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Marketing for MSPs Practical Tips To Implement Today
presented by: Eric Dosal, Co-Founder BrightGauge
Disclaimers
¨ Must have buy in from the top (or it doesn’t work) ¨ One person must be responsible for marketing ¨ You have to be committed
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There is no silver bullet and… this takes a LOT of work
What We’ll Cover Today
¨ Our Approach To Marketing ¨ Starting With The Basics ¨ Understanding Marketing Performance ¨ Identifying Your Ideal Customer ¨ Practical Tips To Get You Started
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Engage don’t Interupt
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Purpose of Marketing
Attract the RIGHT buyer; at the RIGHT time
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Purpose of Marketing
Its not B2B its Human to Human
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The Right Approach
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Our Approach To Marketing
¨ Engage don’t Interrupt (drop the Cold Calling) ¨ Attract the Right buyer at the Right time ¨ Build Trust and remember its Human to Human ¨ Think Big, Start Small
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It All Starts With Your Website
¨ Does it explain what you do for your customers? ¨ Does it show your people? ¨ Does it should the types of customers you work with? ¨ Does it have a place for prospects to get in touch?
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Extends To Your Brand
¨ Do you have a consistent logo present? ¨ Does your team wear the logo on the road? ¨ Does everyone on your team know what you do? ¨ And who you do it for?
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Marketing Performance
Half the money I spend on advertising is wasted, the
trouble is I don’t know which half - John Wanamaker (early 1900s)
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Marketing Metrics
Vanity Metrics ¨ Website Visits ¨ Likes on Facebook ¨ Retweets on Twitter ¨ Email Opens
Meaningful Metrics ¨ Leads Converted ¨ Leads to Prospects ¨ Prospects to Customers ¨ Source of Customers
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Compuquip’s Ideal Customers
Banks 1. Security Concerns 2. Valued Reputation 3. Required IT Audits
SMB Services Firms 1. 40 +/- Users 2. Multiple Offices 3. Services Firm
Big Boys 1. 200+ Employees 2. Technology Based 3. Needing Flexibility
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http://www.brightgauge.com/video-how-to-help-grow-your-msp-by-understanding-your-ideal-customer/
Ask For Referrals
¨ Step1: Remind the customer of the benefit you provide ¨ Step 2: Describe your ideal customer ¨ Step 3: Identify a benefit for the referral ¨ Step 4: Suggest they already know someone ¨ Step 5: Ask for an introduction ¨ Follow through!
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Become the Educator of Technology
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60%+ of the buying decision is done BEFORE the prospects speaks with a sales
person
Say Something Before You Sell Something
q Blogging is a standard form of communication q Target clients, prospects, vendors, partners q Educate on technology q Share the good news about you q Talk about your people & processes q Link everything back to your blog q Read CopyBlogger.com
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Signal vs. Noise
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Communicate with Your Customers
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Get Involved in the Chamber
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Get Involved in the Chamber
¨ Identify the local organization where prospects go ¨ Ask to participate, probably initially with sponsorship ¨ Offer to get involved with the group ¨ This takes time, be patient…be VERY patient
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Speak at Business Events
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Video Recap: https://youtu.be/tCzHXWfOvEs
Speak at Business Events
¨ Identify the local organization where prospects go ¨ Offer to present on technology to educate ¨ Develop a presentation that is meaningful ¨ Do NOT expect anything in return
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Host Customer Presentations
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Video Recap: https://youtu.be/sH0fl9YMQY8
Host Customer Presentations
¨ Identify an important topic for your customers ¨ Search for a speaker, ideally an existing customer ¨ Invite a vendor, only if they are silent ¨ Host at a local steakhouse or popular restaurant ¨ Fill the room with 80% customers & 20% prospects ¨ Plant the customers next to the right prospects
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Host Fun Customer Events
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Video Recap: https://youtu.be/qDWHebghcpU
Host Fun Customer Events
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Becoming the Educator
1. Say Something Before You Sell Something 2. Share the blog and news with customers & prospects 3. Get Involved with the Chamber 4. Speak at local business events 5. Host Customer education dinners 6. Host Fun Customer events
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Post Webinar Exercises
1. Review Your Website 2. Track how many leads you receive in 1 month 3. Track where those leads came from 4. Ideal Customer Exercise (from YouTube video) 5. Ask each Customer Facing person for 1 referral 6. Write one blog on a technology topic 7. Identify 1 local organization with your ideal customer 8. Schedule 1 customer event
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Thank You For Joining Us
Email: edosal@brightgauge.com Business: www.brightgauge.com
Personal: www.DosalBrothers.com Twitter: @EricDosal & LinkedIn: Eric Dosal
To Learn More: www.brightgauge.com/resources
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