Managed Services Marketing Tips to Co-Opt Word-Of-Mouth Techniques

Managed services marketing will have varying success with varying outreach campaigns. You’ll need to have marketing solutions which spread information geared at drawing in potential clients. Value-rich content which leverages unique value propositions against valid data pertaining to the market can be effective at increasing conversion margins. But it’s not enough.

You want every tool at your disposal, and one of the most effective is word-of-mouth marketing. Basically, clients who like what you do tell colleagues, prompting them to seek you out and convert. Approximately 92 out of 100 people will trust friends who refer your business. Still, outside a few fringe scenarios, most clients aren’t automatically going to recommend you. Following are tips to help encourage them this direction:

Deliver Notable Experiences for Customers

Managed services marketing must incorporate customer experience, often abbreviated CX. If you were into making mathematical formulas, you may be able to find a numerical relationship between positive CX and referral likelihood.

Don’t irritate existing clients but do keep an eye on them to help them whenever they need you. Make the right suggestions. Check in regularly. If they make mistakes, you take the blame. Deliver astonishing CX and you’ll see clients recommend you naturally.

Design Incentivized Referral Programs 

Incentivized referral is sensible. Tesla uses this sort of referral paradigm to great success. Give clients discounts if they bring new converts— even have promotional incentive programs strategically in the year.

Monitor Content and Co-Opt Ambassadors to Your Brand

Ensure the content you produce is monitored and updated to optimal effectiveness. Find those who really love what you do and give them incentives to act as ambassadors for your brand.

Think of tech geeks who love Apple or Microsoft. Some people are downright passionate about their favorite brand. Find them and co-opt them into marketing campaigns.

Natural Referral

Managed services marketing often expands referral through co-opting brand ambassadors, optimizing content, using referral programs, and providing genuinely positive customer experiences.

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. 

Managed services marketing won’t be as effective as it could be if it only focuses on lead acquisition and conversion. Once leads are converted, additional marketing throughout their relationship with your MSP is integral. 

Over time, your MSP will grow, offering new products and services. Likewise, as your clientele transition forward, they likely experience some level of growth which naturally recommends increased technology acquisition for varying reasons. 

You need to have automated outreach, as well as personalized marketing solutions aimed at clientele strategically throughout their life cycle with your business. It’s a different marketing angle, but when you get it right, you bring legitimate value to the table, fostering loyalty. A properly-balanced life cycle marketing campaign facilitates a positive upward spiral for all involved. Additionally, it lowers costs and increases revenue.  

Increased Revenue and Lowered Costs 

Managed services marketing which manages clientele over the long-term and continues marketing toward them will increase their average value to your company. The more effectively you do this, the further out you can project total client value over the course of their journey with your business.  

A client spending $2k a month on varying tech services is spending $24k a year. In ten years, that’s $240k. But if you can sell increased services, you may double what they’re paying you on a monthly basis even as value is provided. This means the cost of marketing is outweighed by expanded ROI, meaning it represents a lower percentage of total costs spent reaching and converting clientele. 

If the first year, this hypothetical client spends $2k a month, and balanced up-sell expands that average $500 a year, in ten years you’ll more than double the lifetime value of said client.  

Efficiency and Profit 

Managed services marketing needs to balance internal selling after client conversion. Doing so properly increases revenue and decreases costs. Working with MSP-centered SEO groups can help you get the balance right. Consider existing marketing, and if you don’t already strive to market clientele after conversion, it’s integral you start. 

Managed Services Marketing Strategies to Help Expand Email Outreach Lists

Your managed services marketing campaign can do very well with an email marketing campaign. Some statistics predict that$1 of spending may yield $44 in return should the campaign be properly managed. Following are a few techniques to help you facilitate more effective email marketing outreach:

Ensure Multiple Sign-On Points Across the Web

You need to sandblast the web affecting your target demographic with sign-on points. Target pages should have them, blogs should have them, there should be subscription points on YouTube videos. Wherever you can get one, put it there. Find new ways of incorporating such sign-on points as it’s possible to. This increases the surface area of the marketing “net” you’re throwing out over the prospect “fish” you’re trying to catch. The bigger the net, the greater the haul.

