MSP Marketing Blog

Sales Ramp: 3 Irrefutable Signs That You Need To Fire Someone

Posted by Robin Robins On April 16th, 2020

Signs That You Need To Fire SomeoneHere’s a real e-mail I received from a client this week: “Robin, do you think not hitting sales quota for the past year is a reason to let my salesperson go?”

Don’t laugh – we’ve ALL kept an employee long past their expiration date.

On several occasions I made the mistake of keeping someone with the hopes that they – or the situation – would get better. Who are we kidding? Most of the time we don’t act because we are afraid or anxious about the act of firing them, or because we NEED someone to do the job and we don’t have a good replacement. But let me tell you this: Keeping the WRONG employee around is a cancer, an enemy within, that will undo your organization. You will end up with a toxic workplace, unhappy clients, lost sales or WORSE. Cancer NEVER gets better when ignored. Read full article and comment →

What Marketing Media Is ESSENTIAL To Your Audience?

Posted by Robin Robins On April 9th, 2020

essential marketingHere’s something to think about the next time you advertise on Facebook:

It’s estimated there are over a BILLION fake accounts, meaning Facebook would have just over HALF of its proclaimed 2 billion users. TwitterAudit estimates that only 40% to no more than 60% of the users on Twitter are real, and AARP estimates that nearly half of all calls to mobile phones this year will be fraudulent – a DRAMATIC uptick in fake spam calls. I also read (although where escapes me) that three of the largest text-messaging bureaus have all been caught falsifying delivery numbers by four to as much as 20 times what the actual delivery rate was.
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3 Simple Steps Every MSP And IT Service Business Needs To Take Online Right Now

Posted by Robin Robins On April 2nd, 2020

IT Service Business

So you’re super busy handling tickets that seem to multiply like rabbits. Add to this your clients are in full-blown panic mode…and to make matters even worse…you’re down to your last case of toilet paper!

In all seriousness, we know this is a temporary situation but we don’t know how temporary. When this ends, (and it WILL end) the world is going to look a bit different than it did before.

That said, there ARE things you need to do right now online to calm the panic, help your clients and prospects in their time of need and set yourself up to come out of this stronger than when you went in. Below is a list, in order of importance, of three things you need to do online right now to make it through this storm.

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The Dos And Don’ts Of Marketing Your MSP In An Unstable Economy

Posted by Robin Robins On March 25th, 2020

Unstable EconomyRight now, the economy is being upended and many of you are worried the COVID-19 pandemic will destroy your business. Unfortunately, this is not the first time I have faced this in business.

NOTE: Before I go on, I’ve done a free webcast on “How To Avoid Losing Clients And Still Market Your MSP During The COVID-19 Crisis.” You can watch and get the templates and slides at: www.TechnologyMarketingToolkit.com/prosper

From 2008 to around 2012 we lost roughly 30% of our client base due to the recession. They just closed their doors or had credit cards declining. Despite that, I still grew those years in both top- and bottom-line revenue, so you CAN actually thrive in the face of a difficult economy. Here are my recommendations… Read full article and comment →

The Secret To Positioning Your MSP

Posted by Robin Robins On March 18th, 2020

Wives Wanted | The Secret To Positioning Your MSP | Technology Marketing ToolkitWhile there certainly IS a play for simply stating who you want as a client (as in the photo here), successful lead generation requires an irresistible offer and GREAT PROMISE to work.

Most businesses do NOT make such a promise in their marketing and selling activities and suffer from suppressed response rates and less-than-stellar results.

Such a promise puts your competition in a precarious position; they either have to ignore this type of claim and risk having their current clients and prospects assume they are inadequate or unable to deliver such promises, or they have to defend themselves and say, “Hey! We do too!” which comes across as a copycat and is a far weaker position, appearing as though they were forced to play catchup with the competition.

This is a BIG secret to positioning your MSP! Read full article and comment →

Create Your Own Luck By MSP Marketing With GREAT Client Testimonials And Success Stories

Posted by Robin Robins On March 11th, 2020

MSP Marketing With Client Testimonials | Technology Marketing ToolkitHere’s a question: When was the last time you added a fresh new case study or testimonial to your website? To your Google reviews? To your Shock-And-Awe box? One thing you ought to be constantly paying attention to is the quantity and quality of reviews and testimonials you’re getting.

Clients in B2B ventures often don’t think to give reviews. Home service businesses, restaurants and companies delivering retail services are more likely to get reviews unsolicited. In professional services, you HAVE to ask for and cultivate them – specifically, start measuring the impact you have on your clients.

One thing you can count on is that clients won’t. If you aren’t providing tangible metrics of productivity, security, uptime, speed and performance, you leave it entirely up to the client to arbitrarily determine if they are getting results – or not.

One of the things we have built into our Rapid Implementation Workshops is MEASUREMENT. We require this tracking and reporting of activities, leads and sales MOSTLY for the purpose of bringing awareness of critical metrics and leading indicators to our clients.

In doing so, we ensure they are far more likely to get results due to Pearson’s law: Anything measured improves. Anything measured and reported upon to someone else improves exponentially. Read full article and comment →

What Can An MSP Owner Learn About Marketing From George Foreman?

Posted by Robin Robins On March 5th, 2020

George Foreman

Two-time Heavyweight Champion and genius entrepreneur George Foreman will be ONE of the keynote speakers at our upcoming Boot Camp. Some have criticized the decision, saying, “We’re IT guys – not a room full of professional boxers or TV personalities, so why waste time listening to THIS guy?” So, please allow me to address that AND serve the dual purpose of delivering a solid “fundamental” in marketing that everyone needs to understand: personal brand.

For starters, many people think I’m against branding since I often say (and do believe) that spending money on branding ads and promotions for the sheer purpose of image advertising (not lead generation) IS wasteful. I prefer marketing that can be ruthlessly held accountable for a return that does the dual purpose of branding.

Further, I believe that building a personal brand IS a very smart, strategic approach to differentiation in a world where true differentiation is difficult to come by. George is a perfect example of this.

He took an ordinary kitchen appliance that could be gotten anywhere and turned it into one of the best-selling products in retail history – and he did it purely on his own personal brand.

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The Most Effective Lead Generation Formula

Posted by Robin Robins On February 19th, 2020

Effective Lead Generation Formula | Technology Marketing ToolkitProblem. Agitate. Solve.

The above is the oldest and still one of the most effective lead generation formulas. More specifically, identify a highly irritating problem, anxiety, worry or frustration your clients have. Next, AGITATE it. Make them FEEL even more annoyed, frustrated and worried about it – and THEN offer the solution to the problem.

As I’ve long taught, effective marketing copy is about “bringing latent dissatisfaction to a boil.” But to do that, you have to know how your prospect thinks and feels. You also must know the specific problems they are dealing with on a day-to-day basis AND be able to articulate those problems to such a degree that they feel you’ve been following them around all day, reading their mind.

Only then can you be effective at writing a marketing communication that gets and holds their attention, triggering a “That’s right” response.

After you’ve effectively stirred up the emotional beehive and whipped them into a lather, you need to move them to action – but selling the solution outright is not the right idea. What WE want to do, particularly in selling advice and services, is to generate a lead.

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