Managed services marketing will be more effective with statistically-optimized tactics based on real numbers. Documentation is a key means of helping your business determine what to watch and what to augment.
Advantages of Documentation
Documenting your content strategy has a lot of different advantages. It’s one of many reasons top-tier SEO groups which provide MSP businesses with marketing solutions advise this practice. Several notable advantages include:
Better Internal Organization
Managed services marketing will be more organized internally through documentation. You can keep metrics pertaining to frequency of content creation, distribution, and its overall effectiveness in varying markets. You can determine which content streams produce the most positive results and increase the “surface area” of that content distribution by creating more.
Streamlined Internal Collaboration
Sales, marketing, customer service, and on-site tech support often function as separate departments inside an MSP. Altogether, this increases operational cost over time through miscommunication and associated fallout. A better way to do things is through alignment of departments toward a common goal.
This is something easier to conceive than achieve, but with proper documentation, you’ll be able to identify trends in between departments. What’s going wrong can be stopped and you can monitor the results of augmented operational strategy going forward.
Prevention of Ineffective Outreach Tactics
Some outreach tactics just don’t do anything for your MSP; essentially, you’re throwing money at the wind. Documentation reveals which content outreach strategies produce fruit and which ones are ultimately a dead end. Sometimes a technique worked very good for a few years then quit entirely, sometimes it never worked at all. Documentation reveals the truth of these things.
Optimizing Conversion Rates Through Effective Documentation
Managed services marketing will be more effective through documentation. Done properly, this prevents ineffective outreach, streamlines internal collaboration, and ultimately yields better overall operations. The more organized your content outreach is, the more likely it is to resonate with your clients.
An MSP company should have the best possible personnel making up its operational team. Finding skilled tech, customer care, and salespeople is difficult today. It’s a competitive market and there are more positions than candidates in many regions. You’ve got to have a competitive edge to find the right people.
There are best practices to consider as you go about securing personnel. Certainly, basic employee acquisition practices like mass interviews and local listings can be worthwhile. Additionally, consider these tips:
Involve Existing Employees in The Social Media Hunt
An MSP company is going to have a few employees that have friends appropriate to vacant positions. When you’ve got to hire somebody, send out a memo, or have a meeting where you ask for some submission suggestions. You still have to screen the options brought to you, but this can have a collateral benefit in terms of team morale should you hire a friend of an employee.
On Social Media, Be as Responsive as Feasibly Possible
Whenever anyone interacts with your social media profiles or sends a message, it’s integral that you respond as fast as you can. You should have someone manage social media accounts who stays on top of them. Applicants who are qualified are going to reach out to multiple MSPs for employment simultaneously, and likely follow the path of least resistance. If you can get back to them quick, you make it easy for them.
Clearly Demonstrate What Sets Your MSP Apart from Others
Your MSP has features that are unique to it. In terms of service provision, company mission, and operational conduct throughout the day-to-day, there’s no MSP like you. Focus on your good qualities and make those visible to prospective personnel.
Getting the Right People
Your MSP company will likely have more success finding the right personnel if it clearly distinguishes itself from other MSPs, responds quickly on social media, and brings existing personnel into the employee hunt.
Your MSP business will be observed by clients on a desktop computer and those perusing your site from a smartphone. Where before, the only “context” of interaction with your MSP digitally was a website on a desktop computer, now there are multiple touchpoints of contact owing to IoT. If marketing isn’t contextually relevant, you won’t engage prospects in a way yielding the conversion you could be seeing.
Here are ways to establish effective contextual relevancy in outreach:
Determine What Prospects Know and What They Should Know
An MSP business needs to understand where prospective clients are coming from. What do they already understand and where do they have knowledge gaps you can fill? Core needs of clients will differ, and their knowledge base will generally have some relationship to their operation’s core features.
Accordingly, similar clientele will have a similar knowledge base, allowing you to narrow down what to present for the greatest contextual relevance. When you know what they need to know, you can condense necessary information for effective mobile presentation.
