How to Use Neuromarketing to Benefit Your Business

How to Use Neuromarketing to Benefit Your Business

Sep 13, 2021

MSP marketing

Using Science and Data to Generate Profit

When it comes to introducing your business to potential investors, employees and prospective clients alike, their perception is reality. However, that doesn’t mean you have to feel powerless against these subconscious judgments. As technology drives our understanding of human behavior, marketing, economics and decision-making forward, a new branch of psychological principle has emerged — neuromarketing. Let’s dive into the basics of what neuromarketing is and how you can capitalize on the latest research to benefit your bottom line and improve your MSP marketing and sales efforts.

What is Neuromarketing?

Neuromarketing combines neuroscience and marketing by utilizing our understanding of the human brain and underlying psychological and behavioral principles. And with the abundance of data available for businesses to utilize, the worlds of marketing and technology are experiencing intense revolutions. This means that you have more data and greater technology to increase intentionality in your sales and marketing processes.

How Can I Leverage Neuromarketing Principles?

Luckily, you don’t have to be an expert in psychology or MSP marketing to start benefiting from the research and tools available. Here are three areas of neuromarketing research your team can focus on today to bring in more leads, more sales and more profit.

1) Consumers Love Personalization

You read that right. Consumers seek out a personalized experience and expect the data collection that helps companies to provide it. Salesforce research shows that “84% of consumers say being treated like a person, not a number, is very important to winning their business”. Personalization can be utilized both in the marketing and sales process to help convert your leads into engaged customers. Whether you use AI-based programs like Crystal to gain insight into the person you’ll be meeting with or tailoring your marketing to hit specific demographics, there’s power in selling intentionally. Take a look at your processes and audit yourself by asking, how can I create a more personalized experience for my prospects and clients?

2) Data Privacy Equates ROI

The numbers don’t lie. When companies invest in data privacy and security, there is a direct correlation to ROI. Cisco researchers discovered that the average company receives $2.70 in associated benefits for every dollar spent on privacy. Additionally, 97% of companies have seen benefits like a competitive advantage or investor appeal from investing in privacy, according to Cisco. These statistics are powerful and persuasive sales points to arm yourself with when discussing the importance of cybersecurity, vCIO and managed services with prospective clients. We understand the importance of data security, but the translation to financial impact can be the nudge that helps prospective clients over the finish line and signing a contract.

3) Behavioral Design Will Optimize Outcome

Humans are biologically inclined to make subconscious judgments rapidly. According to Forbes, “within the first seven seconds of meeting, people will have a solid impression of who you are — and some research suggests a tenth of a second is all it takes to start determining traits like trustworthiness.” But this split-second judgement isn’t isolated to physical interactions, Forbes also notes that “visitors may form an impression of your [web]site in as little as 50 milliseconds.”

This is why consistent, professionally branded marketing collateral and frequent sales enablement training are critical to winning business. And with digital tools readily available, you can collect further data on your collateral and make micro-adjustments to further enhance your close ratio.

Lean on Experts for Support

The rate of innovation within our fields excites us, and we want to help your business reap the benefits of what’s possible with today’s cutting-edge technologies and strategies. If you’re interested in learning more about how Marketopia can support your efforts in IT and MSP marketing, sales enablement or appointment setting, connect with one of our experienced growth consultants to schedule a free growth assessment for your business!

Want to Learn More About This Topic?

Check out what Prince Ghuman, expert neuromarketer and behavioral designer, has to say on the topic in his 2020 TEDxHultLondon talk: “Neuromarketing and the Future of A.I. Driven Behavior Design.”

Marketopia Announces Charity Car Wash to Support Pace Center for Girls

Marketopia Announces Charity Car Wash to Support Pace Center for Girls

May 27, 2021

Marketopia Announces Charity Car Wash to Support Pace Center for Girls

Local Event to Raise Awareness and Funds for Florida Non-Profit

Pinellas Park, FL, May 27, 2021 — Marketopia, a full-service marketing agency specializing in the technology channel, announced today that it is hosting a car wash to benefit Pinellas Park’s Pace Center for Girls, a 501(c) non-profit organization.

Pace provides free, year-round middle and high school academics, case management, counseling, and life skills development for girls. The fundraising car wash will take place on Saturday, May 29, 2021, in Pinellas Park, FL.

“At Marketopia, we live the Golden Rule,” said Laura Simmons, vice president of finance at Marketopia. “We believe in doing what’s right and taking care of our partners, clients, team members, and our community. Pinellas’ Pace Center for Girls provides positive opportunities to girls at a time when counseling and empowering young women is more important than ever. We are honored to support such a great cause.”

