Do you stop marketing your MSP during the holidays or wait until the last week of December to even begin? The holiday season is here, and the time to start showing up in front of prospects to lay down your 2021 sales goals is now. Don’t enter into competition with retailers trying to gain customers' attention; learn how to create a marketing strategy designed to get your MSP noticed.
Hopefully, you aren't joining us mid-conversation, but if you are, make sure you get caught up first by reading our blogs "2020 MSP Marketing Guide Part 1 of 4: Your Marketing Budget" and "2020 MSP Marketing Guide Part 2 of 4: The Bare Essentials" before continuing on.
We previously wrote a blog article about why direct mail isn’t dead. As a follow-up, we’d like to tell you how your company can effectively use direct mail pieces in your next MSP marketing campaign.
Print marketing is alive and well, and sending direct mail pieces through the mail can be an effective way to target leads, prospects, and clients.
When you’re trying to attract new patrons to your business, you may need to get a little aggressive with your marketing tactics. Of course, we aren’t saying that your message should be “USE OUR SERVICES OR ELSE.” We mean that, in order to make enough of an impression, you need to be both consistent and persistent.
“Marketing… how hard could it be, right?”
This is the position that many business owners take when they decide that it is time to market their services. They figure if they just have a website, a few social media accounts, and keep their doors unlocked during business hours, they’ll be set. Unfortunately for these business owners, they don’t have someone to show them the right way of marketing - having a plan.
If you want your next marketing campaign to be successful, there is a lot to consider. You have to put in the time and effort to create amazing marketing materials that are informative and visually appealing. Paired with that, you need a great offer and calls-to-action that entice the recipient of your materials to do what you want them to do.
One of the biggest mistakes that many small businesses make is to not attempt to seek out new clients. They hope that an ideal client will stumble across their company in a Google search, or maybe hear about them by speaking to another small business owner in the area. And yes, this definitely does happen. I’m sure that’s how you’ve gotten a lot of your clients.
It’s easier than you think for small businesses to fade into obscurity. It’s been reported time and time again that 20% will fail within their first year, 30% within their second year, and 50% after five years of operation. You don’t want that to happen to your MSP. So, what can you do to make sure that (1) your current clients stay with you, and (2) you continue to bring in new clients?
The best thing to do is to never stop marketing.
You probably have a couple of different services that you wish your company sold more of. Maybe they have a bigger profit margin, or they don’t take a lot of time to manage so it wouldn’t overwhelm your employees if you sold a lot of this service. Whatever the reason, you need a way to promote that specific service so that you can generate more sales from it.
Most MSPs, probably your company included, offer a LOT of different service offerings that you sell. If you want to start selling more of these services, you have to promote them through your marketing.
Whenever a major holiday is coming up, you’re likely confronted with multiple reminders of it in your daily lives. You may see commercials on TV, receive emails from companies, get flyers in the mail. You’ll see specialized packaging for brands you buy every day that reflects the upcoming holiday. It makes sense why companies are doing this - holidays celebrated by the general population give a business an excuse to get in contact with the consumer. And, this often leads to an uptick in sales.
Time is important to business. It’s even more so in regards to your marketing: an improperly timed campaign will fall on deaf ears, no matter how great your offer is. Your ongoing marketing efforts can suffer as well if you fail to take into account when your audience is prepared to digest your marketing materials. If you are sharing these materials at inopportune times, they will get lost amongst the various other marketing communications that your clients and prospects are receiving from other businesses, including those from your competition.
To make sure that doesn’t happen, you need to consider when you market, not just what you are marketing.
In the age of web 2.0, marketing has evolved from customers being told what to buy, to one in which business and customers have a conversation about which product is best suited for their needs. More often than not, this conversation occurs on social media.
So for example, let’s say you have a new service you wish to promote and are using social media to tell your customers about it. For this primer, we will refer to Facebook, but the same concepts apply to all types of social media marketing.
Marketing is all about planning ahead. You want to plan for the expected and the unexpected so that your business can handle whatever comes its way. Call scripts enable you to do that.
We’ve all experienced it. It can be discouraging when it keeps happening. This is especially true with your marketing: you invested a lot of time, effort, and money into researching, designing, and implementing what you believed to be a stellar marketing campaign. But, you come to find that you failed to reach whatever benchmark(s) you set. It’s even worse when you keep failing again...and again...and again….and again.
Like most people, when you hear the word “promotion,” you probably associate it with the words like “sale” and “discount.” And, while those words are often synonymous with promotion, they shouldn’t always be. Here are some examples of some non-sales-related promotions you can run to promote your company and its products and services.
In a world where so much of your marketing efforts are now conducted online, going back to producing physical marketing materials can seem a bit antiquated, especially when it comes to direct mail campaigns. Why should you waste money on marketing efforts that can only go to a limited number of people? How is it still possible in this day and age to achieve a ROI utilizing ‘snail mail’? Wouldn’t it just be easier to send an email?
Recently, we wrote about how constructing a marketing strategy for yourself - more specifically, developing your brand - takes time. We ended that piece, Rome Wasn’t Built in a Day - Your Marketing Shouldn’t Be, Either, with a question: what if your new brand doesn’t work as well as it should?
Time is often a key ingredient for things to turn out well. The longer cheese ages, the better it is often considered to be, and the longer a 401k has to build and mature, the better off one will be later on. In many ways, an effective marketing campaign works in the same way - it takes time to build up and optimize your efforts before they’ll crystallize into successful conversions.