Know More Than Just Where Prospects Have Come from Digitally— Know Why
Why is a prospect interacting with your website, blog, social media profile, or promotional page? Did they come from an email offering a discount? Did they find you all on their own? Were they searching for you? Try to design marketing “answers” for the “why” behind clients examining your MSP.
Calibrate Results to Fit the Environment of Visitors
Different results should populate based on the context of a search. Someone who is interacting on a mobile device needs to encounter websites that are designed to work with mobile devices, etc.
Expanding Appropriate Relevancy
An MSP business should calibrate search results to fit visitor environments, understand the why behind client interaction with your materials, and have a reasonable idea of what clients already know. These things help you design contextually relevant marketing materials.
Your managed services marketing strategy must first and foremost resonate with target markets. To do that, you’re going to want to give everyone who interfaces with your outreach materials the best customer experience (CX) possible.
Accordingly, you need to know what present experiences are like, how to measure them, and how to produce better experiences through utilization of the data deriving from those measurements. Key performance indicators (KPIs) must be identified and put to work optimizing the effectiveness of your managed services marketing.
How to Properly Balance KPIs Through CX
You should examine three primary KPIs to help determine where CX needs work:
- Net Customer Value Growth (NCVG)
- Net Promoter Score (NPS)
- Existing Customer Referral
NCVG basically refers to how many clients your marketing campaign gains you, against how many clients you use in a given marketing period. Gains should outpace losses in an ideal scenario. The time-frame will often differ per MSP, but generally, you’re going to experience longer sales cycle periods than other businesses. Working with SEO groups that make MSPs their core clientele can be key in helping you get an idea where an appropriately balanced NCVG ratio might be.
Such SEO groups can also help you with NPS. Basically, this is how many people would recommend your MSP’s services to their friends or colleagues based on the level of effectiveness you’ve brought to the table. How effective you are will depend on how they perceive you, so you’ll want to keep this in mind. Sometimes, perceptions aren’t accurate. To get NPS then, you should send out surveys and subtract the detractors. You should see an increasing trend over time.
Lastly, the level of referrals existing clients give to your business is a good indicator of CX. When the customer referral KPI goes up, it means you’re doing something right. When it sags, something needs to be fixed.
Developing Better Outreach Through Proper Metrics
A managed services marketing strategy which incorporates KPIs pertaining to CX can more efficiently optimize outreach. NCVG, NPS, and existing client referral are excellent KPIs worth considering as you go about expanding CX.
MSP sales strategies need to take predictive tactics into advisement. Sometimes that which appears to be a big deal ends up being nothing, and that which seemed inconsequential snowballs into a client relationship that lasts for decades.
There are data indicators which help clear the “fog,” making clear which prospective clients to focus on. The value of conversion will give you the information you need to determine what sort of resources should be expended. Consider these tips in helping determine conversion value:
Know All Touchpoints Through Your Sales Cycle
MSP sales cycles are longer than many other businesses. The sales journey of clients can take months or years. You need to capture all data you can from all touchpoints in this sales “journey.”
When you get their initial information, when you touch base with them, when you sit down for pitch meetings; all touch points must be represented. There is an associated cost in touchpoints and collecting that data, and this will play into what a conversion is worth.
Put Data Together in a Way Providing an Ideal Client Journey
You want to use collected data to facilitate the easiest conversion for clients. Like a dance, the more you practice and enhance, the more optimal a client journey becomes, ultimately increasing your margin of conversions from a given lead pool.
Integrate and Analyze Data Pertaining to the Realization of Goals
Once you’ve acquired new clients and realized your goals, you need to tabulate what level of profit you attain from them over time. This information combined with your monitoring of their trek along the sales journey helps determine the true value of conversion.
Proceeding from Proper Understanding of Value
MSP sales conversion is fundamental and understanding its value through analyzation of data related to goals, facilitation of ideal client journeys, and maximization of touch point information helps provide you information to exactly determine conversion value.
You need to co-opt subconscious and archetypical aspects of the human psyche into managed services marketing for increased ROI in advertisement. There are right and wrong ways to do this.
