Changing Paces: Inbound IT Marketing for Your MSP

IT marketingIT marketing is trying to adapt to the new world. The attention spans are short, information is at everyone’s fingertips, and instant gratification is rampant. This leaves many different marketing strategies behind. Inbound marketing shifts the focus, allowing your leads to come to you. They do it on their own time and get the instant results that they are after.

What is Inbound Marketing?

Inbound marketing is using content to educate your prospective customers. This content is typically provided in a blog or article type format and is accessed by prospects through internet searches. This content gives your potential clients the information they need to reach out to your MSP business. With the current technology, very few people make the first contact with a company without first doing a quick search on the topic. Your inbound marketing content makes sure that they see you when they research topics on IT products and services.

Inbound marketing does need a little more than just content to be successful. Content brings decision makers to you, but your marketing strategy should also include calls to action, other content offers, and informative landing pages. Your goal is to bring a prospective customer in and then lead them down the path of a sale.

Empowering the Consumer

When a business reaches out for IT support, they need to be informed. It provides them comfort to have an idea of what services your business provides, and how those services can help their business. The more information they have, the more comfortable they are when they do reach out to your sales staff. It also makes the sales side of your business easier as clients are already aware of what they are looking to purchase. The client has already done a lot of the work for your sales staff when you have meaningful content available publicly.

Brand Awareness

The phrase “It’s not what you know, but who you know” is true in many ways, including in IT marketing. Getting your MSP out there is a critical step in gaining sales revenue. Brand awareness comes with content. The more content you have available, the more businesses can find your brand.

Showing Off

Inbound marketing content is a great way to show off your company’s knowledge and cutting edge technology. By having fresh and new content related to up and coming IT issues, your prospects learn they can trust your foresight. With inbound marketing, you highlight what your company does best in a way that is informative and non-intrusive.

Timing

Inbound marketing is great because it lets the consumer reach out to you. They can use search engines and browse your content at their leisure. It is less of an interruption to their day, and thus, it is received in a more positive light. Outbound marketing, like commercials and other ads, are shunned by many people because it is not something they can control.

Quality Lead Generation

One of the biggest downfalls to outbound marketing is that you have very limited control over the type of leads you get. While you can make choices to improve the demographic that your ad is shown to, the results are less than perfect. Inbound marketing, on the other hand, gets you quality leads every time. The leads from inbound marketing content are actively searching out companies that offer the services and products that you have.

With the current click and search nature of the current B2B market, clients are actively seeking the companies they would like to do business with. Inbound marketing ensures that when they look, they find your business. It is a quality IT marketing strategy with proven results.

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Mark McGarvey

Mark McGarvey is president of One Click Solutions Group, a managed services in San Francisco and security provider serving small and mid-sized businesses with 20 to 100 employees in the Bay Area. Mark began his career in msp consulting, before living in San Francisco, in the 90s as a senior support technician for a then-small company in Austin, TX called Dell. After working for a number of organizations in desktop support/management and systems administration, Mark realized a passion for two things: Ensuring computer systems ran smoothly and keeping the people that used these systems happy and productive. This passion helped him get his IT business started in San Francisco!  As a small business owner, Mark empathizes with other business owners that need computer support in San Francisco and understands the things dearest to them: Increasing productivity and efficiency and keeping costs low and ROI high.