The MSP market is expected to reach $274.20 billion by 2026. New, fast-growth MSPs are spending big money to convince prospects (your clients) that they have all the right answers when it comes to best-in-class business continuity and disaster recovery (BCDR) service.
Whether your MSP is new or old, you need to make your voice heard in a crowded market where a BCDR service is a tough sell. BCDR isn’t a simple vendor swap. Often, prospects draw up a whole new budget and get into the nitty-gritty of things, making the sales process longer and costlier for the MSP.
If the odds seem to be against you, why should you push your BCDR stack at all? Well, if done right, you can enjoy a stable flow of recurring revenue. Building a robust MSP marketing machine can help you take full advantage of the growing demand for BCDR. But what exactly is MSP marketing?
What Is MSP Marketing?
MSP marketing relies on the same fundamentals as other forms of B2B marketing. It aims to generate interest in your services in order to secure an appointment with qualified prospects. Good MSP marketing engages and educates leads to speed up the sales process.
9 MSP Marketing Tips: Sell BCDR Services and Increase MRR
If you want your BCDR services to stand out and bring in healthy recurring revenue, follow these nine MSP marketing tips.
Define or redefine what is unique about your BCDR services and how you want your services to be perceived. Use logo(s), fonts, tag line(s), colors, images and a rich content style and tone. The idea is to condense your value proposition into a simple, effective message that is reiterated across the company assets, including email signatures and the website.
2. Content marketing
Content marketing is an effective way of attracting prospects. However, do not fall into the trap of creating self-serving, meaningless content on your websites and other content assets. A good rule of thumb is to focus on the issues clients face. This approach results in unique content that attracts the right kind of potential customers. For instance, create a whitepaper on what to consider before choosing a BCDR service. A content asset such as this will make purchasing decisions easier for active BCDR shoppers.
3. Build your MSP’s website
Your MSP’s website is the best way to make a lasting first impression on prospects visiting your site. A good website lends credibility to your MSP brand, which in turn converts visitors into paying customers. An MSP website can initiate a strong client relationship if it has a responsive design, fast page loading and a clear call to action (contact details and contact form).
4. Local search engine optimization (SEO)
Local MSP SEO adds visibility to your website within the geographic location your MSP business operates. It ensures your website pops up on search sites for specific keywords relevant to your industry. Generate relevant keywords with free tools like Google Keyword Planner. Sprinkle those keywords across your website or blog content to ensure your MSP comes up when prospects type in keywords like MSPs, BCDR services or IT services.
5. Social media marketing
Social media provides an opportunity to brand your MSP as a trusted industry expert, reaffirm your relationship with prospects and existing customers, and build market awareness for your services — all at the same time. Share original content on relevant social platforms that your target audience would love to consume. Add rich media like images, GIFs and videos to add personality to your posts. Use hashtags to ensure your posts show up in social media searches for relevant topics, which is a great discovery tactic for your social media content. For example, #cybersecurity #managedITservices #bcdr.
6. Online reviews
A staggering 84% of people trust online reviews as much as they trust recommendations from friends. Take positive feedback from existing, happy customers and promote it on your website and social media channels to attract prospects. These customer reviews improve the online visibility (SEO) of your MSP to the local audience and increase brand value, eventually bumping the number of inbound call requests.
7. Referral marketing
Encourage referrals from satisfied clients to generate leads that are more likely to convert. Nudge customers for referrals by providing incentives and rewards. For example, ask clients who use BCDR services to provide referrals in exchange for a $100 gift card.
8. Paid digital marketing
If you have a decent marketing budget, utilize digital paid avenues like pay-per-click (PPC) and display advertising. PPC is like a paid version of SEO, which works on the same principle of choosing high-value keywords and then ranking them. The search results are shown as Sponsored Ads and every time users click on the ads, your MSP has to pay the publisher (usually Google or Bing). It’s a great technique to quickly generate quality leads. Display advertising, such as banner ads, use text, images and a URL that drives users to relevant pages like your contact page on your MSP website. Behavioral and contextual data points help in creating relevant display ads at every step of the marketing funnel.
9. Email marketing
A whopping 87% of B2B marketers use email as a distribution channel. Send periodic emails with relevant content, company updates and offers to secure and nurture leads and convert them into paying customers. A good subject line is the essence of a good email copy. A good subject line highlights the pain points of prospects and how your MSP can neutralize those issues. Let’s say you’re sending an email to financial institutions to make them aware of your BCDR services. A good subject line would look something like this — “Forget non-compliance penalties and high IT costs with our BCDR service.”
Choose the Right BCDR Partner
A poor BCDR partner will hurt your business, rendering your MSP marketing efforts futile. This is where Unitrends MSP comes in.
Unitrends Business Continuity and Disaster Recovery is the one-stop solution that provides clients uptime and security, giving them peace of mind. At the same time, it is a great opportunity for your MSP to create stable revenue streams and grow your business.
Find out if Unitrends MSP is the right fit for your organization. Talk to us!