The nature of the MSP business has changed in recent years. Options and approaches seem endless. With all the emerging technology, MSPs face a challenge in their IT marketing. Your business is no different. Technology continues to evolve. Businesses seeking managed IT solutions aren’t looking for the same things that were relevant five years ago. Your clients need specialized solutions to their IT problems. From technological advancements to refined processes for existing solutions, there are many ways to adapt to modern business needs. Finding your niche in the IT industry can grow your business in a way that a broader approach can’t.
Solutions Are Changing
Outsourced IT solutions have dominated the industry for years. With countries like India all but monopolizing the world’s technological support systems, many have seen MSPs as irrelevant. That is no longer the case. Modern MSPs push innovation across the board. These innovations outpace what India’s largest tech firms have developed. Things like cloud computing services have become the name of the game. Automation, artificial intelligence, and big data have made cheaper solutions less appealing.
Of course, not every client needs the same approach to the same problems. What is your MSPs specialty? What niche can you fill for the businesses you work with? Decide what forward-thinking services you want to offer and use direct your IT marketing accordingly. Establishing your MSP as a leader in a particular niche means less competition from other, broader IT firms.
Specializing Makes Marketing Easier
Specializing may mean building unique solutions around your client. This is often the case for businesses in the new cloud climate. Clients don’t want a stock cloud system. They want an MSP approach that integrates the other aspects of their existing IT systems. They may want a single dashboard (like the ones specialized by GoSite, for instance) that lets them manage all their business operations in one place. Unique systems integration may be the role you want to play for all your clients. No matter what the case may be, choose a specialty and excel at it.
Having decided what emergent niche you want to fill, your marketing gets easier. Branding yourself as the leader when dealing with a specific problem brings in more consistent business. It’s true that broader MSPs offer more options. These options may not always be what a particular client needs, though. In offering more choice, a broad MSP may not have the expertise needed for a certain problem. Not only does that often result in a lost sale but it hurts rapport with the potential client. Instead, posture yourself as an industry leader in something specific. Whether it’s cybersecurity, automation, or something else, offer a clear message. People will seek you out when they have that specific need.
This bodes well for your future business. Your outstanding customer focus promotes repeat business. In providing a specific service for a specific customer, you foster a personal relationship that broader MSPs can’t touch. This customer focus helps you build new business, as well. It’s a fact that satisfied clients spread the word. Your reputation reflects the positive word of mouth by way of a growing list of prospects.
Too many MSPs face difficulty when creating effective IT marketing. One of the simplest ways to fix this comes from finding your niche. Know what your company can do and does well. Know how to best serve your clients. These both improve your overall business. You are able to establish strong relationships with your clients. In turn, you are able to focus on giving them the best service possible. Broader MSPs lack that dynamic approach. At the end of the day, wouldn’t you like to stand out from them? Don’t you want your business to be a big fish in a little pond?