Use All Your Marketing Ammunition
IT marketing doesn’t come without expense. You’re always going to have associated costs. What you want to do is expend every possible asset, within reason. On the acquisition of new clients, you want to roll out the red carpet. However, you don’t want to undermine your ability to cater to others.
It’s advisable to tier budgeting per client based on possible ROI from conversion. If your return on investment is not higher than your marketing expenses, you must adjust your marketing outlay, so the expense is offset by subsequent profit. With smaller clients, you might roll out, for the sake of metaphor, the beige carpet. But when that big-ticket fish comes swimming near your net, you want the red carpet immediately available.
Simple Ways to Target Your Big Fish
This is especially pertinent when you’re in competition with other MSPs. They’re trying to catch that same big fish and you can bet that if you don’t do all you can, they will. Sometimes it’s okay to go over annual budgets if you’re securing an account that will last a decade, but you’re playing with fire. With all that in mind, the question becomes: what does an IT marketing red carpet look like?
Your IT marketing campaign needs to be strategic in this way: you should know the food your prospects enjoy and cater to those preferences. Book a lunch meeting at their favorite restaurant and they’ve got a win-win on their hands. If they like what you’ve got to sell, they get to profitably expand business with new IT. If they don’t, they get a free lunch on your dime at their favorite restaurant. Since they were going to lunch there anyway, they don’t even lose time from regular workplace events. Additionally, they’ll be at ease in that location as they’re likely to have some relationship with the restaurant and enjoy the food. On a subconscious psychological level, this increases the likelihood of closure.
Literal Red Carpets
Your prospects will know what you’re doing here, and they’re going to appreciate it in most cases. But this requires knowing your targets. Wisdom requires knowing when to take a person at their word, and when not to. This is a very tough distinction and is something that will likely require experience. Think of your mother-in-law, as a simple and identifiable example. She might say she doesn’t want you to “go to any trouble” about her visit: but if you don’t, she may be less likely to enjoy her stay. However, if she says: “Oh, don’t mind me!” and you make every effort to please her, you’re likely to get rave reviews for your hospitality. This is a tongue-in-cheek example, but courting a client is similar. See what your competition’s doing, see what’s worked in the past, and bring a new twist on that strategy to the table. It may literally mean rolling out a red carpet.
This is a bit subtle, but you want to show your appreciation of “big fish” clients in a very royal way. If their logo is in the background or “resting pattern” of your MSP’s monitors, subconsciously this will likely make the client more amenable to you. This could work in a very conscious way as well: display their logo on welcome screens in your lobby, screensavers in meeting areas, etc. In either scenario, it’s usually a pretty good move.
A Massive Gift
Sometimes the “clincher” between your MSP and another is a gift thrown in as a kind of a cherry on top. You might give the executive team of your client new tablets or smartwatches, you might provide them with new laptops; whatever makes the most sense and outshines the competition.
Catching the Big Fish
IT marketing that sweetens the deal with gifts, employs trappings of potential clients on internal tech (like logos), rolls out the red carpet, and books lunch-meeting pitches will likely have increased rates of success. Consider your current marketing strategy and see where you can approve it to meet prospect preferences.