Every MSP business sends out more marketing material this year compared to the prior year. The typical marketing team thinks it is all about saturating targeted prospects with convincing material that persuades them to transition into paying clients. Take a moment to consider the few times you have received a marketing message from a service provider that you actually welcomed. Perhaps, you have never received such material or engaged in such a conversation with a marketing professional. The uncomfortable truth is there is just too much information out there.
Overcome Information Overload With Storytelling
The typical business is swamped with information. The digital nature of our world empowers any individual or organization to send information in bulk. Yet people are not looking for a high volume of information. People and businesses crave value. It is all about quality over quantity. This can be accomplished if messages are transmitted in the form of a story. Yet any old story will not suffice. Effective storytelling promotes engagement and subsequent sharing.
Do not lose sight of the fact that we all have myriad options available in terms of information. There is a surplus of data to consider and analyze. Furthermore, the channels that present such information are seemingly endless, thanks to the evolution of the web. TV, radio, and print are no longer the sole mediums to communicate with target clients. There is now email, social media, blogging, videos and all sorts of other avenues.
How to Engage Prospects
The average MSP business finds it quite challenging to engage prospective clients. Though many marketing professionals assume their pitches are generating meaningful inroads with potential clients, the majority of clients report they are not thoroughly engaged. Customers tune out messages transmitted in bulk. They are looking for meaningful storytelling that explains how services provide actual value. Even a powerful story that has the potential to engage a prospective client will be tuned out if it is too lengthy or transmitted multiple times. So don’t’ try to convince a prospect with a high volume of information.
A marketing professional’s focus should be squarely on value. Communicate how your organization’s services improve target customers’ productivity and profitability. Such a message will engage your audience and get them thinking about how your offerings will improve their work. Voluminous information will not help you communicate such value. It will ultimately spur your audience to tune out your message.
Be a Marketing Leader
Those who pay close attention to the dynamics of marketing are well aware of the fact that a high volume of marketing material has a better chance of alienating target prospects rather than engaging them. True marketing rainmakers strive to create material that is customer-oriented. Focus on providing clients with legitimate value and they will take note of your marketing material. This requires paying close attention to customer needs and desires. Pay close attention to your marketing strategies that resonate with prospects and you will make meaningful progress toward fully engaging those who can benefit from your organization’s offerings.
Make Your Target Clients the Heroes
Effective storytelling provides emotional value in the sense that it makes the prospective client somewhat a hero. Do not frame your service, brand or team as the protagonist. Tell a story in the context of marketing in a manner that makes the target client the winner. Keep in mind each target customer is on a journey that is rife with challenges and uncertainty. Pinpoint the questions and concerns of your potential customers. Align these questions with the answers that can be provided by your MSP business. Then spread the word in the form of a story to engage customers, generate a rapport and inspire recommendations to colleagues.