MSP marketing needs to take into account how it is perceived by potential clients. What is the “tone” of your overall marketing? Have you even considered this?
Think of music. A tone that’s too high or too low is uncomfortable; tonality must fit the music. The same is true of marketing. You’ve got to have the right “tone” or your clients will tune out.
Getting the Right “Tone”
It can be difficult to establish tone. You’ll want to collect data and work with SEO groups who provide MSP solutions primarily. Additionally, there are a few best practices you might pursue to help inform your outreach:
Understand What is “Music” to Your Clients’ Ears: Solving Pain Points
MSP marketing needs to come up with the right kind of marketing “music.” For most clients, what makes them “dance” to the metaphorical “rhythm” of marketing tunes will involve subject matter.
They’re looking for something that solves an issue they’re dealing with. They want a salve for the pain points inhibiting operations. Where are the costs that your MSP can offset or overcome? Where have internal clients benefited from what you do? Answer these questions in content and establish such a tone regularly.
Learning from Competition by Understanding Their “Greatest Hits” in Marketing
The Beach Boys borrowed from The Beatles and both were musical juggernauts vying for prominence. When “The White Album” hit, the Beach Boys became disheartened— but this need not have been the case. The point is, competing bands learn from one another in terms of technique.
When you’ve got competitors, you can do the same. Look at what’s popular in their outbound marketing. Look what they come back to again and again— if they repeat tactics, it’s because those tactics are working for them. Such tactics may be the kind it would be worthwhile for your MSP to adopt in terms of tonality.
Maintaining Tonal Consistency Over Time
Once you’ve established what your primary demographic likes to consume in terms of marketing tone, and what competitors are doing, it’s time to consistently produce tonally consistent marketing “music.” Maintaining consistency requires having careful metrics applied to outreach efforts.
You need to know how long clients are engaging with the content you produce, when, why, and from where. What works this year may not work in the future; keeping metrics helps you naturally transition as the tastes of the market shift. Technology is a moving target, so such flexibility is key to effective tech marketing.
Establishing a Clear, Consistent, Effective Tone
MSP marketing will likely be more effective if it maintains tonal content consistency over time, appropriates best practices from peers and competitors, and determine what client demographics will have a positive response to. Keeping metrics is key in both achieving and maintaining consistent, effective tonality in your marketing efforts.