When it comes to MSP marketing, describing the services you offer is important, but often not as important as illustrating end user results.
The Shift In MSP Marketing
When engaging in marketing, MSPs typically focus on how their services can increase efficiency. While communicating these features and benefits to potential customers is crucial, it’s perhaps even more important to focus on end user results. This may help you in capturing VSB and SMB buyers.
There are plenty of affordable technology solutions that enable other priorities to be at the forefront of a buyer’s journey. For MSPs, the ability to build lasting relationships is often paramount. The goal for MSPs should not simply be to sell a solution and move on, but rather, to develop ongoing relationships based on positive IT results. A savvy VSB and SMB buyer wants to know more about the MSP’s customers and their experiences than dozens of small details about the services.
Marketing The MSP Relationship
The best way to reach buyers is often to communicate the positive results of a customer’s experience. MSP marketing works best when it is focused on these outcomes. With a focus on testimonials and case studies, MSPs can encourage current customers to engage socially, and facilitate new customer acquisition. When a potential customer asks you something like, “Who else have you helped and how?”, try to answer by providing specific details. The more specific you can be about how you’ve helped other customers in the past, the likelier you’ll be to convert them as your newest customer.
It’s wise to make testimonials part of your quality control program. A subscription or relationship-based business requires regular proactive contact with customers to make sure you’re delivering on sales promises. Ask your customers periodic questions about the level of service you’re providing them. Address any issues your customers have as swiftly as possible. If you find a customer is completely satisfied, ask them for a testimonial. If your managed services solve an especially difficult problem, ask permission to feature the issue in a case study.
MSP Marketing Language Should Focus On Building Relationships.
While testimonials and case studies help demonstrate the pragmatic application of MSP services to a VSB or SMB buyer, your marketing materials should employ language that describes relationship-building. Utilize proactive teamwork-focused words to build messaging that persuades customers to partner with you. Be careful not to confuse potential customers with too much jargon and technical lingo. Speak or write with purpose, focus on results, and discuss productive relationships.
At D3UC, we provide MSPs with all the tools they need to succeed. Contact us today to discover how we can assist you and your customers with our white-labeled voice and unified communications services.
