When it comes to marketing your IT Solution Provider or Managed Service Provider (MSP) business -- whether it be marketing through Social Media, Direct Mail, Telesales, Networking or any other activity -- a comment I often hear is “We tried (Insert marketing activity) and it didn’t work for us”.
We tried Social Media and it didn’t work for us.
We tried Telesales and it didn’t work for us.
This is frustrating for both the MSP business -- who want to win new business -- and for me as an MSP Consultant to hear, because there are plenty of thriving, successful MSP’s who have tried (Insert marketing activity) and it HAS worked!
So what is going wrong? Why does marketing work for some businesses and not for others?
In one word, lack of consistency.
Just like those people who want to lose weight who say “I have tried every diet under the sun, and none of them work for me!” -- but upon closer inspection aren’t following the diet strictly, having the “odd snack” here and there but kidding themselves that they can’t understand how they aren’t losing weight -- the vast majority of businesses who say a marketing activity does not work for them are probably not consistently undertaking that activity.
What do I mean by consistently? Well, are you:-
You may think you are taking these activities, but just like the dieter needs to keep a food diary -- strictly listing everything they eat to spot where they are failing to keep to their diet -- are you keeping a track of the activities you take?
For most MSP’s, being honest with themselves about the activities they are undertaking and they activities they are NOT undertaking is the key between success and failure.
The old phrase “What can be measured, can be managed” is never more apt than when tracking your marketing activities.
If you’re currently managing your marketing based on guesses and “gut feeling”, then start to strictly track the activities you actually undertake - create a Lead Generation Plan and Scorecard.
You’ll find the recent MSP Business Management webinar “Creating a Lead Generation Plan for Your MSP” useful as you decide which activities you wish to consistently take. Set aside an hour to listen to this on-demand webinar and invest in your Lead Generation.
Next, work on Creating a MSP Lead Generation Scorecard where you can measure the activities you take and move away from managing your marketing on gut feeling to managing based on fact.
Marketing is a system, and like any system it relies on consistent execution. You may think you are undertaking the marketing activities you need to find new business, but are you really?
Creating a Lead Generation Scorecard and tracking the activities you actually take (as opposed to those you THINK you’re taking!) is the key to helping your marketing activities become habitual and a consistent driver towards finding new business.
Be sure to listen to our FREE webinar!
Richard Tubb works with MSP's to help them focus on what is important, free up their time and make more money. You don't have to do it alone any more!