Features of Modern Marketing
Modern MSP marketing generally encapsulates several areas of outreach:
- Public Relations
You want to organize these seven areas into a multi-tonal harmony that doesn’t hit a false note. If that sounds complicated, it definitely can be. But at the same time, it need not be. The best songs are inspired, and reach such harmonic intervals regularly without any specific effort on the part of the musician. He or she wrote the song that way not because they were trying to mathematically engineer a polyphonic sound— they hit that polyphonic sound because it was the right movement for that portion of the song.
Consider the closing crescendo of “A Day in The Life” by the Beatles. Multiple instruments dialed it up until there was an epiphany of noise culminating in that which we’re all familiar with on Macintosh computers today when successful startup is completed. Almost every note was hit in that moment— but it wasn’t difficult to source. From a musical perspective, it’s just a walk-up. The key is in coordination.
You want to coordinate your marketing strategy so that it includes advertising which increases your brand. This is going to take market research and will require a recommendable product your target market wants to buy. Successfully accomplishing this will likely require solid Internet presence and top-tier public relations. Of these seven harmonic marketing notes, public relations acts kind of like a “bass line,” or “baseline” to incorporate a pun. Not only can this be the best “free” advertising, but it can also put the marketing ball in the court of your clients.
Look at Windows and Macintosh. Steve Jobs eventually manifested a cult of personality about himself which has thrust Apple in the place Windows once held— for a while it was the most valuable company on the planet, though Google has once again surpassed it. Still, both Google and Apple rely on marketing which, in large part, has to do with the users themselves. Google and Apple are self-advertising companies. Apple users “think different,” and Google owns phones, search engines, and probably our souls… who knows? It’s almost scary.
Proper Building of a Brand
MSP marketing has an ultimate goal of putting a given product or service in a primary slot of public consciousness— this is branding. You want your brand to be more than some logo. Don’t underplay the logo, because this is an integral psychological archetype which immediately communicates a ubiquitous concept on a subconscious level. But that “ubiquitous concept” is what you need to focus on. You see an Apple in silhouette with a bite taken out of it, you “think different,” and you consider video, music, and artistic software. You see the Windows logo, you probably think: office applications and online gaming. Your marketing brand needs to communicate efficiency, authority, acumen, and trustworthiness. Focus on these things in branding before you focus on a logo that acts as a mental .zip file.
The Value of Whitepapers
Whitepapers help establish your brand by getting into the nitty-gritty of a given application. They show the technological acumen and temper that with statistics, case-studies, examples, and data which are used to make the point of the services you provide. On a computer, you’ve got a “specs” list detailing what the computer does, what you can expect, etc. It may have so many gigabytes of storage, so much ram, so much speed, this processor or that bevy of external slots— you get the idea. Your whitepapers act this way for your MSP.
Content, Content, and Content
Online content should be of a kind which is almost everywhere. Wherever there is any hint of applicability to your brand, you want actionable, shareable content representing you. It should be spaced correctly, include external links, be of requisite size, and have a professional grade to it. Don’t neglect Social Media Optimization (SMO), keyword optimization, and other Search Engine Optimization (SEO) techniques.
Your MSP marketing should incorporate elements of all these things. Have content lead to whitepapers expressing your brand, and let all that generate leads which visit your site and contact you for your services. Play the marketing instrument well, and you’ll have a song of success.