Tech Providers Need a Marketing Strategy to Drive Growth
asking some basic questions about your business:
- What are your goals?
Are you looking to market a new service? Or expand into a new geographical area? Reach prospects in untapped business sectors? Every decision you make while determining your marketing strategy will depend on these specific goals.
- Who is your audience?
This doesn’t mean which businesses you want to sell to; it means figuring out which individuals within those organizations will be reading your marketing materials. Just because an executive will make the final decision doesn’t mean your content should be aimed executives. Maybe your content should speak to the IT manager or the head of accounting.
- What information are they looking for?
This also depends on whom you’re marketing to. The IT manager wants to know how your services improve operations. The accounting manager wants to hear about cost-effectiveness.
- Who is your competition?
To market effectively, it’s not enough to know what you’re going to do; you also need to know what your competition is going to do. Where are they ahead of you? Where are you ahead of them? What types of clients are they getting that you want to poach? And what prospects are they leaving out there to be claimed?
- And last, but very much not least, What’s your Unique Selling Proposition (USP)?
Your USP is what you can offer that sets you apart from the competition. What can you do that’s different from the competition?
Now, for Marketing Tactics
Once you’ve answered these questions, it’s time to start designing your marketing campaign. Start by building a prioritized list of the target industries, regions and audiences for which you want to generate marketing content.
Then, define your marketing goals and set some key performance indicators (KPIs) so you’re able to measure how this and future marketing campaigns are performing. Next, assemble the tools you’re going to need to run your new campaign. This could include content management tools like WordPress and HootSuite, as well as analytics tools like SEMRush. With all those pieces in place you can begin organizing specific, targeted campaigns that will lead prospects through your business’s own marketing funnel.
One key marketing tip: When you develop your content, don’t focus on yourself and your offerings. To guide prospects down your marketing funnel, you’re not generating a bunch of sales pitches. You need to give prospects useful, educational information. This could be web content, whitepapers, social media posts or blog articles. These can all work well. It just comes down to what are the most effective ways to reach your target audiences.
I’ll also let you in on one approach that’s been yielding great results for a set of MSPs we’ve been working with: in-person educational events.
We recently helped a select group of MSPs run a seminar for prospect businesses called “The Changing Face of Cybersecurity.” It was designed purely as an educational seminar–there was no hard sell built in. And yet all three MSPs generated valuable leads.
The first MSP was located in a smaller city and simply targeted local businesses for its seminar. They had 14 attendees, and just by cultivating prospects at this one event they generated $18,000 in new potential sources of monthly recurring revenue. A 194% potential ROI for one single event in a smaller city.
The second MSP gathered 20 attendees to their first event and saw an actual ROI of 210%. They closed a deal with an attendee afterward for $10,000 in software licenses and managed services.
The third MSP took a slightly different approach and targeted their cybersecurity seminar specifically at local prospects who had their own internal IT departments. They collected 30 attendees and saw a 550% ROI, adding over $30,000 in potential MRR to their pipeline.
Every MSP can benefit from more strategic marketing. It all comes down to planning and delivering materials that educate and provide value for your audience. When prospects come to trust you, it means they’re making their way down the marketing funnel and are well on their way to becoming satisfied customers.
If you’re ready to design your own strategic marketing campaign, make sure to grab a copy of my Marketing Questionnaire.
Marc-André Fontaine is VP of Sales and Marketing, Sherweb.
This guest blog is part of a Channel Futures sponsorship.