Getting your foot in the door is one of the biggest challenges when campaign marketing for MSP. When most businesses see a Managed Service Provider knocking on their door, they run and hide! One approach to getting new clients to notice you is by launching regular campaigns to generate interest in your offerings. At CharTec, we offer a new campaign every month, and we go about it in a very methodical fashion. After all, once you find a successful formula, it only makes sense to stick with it!
The philosophy behind our campaigns is layering. We’ll launch a new topic, and then build upon it throughout the month. We’ll start with introductory web content so everyone can get familiar with our subject. Never assume your audience has the same level of technical understanding as you. Remember that you’re attempting to connect with people with various levels of knowledge and skills.
The first blog post gives you content to build upon, and then you can go deeper into the story and get more technical. Explain the topic before diving in. CharTec often uses a formula for a month-long campaign that entails spending the first week on the definition. The second week focuses on a deeper explanation. Then the third week focuses on applying it. We’ll post blogs once a week on our members’ social media accounts. Each post has a different title and image, so everyone knows when the new ones are out.
All material related to the campaign you are marketing for MSP needs to have a mini-invitation, or call to action. For example, there might be a resource that asks people to input their contact information before they can download it. This approach is one of the most successful at getting a foot in the door for marketing because the individual involved has shown interest. They are initiating the request to learn more about that week’s topic. Anytime someone fills out a form, they become a lead.
Between 1 to 3 percent of people who see an ad or material will fill out the contact form. And when they do, those are absolutely the best leads you can get. Urgency is a key factor. If you respond to them within the first two or three hours, your chances of closing them are 400% higher! If you can respond to them in just 15 minutes, that’s even better. Be sure they do not send your contact forms to an address that is not checked regularly. Someone should always monitor them. The goal in campaign marketing is to get back to them while they are interested in your offer. Quick follow-up is everything.
Of course, leads are difficult to get when you do campaign marketing for MSP. Often, you will need to be very proactive. Follow up and connect with them via phone, LinkedIn, or wherever you can reach them. Like their social media posts, email them, and go to their events. Hopefully, they will eventually respond. And remember, we’re not stalking them. We’re just reminding them we are here when they need us.
The process is very long and tedious, so you might wonder if there are any shortcuts. While you may invest in a Google AdWords campaign and back it up with a high-quality website to get a few leads quickly, this is not a realistic approach for most MSPs. Instead, you’ll need to get comfortable with the slow and steady follow-ups.
And be consistent when you do campaign marketing! Generating leads in the Managed Service Industry is more difficult than in most other industries. On average, it takes seven touches with a prospect before they respond. So, you mustn’t stop at the 5th or 6th touch. Our sales staff tries to give new leads ten touches in a new lead’s first thirty days.
In addition, it is important to be present. While you need to send emails and like posts, sitting in front of the computer all day is not the answer. Go about your regular duties but check for incoming emails a few times each day.
Make the effort to get out in the community and be involved in organizations. People are more receptive when they can talk to you face-to-face. Go to meetings and events and talk to as many people as possible while you’re there. Avoid clustering and talking to the same people all evening. Cast a wide net, or you won’t get anything to follow up on. Smile, shake a lot of hands, and pass out your cards.
Consistency is essential. It is not enough to attend a few events when you’re starting or scaling up if you want to keep moving things forward. As an MSP Salesperson, you are the one that Marketing hands the ball to after they generate a lead. It’s your job to turn that lead into a sale.
If you need help with your Marketing or Sales Training, you’re in luck! Our next Academy is just around the corner. On June 8th & 9th, we will cover campaign marketing for MSP, Sales, Operations, and Finance. We’ll have a special guest speaker too! You don’t want to miss this one! Register today!