Don’t Just Win the Battle, Win the War
MSP marketing is a kind of war. It’s definitely a contest between other marketing agencies, but to a lesser extent, you’re also striving against customer objections. You want to anticipate your opponent and know them. You must know both your competition and the clients you’re catering to. In a very real sense, you’ve got to look at it kind of like a battle, or at the very least, an arms race. It’s the cold war and you’re looking to acquire marketing nukes such that your competition can’t blow your MSP out of the waters.
This means you’ve got to take careful stock of the backlinks and articles that your competition makes. You want to send some marketing secret agents into the battlefield. Get blog tanks running into enemy territory and conquering client ground. Your search engine optimization (SEO) strategy functions kind of like air support, as it is extremely effective and elevated over many other strategic marketing positions. Guest blogs are kind of like a bomb thrown at the enemy whose domino-effect significance can’t always immediately be seen until your ground forces catch up.
Your Marketing War Machine
It doesn’t matter how well your strategy and tactics are if you don’t have the weaponry or firepower to overtake your opponent. You’ve got to get your marketing war machine at a fever pitch which overcomes competitors. MSP marketing that’s successful doesn’t just fall in the lap of a given agency. It requires some quotient of discipline to pull off. Certain strategies of marketing attack which seem wise may actually undermine operations. Following are some things to consider:
• Increasing content isn’t always the answer
• Don’t neglect to enter conversations pertaining to products and services
• Maximizing existing resources – re-purpose where necessary
• Say what other blogs won’t – use “secret” weapons
If you’ve got a million troops that you send against a bottleneck which is well-defended, those troops are dead and the bottleneck remains defended. In this case, the bottleneck of content marketing is called your “readership.” The more readers you have, the more level the battlefield has. But if you’re producing endless content with no readership, you’re spinning your wheels and wasting your ground forces. Rather, design content that naturally builds an audience— it must be effective, valuable, and professionally designed.
Your content agency should be used as a platform which launches your MSP into the tech conversation. Respond to articles that pertain to that which you write about. Be a presence on guest blogs which can’t be denied. This increases online visibility and is, itself, a form of marketing.
Maximize Existing Resources
You need to maximize the blogs you’ve already written. Re-post them. Perhaps take an “infographic” approach and transform them. As previously mentioned, use them as visible conversation fodder. Find a way to get the most out of them.
Your clients want to hear what other MSPs won’t say. So say those things and catch clients who are looking for frank truth. By telling the truth in this way, you’re exercising a secret marketing weapon!
About our Contributor
Robert Naragon is the Founder and President of ITQue, Inc. (pronounced “i-teek”), an Managed IT Services based in San Jose and Campbell that provides IT Support in San Jose. ITQue provides a wide range of IT services to San Jose based companies. And ITQue provides managed services to help San Jose small and mid-sized businesses increase productivity and profitability with customized, flexible hybrid cloud and IT outsourcing solutions in San Jose. Prior to ITQue, he was the Founder and President of VistanetIT, Inc., also based in Campbell, an IT Support Provider to small and medium-sized businesses in San Jose.
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