Effective Ways to Co-Opt the Subconscious
Don’t use fear tactics, don’t lie, don’t entice, don’t play into negative personality traits of human beings. Rather, play to the core needs people may not even realize drive them. Consider these tactics:
Provide Certainty of Outcome
Your managed services marketing campaign needs to answer the problem of a prospective client’s pain points with objective, certain outcomes that solve the problem in a straightforward way, and even demonstrate prospective cost-reduction or productivity enhancement.
People seek to be certain, and the world isn’t. When you can provide a feeling of certainty, this is subconsciously comforting, and apt to facilitate conversion.
Communicate Belonging to Prospects
Make your prospective clients feel as though your products or services make them part of a venerated group. You can do this by showing reviews of top-tier clients in whose social circle a prospective client may want to be.
Find ways of making clients feel like they’re part of an “in” crowd and that you understand where they presently are in their business. Recognize the group to which they presently belong.
Recognition, Individuality, Power, and Self-Development
Clients like to be recognized for what they face, who they are, what they need, what they’re good at, and for their intelligence. They also want to be seen individually, because each client certainly has idiosyncrasies that are unique.
Clients want to be empowered as well, and they want to feel as though what you do for them will help develop their brand. These things aren’t often consciously expressed, but they can be subconsciously co-opted into conversion.
Pacifying Subconscious Desire Expands Client Conversion
A managed services marketing strategy which recognizes clients on an individual level, empowers them toward self-development, communicates belonging, and provides certainty of outcome will effectively co-opt subconscious drives.
Your MSP company needs to effectively nurture its leads for maximum possible conversion. If you’re unfamiliar, lead nurturing is basically a process of automation which checks in on prospects who’ve given you their information, but who haven’t made a conversion decision yet. Sometimes you’ll nurture leads along with non-automated outreach, but these are usually “bigger fish.”
There are a lot of different steps you can take to nurture your leads, using an email marketing campaign that’s strategically optimized will make a lot of sense. Doing so with the following tactics in your outreach playbook can be worthwhile:
Design an Outreach Messaging Strategy with Multiple Lines of Approach
Your MSP company needs to have multiple tiers of email outreach. For example, the first lead nurturing tier could be an email welcoming a potential customer to your newsletter. The next might be a check-up in a few weeks.
You might send out a promotion. Some outreach messages will be more or less effective than others; consulting with an SEO group catering primarily to MSPs can help you get started in the right direction.
Send Messages at Strategic Intervals to Avoid Spam
You don’t want to oversaturate the inbox of your prospects. This isn’t likely to make them think positively of you. What makes sense is figuring out the best time to send them a message. You might tier it like a pyramid. Send a message when they give you their information, then a few weeks after that, or months— depending on what works best.
Measure the Success of Varying Nurture Techniques
It’s absolutely integral you keep tabs on your lead nurturing techniques to determine which ones work the best, and which ones could serve to be tweaked. Know what KPIs (key performance indicators) to watch.
More Nurtured Needs
An MSP company that measures lead nurturing effectiveness, sends interval messages at the right times, and carefully sends out messages conforming to different lines of approach, such as greeting or discount, is more likely to capture leads.
MSP sales have more statistical analyses available in modern time than perhaps ever in human history. Cloud computing, the Internet of Things (IoT), and SEO are redefining how we think about advertisement.
Marketers respect this kind of information and are using it to construct more effective marketing strategies. Below, we’ll examine a few key considerations in marketing design to help give you a starting point when designing online outreach:
Use Realistic Goals You Can Measure to Initiate Online Marketing
MSP sales need to have goals informing forward progress; otherwise, you won’t know if you’re making any positive headway in your outreach endeavors. Use statistics and research into demographics, existing customers, and your market to define goal thresholds that are attainable.
Design a Strategic Checklist and Fulfill Each Category
Here’s a prospective checklist you may want to consider applying to your MSP’s online sales outreach: create buyer personas to target, drive relevant traffic related to those personas to an excellent website strategically designed for maximum positive impact, and ensure compelling value propositions are all over that site.
