So what’s the best way for an MSP to market themselves in 2021? What should you be doing and how much is enough?
I want to introduce you to a B2B client acquisition system that MSPs can use to generate a flood of new leads, and new clients, which is especially important now because I mean, let’s face it, selling MSP services isn’t easy. It’s really tough.
You have to separate yourself from your competition and stand out in some way. Clients don’t always understand the value you provide, what your services really offer them, you know, they may be thinking that you’re just break fix, or that you set up their new computer systems and their network, and not realize the value that you can offer them with monitoring and security services.
And to make things tougher, you have a whole bunch of competition, all vying for the same clients, the market starting to separate into larger msps. And then the smaller guys, the guys just getting started. So one of the things everyone asks themself is, how do I price this? How do I price my services? And the number one answer that most startups and small businesses come up with is I’ll compete on price. But all that does is create more commoditization, you know, like eggs, bacon, bread, there’s no difference in these products.
And then in my industry, and I know, you see it in your industry as well. Everything was outsourced to other countries, because you can monitor remotely. So why can’t that be from another country on the other side of the world. So now you’re not just competing with the msps in your local area, you’re competing with msps across the world who perform those similar services. And the way the buyer buys, has changed. The internet has given everyone the ability to find all the information they need before they make a decision, and then only engage a salesperson once they’ve made the decision.
So at least 70% of the buying journey has taken place. And if you’re only focused on the buyers who are ready to buy now, you’re missing out on a whole spectrum of future buyers.
But all of these problems can be solved with really good marketing. And that’s why I want to introduce to you the Client Magnet System. Like I said, it’s a B2B client acquisition model that aligns sales and marketing. It’s a complete model. And you want to align sales and marketing because they’re just like the wheels of a car. You want them working together, moving in the same direction.
And we think that the Cient Magnet System is the perfect model for all b2b businesses. But especially msps. Because competition is tough. As I said before, you have a lot of competition, and they’re all vying for the same clients. And what makes it tougher is your competition is becoming more and more marketing savvy.
But fortunately, we’ve audited the marketplace to find out where MSPs are getting their business. But we’ve also found weaknesses in their strategies and their major weaknesses. They’re not aligning sales and marketing. They’re just focusing on marketing only. And they’re not doing it completely. And then their salespeople are off over here doing whatever they want, which, no wonder they’re not getting good results.
That’s why we’ve nailed down and codify the entire client acquisition strategy for every b2b business. And we have a map and a strategy that you can follow to get phenomenal results.
But before I show you the map and the strategy and go over it completely, I just want to say that this is an omni channel strategy. Right? It’s multi channel, because the worst thing you can do is one thing.
Last week, I talked to a guy who got most of his business from Google My Business. So he’s on the maps. Well, that’s a great place to be I mean, you can get really good business from it, if people are searching for the right keyword. But it’s potentially dangerous, because if that’s your only source of new business, what happens when Google D lists you or you disappear? And if you think it can’t happen, think again. You know, just like you’re telling your clients that they need to watch out for hackers accessing their data, and that they could delete it. You also need to realize that if your web server goes down for two days, Google tries pinging it can’t get to it. They could basically take you from the top of the maps and put you on the fifth page,
which essentially, D lists you because no one can find you and you think all I have to do is get my web server running again and I’ll be right back at the top of the maps. No, doesn’t work that way. So little things can take you down. You can’t afford to rely on just one thing. That’s why you need an omni channel strategy,
At least at first until you figure out what’s working, and then put your money on those things that are really working well for you. So let’s go the computer, I’ll show you the Client Magnet System and explain how it all works.
Okay, this is the Client Magnet System map, you can see that we have a marketing side, and we have a sales side. But it’s made up of four layers or stages, tools, traffic, client acquisition, and post sale. And you can see like tools goes all the way across traffic all the way across, right. In this tools layer, we have the different tools that you would use in order to sell and market the ones that are grayed out or optional, but the darker ones are required. On the sales side, you have to have a CRM because you need a place to put the contact information of your targets. And all of the notes for when you reached out to them. If you had a conversation, what they said. And if you’re going to follow up or when the meeting is, on the marketing side, you have to have a website. Your website is the hub of all your marketing. Everything that happens in marketing, automation, and on social and everywhere is tracked through your website.
Marketing Automation does a couple things. First, it allows you to capture contact information of the leads coming onto your website from the web. It also allows you to perform permission based email marketing, to the people who have signed up for your lead magnets who are in your marketing funnel, and clients. And essentially, this marketing funnel is made up of a couple pieces. And they’re really your website, your lead magnets, your content, and your marketing automation. These are the necessary tools you have to have in order to attract and acquire clients.
