IT and Business Insights for SMB Solution Providers

Marketing Is All About Balance

Getting the word out about your IT services business takes a mix of B2B marketing tactics—and choosing your words wisely. By Dave Scott

One of the hardest things about owning an MSP and technology business is sales and marketing.
 
Once you’ve created and tested your products or services, hired the right people, and got your website up and running, you’re still left to develop and execute probably the most critical part of running a successful business: letting people know you exist.
 
If you’re not a marketer by trade, or even sales-marketing-minded, that task can seem daunting. This is especially true if you thought you could just throw up a website, create a few social media profile pages, and (WHAM!) the sales would come pouring in.

The truth is, starting and running a successful business is a momentous occasion. And, like any momentous occasion, if you want people to share it with you, you have to invite them and spread the word.
 
Marketing, at its core, is simply inviting others to join you with the products, services, and solutions that will solve the problems of your target audience. 

Here are three ways to do it right:

1. Get the Word Out 
Your No. 1 priority is to get the word out about your MSP and tech business using a balanced approach.
 
Just like star athletes wouldn’t focus all their efforts on strength training and skip the cardio, that same idea of being balanced applies to your marketing as well.
 
Instead of putting all of your eggs in one marketing basket you’re semi-comfortable with, build your strategy around combining your offline marketing efforts (like direct mail) with your online marketing efforts. Focus your strategy on leveraging B2B marketing tactics like email campaigns, social media, paid ads through LinkedIn, and search engine optimization that starts with properly setting up Google My Business.

2. Remember, Your Words Are Important
All marketing is based on one critical component: content.
 
The wrong words (or even the right words in the wrong order), can deflate your marketing like a week-old balloon. 

If you’re not a writer, this is the area to spend your marketing budget. 

From clear and concise content, to keywords, to impossible-to-ignore calls to action, the right words can make all the difference in whether a prospect engages with your marketing and is compelled to act on your invitation. 

3. Get More Leads
Once you’ve outlined your balanced approach and perfected your message, it’s time to turn your eyes to gaining more leads.
 
At this point, you can begin to branch out beyond the basics and implement creative solutions to getting more leads—solutions such as webinars, live events, direct LinkedIn prospecting, giveaways, referral programs, online groups, and even influencer marketing.
 
So, what is the best way to market your company?
 
As long as you have a balanced approach, are using the right words, and are gaining more leads, there is no one-size-fits-all “best approach” to marketing your business.

DAVE SCOTT is the president of Scott Digital Marketing and has been a channel marketing pro since 2012, helping channel vendors, MSPs, and technology firms save their businesses from wasting money on bad marketing. Previously, Scott was the chief marketing officer at ConnectBooster. He and his team offer six specific outsourced marketing services: content and inbound marketing, SEO/SEM, email marketing, social media marketing, paid advertising solutions, and copywriting services. Scott and his team are based in Minneapolis and Fargo, N.D. 

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