I recently saw a website selling marketing services to MSPs that offered to “send out blurbs several times a week” via your company’s social media pages. Another offered to do “e-mail blasts” to your list.

It got me thinking… is that really how you think of essential communications to your clients and prospects who you are trying to build trust with, gain an audience, with and (ultimately) get money from? In blurbs and blasts?

Unfortunately, that’s exactly how many see marketing: an unsavory, “time-consuming” task they want to shove off their plate and abdicate to someone else. NOT with the intention of making it really work, not to further their position of authority, not to really connect, but simply to check off the box that it’s being done.

Marketing? Who has time for THAT?

You can get anyone to send out some “blurbs” a couple times a week on your Facebook page. That should take care of it! Doesn’t that make you wonder why so many struggle to get it to work? I firmly believe that marketing and selling your company are not things you can ABDICATE to a third- party company.

You can outsource pieces, but only if you’re heavily involved with the communications and strategy. MSPs who have tried to outsource telemarketing often have little success with it at best. Some MSPs find themselves having to do damage control with the people who were called. This level of involvement shows the difference between outsourcing and abdicating.

As an example, here’s a short list of what to do if you’re outsourcing telemarketing:

  1. Create a strategy and script for the callers to follow.
  2. Send out some type of offer – direct mail, e-mail, LinkedIn, etc. – that gives them a starting point and reason to call.
  3. TRAIN the sales reps making the calls.
  4. CHECK for compliance with scripts by asking for the recording of random calls made.
  5. Demand call reports that detail dials, connections made, voicemails left, call outcomes, etc., to know if the calls are actually being made.
  6. Seed the list with your cell phone number and/or the phone numbers of a few people who will play prospect to verify the callers are doing what they are supposed to be doing. This is why you should just hire and bring it in-house. You’re going to have to manage the callers and process either way — might as well do it yourself.

Is sending something better than sending nothing?

Absolutely, unequivocally NO. Marketing that consists of thoughtless, off-target, and boring “blurbs” can HURT your relationship with your list and act as sales prevention. People will opt out and stop paying attention. They may misunderstand who you are and write you off, never doing business with you again.

Bad marketing lowers click-thru rates, decreasing the placement/display of your ads and increasing your cost per lead. Bottom line: You must be thoughtful and strategic in your communications.

Photo: VTT Studio / Shutterstock

Robin Robins

Posted by Robin Robins

Robin Robins is the CEO and Founder of TechnologyMarketingToolkit.com, the largest sales and marketing consulting firm in the IT channel, specializing in sales-generating marketing campaigns for MSPs, VARs, and solution providers. To date, over 7,000 IT services firms have enrolled in one or more of her programs. Visit her website for more information and to request a free one-on-one marketing consultation and marketing roadmap for your IT services firm.

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