Now when we get into the traffic layer, the first thing we have to think about is our ICP persona. So ICP is a sales term, it stands for ideal client profile. And persona is a marketing term. And there’s a couple of them, you could use avatar or ideal target, ideal buyer, but they all stand for the same thing.
We call it ICP or ideal client persona. Just because we’re using both sales and marketing terms. It’s a little mashup, but it’s really important that you understand your buyer, and you know, what drives them? What are their motivators, what are their hopes, their fears, their dreams, their goals, what scares them, what keeps them up at night, and not just how they feel about your products or services.
But generally, as well, because at the end of the day, you’re a solutions provider. And there’s many problems you can solve with your products and services that go beyond the scope of anything that you would ever think about. And it’s hard to quantify peace of mind. But it’s still a very powerful emotion. You can’t do anything until you fully understand your ICP, because understanding their needs and challenges gives you the messages you’ll use in your sales and marketing. When you use their words, it will resonate with them. And you’ll be able to generate leads and sales faster because of that. And if you rush the stage, nothing else will work or work well.
So as far as traffic is concerned, let’s talk about marketing. First, there’s two kinds, there’s organic and there’s paid. On the organic side, we’re talking about search engine optimization, social media, even your email marketing. The paid side includes any advertising you do, which is typically digital marketing, with social media, Facebook ads, LinkedIn ads, but it could also be Google ads, direct mail, radio, ads, lunch and learns, events, trade shows, but the goal of organic and paid is to drive traffic to your website into the top, middle and bottom of your funnel.
So what are the top, middle and bottom of the funnel? Well, essentially, the top of the funnel is made up of your social media and your content marketing. So all of your blog posts and videos, the middle of the funnel down is gated content, which your visitor has to exchange their contact information for the middle of the funnel content is made up of lead magnets generally, that involve ebooks, checklists, and guides. But you can also do videos and email courses, just anything that has a value to your buyer.
Now it’s important to note here that the goal of every layer of the marketing funnel is to drive traffic down into the next layer and beyond the content and the bottom of the funnel is typically a webinar where your buyers come to learn about your service offerings and take advantage of an offer you make.
So let’s move to the sales side. Now in the middle to here. There’s content that aligns sales and marketing. But we’ll get into that in A minute, let me first talk about sales. On the sales side, you drive traffic with data pools and research data pools because you have to have a list of targets to reach out to. Now in the past, you could reach out to a general list. But today you can’t, you have to reach out to targeted, highly targeted lists.
That means smaller lists that you research. And you research them to personalize the outreach, because that’s how you get their attention. Instead of a generalized message. If you go at them with all of the information you’ve learned from your research on their ICP persona, so you know them at a deep level. And then you research him specifically to develop personalized information, you would know the challenges specifically that they’re having. And you would already know what else could be going on in their lives that they would need help with. And that helps you separate yourself from all of your competition.
When you bring these personalized lists and information into your CRM, you can assign them to an SDR to do outreach with now the sales role, we have split into two roles, a sales development representative and an account executive.
Now the SDRs job is to prospect and follow up.
And the AE’s job is to meet and close.
So the SDR spends all day long focused on finding new leads, researching them reaching out to them and identifying if they’re a good fit for what you sell.
Once they find someone who’s interested, they qualify them and pass them to an account executive, the account executive then meets with that person and closes them.
This does a couple of things. First, the SDR gets really good at prospecting. And the account executive gets really good at closing. So your sales actually increase because of the professionalism and the experience of the people in these two roles.
And the other reason is sales is a huge job, it’s hard for anyone person to find leads to research them to prospect, and then follow up and then meet, demo and close. And if a salesperson has to switch gears from prospecting, to meeting and following up with other people they met with who didn’t purchase, it breaks up the rhythm of their day.
And it makes getting back to prospecting really hard. And without prospecting, you’re not growing your business. And also, if someone’s prospecting and they have their head in that, and they have to then stop what they’re doing and then meet with someone and presented them, they won’t be at their best, and their results will reflect that.
There’s a lot of good reasons for splitting up the sales role.
But now let’s look at this content. So typically, sales and marketing are aligned through data, tools and processes. But we added in content, because there’s so much you can do to help sales sell with content. But who’s the best at creating content?
Sales or marketing? Remember, you got the salesperson, and their prospecting, following up meeting and closing all day long. We split it because the roles too much.
But even so, does the SDR have time to create content every day? Does the AE Are they the ones best at creating top of funnel, middle of funnel and bottom of funnel content?
Sure, the account executives can be on webinars in the bottom of the funnel, but is that their role in your business? Ideally, you would have a range of different content that your sales people could use when they do outreach. Now, if you’ve only got one, salesperson, still, this is important because they can use content that’s in the marketing funnel. And another special form of content called sales enablement content, which is more specific to sales to reach out and follow up with. Because there’s different campaigns in every layer of marketing and sales. There’s different campaigns that you can run.
