The Sales Funnel
MSP marketing has a slightly different sales funnel than other businesses working to reach potential clients. If you are unfamiliar with the sales funnel, it’s basically an illustrative device designed to help you get a mental picture of the sales process. Think of it like a funnel: the lead’s first “contact” represents entry into the funnel. Continued contact eventually results in the lead going all the way through the funnel— that’s a “sale.”
Listed below are four steps in marketing worth following through on in order to help your leads pass the funnel’s threshold and become clients. These are overarching steps; you’ll have many little things to do in between them. But generally, following such steps regularly should statistically increase your rate of closure pertaining to sales. These steps are:
- Get attention
- Understand your buyer
- Design content that draws buyers
- Ensure you strategically and periodically contact leads
MSP marketing efforts must first get the attention of potential clients in order to draw them into the funnel. There are a lot of ways to do this. You want to write content, place ads, and have social media profiles, YouTube videos, and shared testimonials— whatever works best for your MSP. You will find a lot of attention can be found at conventions, but that most sales will come by referral. Well then, be sure you encourage referrals among clients. Additionally, you might ask them to write a review of your services.
You might even write a review yourself, run it by the client, and if they approve, publish it as theirs. This is effective because it’s often not that a client is disinclined to write a positive review— it’s that they are too busy to give any time to such a thing. If you do it for them, that’s even good for your relationship to them. Whatever you do, you need to get the attention of leads such that they’re drawn into considering your products or services.
Understand the Buyer
You can’t understand your potential buyer until you have managed to catch their attention. However, you can look at your existing clientele and check for features that match them. For example, you’re likely going to deal with public facilities, warehouses, legal firms, startups— you get the idea. You can’t truly understand a lead until you’ve had contact with them, but you can partially understand them by defining your outreach parameters such that they are aimed at clients more likely to work with you.
Once you’ve made contact, look at the scope of the operations potential clients are involved with. What’s their yearly profit margin? What kind of business are they involved in? Will scaling up induce them to attain additional tech support? If you understand your buyer before they buy, you can maximize their purchase and retain their patronage many years, ultimately scaling up as they do over time.
Design Content That Draws Buyers
You want to be seductive here. You know what’s seductive to most businesses looking to acquire MSP services? Savings. Provide available statistics which demonstrate how your MSP could save thousands— or millions— depending on an operation’s scope. All you’ve got to do is give them the ability to calculate variable impact themselves. Put average costs of servers and employees out there, then put the cost of your services against that. Odds are even a small business stands to save tens of thousands annually via outsourced IT solution.
Strategically and Periodically Contact Leads
This is the most important step in the list. Research shows that the likelihood of attaining a lead conversion dramatically increases after the fourth contact. You do not want to be overbearing, but reach out via email. Perhaps call during working hours or a time when you know your potential client isn’t busy with operational exigencies. The more you contact them, the more you ingrain your MSP’s offering in their minds on a subconscious and even conscious level.
More Successful Lead Closure
If you know your clients, you’ve gotten the attention of the right ones, and you’ve got seductive content recommending your services, you will likely see success in your MSP marketing efforts.