It’s easy to get caught up in trends and predictions in the fast-paced world of marketing, but it’s important for managed services providers (MSPs) to consider the aspects that will remain constant.
Amazon.com Inc. Founder Jeff Bezos once said, “I frequently get the question: ‘What’s going to change in the next 10 years?’ And that is a very interesting question; it’s a very common one. I almost never get the question: ‘What’s not going to change in the next 10 years?’”
In fact, Bezos said, the second question is the more important of the two. That’s because an astute businessperson can build a strategy around things that are stable in time.
Bezos gave an example in the retail industry of how customers want low prices. “We know that’s going to be true 10 years from now. They want fast delivery; they want a vast selection,” he said.
“It’s impossible to imagine a future where a customer comes says, ‘Jeff, I love Amazon; I just wish the prices were a little higher,’ or ‘I just wish you’d deliver a little more slowly.’ When you know something is true, even over the long term, you can afford to put a lot of energy into it.”
By recognizing what will remain true in the long term, businesses can prioritize marketing efforts accordingly and benefit from compounding effects. Here are some things to keep in mind.
Invest In Your Website
One key aspect of marketing that will stand the test of time is investing in your online presence.
In today’s digital age, your website is your virtual storefront. It needs to be user-friendly, visually appealing, and provide the necessary credibility signals to attract customers. A reliable website also serves as a valuable source of data, which can be used to analyze and improve conversions.
Work on making your website better and it will have a positive impact on your marketing efforts in the long run.
Create Good Content
Content marketing has become essential in recent years, and it’s a trend that is here to stay. Relevant content has the power to attract, engage, and convert leads. Educational content, in particular, can establish your MSP as a trusted authority.
Retarget Visitors Who Come to Your Site
Deciding to work with an MSP typically involves a lengthy buying cycle. This strategy ensures that your brand stays at the forefront of potential customers’ minds.
By consistently reminding them of your brand and its value, you gently nudge these prospects toward making a purchase or committing to your brand, particularly after they have shown initial interest. This step is crucial in converting prospects into loyal customers and forms a fundamental part of a successful marketing strategy.
Use Data to Make Decisions
Data-driven decision making is another aspect that should not be overlooked. At least a basic Google Analytics setup is critical for understanding your audience and measuring the effectiveness of your marketing efforts.
By consistently focusing on and using data to make informed decisions, you can improve and stay ahead of the competition.
To summarize, as the marketing landscape evolves rapidly, there are certain aspects that will remain constant. By focusing on these unchanging aspects — such as a strong website, valuable content, retargeting, and data-driven decision making — you can build a solid foundation for your MSP’s marketing strategy.
Investing in these areas will pay off in the long term, ensuring your MSP stays relevant and successful in the ever-changing world of marketing.
Prasanna Perera is managing partner of RiseOak, an MSP marketing company.