The market for managed service providers (MSP) has grown to be one of most competitive sectors within the technology industry. MSPs that start well often depend on referrals and a small number of loyal customers to expand their business. What happens when that initial momentum dwindles? What happens when word-of-mouth by itself isn’t enough?
MSPs have a difficult time attracting new customers and penetrate the mid-market or enterprise segment despite offering top-quality technical services. The truth is, technical expertise alone isn’t enough to drive the growth of a business, but strategic marketing does. MSP marketing services that are tailored to your specific industry can be an important factor in changing the game.
Why MSP marketing isn’t “any marketing”
MSPs are tempted to use the same marketing techniques as the ones used in retail restaurant or real estate. But the reality is a bit different. Selling IT services, cybersecurity solutions or managed cloud services requires a completely different approach. Your customers are typically composed of analytical decision makers who are cautious and overcome by the sales pitches of vendors.
It is a huge benefit when you work with an agency that has expertise in MSP. The MSP marketing agency must be able to communicate with your buyers the language of your customers. They understand what keeps IT executives and business owners up in the night, be it downtime, security breaches or growing without adding internal overhead.
A reputable agency will not throw random social posts, or templated emails at the issue. They’ll develop messages that address your audience’s problems and positions your product as the solution.
The Pitfalls of Low-Cost and White-Label Marketing Strategies
Many growing MSPs are caught in the trap of outsourcing their marketing services to low-cost companies or buying white-label content. These options appear to be economical ways of keeping marketing in motion. But the reality is that these routine strategies don’t always yield significant results.
Blog posts and templates that have been written do not reflect the personality of your brand. They don’t display your skills. They don’t distinguish your MSP from the hundreds of providers who use similar content. If your marketing is the same as every other company, why should people choose your company?
A legitimate MSP marketing company will not give you a generic solution. They’ll assist you in developing an individual strategy for your company that is in line with your growth goals and is designed to draw customers who are curious about your network issues.
What MSP marketing solutions that work actually look like?
Real MSP marketing solutions go far beyond a pretty website or a few social media ads. The first step is to determine your competitive position and develop a brand that is popular with your target audience. They include well-researched content strategies SEO that focuses on specific keywords, and methods for generating leads that are actually effective.
Effective marketing demands not just the sameness, but also commitment. A few experiments will not result in steady growth. MSPs with sustainable growth are those who treat marketing as an ongoing investment, and not as an one-time venture.
If you work with a marketing firm which specializes in strategic MSPs, you get more than just the execution. It is possible to access marketing leaders to help you make better decisions, fine tune messages and improve campaigns over time.
Stop thinking about it and start growing.
Your marketing plan could be the cause If your MSP has reached the startup stage but still experiencing stagnant growth. A generic approach will not help you compete in major markets against established players. If you choose the right MSP services, you’ll be able to cut through the noise, connect with your target market and expand your business in a logical manner.
It’s time to stop speculating and to start gaining traction by implementing marketing designed specifically by MSPs, by people who know the MSP world from the inside out.