From there, know phases in the buyer’s journey and strategize accordingly. Make conversion as easy as possible. Communicate clearly, and continuously strive to reduce any distracting “noise” from sales efforts. Be engaging to all visitors, facilitate urgency, and be sure positive usability standards pertain to all marketing endeavors.
Seek Consultation from Known Professionals
SEO groups who have MSPs as core clientele can help you adopt the most statistically streamlined best practices and avoid useless outreach strategies that will just waste your time. As an ounce of prevention is worth a pound of cure, a smidgen of consultation is worth a ton of trial and error.
Optimizing Profitable Sales Impact
MSP sales built around professional consultation which employ a strategic checklist and seek to fulfill realistic goals have a high likelihood of seeing increased conversions.
In your MSP marketing, you need to produce content that is easy to interact with. Whatever you send out to potential clients should be something they can interface with easily.
Tips to Increase Copywriting Effectiveness
The copy you produce for your emails should be engaging, appropriate, authoritative, accurate, optimized, and calibrated toward those who you’re targeting. Consider these tips:
Draft Potential Emails Multiple Times
MSP marketing emails shouldn’t just be thrown together haphazardly as swiftly as you can finish them. Take your time. Approach them from multiple angles. If you’ve got a template you use for high-profile clients and a profile you use for those of lesser priority, have multiple versions of each template.
You may send one email primarily over others, but then again, there may be occasions to send multiple versions of these emails to different clients. Some will be more effective than others.
Length Is Not As Important As Relevant Content
A long email full of good, value-rich, optimized and targeted content has a high likelihood of being read by the recipient regardless of length. A short email with nothing of value won’t be read even though it isn’t that long. You’ve got to go with quality, regardless of quantity. Put substance over style, then add the “style” in later.
Optimize So Content Pertains Directly to Recipients, Use Effective CTAs
Are you more likely to read a generalized email or one that calls you by name and addresses a problem you regularly contend with? Obviously, the latter. In order to see such an outcome, define clients by categories and send out appropriate emails with optimized CTAs (Calls To Action) that fit.
Conversion-Primed Email Outreach
MSP marketing emails will likely engage more readers if they have personalized outreach with optimized CTAs. Infuse all email outreach with legitimate value in terms of content and design multiple copies of prospective emails. Carefully optimizing email outreach should yield increased conversion.
IT marketing won’t happen in a vacuum, and the cost involved will be high. You should be seeing ROI, but there are techniques you can use to increase profit while decreasing associated costs.
Methods of Optimizing Outreach
If you’re going to see more profit from content, you’ve got to design it in such a way as to produce this outcome. SEO groups are often a key facilitator in MSP success here, several tips they may advise include the following:
Quality Trumps Quantity Every Time
IT marketing needs to be qualitative. Lots of it can be good, but if there’s no quality, it’ll just be spam-like noise. Also, if you’ve got stylish content, but there’s nothing worthwhile inside, this usually works against you.
What you need is value-rich content calibrated toward the audience intended. Provide numbers which vet your claims, and use personal examples of similar businesses which substantively benefit from what your MSP provides.
Consistent Authenticity is Attractive
While quality does trump quantity, consistency facilitates quality. If you’re always producing new content regarding tech trends, best practices, and security considerations, you’ll become a pillar of your local tech community. People will look at you as a resource.
However, this will require that you additionally work toward authenticity in output. You can’t be a resource if your information is fictional or if it’s just filler. Authenticity in fact, sentiment, and presentation will be appreciated by target demographics.
Extreme Localization and Reviews
You want to localize as closely as you can inside your community. Additionally, court online reviews and publish them. You may even write reviews for satisfied clients, then ask their authorization for you to publish said reviews on their behalf. People trust reviews from customers over marketing materials from MSPs.
Optimized Marketing Yields Clients
An IT marketing campaign deliberately optimized for success should see more success. Localize as close to the community you serve as possible, publish reviews online, be consistently authentic, and produce quality content.