Adapting Strategic IT Marketing Solutions to Your MSP’s Website
Your Online Face
IT marketing must carefully examine public representations of a company. One of the most important to consider is your website. You want a site that has a minimalist approach for ease of navigation. You want your company name, services, contact information, and content pertaining to your advantages over other companies. You want this information front and center, undiluted by strange dancing GIFs or eye-maligning color schemes.
Your website should clearly and simply provide accurate information pertaining to your MSP. Spellcheck everything twice, do a context check to ensure accidental homonyms don’t obfuscate your message, and proofread continuously. You also need a CTA (call to action) informing clients precisely what they should do and how to act with the information you’ve provided. This will inform the customer and help you provide a better customer experience.
When it comes to customer experience, IT marketing solutions need to design their websites with at least three elements:
• Benefit emphasis over feature emphasis
• Client-centered web design
• Direct information to inform a client’s next step
Benefits over Features
It’s easy to passionately fall into a monologue explaining all your features of service. What’s a little more abstract is describing how such features stand to benefit clients. Tell them how your cloud services can save money. Show them how changing from one method of security to another can statistically diminish downtime. Crunch the numbers well enough you can take a little data from prospective clients and spit out a ballpark of savings which is somewhat accurate. Show how you’ll facilitate more business and increase productivity.
It’s About Them
Have you ever seen someone on a date talk about themselves non-stop, but never let the other person get a word in edgewise? This is a good way to scare off a potential significant other! With your MSP, you’re faced with the same difficulty. Many MSPs go on and on about the kind of services they provide and how their services are better than the competition. While it’s good to have some section of your website devoted to demonstrating your proficiency over other companies, this can’t be the whole page. You need to talk more about the customer. You need to, again, show value. Show how what you do can be good for the client’s business, how it can make life less complicated and solve problems. You want power vocabulary— excellent, extensive, productivity, powerful— you get the idea. Something like: “Our services can bring your business dynamic savings and outward expansion through cloud networking solutions.”
The Next Step
You need a CTA telling clients what to do next— whether that be subscribing to a newsletter, downloading some free white paper or demo, or giving your organization a call. Don’t do it halfway, tell clients exactly what to do, and again retain value. Something to the effect of: “If you’re interested in learning more about how the services we provide save you money while optimizing your business, contact us at XXX-XXX-XXXX.”
About the Contributor
Mark McGarvey is president of OneClick Solutions Group, a managed IT services in San Francisco and security provider serving small and mid-sized businesses with 20 to 100 employees in the Bay Area. Mark began his career in IT consulting in the 90s as a senior support technician for a then-small company in Austin, TX called Dell. After working for a number of organizations in desktop support/management and systems administration, Mark realized a passion for two things: Ensuring computer systems ran smoothly and keeping the people that used these systems happy and productive.
This passion helped him get his IT services business started in San Francisco! As a small business owner, Mark empathizes with other business owners that need IT Support in San Francisco and understands the things dearest to them: Increasing productivity and efficiency and keeping costs low and ROI high.