“We’re open for business.”
If only MSP marketing were a matter of placing a sign in your office window. You probably want to attract more clients to your business. Or even better: Attract clients who are more profitable and less demanding than your average client is today. There’s no magic pill, but there are a few tricks you can use to improve your MSP marketing and help your clients find you instead of the other way around.
1. Focus on the clients you prefer to serve
How many competitors does your business have? Probably way too many. So you need to stand out and focus on the kind of client that you serve best. There are multiple ways to do so:
Focus on an industry. Is your current customer base mainly in automotive, pharma, education or another industry? Stick with that industry and highlight it in your marketing.
Focus on a geographic area. Although most of your daily operations can be handled through automated RMM tools, your clients will sleep safer at night when they know that support is around the corner. Including your city name in your marketing will build more trust with your potential clients. And don’t forget to register your business on Google Maps to attract clients who are more local.
Make sure you describe your focus area on your website. It’s much better to be found on the bottom of page 1 on Google when someone searches for “IT support for automotive” than popping up on page 15 after a search for “IT support.”
2. Explain how you solve your clients’ problems
Who do you go to, if you have a question of any kind? If you are like most people, you’ll turn to good old uncle Google and start typing your question. You can benefit from that behavior when marketing for MSP business growth.
When solving your clients’ problems, you will face new situations and questions. Some of these questions are asked more frequently than others, and some are general questions about IT support or network administration that will appear in your help desk and may take time to answer.
By providing comprehensive answers to some of the most frequently asked questions on a blog or helpdesk that search engines can access and index, you kill three birds with one stone:
- You demonstrate field expertise by relating what you know and how you solve your clients’ most common problems.
- You will reduce the number of tickets in your help desk and save time answering the same questions over and over again.
- You get a small chance of being found in a search for each answer you provide. It won’t quadruple your website traffic overnight, but you may be able to provide really good answers that help exactly the kind of person you want to attract as a client.
3. Collect testimonials and customer stories
Product and brand recommendations from friends are the most trusted type of promotion. A study from Forrester shows that 70% of people trust recommendations from their peers. In comparison, only 10% trust digital ads.
So, rather than spending even more money on advertising, it will probably be more effective to ask some of your clients for case studies or testimonials. Place them on your website and return the favor by linking back to your client’s website. If you are servicing your clients well, you will find this task much easier than you think.
I hope these simple tricks can help you boost your MSP marketing programs and attract the right kind of clients. Feel free to share additional suggestions in the comments.