As a managed service provider, it is important to have a sound IT services marketing strategy that is going to help your business be successful in both the short and the long-term. In the world of business, you have to think about every single move that you make and how it is going to impact your businesses’ progression. One wrong move and you could easily end up out of the game due to the crowded market that exists for MSPs. This is why it is very important to get creative and extremely resourceful so that you can make the most of the marketing spend.
What is the best strategy for your particular company though as a managed service provider? What should you actually be doing? And how is it going to help your particular business? There really is no right or wrong answer here as there are several different tactics that can be employed by a small to medium-sized business looking for growth. It all revolves around the current standing of your company, the comfort level you have with where it is today, and where you want it to be tomorrow.
Don’t Seem Eager
One of the more common strategies that are employed as an IT services marketing tactic is to basically not seem eager. The idea with this strategy is to not actively try and get new customers, instead, let them come to you. This may not make a lot of sense out of the gate but think of it from a different angle. As a managed service provider, customers are going to want you to help them with their information technology needs in the event that they feel as though you are the most knowledgeable. The best way to show you are the most knowledgeable is to share that knowledge online.
The knowledge share could be through social media, through a website, through interviews with other sites, magazines, radio shows, etc. The whole idea here is to let the market come to you after you have showcased that you know what you are doing and you have the capacity to really help clients, should they choose to sign on with you.
Bait the Clients
Think about how you go about the process of fishing. You get the bait ready, you get the line in the water, and then you try and lure in the fish little by little. If you are too aggressive, chances are that the fish are just going to run away and you will not see them again. The same rule of thumb applies here when talking about potential clients that you could sign up.
What you want to do with the prospects that you have is to actually try and bait them basically. Reach out to the potential new clients and just go over with them what you can offer, what your knowledge and experience are, and how you can make a difference for their IT. Do not even ask them to sign on, just give them the bait, the information, and let them think about it and come back to you.
You always want to hustle when you are in the business world and, again, the same applies here to an MSP. You never know what new client is going to be out there, ready and willing to sign on with your business. You always want to pursue any openings where you see a crack of light, as these could lead to big new MSP contracts that could mean growth for your business now and for the future.
There is something to be said for being aggressive in an intelligent manner. Those who keep their eyes open, like a running back looking to break off a big run, and hit the holes when they come, have a great chance for success. Look at your clients and your prospects and go after the openings when they present themselves.
No matter what the IT services marketing strategy you decide to employ, they can all work and be perfectly successful for your business. It really comes down to analyzing each one and seeing what makes the most sense based on your business strategy, your current state, and the target market that you are pursuing. Just like in a chess game, you need to be fully aware of where you are; you need to plan ahead; and you need to make the right moves in order to develop a checkmate!
Kevin graduated from Texas Tech University in 2006 with a bachelor’s degree in marketing and has been working in the IT channel for 11 years. He is currently the Director of Marketing & Sales for CTG which is a managed IT services company that provides IT support in Dallas, Ft Worth, Arlington and Amarillo. Kevin was instrumental into transitioning CTG’s business model from break-fix into an all-inclusive managed services offering. CTG prides themselves on hiring customer service oriented techs so they can deliver amazing IT services to their business clients. When Kevin is not working diligently for his clients he loves to spend time with his family and is a avid golfer in Arlington. He also considers himself an outdoors man that loves camping, fishing and hunting.