Your MSP business needs to be perceived as a true authority, and one that can be relied on. There’s an old saying in literature: “Show, don’t tell.” Instead of describing a character going through something in a detached way or telling readers exactly what they should take away, a scene should be constructed which reveals the truth the writer seeks to convey through the progression of the story. With marketing, if you similarly show your expertise by putting it on display rather than simply telling customers how good your MSP is at what it does, that’s going to be more positively impactful at a natural, almost archetypical level.
Tactics to Demonstrate Expertise
There are a number of different ways to build authority. While it’s effective to publish positive reviews, as well as content derived from the common needs of your customers, showing some “behind the scenes” content can also be quite effective. In IT, that looks like advice from concrete example and similarly-calibrated educational content such as:
Authoritative White Papers, Webinars, and Case Studies
Your MSP business needs to provide technology solutions which do things through new innovations in computation. Explaining those innovations and their application helps stimulate customer imagination while simultaneously demonstrating the need for your expertise. You build credibility, and you drive demographically-aligned traffic to you in a somewhat organic sense. White papers are perfect for this.
Webinars designed to help people configure certain tech services, or otherwise take fullest advantage of them, are also quite revealing. With case studies, you can put direct data behind what you’re collaterally advertising in webinars and white papers. Find ways of building the authoritative regard of customers through producing truly authoritative, sharable content.
Reports from the Analysis of Prospective Customers
You can provide email-gated analyses of customer technologies as they exist presently. That analysis could also include a close examination of the business for areas where technology would be most appropriate and areas where data is more vulnerable to breach. If you’re offering something aligned with target demographics and which has enough informational value, you’ll get that contact information. This can allow you to enter prospective customers into your CRM (Customer Relationship Management) database and put momentum behind their journey through your sales funnel.
Infographics combine images and text using graphic design best practices for ease of visual absorption. Consultation and research can help you get the balance of images, words, statistics, and placement best. That said, a solid infographic makes you look authoritative, and it quickly communicates key concepts that take longer to convey through other textual means.
Simultaneously Marketing to Your Target Demographic and Building Credibility
Your MSP business will do well to exercise a comprehensive marketing approach including expertise demonstration through proper channels. Consultation can help you choose the best options. In general, infographics, analysis email-gates, white papers, webinars, and case studies represent fine MSP authority-building tactics.