Your MSP marketing needs to experience ROI, or it’s nothing but loss. But it can be difficult to determine what ROI is. You’re not going to see it immediately; it takes time for any investment to mature. You’ll see higher ROI more quickly with more effective outreach. Following are several points to help you establish strong ROI:
- Exercise timing strategy
- Having an interesting subject line
- Proper follow-up
Exercise Timing Strategy
Your MSP marketing strategy has to have good timing. Think about a real conversation with a flesh-and-blood individual. If you remind them of something, and they nod, accepting that reminder, then change the subject, will you be more or less successful in your conversation should you keep returning to the previous subject? If you say something, someone moves on, and you keep hammering it, that’s going to get annoying real quick.
It’s the same with outbound content marketing, especially as pertains to email marketing. Have the right timing. Send the emails out at intervals which don’t cause them to annoy prospects. Also, look for market shifts which trend toward your products or services. Find the right time to advance your message.
Having an Interesting Subject Line
Your subject line needs to communicate value and intrigue simply and honestly. A good way to do this is, address a pain point of prospects and demonstrate how your MSP can eliminate that pain point. If you were marketing to medical institutions, you might have a subject line that goes something like this: “Eliminate All Compliance Issues While Cutting IT Costs”.
You need to follow up multiple times. Again, don’t be a boor–don’t keep “beating a dead horse”, as the saying goes. However, you don’t want to let prospects slip through your fingers through fear of irritation. Find your balance.
An MSP marketing strategy which exercises proper timing, has good subject lines, and follows up is apt to expand ROI among prospects. Consider existing outbound email strategies and what you can do to make them more effectively work for you.