Today, the lines between agencies, consultants, outsourcers and recruiters are blurred. In particular, the labels for the marketing services industry have failed to develop and it is becoming increasingly difficult to put a name on the important relationships based on the expertise that many brands rely on. At TopRight, we tend to think of ourselves as ‘managing marketing services’ and ‘building marketing capabilities’ on behalf of and serving our clients’ growth agenda. A Marketing Managed Service Provider (MSP) provides services to a wide range of brands across many different industries. In effect, the MSP becomes an extension of the customer’s marketing team and takes responsibility for some of the activities and deliverables that are on the critical path to the success of the brand.
When you’re deep into this kind of high-impact delivery with existing customers, filling your lead pipeline can quickly become an afterthought. However, at some point, the pipeline dries up and you find yourself racing to find new customers. There is also the constant challenge of retaining your existing customers to sustain your growth. For MSP, this endless “sell, deliver, sell” flywheel is an obstacle that must be overcome to ensure business continuity.
The art of customer acquisition, development, and retention requires clear strategies, such as customizing your services to fit your customer’s needs. However, before you focus too much on the delivery side of your business, it is essential that you first learn to expand your brand story to ensure that you have clients to start with. Whether you’re a newly established company or you’re already an expert, it doesn’t hurt to learn new strategies and methods to keep the company moving forward and “top right” in the markets in which it competes. Here are some tips and tricks for your company to acquire, develop and retain customers:
Rethink your lead generation tactics
Lead generation is how to attract potential customers by initiating their interest in your services or products. However, it plays an essential role in acquiring new customers for your MSP business. You might think you already know enough about lead generation for managed service providers, but it’s also worth noting that times are changing, and so are the different approaches to making it more effective.
It is best to know the latest trends in attracting leads so you can give them a try and see what works for your business. One strategy you can try is using social media, content creation, and email marketing. Keep in mind that to get more potential customers, it is essential that you know where they are first. Since most customers are online, it is recommended to focus a large part of your lead generation efforts on digital channels and platforms so that you can better interact with online audiences.
Moreover, it is not enough to know where the leads are located in a customer’s BuyWay. You should also follow through with a strategy to develop their interest and make sure you don’t lose their curiosity. You have to know the right way to build this curiosity so that it eventually turns into new contracts and more revenue.
Always ask for customer feedback
Acquiring new MSP customers does not mean that you should stop your marketing and customer interaction efforts. Keeping customers happy should be your next goal to increase retention and loyalty. One way to do this is to ask for feedback through a survey. This strategy can efficiently help you get the information you need from your existing customers. Moreover, they will feel appreciated when they know that you are not ignoring their opinions and opinions as customers. It’s ideal for a customer survey at least annually so you can identify the need for improvement in terms of how you deliver and deliver your services. You can also immediately spot any red flags that might turn off MSP clients.
Automate but don’t overdo
Automation may be convenient and less expensive in some ways, but don’t forget that customers still prefer dedicated connectivity. Remote assistance and services may be inevitable in the digital market, but that does not mean that you will not make an effort to increase face-to-face interaction with your audience. Remember that strong relationships are often rooted in human experiences and physical interactions.
For example, if you have already completed your email marketing tactics, you can try to give other strategies a more humane approach. Engaging with your social media channels is one method you can consider to have more actual conversations with your potential and existing customers. Listen to what they have to say and always take the time to respond to their queries and concerns, no matter how small.
Take advantage of online and offline platforms
It’s easy to get excited about online marketing strategies, especially when most customers are turning to smartphones and other gadgets. However, this does not mean that you will not put any effort into using offline platforms to acquire and retain MSP clients. An optimized website is a good start, but you can always support it with traditional advertising methods, such as placing ads on local newspapers and catalogs. This method can help target local leads and engage your existing group of MSP customers.
Some MSPs tend to focus on acquiring new clients. Others invest more in keeping their existing customers happy because they have already forgotten the essence of attracting new customers. Don’t make the mistake of focusing on just one style and neglecting the other. Remember that acquisition and retention are equally important to maintaining the continuity and growth of your MSP business. It is possible to acquire and retain customers at the same time. To get started, review your lead generation tactics. Take the time to get feedback from customers. Get the max when it comes to automation, and don’t forget to outfit your digital efforts with traditional advertising methods to target a local audience.