IT marketing requires a careful approach. To increase your ROI, it’s best to be strategic and use tactics that are known to be effective. Following are several recommendable tactics to help you have the most positive effect on your selling endeavors:
- Know your buyer
- Solve the right problems
- Don’t wing it
- Go digital
- Get an early start
Know Your Buyer
A big IT marketing mistake— and one that’s easy to make— is to not know who you’re selling to. If you go into the exchange with the wrong perspective, you’re likely to waste the time of your prospect as well as your MSP. You need to have a customer profile and only pursue new customers in line with that profile. If you’re trying to sell a suite of cloud-based network services to a vendor who runs several food trucks organized with little more than a laptop, you’re probably not going to have the success your MSP needs. You would do better with a company that has an on-site network array already and is looking to conserve costs. To define your ideal customer profile, figure out what your MSP can do for prospective clients which will likely save them time, money, or other resources. The more value you bring clients, the better they’ll appreciate your MSP.
Solve the Right Problems
It’s not enough to be able to solve a potential client’s problem with a product or service. You need to solve the right problem. If you can help them install a VoIP system, but they’re only using a handful of telephones to begin with, the upgrade may not be worth the trouble. However, if you can package that in as a byproduct of some other organizational service, you’re more likely to effectively close. Ask yourself why your products or services are ideal for the client you’re trying to convert. Then ask why they should use your company over another MSP, and why signing “now” makes the most sense. Once you have good, solid answers, you’ll be able to deliver them to potential clients and increase your likelihood of converting them.
Don’t Wing It
Winging it sometimes gets results, and that’s exactly the problem: mostly, it doesn’t. Winging a sales pitch is the marketing equivalent of putting a $100 bill in a slot machine and hitting a jackpot. Sure, it might happen. It might even happen more than once. But it’s not going to happen all the time, and in the end, you’ll lose resources. Plan your marketing endeavors. Know your client, know your products and services, and solve problems.
You’re a lot less likely to see potential buyers contacting your company unless they’ve already done a little research. The internet is everywhere today. A potential client can do a simple search through Yelp and get good ideas regarding available MSP services in their area. So, you must anticipate this and make information pertaining to your business steadily available via the internet. Use LinkedIn, use Twitter, use Facebook, use Instagram, use YouTube, set up blogs and post them on popular blogging sites— there are many things you can do in this vein. Just don’t forget the mobile component. Whatever you do needs to be accessible via smartphone or tablet.
Get an Early Start
Since research is so conveniently simple in modernity, you need to get ahead of customers for greatest effectiveness. Know that they’re going to do some research and look around for likely candidates fitting your ideal customer profile. Figure out what kind of problems you can solve for them and bring that information to the table. They may not close immediately, but if they already know you’ve got their solution available, you’ll diminish the complication necessary in securing a solution. The shortest distance between two points is a straight line, and the path of least resistance can define sales.
More Effective Marketing
IT marketing that gets an early start, employs all conducive digital means of outreach and education, is strategically informed, solves the right problems, and is designed around a specific buyer is more likely to be successful. So, refine your outbound strategies and see better conversion rates.