IT marketing isn’t just about acquiring new clientele. Certainly, this is its chief aim, but it’s also a sort of facilitator of education. Most of your target market don’t even realize why they need the products or services your MSP provides. Oftentimes, they don’t realize the value your services bring, or how strategically viable this makes them in terms of competitiveness. They see IT as an infrastructural necessity needing to be sustained at the lowest possible cost. What they neglect to consider is that going such a route can actually end up costing more money in the long run.
You know this, showing them is going to be difficult, but as you educate them with the truth, this simultaneously makes it less difficult for you to convert given prospects to your products and services. What you want to do is focus on a few key areas, and design marketing materials to educate accordingly. Areas worth concentrating on in the modern operational environment include:
The Benefit of Flat-Rate Services Over Break/Fix
IT marketing materials need to show why a monthly tech solution at a flat-rate is more cost-effective in the long run than a break/fix model. Show projections and explain the difference. Break/fix services only address issues as they impact operations, while flat-rate services have an in-built prerogative to ensure operationally-impacting issues don’t develop. It’s the difference between never changing the oil in your car and changing it at intervals. If you always change your oil, you’ll expand engine life substantially. If you don’t, the engine will soon seize up.
Technological Transition at Regular Intervals
Your existing and potential clients need to understand that as technological ability compounds in Moore’s Law intervals, older tech becomes swiftly antiquated, limiting competitive viability in the long run. Businesses must retain competitive viability through technologically contemporaneous solutions, and your MSP can help them attain the purest balance.
Deferred or Reduced Costs from Better IT
When machines are maintained proactively and upgraded at strategic intervals, there’s an increased likelihood of both retention and competitive expansion. Basically, modern tech can either defer costs entirely, or reduce them. Think of it like this: if you have BDR (backup and data recovery) solutions for your clients, you’re going to save them from costly reboots and lost data. Accordingly, the cost clients pay for BDR overcomes their losses from its lack. This is a deferred expense. When clients pay in, they save in the long run.
Educate your clients at every level of your ongoing relationship, and you’ll likely increase loyalty as well as retention while simultaneously providing better tech solutions. Once your IT marketing has helped bring a new client on board, you can’t quit providing education. Technological development is in continuous forward motion, and so your educational facilitation must do the same.