Pace provides girls and young women an opportunity for a better future through education, counseling, training, and advocacy. The organization believes each individual deserves an opportunity to find her voice, achieve her potential, and celebrate a life defined by responsibility, dignity, serenity, and grace.

Saturday’s event is 10 a.m. – 12 p.m. at Marketopia’s office at Gandy Blvd. and US Hwy. 19 in Pinellas Park.

“We hope members of the local community join us,” added Simmons. “We would love for people to stop by, get their car washed, and donate to Pace Center for Girls.”

About Marketopia LLC:

Based in Pinellas Park, FL, Marketopia is a premier global marketing agency specializing in the IT channel. The firm delivers world-class marketing, lead generation, and sales enablement solutions to help companies in the IT channel find success. Marketopia’s work provides its clients with a sustainable competitive advantage in the marketplace by leveraging their team’s skill, experience, and insight.

About Pace Center for Girls:

Pace Center for Girls (Pace) is a nationally recognized program that provides girls and young women an opportunity for a better future through education, counseling, training, and advocacy. For more than 36 years, Pace has impacted the lives of more than 40,000 girls and young women, helping them heal from past trauma and transform their lives for the better. For more information about Pace Center for Girls, please visit pacecenter.org.

How to Maximize Your Marketing Development Dollars

How to Maximize Your Marketing Development Dollars

Dec 8, 2020

marketing development

5 Things Your Partners Wish You Knew about Marketing Development

So you’ve invested in a marketing development fund (MDF) program. That’s smart. It makes good sense to help local resellers, distributors and MSPs market your product and build local brand awareness. But are you getting the biggest return on your MDF dollars? We went straight to the source and gathered the top five suggestions sure to optimize your MDF program return.

1. Make Your Program Structure Easy

People are busy, and time is precious. If you want partners to do business with you, make it easy. Step back, and evaluate your program from the standpoint of the end user.

“73% of partners say vendor channel programs are too complex.”

-360Insights 2112 Group: Ease of Doing Business Report, 2019

For example, complicated co-branding rules pose a common barrier for partners. Most vendors require marketing development assets meet a long laundry list of marketing regulations. (Have you ever had to sift through a 50-page branding guideline looking for the right logo, the right logo placement and the right corresponding legal for your particular asset? It’s not easy.) Think about how you can make the process easier for partners while maintaining your brand consistency. Could you allow partners to focus less on your branding and more on theirs? After all, their success is your success.

2. Distribute More Dollars to Fewer Partners

Are you providing your partners with enough money to make a significant impact? Some vendors make the mistake of spreading out marketing dollars too thin. Could it be worth allocating more money to fewer partners?

Which brings us to another key question: Do you know what your ideal partner looks like? If you don’t have a partner profile, create one. Think about the characteristics of your best channel partners and build your profile from there. Work to attract and retain the kinds of partners with which you tend to form the most productive, lasting relationships.

3. Offer a Diverse Range of Options

Does your list of approved assets include a variety of materials from print to digital? For example, some partners simply don’t have the experience or the tools to utilize digital marketing assets. They may require printed one-sheets or PowerPoint presentations. Ultimately, you want to meet your partners where they are: Give them the kinds of materials they need to be successful.

“60% of market development funds (MDF) go unused.”

-Zinfi, Worldwide Channel Survey

4. Track Metrics

If you don’t already know, clearly define what success looks like for each asset and follow up. Only then can you see what’s really working and what’s falling short.

  • Give each marketing asset a measurable goal, like number of leads.
  • Track the goal, or number of leads, within a specific period of time.
  • Find out the close ratio for each asset. Reassess what isn’t giving you the return you want.

5. Show Your Partners You’re Vested in Their Success

Most partners’ experience with marketing is limited. They are comfortable making phone calls and walking through product demos. They don’t feel comfortable in the social media and digital marketing realm. Consider a pre-approved vendor who can provide marketing concierge services. Also think about channel marketing automation platforms. These tools are user-friendly and make it easy to download, co-brand, customize and execute.

Marketopia Can Help

When it comes to marketing, most partners think short-term and lack dedicated resources. And let’s face it: Effective marketing demands time and effort. Marketopia is a marketing and lead generation company specializing in the tech space. We’re experienced working with enterprises, vendors and partners, and we can help provide a wide range of support from custom content to paid and organic search services, and more. Contact us today to learn more.

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How to Maximize Your Marketing ROI

How to Maximize Your Marketing ROI

Nov 19, 2020

Marketing ROI

Like any savvy business owner, you want to get the highest return on your investments. Marketing spend is no exception. But if you’re like most MSP owners, marketing isn’t your area of expertise. (That’s ok. Help is on the way.) First, you have to get familiar with a few basic marketing principles. Then, you can dive deeper into best practices for each discipline and identify opportunities to boost your marketing ROI.

