One of the hardest things for any managed service provider is to get the attention that they deserve from potential clients. The market space for MSPs is one that is extremely crowded. Everyone is trying to find their niche, trying to find their target market, and working to gain as many clients in that arena as possible. From an IT marketing perspective, it is all about executing a strategy that has the best chance of getting long-term customers.
What is the strategy that your information technology marketing professionals are taking, though? Do you feel as though your marketing campaign is missing something? Is it not connecting with the target market like you would want? If that is the case, consider this; does your marketing campaign story have a villain?
You always want to spark intrigue and get the attention of individuals with every IT marketing campaign that you do. When you put together an advertisement that is going to appear online, on television, or radio, it should have some story packaged into it. You want to tell a brief story, something that is going to get the attention of the consumer, grab them to the point where they want to reach everything in front of them and consume it, and deliver to them a concise message that leads them to your business.
When you are putting together a story for your MSP marketing campaign, you do not always want to go with an entirely positive spin. There is nothing wrong with having a villain incorporated into that. As a matter of fact, a bad guy is a necessary ingredient to achieve the success that you want with the campaign.
Position Yourself as the Hero
There are so many different ways that you can take when it comes to putting together a campaign with a villain in the picture. The villain could be a hacker that is trying to get through the firewall of one of your potential clients; it could be a competition in the industry not treating customers up to your standards. It is all about figuring out who the villain should be and then explaining in that same story why your company should be seen as the hero.
That is what it is all about from a marketing perspective. Your company should be positioned in such a way that you are taking down the villain, coming in to save the day, and delivering to the client what they expect to be delivered. When a customer sees a marketing campaign that goes straight positivism, it is eventually going to be seen as boring and bland.
The only way that you are going to truly be able to capture the attention of potential customers is to deliver them a piece of content that pops. It needs to have a story that can be consumed quickly, comprehended, and related to.
The next time that you put together a new IT marketing campaign, try to work a villain into the equation. When you add a little evil, you’re adding intrigue — which, in turn, will garner interest. The better that you can do this, the more you will be able to connect with your potential customers. Villains can be a powerful tool to achieve sales success in the MSP space.
About the Author
Jennifer Holmes is President of MIS Solutions and a Georgia native who, after graduating from Georgia Tech, became an accomplished research virologist at the Centers for Disease Control and Prevention in Atlanta. In 2000, Jennifer hung up her lab coat to join husband Lliam at MIS Solutions as President.
In the past 16 years she has led the MIS Solutions team to become the Leaders in IT Services in Atlanta. MIS Solutions, Inc. is on a mission to empower small businesses with IT solutions, services and teams to grow and support their businesses. Jennifer’s passion is sharing effective business strategies with her clients to deliver the best business solutions for each client’s unique environment and needs.
In 2013, Jennifer’s leadership and marketing skills won her the title of Spokesperson for the nationally acclaimed Technology Marketing Toolkit, an industry group of over 550 top U.S. She is a graduate of the Leadership Gwinnett program and has acted on the boards of the National Association of Women Business Owners’ Atlanta chapter, Gwinnett Great Days of Service, the Buford/North Gwinnett Rotary Club and the Gwinnett Chamber’s Technology Board.