Managed services marketing must strongly consider the buyer’s journey in designing outbound communications. There are a number of stages, and a number of different lengths wherein prospects may remain in those stages. For MSPs, the buyer’s journey often takes longer than other sellers. One reason is the cost involved in tech services. Generally, it’s high— and over a long period of time.
Accordingly, the buyer is more careful in making a selection. You need to help keep them engaged and look at conversion as a multi-stage process requiring different techniques of engagement at different times throughout the journey. The three main steps your marketing team will likely end up focusing on include:
Managed services marketing needs first to attract qualified buyers from relevant demographics. You’ll need to cast a wide net, but you need to get your marketing “boat” in the right waters first. If you can’t bring a whale on-deck, you don’t want to go for catches so big. But if you can’t make a technological profit at the marketing harbor of IT, maybe the fish you’re going after are too small.
Figure out who best resonates with your products or services. Calibrate outreach to attract those clients specifically. School districts may benefit extensively from the cloud, and so may retailers, which best fits your MSP will depend on the kind of services you provide and how. It makes sense to take stock of the core clientele making up operations presently and branch out into similar clientele organically as growth metrics are met.
Once you’ve figured out the attraction segment of your buyer’s journey management strategy, you’ve got to focus on methods of conversion. Value-rich data which is individual to specific clients is likely to be instrumental here. You want to show those you’re trying to convert why what you do, and how you do it, is going to provide them direct value, which will ultimately save them money while initiating better operations in the long-run.
Ideally, your tech should do these things. One strategy that makes sense is taking an aggregate figure of cost vs. value in conjunction with your present clientele base. When you’re seeking similar clientele, you can use this aggregate as a sort of template figure into which you’re able to plug variables which will generally match your target market.
Closure involves more than simply converting the client to your products and services. You’ve got to from there put them into a segment of management which strategically up-sells your services but isn’t obnoxious about it. You’ll want to be organic and send out upgrade information at intervals. Ensure you’re always touching base with clients’ post-conversion.
Managed services marketing will have to consider the buyer’s journey; from attraction, to conversion, to closure. Develop strategies for all three pillars of client conversion and you’re likely to facilitate the most optimized process in new client acquisition.