And sales, for instance, can do a cold outreach campaign, but they can also do a content offer. And you’ll find that content offers get more information out of your leads, so that you can follow up better. And that equates to more sales faster than if you just did a cold outreach campaign. Because these these leads start to understand that you’re not really trying to just sell them, you want to help them and you have information that they need to do their jobs better. So when you reach out to them with content, it’s just an easier sell all the way around.
And why shouldn’t sales leverage the content that’s in the marketing funnel, but why shouldn’t marketing leverage sales to vet the content that they’re putting out, what typically happens is marketing’s doing one thing, putting out content, doing social media doing blog posts, but they’re not paying attention to sales. You know, in the MSP space, you’re writing articles about Windows 10, just upgraded. Sales can’t use that. That doesn’t help drive the lead into your funnel deeper. It doesn’t make people trust you and want to do business with you. It’s just news. And there’s a whole range of sales enablement content from scripts, email scripts, cadences for sales, outreach, sales, phone scripts, case studies, testimonials, buyer’s guides, frequently asked questions. I mean, the list goes on and on.
But it’s this content that your salespeople need to sell more effectively. Because what salespeople really want to know is, so what’s going on in your business? What are you doing now? Really tell me? How many employees do you have? How big of a business are you? Who are your main customers? What are the problems that you’re having? challenges, issues, and not just with what I do, but generally, as I said before, you know, because I care about you, and I want to help you. So if I can do anything to help you, maybe I know someone, right, but you’re my client, I want to take care of you, especially where my services are involved.
You know, like, in the msps case, what technology issues are you having? Are you having a hiring spree? Or are you contracting? Are you concerned with your data? Do you have redundancies and backups? What would you do if there was a fire or a flood? Would your data be lost? What about hackers and ransomware, you know, you’re the expert. These are real issues and real concerns. And if you care about your clients, then you’ve you owe it to them to bring these issues up.
And if they’re going to be your future clients, you want them to be partners for the long term. So if they’re not on board with this from the start, then maybe they’re not a good fit.
So anyway, moving on, after the sales development rep prospects reaches out to a lead and has like a little discovery call. If they qualify, they can suggest that they meet with an account executive so that the account executive can show them all of the options and make a presentation and deliver a proposal. Now in a typical B2B scenario, the account executive meets with the prospect on a zoom call. And this is important for msps because a lot of the time you want to meet with the buyer face to face. But the pandemic has made it almost impossible to do that. So it’s something you have to think about plan and prepare for.
But when the prospect purchases, they move into the post sale layer of the Client Magnet System map.
The first stage is conversion. Now conversion is a stage because you can eliminate a lot of the buyer’s remorse that a client will ever have right here by being a professional guiding them through a process to take their money and help them understand what they’re getting, what the next steps are, and what the process is from here. And what they can expect.
This is where you want to set proper expectations, so that you’ve got a great shot at exceeding them.
After conversion, we move into onboarding where we have kickoff calls and set up schedules for installation and implementation.
That leads us into a session where we try to resell or upsell our customers.
See a big benefit of the MSP model is that you can get recurring revenue. But once you get a client, you want to think land and expand, you want to use McDonald’s, do you want fries with that, because once you become a valued partner, you’ll see where they’re missing, or lacking services that they could use to get better results with.
And then because they’re your client, and you care about them, you’re going to make sure that they know that they could be benefiting from these other services or products.
It makes you a friend of their business, someone who actually cares about them, and wants to make sure that they’re safe and protected.
And if we do that job, right, then we move into advocacy, where we asked for referrals, case studies and testimonials, because if we’re doing a good job for them, then they should be more than happy to give us referrals and references and testimonials and case studies and tell everyone else what a great job we’re doing.
And finally, some clients slip away. And for those reasons, you need a reactivation campaign because it’s a lot easier to reactivate a customer than it is to get a new one and it’s a lot less expensive.
So there you have it. The complete Client Magnet System was sales and marketing alignment and realize that there’s multiple campaigns running simultaneously. Everything that you can think of from SEO to content marketing, to email marketing, it’s all here. And this is what it takes to stand out today to separate yourself from your Competition.
And if you want your MSP to grow in 2021, you need to use an omni channel strategy that aligns sales and marketing takes advantage of content marketing, and sales and marketing funnels while simultaneously running campaignson the marketing side, and campaigns on the sales side, and then topping it all off on a solid post sale sequence made up of multiple campaigns that are designed to get referrals to reactivate upsell and to increase the satisfaction and lifetime value of each one of your clients.
The Client Magnet System is the perfect B2B marketing system for you to use to grow your MSP in 2021 and beyond. That’s all I’ve got for you this week. Make sure to like subscribe and hit the bell to be notified. I will see you in the next one.
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