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 Channel Futures

Sales & Marketing


PR 101 for Managed Service Providers

  • Written by Joe Panettieri 1
  • May 11, 2009

Sometimes I get so tied up talking technology, I forget that managed service providers also like to talk about business basics — including public relations (PR) strategies. That was the case last week, when MSPs started asking me for some basic PR and social networking techniques during the Ingram Micro Seismic Partner Conference in Dallas. Here are the PR recommendations I shared.

First, the basics. Each month, generate one simple press release — no more than three to four paragraphs in length. Not sure what to write? Here are some topics worth “announcement” to local media and the IT media:

  • New hires: Who have you recruited into the company and why. Are these newly created positions?
  • New customer wins, new vertical market wins.
  • New service launches.
  • New certifications earned — but be sure to promote your own brand ahead of the vendors’ brands.
  • Recent business expansions, including new offices, new territories, etc.
  • New partnerships with peer solutions providers and IT vendors.
  • Anything and everything that promotes your company message.

Make sure you have a media center (companyname.com/pr) on your web site, where all PR materials are housed. And don’t use PDFs. I could be wrong, but I believe Google will index your PR content much more effectively if the PR announcements are written in HTML pages rather than (or in addition to ) PDF downloads.

Where Social Media Comes In

Over and over again, I warn MSPs not to launch corporate blogs. The reason: Most of the blogs turn into content graveyards because MSPs don’t have time to update the sites.

But I’d like to amend my advice ever-so-slightly. You should launch a blog — using WordPress.com, Blogger.com or another freely available tool. Use the blog to post your press releases — in their entirety — each time you make an announcement, and link the releases back to your corporate home page or media page. You’ll raise your SEO (search engine optimization) dramatically, assuming you include the appropriate tags in each blog submission.

You can also use free videos to dramatically improve your company’s SEO. As I’ve recommended before, get IT vendors to pick up the bill for the videos. And insist that the vendors post the videos on YouTube using key tags and search terms that you demand (examples: Your company name, your CEO’s name, your target markets, etc.). If the videos remain “locked” or “cemented” to a vendor’s web site, their SEO will suffer.

Not sure where to start? Check in with masterIT, an MSP that has mastered free video publicity.

I’ve got a million other ideas. But the fastest way for PR newcomers to get started is to pick up the book The New Rules of Marketing and PR. I read it about two years ago, and the SEO rules within still apply. Here’s an interview with the book’s author, David Meerman Scott.

Good luck promoting your messages — and your brand.

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Tags: Cloud Service Providers Digital Service Providers MSPs VARs/SIs Sales & Marketing Technologies

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7 comments

  1. Avatar Marie Rourke May 11, 2009 @ 6:13 pm
    Reply

    Don’t forget speaking engagements and events – these can also be noteworthy and raise your visibility. Tip: Be sure to include your POV on the event, topic or trend – it’s all about building thought leadership and promoting your expertise. If done correctly – the PR could lead to an interesting Qamp;A on topic or column idea. Also, don’t forget to ink and video those customer testimonials (great for sales and marketing)! Once again – good advice, Joe.

  2. Avatar Joe Panettieri May 11, 2009 @ 10:51 pm
    Reply

    Marie: Yes indeed, public speaking engagements are huge. But be sure the online agendas include live links beck to your site. And insist on having your name/company name promoted in event marketing, etc.

  3. Avatar Rich Forsen May 12, 2009 @ 12:00 am
    Reply

    Tremendous advice, Joe, and not just for MSPs but for Master MSPs as well! I look forward to 102!

    Rich Forsen
    VirtualAdministrator.com

  4. Avatar Joe Panettieri May 12, 2009 @ 12:14 am
    Reply

    Rich: I’m strictly the 101 guy, and will defer to the real experts for 102 and 201… Kidding aside, I will give it some thought… or more. Stay tuned.

  5. Avatar Ina May 12, 2009 @ 5:27 am
    Reply

    I think your article is very useful. Not because you answer a lot of questions, but rather for the questions themselves.
    These are the best issues to take into consideration when planning a PR strategy.

  6. Avatar Christy May 12, 2009 @ 12:44 pm
    Reply

    Great advice Joe – I think the most important message is that you have to start somewhere. If you are not going to do a blog of your own then contribute to others by being a guest blogger or commenting with valid feedback or input. Doing nothing will result in nothing!

  7. Avatar Jim Van May 12, 2009 @ 11:13 pm
    Reply

    Great point, Christy, and I’m a firm believer that even if one has a blog that’s kept updated and active, it still makes sense to contribute to other blogs with good feedback when appropriate….

    Jim Van
    Logicomm, Inc.
    http://www.logicomm-inc.com

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