The distinctions between agencies, consultancies, outsourcers, and staffing organizations have all but vanished today. The marketing service industry’s nomenclature, in particular, has failed to change, making it more difficult to put a label on the critical expertise-based partnerships that many organizations have grown to depend on.
We like to think of ourselves at TopRight as “managing marketing services” and “building marketing capabilities” on behalf of and in support of our clients’ growth objectives. A marketing managed service provider (MSP) is a company that provides marketing services to a variety of companies in a variety of sectors.
In effect, an MSP functions as an extension of the client’s marketing team, responsible for certain activities and deliverables that are crucial to the brand’s success.
Filling the funnel with potential customers may rapidly become an afterthought when you’re deep in this sort of high-impact delivery with current clients. However, eventually, the pipeline will run empty, and you’ll have to scramble to locate new customers.
There’s also the constant problem of maintaining current customers in order to keep your business growing. This never-ending “sell-deliver-sell” cycle is a challenge for an MSP to overcome in order to maintain company continuity.
The art of gaining, maintaining, and keeping consumers necessitates the use of clear techniques, such as tailoring your services to meet the demands of your clientele. However, before you concentrate too much on the delivery aspect of your company, you must first learn to expand your brand narrative in order to ensure that you have customers in the first place.
It won’t hurt to learn new methods and techniques to keep your firm going ahead, up, and to the “top right” in the marketplaces where you compete, whether you’re a new company or a seasoned one. Here are a few pointers to help your organization recruit, grow, and keep customers in the future:
Re-evaluate your lead generation strategies
Lead generation is the process of generating interest in your services or goods from prospective customers. Nonetheless, it is critical for getting new customers for your MSP firm.
You may believe you know all there is to know about lead generation for managed service providers, but keep in mind that times change, and so do the many strategies for making it more successful.
It’s essential to be aware of the most recent trends in lead generation so you can test them out and evaluate what works best for your company. You may use social media, content production, and email marketing as a plan. Keep in mind that in order to generate more leads, you must first figure out where they are.
Because the majority of customers can be located online, it’s a good idea to devote a significant portion of your lead generation efforts to digital channels and platforms so you can better interact with online audiences.
Furthermore, knowing where the leads are in the Customer BuyWay isn’t enough. You should also devise a plan to maintain their attention and avoid losing their curiosity. You must understand how to cultivate that interest in such a manner that it leads to new contracts and more income.
Inquire about client feedback consistently
Getting new MSP clients doesn’t imply you should stop promoting and engaging with your existing customers. To increase customer retention and loyalty, your next priority should be to keep them satisfied.
One method is to conduct a survey and ask for input. This method may effectively assist you in obtaining the information you want from your current clientele. Furthermore, they will feel appreciated knowing that your ideas and opinions as customers are not ignored.
It’s a good idea to poll customers at least once a year to see where you can make improvements in terms of how you provide and deliver your services. You’ll also be able to notice any red flags that might drive your MSP customers away right away.
Automate, but not excessively
While automation may be more convenient and cost-effective in certain aspects, customers still prefer individual connection. In a digital industry, remote help and services are unavoidable, but that doesn’t mean you shouldn’t make an attempt to improve face-to-face connection with your audience.
Keep in mind that deep bonds are typically formed via shared human experiences and physical contact.
If you’ve already automated your email marketing efforts, for example, you may try giving other initiatives a more personal touch. Managing your social media platforms is one strategy you can use to engage in more meaningful dialogues with new and current customers.
Pay attention to what they say and constantly respond to their questions and concerns, no matter how little they may seem.
Make use of both online and offline platforms
It’s easy to get enthused about internet marketing methods, particularly since that the majority of customers are using smartphones and other mobile devices. This isn’t to say you won’t make an attempt to recruit and keep MSP customers via offline venues.
Although having a well-optimized website is a wonderful start, you can always supplement it with traditional advertising strategies like placing advertisements in local newspapers and catalogs. This strategy might help you target localized prospects and keep your existing MSP customers engaged.
Last thoughts
Some MSPs are primarily concerned with obtaining new customers. Others are so focused on keeping their existing customers pleased that they’ve forgotten the importance of recruiting new ones.
Don’t make the mistake of concentrating only on one approach while ignoring the others. Keep in mind that both acquisition and retention are crucial to the success of your MSP company.
It is feasible to gain and keep customers at the same time. To begin, go through your lead creation strategies again. Take the time to ask customers for comments.
When it comes to automation, know your limits, and don’t forget to supplement your digital efforts with traditional advertising approaches to reach a localized audience.
Thanks to Dave Sutton at Business 2 Community whose reporting provided the original basis for this story.
