Building an MSP Marketing Plan from the Ground Up
Welcome back to SKOUT’s Sales and Marketing Tips. This week, we’ve got a special double feature in store for you designed to help you put together a strong 2021 marketing strategy – and make it easy for the people who are managing marketing all by themselves (or even balancing it with keeping the company up and running!) We’ll also be giving you two specialized resources to get you started.
If you’re the only person in charge of marketing your MSP’s services, you might find it challenging to wrap up all of the day-to-day work of creating content and generating leads, much less put together a full marketing strategy for the year.
But don’t worry – we’ve got some questions that can help you get on track to establishing your MSP marketing goals and how you can accomplish them.
Question 1 – What kind of content do you want to focus on creating?
According to one report, 75% of surveyed MSP Marketing Experts agree that content marketing is going to take off in 2021 – so let’s start there.
First, you need to establish what kind of content you’ll be focusing on.
Will your priority be writing blog posts and articles that people will want to read or use as a reference?
Are you convinced that video is the future? Are you putting together educational videos or calling up guests for a podcast?
Or do you want to focus on growing your MSP’s social media presence? Do you want to pour your time into making sure you’re putting out one great LinkedIn post everyday?
Although all four options are important to creating a complete content marketing strategy, if you try to do everything at once by yourself, time becomes a serious problem.
So you can start by focusing on one area of content – and by repurposing the content you create to save yourself time and money.
Question 2 – What kind of budget are you working with?
While you don’t necessarily need thousands of dollars to market your MSP (there are more free tools and resources around to help you build your marketing campaigns than ever), you will need a budget for other integral pieces of MSP marketing – like ad campaigns, virtual networking or even staffing.
Once you’ve established how much your MSP wants to spend, you can decide whether you want to draft ads, spend money on a good camera for content and virtual events, join a few gated community groups to network with your peers, or hire a marketing assistant to help you with day-to-day work.
Once you’ve nailed down what kind of content your MSP is going to focus on releasing, and the budget that you’re working with, it’s time to start thinking about how your marketing efforts can help you nurture leads and start conversations with prospects.
Even though successful marketing comes from 5-6 years of consistent work and building up your presence with great content, a strong marketing strategy can also give you room to think in the short term.
Question 3 – How do I want to turn impressions into leads?
Let’s say that the MSP marketing plan you started last week allows you to regularly create content and even draws in a number of consistent, engaged viewers.
You may be asking, “How can I make the most of this opportunity?”
The key is to start creating collateral that you can use to drive signups. You can take your existing content and turn it into a professional resource that you can use to drive registration. If you’re starting a weekly blog for your MSP, try to compile the last few months of work into an eBook or a weekly newsletter.
And at the end of the day, you’ll have a neat resource that you can use to drive resources or show off at a virtual event or a meeting.
Question 4 – How much time do I have for my marketing work?
Whether you’re the owner of your MSP balancing multiple responsibilities or a dedicated marketing director, time is the most precious resource you have – so you’ll have to make sure that your marketing strategy lets you split your grand plan into manageable segments.
Here’s a little tip for people who are just starting to dip their toes into MSP marketing – just start with 20 minutes.
Block it off in your Google Calendar, close all your other windows and devote 20 minutes to your marketing task for the day.
Maybe you want to put together the best content you can – whether you want to go in-depth about the latest breach or talk about something a prospect might not understand, like the difference between Endpoint Protection and a legacy antivirus or your thoughts on the latest cyber attack in the news cycle.
Or maybe today’s the day you take your content, build a landing page and a registration form and start driving leads that your MSP can follow up on.
Giving you a foundation to build on
This week, we’re offering you a free planning tool to put together your 2021 MSP marketing plan, and some free nurturing email templates to help you keep the conversation going with your long-term prospects.