94% of MSPs say sales and marketing are the biggest issues they face when trying to grow.

Do Your Homework

Invest the time into understanding the tools and services available to you. Take advantage of whatever training you can find. You don’t need to become a marketing thought leader, but you should understand the basic theories at work.

The first major obstacle to marketing success is lack of effort. You have to commit yourself to learning.

Behind Every Successful Marketing Campaign is an Aligned Strategy

Your marketing strategy should drive everything from your website design to your social media posts to your customer service call scripts. It’s the who, what, where, when and why behind your every marketing effort – big or small. In the marketing world, it’s described as:

  • The right message
  • The right audience
  • The right place
  • The right time

More About the Right Message

The better you understand your audience, the more effectively you can craft a message that engages, inspires and compels the reader to take action.

  • Speak to a pain, and offer a solution. What’s keeping your readers up at night, and how can you help?
  • Tell readers what you want them to do. Do you want them to click on a link or call a phone number?

Would You Open Your Email?

Before you send out your next email, ask yourself if you would open it.

  • Perform A/B tests to identify what performs well
  • Target each sales cycle stage with drip campaigns

“Email marketing still promises to deliver the highest ROI of all marketing channels — $42 back for every dollar you spend.” -Forbes

Build Your Network on Social Media

Social media provides a unique opportunity to build your brand awareness, expand your network and engage with your followers.

  • Encourage your staff to like your page and share your content
  • Tailor your content to the right platform (LinkedIn, Facebook, Twitter, etc.)

Make Your Website High Performing

A website without optimization is like a billboard in the desert. Make sure your website includes the right keywords, utilizes opportunities for conversions (offers, calls to action and lead forms) and displays well on mobile devices.

The second major obstacle to marketing success is lack of money. Aim to invest 3-10% of your revenue goal in sales and marketing.

Generate More Quality Meetings

If you’re not investing in a full-time appointment setter, you’re missing out on a steady stream of meetings with new prospects.

  • Leverage prospecting tools like LinkedIn Sales Navigator and Microsoft Office 365 E3
  • Provide your caller with timely feedback
  • Use good quality data

Take a 360-Degree Approach with Search

The trick here is to put your organic search efforts to work and be patient. Scoring high in Google search rankings requires adherence to a number of best practices and takes time, but the end goal is so worth it. In the meantime, use paid search to gain traction.

The third major obstacle to marketing success is lack of patience. Marketing is a marathon, not a sprint.

How Marketopia Can Help

If you’re an MSP looking to boost the return on your marketing dollar, look no further than Marketopia. Our marketing and lead generation team specializes in the tech industry and can provide custom content, paid and organic search services, website design, appointment setting, sales enablement tools and more. Contact us today to learn more.

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Recalculating Your Route to More Leads

Recalculating Your Route to More Leads

Nov 6, 2020

Word-of-Mouth Marketing: 3 Ways You Can Control the Conversation

The roads we once took to succeed in the professional world are fundamentally different from when this year began. It’s still possible to find success in your pursuit of new leads – but you need to rethink how you reach out to them. Get the tips and tricks you need from this article. We’ll show you how to change lanes on your journey toward building new professional relationships through better lead generation tactics.

Remember What Worked

If you want to get ahead of your competitors, it’s paramount that you formulate an outreach plan. To begin, consider the tactics you used in the past. Ask yourself, why did they work? How could they have been better? When reconsidering your approach, it’s good to perform an audit on your tactics and use hard statistics to determine what could work again. After all, they were successful for a reason. You were able to gain new partners’ interests and build professional relationships because these efforts resonated with your target.

Form a Community of Success

It’s no secret that when your business partners do well, you will too. When you can assist your clients in their new business successes, they will reach out to work with you again. This mutually beneficial system is known as through-partner enablement. Some ways you can use this tactic to your advantage include:

  • Sharing industry tricks with your partners via a newsletter, so they win in their own channel
  • Creating a sales marketing program with sell sheets and other collateral to showcase the benefits of your products
  • Teaching your partners to fish for their own new leads through comprehensive trainings

Start your through-partner enablement with the businesses you know. They already see the value you provide as a vendor and will listen to what you have to say. When you can build a trusting relationship, you will successfully elevate your marketing results through partner recruitment into 2021.

