Managed Service Providers (MSPs) face constant competition when it comes to attracting new clients and retaining their existing clients. An effective marketing strategy can help MSPs gain a competitive advantage, stand out from the crowd in the competitive MSP industry, and generate and convert more leads.
MSP leaders must be focused on reconstructing and executing effective marketing strategies. Most importantly, MSP leaders should establish a positive brand reputation, spread the word about their services to reach more clients, and clear the way for better interaction and engagement with their existing clients.
How Can You Build an Effective MSP Marketing Strategy?
MSP marketing involves informing prospective clients about your MSP services, increasing brand awareness to generate a greater interest in your MSP business, and simplifying the sale of managed IT services. While it will take time and patience to see positive results from your MSP marketing initiatives, the right MSP strategy will place your MSP on a path to constant growth.
Building an effective MSP marketing strategy can not only help your MSP business increase sales and profits, but also strengthen your brand image, magnify client trust, and set your MSP business apart from your competitors.
How Can You Reverse Engineer Your Competitors’ MSP Marketing Strategy?
Have you been scratching your head trying to figure out how your competitors are getting traffic, visibility, and brand awareness, which ultimately leads to them getting the leads you wish you were getting?
Reverse engineering your competitors’ MSP marketing efforts can certainly help to improve your brand, but how can you do it and what exactly should you do? The web is becoming more and more saturated, which means more websites, more content, and—yes—more competitors. Standing out from the crowd can feel like a never-ending uphill battle, but taking the lead in such a competitive race is not just about originality. Sometimes, the best way to gain an advantage over the competition is to study what your competitors are doing to determine how you could incorporate their methods to benefit your brand.
Key Ways To Build An Effective MSP Marketing Strategy
Use Client Testimonials
Satisfied clients make the best marketers. Potential clients watching you pitch your MSP services doesn’t have the same influence as an endorsement from one of your current clients. Today’s businesses continue to operate because consumers trust customer reviews, comments, and client testimonials much more than self-promotion.
Your potential clients have so many choices, so they will prefer to partner with MSP businesses they feel they can trust. As a result, it’s no surprise that potential clients check out testimonials while searching for an MSP. What many business leaders do not realize is that testimonials affect the purchase decision.
Simply put, your prospects are interested in a variety of testimonials, including from your own employees. If your employees are posting client and employee testimonial videos on their website, social media accounts, and YouTube, they are getting the type of attention that you could be getting.
A client testimonial video highlighting their experience with your MSP business has the power to boost conversion and persuade visitors to take immediate action. Plus, it’s a video involving a human who has actually used your services. Getting one of your clients or employees to leave a video testimonial is one thing and using it for MSP marketing is another. If you have client testimonial videos and you aren’t posting them on YouTube or social media, then what are you doing?
Here are a few reasons why you should definitely use testimonial videos in your MSP marketing:
Testimonials make your brand credible and trustworthy.
Clients can explain your MSP’s strategies and processes from a different perspective.
Testimonials from your clients and employees appear natural.
Testimonials can be used in several ways, but one of the best ways to use them is in MSP marketing.
Establish a Winning YouTube Marketing Strategy
YouTube marketing starts way before you set up your channel. YouTube marketing starts as soon as you define your MSP marketing goal. What do you want to achieve from marketing your MSP business on YouTube? Do you want to increase shares on social media? Do you want to increase brand awareness? Do you want more views on your channel?
I’m going to tell you a secret: you can set a different goal for every video you create and post. Eventually, you will have planned and executed a successful YouTube MSP marketing strategy. In an attempt to gain some insight into your competitors’ YouTube channels, ask yourself and then answer the question, “Why are their videos successful?”
There’s no reason that your MSP business can’t follow a similar strategy to some of the most successful creators on YouTube. However, you have to make sure you start with content that your audience will find valuable. Generating great content is not a step that you should skip. The trick is to think of your end goal and reverse engineer the success of your competitors.
A YouTube channel strategy for your MSP business will require you to invest in the production and promotion of content. The content you create should be helpful, funny, creative, entertaining, etc. You can even create content from scratch, but the value of your MSP content to the viewer is, what will ultimately determine your success.
Create Consumable Content
The internet is filled with content. With people facing information overload daily, it’s no surprise that some online users forget content minutes after they consume it. If this is happening with your content, this does nothing for your MSP brand.
You must produce material and content that requires a potential client’s undivided attention and interaction. When you capture someone’s attention quickly with your content, chances are they will watch the video or read your blog content till the end, and it will remain fresh in their minds. Your content has to engage your target audience at the beginning. When you produce consumable content, you can rescue your target audience’s attention span from information overload.
Examining and evaluating your competitors’ MSP marketing efforts can be a great way to improve your MSP marketing strategy. Original ideas are great, but don’t forget that monitoring the competition and reverse engineering their success can guarantee you’re not trailing behind.
Stuart Crawford serves as Creative Director and CEO with Sebring, FL 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.
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