Not too long ago, I had the opportunity to sit down with one of our new customers at Tech Pro Marketing. We’ve helped countless MSPs use marketing to win new customers over the years, and I was excited to be working on this particular customer’s go-to-market strategy, too.
We’d already spent the first couple of months building out a terrific new website for them – something that will absolutely capture the attention of not just any customer, but the right type of customer. Just when we had both finished discussing how I excited we were to launch the new website, the conversation steered in a direction that I often lament – and one I want to talk about today.
That customer said, in essence, “great, we’ve got the website build. Now, what type of landing pages do we create next?”
On the surface, the client’s logic does make sense. He was thinking of his website as a stable foundation that he could build from moving forward. But in that moment, my answer was a simple one:
I reminded this customer of one rule I keep coming back to time and again:
“You need to market smarter, not harder.”
What I mean by that is your MSP marketing campaigns needs to be, at a base level, as efficient as they can be. It’s not about throwing anything and everything out there into the world to see what makes an impact. It’s about honing in on those few techniques that you know work and putting all of your attention in those areas.
Thankfully, getting to this point isn’t nearly as difficult as some people seem to want to make it. If you really want to operate as efficiently as you can in terms of marketing for your MSP, there are a few key techniques you need to keep in mind.
Go all in on your website
Just like we did with this customer, make sure you have an amazing website. Your website is undoubtedly going to be your most viewed marketing asset. When you think about it, all of your other marketing efforts are leading your prospects back to this one place.
If you are committed to SEO, when someone searches “IT Support Near Me” in Google, where do they end up? You guessed it: your website.
Is local networking your forte? When someone goes back to their office and takes a look at your business card, what will their next step be? Visit your website.
Even with tactics like cold calling and LinkedIn outreach, you can bet that your potential prospects will be reviewing everything on your website before they make their purchasing decision.
All of this is to say that your website is as important as ever, and before you go out and create more marketing material (which will inevitably have less eyes on it) make sure that your core piece of marketing material – your website – is in the best possible shape that it can be.
Have one amazing call to action
This, too, is another one of those aspects that people tend to overthink. We all know how important the call to action is – if you want someone to take that “next step,” you need to be crystal clear about what it actually is.
But it’s a mistake to include too many calls to action on in your marketing because you’re only going to confuse your audience.
Do you want your prospects to request two free hours of service? Do you want them to sign up for a strategy call? Maybe it’s a free audit of their network?
Whatever the case, having one, single call to action will be your best bet in getting your prospects to actually take that next step, and will save you time and energy in the process.
Have one incredible lead magnet
Lead magnets are an important thing for MSPs not just because they’re enticing, but because they help establish you as an authority at the exact same time. So if you want to write that great new eBook about cybersecurity and the value you can bring to clients, that’s fine – but once again you need to resist the urge to make things too complicated than they should be.
That is to say, don’t offer five different lead magnets and hope that one gains traction. Put all of your effort into a single, incredible lead magnet and let that do the majority of the work for you.
Another way to be more efficient with your lead magnets is to create an e-mail course, instead of an eBook. Think about it – when you create an e-mail course, instead of a single touch point, you’re building in five, 10 or even 20 touch points with your prospects over the length of the course.
Post less with better content
When it comes to content, MSPs can operate far more efficiently is to focus on “quality, not quantity.”
Rather than spending hours upon hours every day posting every vaguely interesting article you come across to your LinkedIn page, practice the old theory of “less is more.” Write that one great post that lets you give your insight into a single important topic and post variations of it through LinkedIn, your website, and any associations you’re a part of.
To put it another way, don’t hit potential customers with so much content that they start to tune it out. Instead, focus on only your highest quality ideas and do your best to make sure they get in front of as many prospects as possible.
What’s your next move in becoming more efficient with your marketing?
If you’re interested in finding out about more ways that your MSP can market more efficiently but aren’t sure where to begin, we might be able to help. Contact myself or one of my colleagues at Tech Pro Marketing so that we can get your one-on-one strategy call on the books. You guessed it, that is our one-and-only call-to-action, and we’ll do everything we can on that call to help you gain clarity on your next move in your MSP’s growth journey.
Photo: COFRARTE / Shutterstock