IT marketing is integral to expansion, but it’s often a weak link in the technology train. Look at it this way: a programmer passionate about code and pitching software to a client will lecture long concerning benefits of some new programming breakthrough. They will forget to show why these benefits are good for the client and assume the client knows. Though, the passionate programmer understands technology. In this scenario, the programmer does not understand how to communicate relevance to customers. Communicating relevance requires understanding the business from the outside in and vice versa. Once that is understood, it will help the individual develop a selling strategy.
It is the same with your MSP and the marketing you have chosen. It must be informed by understanding before a forward plan can be ironed out. This process has two phases:
Steps in part one include:
- Understanding your market
- Appending proper value to your price
- Facilitating desire and awareness in clients
Steps in phase two, the growth strategy phase, include:
- Increasing your penetration of the market
- Developing products and services
- Offering new solutions
Understanding Your Market
IT marketing has to cater to a broad swathe of potential clients. Individual users, corporate users, big business, small business, and everyone in general uses tech. You need to identify that quotient of the population who characterize the service provision of your distinct niche. Once you find this market, you want to emphasize what distinguishes you from competitors.
Obtaining this understanding requires communicating with potential clients. Even when it comes to clients you couldn’t close, you need to understand the reason behind their refusal. Turn a lost conversion into an opportunity for data collection. Don’t forget your satisfied clients either. They are not going to know their needs if you ask them. You need to go on-site, check out the operations, and identify needs. Then, bring those needs up and sell your clients on them by demonstrating value.
Appending Proper Value to Your Price
Clients— especially the larger ones— are going to try and wheedle down your price. You need to defend it statistically. You want to show them that which they’ll save, that which your service will gain them, and how expensive it is for you to provide as much.
Undercutting competitors isn’t a bad idea; though sometimes it can’t be done (except you sacrifice some core client need), so get the data on that. Show readiness to inundate the client with it— professionally, courteously, and pleasantly of course.
Also, you want to offer a range of service prices. This step lets the client feel they have some control. A price range is an especially useful tool with larger clients.
You need to have recognizable authority in both your client meetings and marketing materials. Don’t forget clients after you initially convert them. Keep helping them advance their tech optimization by continuously apprising them of available upgrades, add-ons, etc.
Increasing Your Penetration of the Market
You’ll understand how clients in your market will respond as you apply such techniques to operation. Armed with this information, you can begin defining the strategy of growth which will characterize your future endeavors.
Now that you know your market, you can sell more products to more clients with more success. The larger your share of the market, the more of an institution your MSP becomes, which has a positive “upward spiral” effect.
Developing Products and Services
As your market share increases, you want to likewise increase the diversity of products your MSP sells. Figure out tangential interests among your client base, and cater to them. This can help you reach a new market with existing client provisions.
Offering New Solutions
Design an IP that caters to this additional potential market. Doing this is expensive and it requires internal growth of expertise and market provision.
Distilling Optimization Concentrations
IT marketing strategies can be condensed to this: increase your MSP’s expertise and expand the client base to which you cater. You want to reach a level of continuous, sustainable expansion. This may take a few years, but plan effectively and it will happen.