This week we talk about how MSPs can build a successful marketing foundation. Many MSPs spend on lead generating activities such as PPC ads and other SEO related activities but have no idea what’s happening to those leads. This is because their marketing foundation in itself is not strong. They barely invest in creating a MSP marketing foundation. So, how do you build a strong MSP marketing foundation?

Brand awareness

This is the first step. Before you begin with any kind of MSP marketing plan, you need to be clear in your head as to who you are as a business. What is your brand? What do you stand for? All your marketing plans, programs, strategies and tactics should be aimed towards strengthening this brand image. 

Marketing spend

Let’s go the next step– your marketing spend. What is your marketing budget? As per the best practice for the MSP and IT industry, we would recommend a MSP marketing budget that’s between 6 to 10% of your sales revenue. You can start small and increase your marketing spend percentage as you grow. When determining your market spend also consider your cost per client, as well as cost per lead with your conversion rate. Evaluate what is working and what isn’t, annually, so you know where to actually use those dollars.

Market differentiators

The next step is to identify market differentiators. What makes you stand out from the competition? Who are your competitors and what are they doing differently than you? What are you doing that is different from them? What can you learn from them? What are your unique selling points–the core reasons why your customers choose you over others in the market? Answer these questions and work on fixing the areas where you are weak and strengthening the ones you already own.

You need to know what your value proposition is and how your organization differentiates itself in the marketplace, or you won’t be able to nurture your database with valuable content consistently. Your foundation begins and ends with continuous research and analysis to build your brand and increase awareness.  Your marketing foundation begins and ends with continuous research and analysis to build your brand and increase awareness.