Incentivize Subscription 

When new subscribers appear, reward them. Give them a sign-on bonus. Or, lure them in with a subscription-based white paper. Give them regular coupons via email or information on the tech market. Do something which provides prospects incentive to subscribe to you. Ensure existing clients likewise have some level of incentive driving them.

Balance the Messages You Send Subscribers

In your managed services marketing, you need to regularly send emails to subscribers and ensure the greatest level of personalization feasible. Working with SEO agencies that regularly serve MSPs can be key here. The thing is, inundating subscribers with emails is a great way to annoy and estrange them. Instead, send out email strategically, at times when prospects are most likely to read them. This will keep from annoying them, but ensure you aren’t forgotten.

Optimized Email Outreach

You need to balance sending messages to subscribers, provide incentives to subscription, and incorporate diverse sign-on points across the web so you can make your email marketing campaign much more successful. Consultation can additionally help you plan the most effective managed services marketing. Consider what works now and goals you’d like to reach.

Managed services marketing through an agency which provides SEO solutions for MSPs can do a lot of things to more effectively secure your bottom line. Several key benefits of such an approach include:  

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Managed services marketing has data available today which can serve to expand relationship-building among prospects, as well as existing clients. Data increases the effectiveness of varying tactics, and as technology expands with the cloud, IoT, and decentralized internet paradigms, more data becomes available from which to manage client relationships. Here are ways to maximize relationships and data among prospective and existing clients: 

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Your managed services marketing has to contend with the increasingly reductive capacity of modern attention spans. Time did an article on how modernity has diminished our attention span to that of a goldfish, and while that is disputed, it’s surprisingly believable. How do you overcome that? Well, you need to draw your readers in, and you need to be strategic. Following are a few tips to help you get the balance right:

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Managed services marketing efforts are well-advised to use email segmentation as a means of more effectively targeting outbound content. Following are strategies to help you most effectively initiate email segmentation:

Filter New Subscribers

Managed services marketing should ideally see a regular influx of new subscribers based on outbound marketing. You’ll want to put content “gates” into action which require an email address, or a subscription, or some other lead-capture method. You’ll want to directly ask for contact information at conventions, and generally, it’s important that you find many diverse ways of getting subs. Once you have them, filter them based on varying categories as possible. It’s helpful to group new subscribers in their own area before you have enough information to properly serve them.

Ask Those Who Subscribe About Outreach Preferences

An easy way to send new subscribers to proper outreach channels is simply asking them what their preferences are. When they subscribe, send out an email which asks this question, and provides options in accordance with your existing outreach strategies.

Demographics, Purchasing Behavior, and Opening/Inactivity Statistics

Categorizing subscribers and leads can be complicated. Figure out which are totally in alignment with your demographic points. Determine their purchasing behavior. Prioritize clients who open emails regularly and are active in terms of their interaction with your business. Sideline inactive subscribers. Don’t forget them, just don’t prioritize them.

Ensure you tier categories as they’re initiated. For example, those within your demographic should be separated into ideal clients, possible conversions, and outliers who fit demographic metrics, but are unlikely to convert. Working with SEO agencies specializing in MSPs can help you most accurately determine such information.

Managed services marketing which incorporates demographics, purchasing behavior, and interaction stats will be able to more intelligently design and disseminate content via email. Separating out new subscribers and asking their preferences can additionally help you get leads categorized in terms of email for most effective outreach.

You need to have more than simply static outreach in your managed services marketing. It’s integral that you additionally have plans in place which allow for proactive support in terms of customer service. 

Marketing doesn’t stop when you convert a client; it continues through the way in which you serve that client going forward. Customer service is a big part of that, and several benefits of proactive customer service include:  

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Managed services marketing has, in many ways, your home page as its outreach flagship. The way your page appears to prospective and existing clients will do a lot toward building their confidence in you. This is just one of many considerations that must be strategically taken into account as you go about designing your site. Following are a few additional things worth considering:

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