An MSP blog needs to be properly managed such that it is curated for contemporary applicability, developed toward maximum positive SEO impact, and maintained strategically in a continuous way. Working with SEO groups that provide MSP solutions specifically can be a good way to go on this. Get the balance right and you can expect some notable benefits:
An Increase in Traffic
An MSP blog will expand your traffic. The better you manage it, the more traffic you’ll get. Make entries relevant, supported by data, and answering clientele pain points. Additionally, cover a variety of topics, and go in-depth. As you do this, you’ll expand your digital footprint, and gradually become a resource which is established in the mind of your demographic. When they do need services, you’ll be the first they think of.
Solid PR in a Straightforward Way
Because you’re building up a data repository, you’re becoming a local authority in the field. This makes you look good from a PR angle. In terms of public relations, providing knowledge constitutes a sort of public service. Though this naturally serves to send prospects to you for conversion, it also does provide something for the community at large— and that looks good in terms of professional PR.
Personal Connection and Employee Involvement
Working with employees will help determine relevant topics and inform them with real-world examples directly applicable to target demographics. This incidentally fosters personal connection between clientele and your business, as well as management and personnel. Involving employees is wise for content production, and as an added bonus makes your team more cohesive.
Maximizing Your Online Footprint Through a Blog
Running a solid MSP blog can foster personal connection, employee involvement, provide solid PR naturally, and facilitate an increase in traffic. These things require you to properly manage your blog, but provided you do so, regularly adding to it over time, you should definitely see some level of ROI.
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.
Localized Results are More Effective
If you do a search for an MSP business and some operation from Canada pops up, will you drive across the border? If customers can’t locally find your MSP, you’ll get less ROI from SEO. For some things, locality isn’t important; but for many businesses, SEO that optimizes based on locality is going to be one of the most important first SEO steps you can make.
Maximizing Local SEO Impact
Include the name of your city, your state, and the services your MSP provides in online content. Additionally, you want Google to recognize you. Well, most businesses do, anyway. Google has something called a Google My Business (GMB) listing. This is the sort of profile that populates when you search for somewhere and a point on a map is returned to you by the search engine.
Be Sure to Claim Your Search Engine Listing
An MSP business should be sure to first claim their GMB and other search engine listings from appropriate sites. If you don’t do it, a competitor or similarly named business could.
Fill Out Your Listing to The Fullest Extent
Once you’ve got the listing, fill it out to the fullest possible extent in every category. Put down addresses, phone numbers, and email addresses that are applicable. Include a plethora of photos, and video if you can. Fill that profile to the max.
Carefully Maintain Your Listing: Update It and Solicit Reviews
When the listing is up, keep it updated with any relevant changes. Ask satisfied customers to go there and leave reviews, offering them discounts, free services, or other incentives.
Successfully Expanding Online Visibility Locally
An MSP business that reserves search engine listings, fully fills them out, and solicits reviews appropriately should see an increase in traffic and conversions among clientele. If your MSP has yet to claim its listing, it’s something worth taking care of.
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.
Fully Utilizing the Digital Tools Available to You
Your managed services marketing will certainly be more effective should it make full use of available tools. Oftentimes, IT marketers lean on either email or social media but don’t properly fulfill the potentiality for either. However, both can be complementary, working to “charge” each other up in terms of outreach and impact.
Leveraging Social Media and Email Toward Increased Conversion
There are best practices which can help you see more impact for less expense in terms of outreach. SEO groups that have an emphasis on clients of the MSP variety can be quite helpful here. They will likely endorse tactics such as:
- Email and social media are symbiotically distinct
- Put social media in emails and email addresses on social media
- Leverage social media profiles toward the creation of valid email lists
Email and Social Media are Symbiotically Distinct
Managed services marketing needs to respect that email and social media feed into one another. On whales, there are fish that eat microorganisms which would otherwise turn into health-threatening factors leaching off the whale.
The little fish eat these organisms, and so keep the whale healthy. It’s a win-win for both. Email and social media are quite similar. Through email, you can get more serious interaction with prospective clientele, and through social media, you can obtain contact information.
Put Social Media in Emails and Email Addresses on Social Media
When you send an email, be it an automated message manifested through CRM software or part of an ongoing conversation thread, include social media links in your closing salutation. For social media, put your email on your social media profile.
Leverage Social Media Profiles Toward the Creation of Valid Email Lists
You can endorse your MSP through social media by offering incentives or discounts for those who provide you their email address. Put your email front-and-center on social media and invite clients to give you theirs through incentive.
Maximizing Email and Social Media
Managed services marketing which creates email lists through social media, endorses social media through emails (and vice versa), and fosters symbiosis between these digital communication avenues should see increased positive impact on clientele in terms of conversion.
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.