IT marketing is standing on a hill, and that is the case for about every MSP out there. You have an uphill battle ahead of you, but you can reach the summit of sustainable operations if you are not there already. If you are there, the following tips can help you further streamline your business so that it functions as a well-oiled, dependable machine.
One of the best things you can do in terms of marketing is ensuring your efforts are focused in the right direction and you are not wasting time pursuing “leads” which will not lead anywhere (wordplay intended). To that end, consider these three strategies
- Persona roles in defining your target
- Guiding prospective clients through the “buyer’s journey”
- Introducing automation where possible
Persona Roles in Defining Your Target
IT marketing must properly focus its energies. Think of it like a laser as opposed to a flashlight. A flashlight’s beam is wide and covers a larger area, but goes a shorter distance. Meanwhile, a laser covers a smaller area and goes a much further distance— they have bounced lasers off the moon. Well, if you have targeted personas, it is like turning a wide-focus marketing beam into a focused, sun-bright quotient of radiation.
Therefore, what you have to do is determine that which defines the majority of your potential and existing clientele. You can use existing clientele to base your personas from; this may save you time. If you are a startup, you will need to figure some qualifications out. One might be distance, for example. There is no use aiming your marketing efforts at a target that you cannot bring under the penumbra of your services. That said, with IT and the cloud, you are likely to have more reach than in previous years— that is something to take into account. Know where the furthest customer is in relation to your operations is and do not extend marketing beyond that. Next, figure out who is most likely to buy. Is it a CEO, a CFO, or a CIO? Target your marketing at the persona who is most likely to buy your services.
As you gather details, you can eventually build a sort of static outline of the ideal client. Aim your marketing efforts at that outline and you are likely to attract the real thing. Going this route is more cost-effective than just throwing marketing lines out there and hoping one catches on something! Aim your efforts and you will hit the targets more often.
The Three Stations of the Buyer’s Journey
A buyer usually goes through several “stations” before they make a decision:
First, a lead becomes aware of the products and services your organization provides. This leads them to consider your services and eventually decide. Now, it’s certainly possible that they will decide to use your products or services without you providing directed guidance, but it’s much more likely you will see these results if you help your leads along. Once they are aware, you need to give them bits of data, which push consideration toward a positive decision leading your direction. Different personas will have different considerations. The CEO of a large business has a bigger budget than the manager of a four-man startup.
Possible Automation Solutions
When you are able to automate outbound marketing, you can save time spent in a conscious effort with clients. You want your marketers continuously acquiring actionable leads for sales. Therefore, you want to collect contact data that goes into a system of automatic contact. That contact can be email, a phone call, or a Skype call. Again, the way you automate contact will depend on your buyer persona. You might have a seemingly personalized stock email designed to acquire a luncheon with larger profile clients. At the very least, design a default letter with blank spaces to fill in idiosyncratic details. Focus the laser of your marketing apparatus by automating what you can.
An Effective Marketing Machine
IT marketing that automates outreach and re-contact where possible, guides buyers through the buyer’s journey, and has accurate personas defining outreach efforts is more likely to be effective.