Don’t Send IT Marketing Prospects into Landing Page Hell!
Why Restrict Clients?
IT marketing can’t just be one-dimensional. It can’t just be two-dimensional, either. Three-dimensional? Well, that’s getting better, but it’s still not quite at the point of maximized effectiveness. Proper marketing in IT has to be of the four-dimensional variety. It has to extend throughout time. It’s not enough to be visible, tangible, and effective. It’s got to continuously draw in potential clientele.
This means that an effective campaign will have a multi-tiered approach that courts clients from more than one angle. It will incorporate known marketing techniques and new ones. It will avoid those techniques which are beginning to wane, and court those beginning to catch on.
Determining Marketing Acumen
Many IT marketing professionals try to establish more organizational control in their outreach methodology. This doesn’t really work— at least not substantively. Here’s what it looks like: when you develop a landing page through such an agency, it sends potential clients to some contact form with your company’s name at the top, and directions to fill out the form. The idea is that you build up your list of leads, and contact potential clients at your leisure. The problem is, nobody likes filling in those forms, and they’re likely to just close out of it and find another IT services provider. Maybe some will fill it out, but without being able to get to your site immediately, they’re less likely to respond should you initiate contact later.
Basically, you’re putting potential clients in a digital jail cell for pursuing your MSP’s services. You’re punishing them for being interested in you. And for what? Control, and the possible perception of top-tier services? Well, even if that perception is achieved, services that are so exceptional you have to fill out a contact form just to be appraised of them, are services many clients will naturally assume they can’t afford.
No, if you want your MSP to stand the test of time, you’ll need a marketing agency who understands what clients need and what they’re looking for, and seeks to court those needs on a continual basis.
Getting Potential Clients to The Right Landing Page
Contact forms certainly have their place. They can be at the bottom of a landing page on an optional basis. But primarily, your goal is to get potential clients to your site so they can potentially buy your services. To that end, you’ll want a content-creation campaign in continuous operation. It can take months for returns, but properly managed, such efforts yield substantial ROI. Aspects of decent content creation processes should look something like this:Brainstorming
- Content Creation
- Guest Blogging
An idea is fleshed out, finalized, and created— this idea is run by the MSP marketing team to ensure it passes muster. Once it’s been approved, it is optimized to be most visible when searched for using platforms like Bing or Google. At that point, the content is published and publicized. Content creation agencies specializing in MSP marketing solutions have access to a variety of guest blogs with built-in audiences amenable to IT services. This can yield many clients.
About the Author
Jennifer Holmes is President of MIS Solutions and a Georgia native who, after graduating from Georgia Tech, became an accomplished research virologist at the Centers for Disease Control and Prevention in Atlanta. In 2000, Jennifer hung up her lab coat to join husband Lliam at MIS Solutions as President.
In the past 16 years, she has led the MIS Solutions team to become the leaders in Metro Atlanta IT Support. MIS Solutions, Inc. is on a mission to provide managed IT services to Atlanta businesses to help them grow and support their businesses. MIS Solutions provides a wide range of IT services to Atlanta-based businesses and, combined with Jennifer’s passion for sharing effective business strategies with her clients, they are able to deliver the best business solutions for each client’s unique environment and needs.
In 2013, Jennifer’s leadership and marketing skills won her the title of Spokesperson for the nationally acclaimed Technology Marketing Toolkit, an industry group of over 550 top U.S. She is a graduate of the Leadership Gwinnett program and has acted on the boards of the National Association of Women Business Owners’ Atlanta chapter, Gwinnett Great Days of Service, the Buford/North Gwinnett Rotary Club and the Gwinnett Chamber’s Technology Board.