Outreach Growth Initiatives

Pursuing net new partners may now seem daunting. It feels like everyone is in damage control, looking to maintain stability rather than grow. But the truth is, these leads aren’t gone – the route you used to take to find them has changed. Here are four turn-by-turn directions to keep in mind when reaching out to new leads:

  1. Nothing beats a good phone call when in-person conversations aren’t an option
  2. Make attractive offerings that help your clients meet their goals via through-partner enablement
  3. Host, or participate in virtual events that replicate the shows that aren’t happening
  4. Differentiate yourself by selling your value as a partner along with your products

Sales and effective marketing are the keys to successful outreach initiatives. There are so many similar offerings in the market right now – it’s almost a case of mass parody. Enhance your prospect’s interest level when you make your brand, and its products appear unique and valuable.

Empower Your Sales Rep

Business leaders must accept that social distancing has made many sales reps lax in their pursuits. When they aren’t on the road, at conferences or in the hotel bar making connections, it’s easy for these masters of the deal to fall off their sales A-game. The key to building a free-flowing sales pipeline is encouraging your sales team to be at their best, so they’ll convert appointments into sales. Reinforce the fact that there is, in fact, a real person on the other end of a video call. Prospects should be treated with even more charm and persona than on the show floor to make up for the virtual disconnect. Now, more than ever, perception is reality. If you look and sound impressive to a prospect, that’s how they’ll see you.

How Marketopia Can Help

Once you accept that the world has changed, you can start planning for your wins in 2021. Marketopia’s expert team has the knowledge and resources to help you every step of the way. Contact us today, and discover how we can help you achieve more leads, more sales and more profits.

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Word-of-Mouth Marketing: 3 Ways You Can Control the Conversation

Word-of-Mouth Marketing: 3 Ways You Can Control the Conversation

Oct 21, 2020

Word-of-Mouth Marketing: 3 Ways You Can Control the Conversation

We’ve all participated in word-of-mouth marketing, also known as WOMM. (How many times has a friend said, “You have to watch that new series on Netflix”?) Word-of-mouth marketing is one of the oldest and most effective forms of marketing. People naturally want to share their good, and bad, experiences. And ultimately, people are more likely to follow recommendations when they come from a friend or family member.

“92 percent of consumers around the world trust recommendations from friends and family over any other type of advertising.” –Nielson

Look Who’s Talking

In general, there are two forms of WOMM. One happens organically, often referred to as traditional WOMM. Like the example above, it takes place through natural conversation. The second form of WOMM is often referred to as modern and is actively initiated through a planned, strategic marketing effort. (Interestingly, the modern form of WOMM can often generate traditional WOMM.) Here, we’ll be exploring modern methods of WOMM and how each can help you manage the conversation.

1. Build trust

One way to optimize WOMM is simple but not necessarily easy: Do your very best. Each and every day, give your customers a reason to recommend you.

  • Offer value. Whatever product or service you offer, make it valuable.
  • Market yourself as a thought leader. Master the ins and outs of your industry, and share your knowledge.
  • Provide exceptional customer service. Commit to understanding and improving the customer experience.

2. Build your brand

Building your brand can also build trust. Did you know people tend to trust brands that look and feel professional? In an instant, consumers are determining your value based on your brand.

  • Visual appearance. Do your marketing materials look like the work of your twelve-year-old nephew? A professional logo, color palette and design affect your perceived value.
  • Be consistent. Any material with your company name on it should speak your brand, both from a graphic and a content perspective. That includes everything from your website, emails and landing pages to printed collateral and business cards.
  • Communicate your brand. If you don’t have them already, get your company values and mission statement in writing. Then translate them into everything you do.

“Whether you are B2B or B2C, between 50 and 91 percent of all purchases are influenced by word-of-mouth in some way.” –Forbes

3. Participate on social media

You don’t need a multi-million-dollar advertising budget to reach millions of people. But you do need a strategy.

  • Know your target market. Who is your audience, and where do they tend to congregate online? What content do they respond to? Do they prefer formal or more casual messaging? If you don’t know the answers to these questions, find out.
  • Build your community. The more engaged your customers, the more likely they are to talk about you.
  • Reach out to influencers. Identify the trendsetters in your industry, and strike up a conversation.
  • Don’t forget your staff. People who feel appreciated and part of the team can be your fiercest supporters.

And finally, don’t miss an opportunity to capitalize on a positive review. Proudly reserve a spot on your website for glowing customer testimonials.

How Marketopia Can Help

If you’re looking for innovative ways to generate leads, you’ve come to the right place. Our content creation team can collaborate with you to ensure your social posts are optimized and on point. From our content, design and digital teams to our appointment setters and sales team, you’ll have a whole agency behind your company when you work with Marketopia. Contact us today to learn more.

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