marketing, sales, and customer success.