Ask an MSP Expert: Optimizing marketing resources to boost ROI

Deciding where to invest your marketing dollars and how to amplify your reach can be daunting. It’s important to tailor your strategy to your unique strengths and audience, considering there is no global blueprint that all MSPs must follow. Learn what you can do to optimize your marketing investments in this edition of Ask an MSP Expert.

Jenny Brown, lead executive coach at AppMeetup, shared some key recommendations on how to get the best out of your marketing efforts in a recent Barracuda webinar. Below are some tips you can start implementing right now:  

Q: How do I determine the best marketing investments to maximize my reach? 

There isn’t a one-size-fits-all answer. There are several elements to consider such as: 

• Leverage your networks: Identify areas of opportunity such as leveraging social networks to increase your influence and reach. For example, if you and your team members are well-connected on social media platforms like LinkedIn, make the most of it. A CEO with a large following or network can effectively reach and engage with an audience on LinkedIn. Personal connections tend to have more influence than brand pages. 
• Understand your target audience: Focus on where your target audience is most active. Define who your ideal clients are and which platforms or channels they frequent. This ensures that your marketing efforts are focused on the most effective areas for reaching your desired demographic. 
• Platform-specific strategies: Different platforms have different purposes. For example, YouTube is great for reaching people who are actively looking for solutions to specific problems, as they are often in a problem-solving mindset. On the other hand, Facebook is more about connecting with friends and family and may not be as effective for targeted problem-solving content. By considering these factors, you can make more informed decisions about where to allocate your marketing resources for the greatest impact. 

By aligning your marketing strategy with these insights, you can make more informed decisions about where to invest your resources for maximum impact. 

Q: Where should I begin and what should I prioritize? 

• Establish your mission: Begin by defining your company’s goal. Understand what you truly hope to accomplish and what is possible for your business. Your mission should embody your broader objectives and aspirations, guiding every choice you make. 
• Create specific milestones: Break down your mission into actionable milestones. Start with long-term targets, such as a 10-year goal. Then create mid-term goals for one year and the next three years. Finally, set quarterly objectives that align with your annual targets. 
• Emphasize key actions: From the many areas you may wish to enhance, identify the one critical action that will have the most significant influence on achieving your mission. Focus on this key area first to make considerable progress. 
• Regularly assess and adjust: Refer to your mission and milestones when making decisions. Periodically review whether your efforts are in line with your long-term objectives and adjust your focus as needed. By beginning with a clear mission and breaking it down into attainable milestones, you can minimize overwhelm and concentrate on the most crucial actions that will propel your business forward. 

By starting with a clear vision and breaking it down into achievable goals, you can reduce overwhelm and concentrate on the most important actions that will drive your business forward. 

Q: What is a power partnership and how can it help my MSP? 

A power partnership is a strategic collaboration between two businesses that accelerates growth by leveraging complementary strengths and shared values. Key aspects of a power partnership include: 

• Targeting the same ideal client: Both parties focus on the same audience. This creates a synergistic fit that strengthens the ability to address client needs effectively. 
• Complementary offerings: The partners provide different but complementary services or products, allowing them to offer a more complete solution to their shared clients. 
• Joint core values: While all values don’t need to align, partners must share key core values to foster a long-lasting, harmonious relationship. 
• Mutual benefit: The alliance generates value for all parties—each partner benefits, and most importantly, the client receives an improved service. By emphasizing these characteristics, synergistic alliances can significantly enhance growth and provide superior client service compared to individual efforts. 

By focusing on these aspects, power partnerships can significantly boost growth and better serve clients compared to solo efforts. 

Do you want to learn more? Watch the on-demand webinar now for further information and insights to supercharge your MSP marketing! 

Photo: Luechai Wanapapobsuk / Shutterstock