Besides everything else, Marketing is also undergoing a lot of change. Digital Marketing is no exception. We’ve been talking, in our blogs, how next gen technologies are impacting the way digital marketing is done or will be done in the future.
The magic mantra for brands has changed from ‘staying at the top’ to ‘providing exceptional customer experience’. So, when it comes to Managed Service Providers or MSPs, they must specifically ensure an outstanding customer experience. All their digital marketing efforts must have a single objective – cater to client’s specific needs and provide a consistent customer experience. It has become imperative for IT service providers and MSPs to improve their online presence and they must devise a digital marketing strategy with the objective of creating and promoting a competitive advantage.
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MSPs are always searching for new ways to effectively market their products and services. The clients or prospects need to be familiar with your brand, people and offerings. There are multiple ways that your leads will find you and the digital marketing plan should be complete, coherent and aligned with the latest trends to be successful.
We have collated some tips to consider before putting together a Digital Marketing Plan for MSPs.
- Identify your value proposition
Think of the differentiators for your MSP. You need to ask yourself what sets you apart (or how do you offer services better than your competitors). Your differentiator is your value proposition. If you’re still confused about how to identify your value proposition, you need to pinpoint what sets you apart from your competitors.
- Identify the most effective marketing channels
Most of you perhaps already know that digital marketing is a multi-channel activity. You just can’t have a website and expect your prospects to find it. You should think if you’re considering all channels like website, SEO, paid search, social media, affiliate marketing and display ads. You may not wish to focus on all the channels, all at the same time, but need to adjust as per where your most desirable clients are.
- Define your digital marketing goals
Now, don’t tell me this is an obvious one. The goals of any digital marketing initiative are lead generation and increase in sales. These are perhaps the objectives. You need to define SMART goals where you need to identify where do you wish to focus your energies (and resources more importantly) to achieve these obvious objectives.
- Identify your most desirable clients
This is where the leadership of MSPs will fail. If asked to define their most desirable clients, they are likely to answer – everyone. The success of your MSP digital marketing plan hinges on your understanding of your clients and creating their persona.
You need to define the demographics, geography, profession, level and title of your most desirable clients.
- Work on a buyer persona
If you create a buyer persona, it is easier for you to identify tailor your content or messaging as per their needs. Persona is a generalized representation of genuine people that are closest to your target clients.
This exercise does require some research for example you need the job title, industry, location, business goals, etc.
- Identify ways to address the needs of buyers’ persona
Once you understand your buyers, you need to understand how do they address technology challenges and what drives them to make business decisions. For example, if your ideal buyers need a lot of information to feel confident about your MSP services, you need to focus on creating more white papers, write blogs on industry trends, and work on eBooks and guides. If you have clients who have less time, then it might be useful to invest in infographics and videos. You also need to build case studies, testimonials and live demos to build your prospective clients’ confidence.
- Understand your buyer experience
To understand this, you need to look at the process that a buyer goes through before procuring your services. It is important that a digital marketing plan identifies at what stage do your most desirable clients start searching for the services you’re offering, how do they search for a solution, and what drives their purchase decision.
- Identify key success metrics
Even if your digital marketing is yielding great results, don’t stop there. You need to identify the metrics and measure for various parameters such as click-through rate, social shares, conversion rate, time spent on each page and number of unique page visits. These will help you to measure your ROI.
The MSP Digital Marketing Plan should be able to connect the dots between generating leads and converting a prospect to a client. You need a digital marketer who understands how MSPs work and how can digital marketing initiatives work as per your investment and efforts. If you are not happy with your current digital marketing strategy, click here to speak to one of our Digital Marketing experts who know the inside out of MSPs.