MARKETING FEATURE CONT .
Another key strategy is drip marketing , which keeps your company top-of-mind until a prospect is ready to act . “ You never know when their ‘ damn ’ is going to break ,” Hawman says . “ A system failure , security breach , or industry shift can suddenly make IT a priority . If your emails have provided value and credibility , you ’ ll be the first company they think of .”
In the end , effective email marketing isn ’ t about sending more emails — it ’ s about sending smarter emails . With segmentation and consistent , valuable messaging , businesses can build trust , stay relevant , and drive real results .
3 . Webinars
If you ’ re not doing webinars yet , you should be . There ’ s a reason every marketing expert in the MSP industry is pushing MSPs to host webinars — they work . And it ’ s especially easy to rake in an audience when discussing a hot topic , like AI .
“ MSPs have four to five times the number of registrants [ when hosting a webinar about AI ],” says Mike Stodola , CMO at TMT . “ AI is the hot topic right now , but in years past , cybersecurity and compliance were trending .”
When it comes to marketing webinars , the most important component is the title , says Stodola . “[ The title should ] clearly explain to people the outcome they ’ re going to get from the webinar ,” he explains . “ Most people like to have a fancy title that doesn ’ t really mean much , like ‘ Cybersecurity Secrets .’ That ’ s not the outcome . Something like ‘ 3 AI Tools That Will Help Small Businesses Be More Profitable and Productive ’ tends to be more successful .”
What isn ’ t nearly as important is the length . “ Too many people get hung up on a webinar needing to be 45 minutes or 60 minutes or whatever ,” Stodola says . “ Quite honestly , a 20-minute webinar that ’ s packed full of information is great . It ’ s easier to keep people ’ s attention with a [ shorter webinar ] that has great information . Don ’ t worry about the length — worry about the outcome .”
With a subject like AI that changes so rapidly , you can host a new webinar every month and continue to grow your audience . However , don ’ t host webinars without giving your attendees a “ clear path to the next step with your company ,” says Stodola . “[ You have to ] tell them to engage further . Stress that you want to be seen as their partner in technology , not just an IT guy . Along with that , you can talk to them about doing a 15-minute discovery call . Put that bridge in there .”
Nadeem Azhar , owner of PC . Solutions . Net , an MSP in Houston , Texas , has seen major ROI from webinars — to the tune of three first-time appointments ( FTAs ) from a single webinar of about 20 attendees . His success is specifically due to his partnerships with clients and vendors . While Azhar has been hosting webinars for years , having his partners deliver the educational portion of the webinar has been exponentially more successful than doing so himself . All Azhar did was give away free assessments and answer questions , both in the webinar ’ s chat and in the official Q & A section .
Azhar attributes the good results to not pushing their services or talking about how good the MSP is . “ No one wants to hear that because we ’ re saying it ourselves . We ’ ve found letting someone else talk about us while we ’ re on the sidelines to be the most successful .”
It ’ s All About the Follow-up
As good as they are , every one of these marketing strategies is worthless without follow-up . “ Don ’ t just assume people are going to take that next step ,” says Stodola . After all , all your prospects are busy running their own businesses . It ’ s essential that you follow up right after the webinar or after they fill out a website form , while the lead is still hot . Don ’ t wait for them to lose interest or stumble onto another MSP ’ s website .
“ We , as human beings , stink at follow-up ,” says Hawman . “ When someone raises their hand and says they ’ re interested in learning more about our company , we think , ‘ Oh , well , if they ’ re interested , they ’ ll call us .’ Statistically , that ’ s not how it works . The moment someone requests information from you and gives you any kind of permission [ to contact them ], you have a duty to your company to follow up with them .”
Keep At It
With follow-up and consistency , these three digital marketing strategies can grow your list and generate more leads for your MSP .
Sarah Jordan is a staff writer at MSP Success . When she ’ s not reporting on trends and issues pertinent to the MSP community , you can usually find her working on her novel ’ s manuscript .
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