4 Ways To Recharge Your MSP Marketing

By Derik Belair, VP Marketing & Business Development, SolarWinds N-able

Midyear is the perfect time to evaluate your marketing programs. What’s worked? What hasn’t? And how can you switch things up to drive more leads and convert more prospects into customers? Even if you have limited budget and resources, you can still implement a high-return marketing program. Look at these four ways to recharge your MSP marketing.

1. Zero In On Your Best Customers
   The number one rule of marketing is to know who your customers are — from the size and type of business, to their specific needs and pain points. As an MSP, it’s also important to know customers are all different and you can’t treat them all the same. Some generate more revenue and profit, and it makes sense to focus on these clients for the lion’s share of your business. How can you identify your top customer targets? First, their spend is above average, and it increases each year. They also have a low cost of sales, multiple internal champions, and operate in a high-growth sector. All of these criteria will contribute to your ongoing growth and success as their service provider.
    
2. Mind Your Message
   Your elevator speech is your calling card, whether it’s delivered on the phone, on your website or in an email — so make it strong and get it right! Ensure it describes your company’s unique value proposition: your strengths compared to your competitors and what makes you stand out from the crowd. And since most businesses want to know how they can reduce costs and complexity and create more efficiencies and profits, describe how you have the skills to help prospects achieve their goals. Use everyday language that clearly explains why someone should do business with you. If you can, use very brief customer testimonials or case studies that outline the business benefits you’ve already delivered and the return on investment you can achieve for clients.
    
3. Don’t Be A One-Hit Wonder
   While it’s tempting and convenient to focus all of your marketing efforts in one area, the truth is generating quality leads requires hard work and a multi-faceted approach. For example, email marketing campaigns can generate a lot of leads and clicks through to your website, but it’s just one piece of the puzzle. Consider these options to round out your plan:

• Social media: From Facebook, to Twitter, LinkedIn, SlideShare, and YouTube, social media is an appropriate spot to promote your business as well as get your name out to the local community. These platforms provide an easy way to get your important messages out, whether it’s educating prospects about best practices, showcasing client success, or discuss top technology trends.
• Your website: Social media is all the rage today, but it is even more effective when used in conjunction with a good website that serves as a centralized location for all of your messaging and news. A few quick tips: make sure you add your social media icons to your Web site and that they are consistent with your branding and other marketing tactics. Also, be sure your company contact information is noticeable on the main page, as well as other pages, too.
• Surveys and direct mail campaigns: Beyond email blasts, virtual events, and customer e-newsletters, a website survey can serve to help you find out more about what your customers and prospects want/need. There are several free survey apps that allow you to create and upload a link to your web site or newsletter.
• Search engine optimization (SEO): A good SEO strategy can bring more internet traffic to your website, helping you to build awareness for your services in your community and rise to the top of search engines as prospects seek out managed services support.
• Webinars: Webinars offer an effective way to showcase your company’s expertise, your talent and most of all, what you can do for prospects. The good news is that there are many webinar platforms available now that make this an affordable and more practical option for smaller MSPs, too.

4. Measure And Adjust
   Metrics matter in marketing, just like in other facets of business. Before you implement a new marketing initiative, come up with a plan for measuring your success, and be sure to track your effectiveness across each marketing channel that you use (i.e., social media, email, webinars). Sales leads offer great perspective when it comes to measurement, and the dollar value of your leads can provide a filter for future marketing investment decisions. If a platform or channel can’t deliver leads — and help you to ultimately close business, at a price point that makes sense for you — then re-think your plan.

 Be sure to measure and manage your marketing. In order to deliver on expectations and exceed plan, your marketing has to be consistent and focused on outcomes. What works for one MSP, may not work for you because, just like your customers, all MSPs are different. So put plenty of thought into your marketing program, and focus your message on what makes you shine with your customers. Also, be sure to allow yourself the flexibility to make adjustments as you go and as the market evolves.

Derik Belair joined SolarWinds N-able in April 2000 and is responsible for all marketing and business development initiatives, distribution and OEM programs, and driving strategic relationships that help build growth and innovation for the company's world-class partner base.