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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