IT and Business Insights for SMB Solution Providers

Outspend Your Competition on Marketing—Or Else: Page 2 of 2

It’s not just about dollars; you must dedicate brain power and time to hone and promote your content. By Jim Roddy

Wait. You already have client testimonials, right? If you don’t, generate testimonials ASAP and add them to your website. Don’t be afraid to tell clients about data points or attributes you would like them to mention. Here’s a sample request: “Would you be willing to write a brief testimonial (two to four sentences) about our services? If you could mention how fast our service team responds and how we’ve adapted to your changing needs as you’ve grown, that would be great.”

Finally, create video tutorials for the products you offer. Establish yourself as “the” expert for that product line. One solution provider told me he originally created his videos to reduce service calls, but after posting the content publicly on YouTube, he started receiving inbound requests for his services.

I’m not recommending that you attempt to immediately implement all the ideas I presented above. Test the ones you think might work best for you, measure their results, and then adjust and expand as you move forward. Or, in the words of President Franklin Roosevelt, “Above all, try something.”

JIM RODDY is a channel business adviser who works with high-initiative, growth-oriented VARs, ISVs, and MSPs to help them uncover their blind spots with customers, employees, and business best practices. Then he applies his 25-plus years of business management experience, executive leadership, and industry expertise to help them get better. Reach him at [email protected].

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