Episode 242: MSPs who do this kind of marketing will ALWAYS struggle

Paul Green's MSP Marketing Podcast

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Welcome to this week’s episode of the MSP Marketing Podcast with me, Paul Green. This is THE show if you want to grow your MSP.

In this episode I explain why MSPs should focus on strategic marketing – building long-term relationships with potential clients through consistent, valuable content, rather than relying on ineffective, one-off tactical efforts. (jump to)

I also address the need to look at your marketing from a prospect’s point of view. Focus on understanding and addressing their specific fears, as fear of pain often outweighs the pursuit of gain in their decision-making process. (jump to)

I chat with marketing strategist Ruthie Sterrett, who emphasises the critical role of strategic content marketing for MSPs in building trust and driving sales by addressing audience needs at every stage of the lead-to-client process. (jump to)

Lastly, I tackle a question from Gary, who runs a well-established MSP in South Carolina. He wants to know when and how to raise prices without losing clients. I explain the importance of testing and adjusting prices for new clients regularly, and being transparent with existing clients when raising prices. (jump to)

Join me as we unpack these topics and learn from some triumphs and trials in the MSP world. Oh, and don’t forget to join me in the MSP Marketing Facebook group.

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MSPs who do this kind of marketing will ALWAYS struggle

Many MSPs fall into the trap of tactical marketing, which rarely brings the desired results. Let me explain what this is, help you recognise if you’re doing it, and suggest a better approach.

Recently, an MSP owner reached out to me – he’d posted a three-minute video on LinkedIn expecting great engagement but was disappointed with the results. He’d also started sending cold emails to prospective clients. Here’s the problem: tactical marketing like this often fails because it lacks strategy. A single video or cold email is unlikely to engage or convince potential clients, especially when the service you’re offering is complex and critical to their business.

Instead, what I recommend is strategic marketing. This involves building a relationship with your audience over time. Engage with them through consistent, valuable content – be that social media posts, educational emails, or direct mail. Your goal is to stay on their radar until they are ready to buy.

Ask yourself, are you just copying what others do, or do you have a strategic plan? A solid strategy will help you build a lasting relationship with your audience, ensuring you’re the first MSP they think of when they’re ready to make a switch.

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Look at what you sell from the prospect’s point of view

One of the most powerful marketing superpowers you can develop is seeing your services from the prospect’s point of view. Fear is a surprisingly strong driver for your prospects. They’re more motivated by avoiding pain than seeking gains.

Always keep this in mind when talking to potential clients. Their fears vary based on their roles. Business owners fear mistakes because they hinder progress. Managers fear looking foolish to their bosses. Internal IT managers fear you’ll expose their incompetence or make them look bad.

Tailor your message to your audience’s fears. It’s more complex when factoring in decision makers versus influencers. An internal IT manager might not decide on co-managed IT, but they can block you if their fears aren’t addressed.

Ask open questions to understand three things: what they need, want, and fear. Needs are less critical as they’re brain decisions. Wants are heart decisions, so your marketing should appeal emotionally, showing safety and partnership. Address fears directly to prevent them from blocking a positive buying decision.

Remember, objections are verbal expressions of fear. Welcome them as chances to alleviate those fears. Always answer objections emotionally, because while the brain influences, the heart decides.

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My guest reveals how MSPs can use content to warm up prospects

I had the pleasure of chatting with Ruthie Sterrett, a seasoned marketing strategist and founder of The Consistency Corner. We delve deep into the crucial role of content marketing for MSPs.

Ruthie highlights why content marketing is indispensable, emphasising that creating the right content at each stage of the lead-to-client process can significantly warm up prospects. She shares insights on how MSPs can use content to build relationships, trust, and ultimately drive sales.

For MSPs new to content marketing, she recommends focusing on social media to test and refine messaging before expanding to other channels like email marketing and long-form content. This approach helps avoid the overwhelm often associated with marketing efforts.

Ruthie also points out common mistakes, such as relying too heavily on AI without a clear understanding of the audience’s needs or the importance of the human touch to ensure authenticity and relevance. If you’re an MSP owner looking to enhance your marketing strategy, Ruthie’s insights are invaluable.

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FEATURED GUEST:

Ruthie Sterrett is the Founder and CEO of The Consistency Corner, a full service marketing agency that provides CMO level strategy and done-for-you implementation for service based businesses.

With 15+ years of experience and wins like taking a $20M retail brand to $100M, Ruthie is uniquely qualified to help CEOs take off the marketing hat and get back to leading their company and serving their clients.

She is known for her optimistic and upbeat personality paired with a solution finding growth mindset. In her spare time, Ruthie loves cheering on the Purdue Boilermakers while raising her family in sunny Florida.

Connect with Ruthie on LinkedIn and check out her website https://www.theconsistencycorner.com/

When is the right time to raise your prices?

This week’s question comes from Gary, who runs a well-established MSP in South Carolina. Despite being in business for 12 years, Gary asks, “How do I know it’s the right time to put up my prices? I don’t want to lose clients.”

Firstly, pricing for new clients should be flexible. Regularly test and nudge up prices to see what the market can bear. Often, clients are willing to pay more than you think for trustworthy and reliable service.

For existing clients, be cautious. There are two approaches:

1. Overt Price Increases: Directly raise your prices by a set percentage each year. This is transparent and honest, which clients appreciate.
2. Covert Price Increases: Introduce additional services with a higher margin. This effectively raises prices without changing the base service cost, as clients see it as added value.

In my opinion, overt price increases are preferable due to their transparency. Clients value honesty and clear communication, which helps maintain trust and loyalty.

Balancing profitability with client retention is crucial. By carefully adjusting prices and maintaining transparency, you can successfully navigate this challenge.

Do you have a question about your MSP’s marketing? Submit one here for Paul’s Personal Peer Group.