I’ve been in the marketing game for several years now – too many, in fact, to even recall.
Lately I’ve found something that really frustrates me, and it’s also what I see as our biggest advantage when it comes to helping managed services providers excel in their marketing efforts. My first tip? Fire your MSP marketing company right now. Why? Because their content sucks!
That’s a bold statement, right? But it’s true!
I’ve put together a few examples of content that I’ve come across lately (and included hyperlinks) to show you what I mean. I believe the MSP world needs to know the difference between garbage and great content – and not only that, but it’s crucial that you understand how to make it better and start attracting new business opportunities.
Here are some examples of boring titles and content; they all lack any real drivers to get people excited, have a lack of focus, or are just ho-hum. Keep in mind; this has nothing to do with the companies themselves, but the content their being given for marketing. Here, I’m focusing on writing style and titles.
- Article 1 – Windows Server 2003 end of life is approaching. Are you ready? It’s a very important topic, I get it, but this title creates absolutely no urgency in the reader. So how can you make something like this stronger? How about something like this: “Listen Up – Your NYC Business Is At Risk If You Don’t Do This Now.” Your audience has to feel like they NEED to click on these articles.
- Article 2 –Tips on selecting the right website builder (and avoiding costly custom coding). Again, the hook to get people in needs strengthening. For example, “What Do Godzilla & Website Designers have in Common?” And when they click on the article, you can say something like, “Godzilla and most website designers have zero understanding of your business.” Now you’ve hooked them and can get into your article.
- Article 3 – Preparing your business for VoIP. As a business owner, why would I care about that title? I wouldn’t! What I would care about is losing customers, increased communication costs, or having my team unable to communicate with each other. So how would I change this? Simple. “Rotary Phones, Morse Code and Fax Machines – What Do These Have In Common?” My opening line would be, “Could you imagine still using these in your business?” and then get into the article.
Did you know that most MSP companies are not getting their lions share of business opportunities simply because their content isn’t engaging enough? It’s crucial to attract social media followers to click on a link, or to ensure your work is optimized for search engine results – otherwise, your content is basically invisible.
I’m making it my mission to revolutionize how managed services providers go to the market by improving their content marketing strategy. Yes, even with my own team – I’m constantly challenging them to come up with better and more engaging content. We need to step out of the ultra conservative mindset by stepping out of the box and switching up our habits.
It’s been proven time and time again – those who have the “balls” to go for it get more engagement, have more business opportunities presented to them, and gain a significant increase in followers. So why are you sticking to the status quo? Why are most MSP marketing companies continuing to put boring stuff online for their clients?
Here are a few more tips and recommendations:
- Be yourself. Just be you! If you’re the type of person who likes to let it all hang out, go for it. Why not?
- If you’re afraid to let it all hang out – get over it.
- Don’t be afraid to take risks. If people complain, it’s their loss. They likely weren’t good business opportunities for you anyway.
- Ensure that you’re working with an MSP marking company that’s focused on using the correct style of content to drive engagement and conversion.
- Hire Ulistic! Bold, eh? But that’s what you need to do in order to step up your game and improve your managed services marketing.
So what are you waiting for? Lets take your marketing game to the next level! Attracting new readers and then engaging with them is one simple way to convert website visitors into prospects. If you’re not a member of our FREE VIP Club, join us today. Fill out the form on our website.
Stuart Crawford serves as Creative Director and CEO with Sebring, FL and Fort Erie, ON-based Ulistic, a specialty MSP Marketing firm focused on information technology marketing and business development. He brings a wealth of knowledge and experience pertaining to how technology business owners and IT firms can use marketing as a vehicle to obtain success.