The MSP landscape is no doubt saturated. And with that comes its own set of challenges. For one, too many players in the marketplace with very little differentiation often means greater challenges marketing services and landing clients. It can feel like an uphill battle, particularly when some providers are content to lowball on pricing just to secure a retainer agreement.
The story isn’t all doom and gloom though. Despite the difficulties, it is possible for MSPs to maintain (and increase) sales by taking certain steps. (Here’s a hint: They all involve marketing.) Blogging is one such step that can make a difference, and here is why.
1. Create Value for your prospects & clients
Your clients are the lifeblood of your business. Your MSP provides a solution to a problem they’re having – the need for cyber security and an effective IT system that functions and integrates seamlessly into their operations – and your blog is a perfect opportunity to extend that resolution. Sure, you’re providing a service, but imagine the difference it would make if customers could also get useful information on your blog about how to create an effective recurring infrastructure assessment (as well as details on why it is important to conduct them) or the many features of the Microsoft Dynamics 365 CRM that they probably didn’t even know about.
Right now, many MSPs do not capitalize on this, leaving customers to fend for themselves for any support beyond what they are paying for.
2. Establish a relationship
Blogging and providing consistent useful information related to IT solutions for your clients turns your website into a place to visit frequently. Blogging also builds trust. And when people trust you they are more likely to seek your advice and accept your recommendations. What’s more, if they are not yet clients they are more likely to consider you when they are ready for the service you provide. Think about it. When a prospect is ready to develop and implement a data analytics project what approach do you think they’re likely to take? Google MSPs? Or remember you as the company that walked them through the steps in your blog post Four Steps to Getting Your Data Analytics Initiative Up and Running long before they were ready?
The beauty of having a blog is that the visitors find you. They visit because they want the information that you have. This makes the communication less spammy, particularly when you make it your focus to create value for your visitors.
3. Opportunities to upsell and cross-sell your products/services without being salesy
This reason is critical and perhaps one of the most important as it most affects your bottom line. Closely connected to establishing a relationship, opportunities to upsell and cross-sell become more available when you continuously help your clients and prospects by providing useful information on the things that matter to them.
Your MSP’s blog is also a great way to share information about the features that make your MSP stand out. Whether it’s your expertise in the implementation of more efficient software solutions with minimal to no down time or your team’s ability to audit systems and recommend higher levels of automation to improve business processes, your blog is a wonderful opportunity to promote these benefits to your visitors. Can you help with the implementation of a new VOIP system that makes their conference calls more efficient and productive sans hiccups? Mention that too. The key is to do this in a way that puts the needs of the client or prospect front and center.
4. Shift the conversation from price to experience
When you create a blog that provides value for your clients you are contributing to their overall experience while they use your services. Once an experience is efficient, delivers what’s promised and caters to the needs of the customer, it becomes that much more difficult to do a comparison purely on the basis of price. There is no shortage of research that proves that price is not always the metric on which we base our purchases, so by reframing the conversation you are able to place the focus on experience.
While simply starting a blog for your MSP won’t instantly increase your sales, it can prove as a viable tool in your marketing strategy and bring in potential customers who would otherwise opt for an alternative MSP.