For most IT service providers, you don’t have the time to create 10, 20, or 30 pieces of marketing collateral per quarter. What’s more, with so many different types of content, it can be difficult to know which pieces are most important for your business, or how to get started creating them. This might leave you wondering, “well, if I needed a few must-haves from a marketing or lead-generation standpoint, where can I start?”
In this post, we’ve whittled it down to the top three marketing assets you absolutely need in your portfolio to help you grow your MSP business.
First off, you need to have a solution or product overview of some kind, typically in the form of a datasheet. Datasheets are informative pieces of content that outline your offering in a digestible way. Aim to have this asset concisely and quickly express the value of your solutions, what’s in your product portfolio, and what exactly you do as an IT service provider.
Of course, your website plays a large role in answering the above criteria, but you will need something that can be printed and shared at physical events, as well as digitally. Think of this datasheet as a 101 asset—outlining who you are, what you do, and what you can offer—making this a basic, core piece of content that any MSP should have in their portfolio.
2. Gated Content
You should have at least one longer-form piece of content—such as an eBook or white paper—that is gated on your website. There’s an emphasis on gated here, because this is where lead capture comes into play. Essentially, gated means that this content lives behind a form, so that you can capture information (like an email address) in exchange for customers or prospects downloading this content.
Pro Tip: These are perfect contacts to add to your database and nurture down the sales funnel!
This type of content takes a specific topic and looks at it in more detail. It could be about what to look for in an outsourced IT provider, trends in disaster recovery or cyber security, or the value of partnering with a third-party provider for IT services. The goal is to have something that is more in-depth than a datasheet and speaks to industry terms, best practices and trends, in addition to talking about the benefits of your business. Additionally, it’s important to get this content behind a form so that you can have people provide information on a landing page and use this piece of content for generating more leads.
3. Success Stories
Last but certainly not least, you need to have a go-to, polished customer success story. There’s no better proof of your services, products, or service level agreements (SLAs) than having a happy customer attest to that, share their success and their story.
It’s important to have at least one of these available, but the more the merrier. Case studies serve as great marketing assets to have for both digital and print purposes. Additionally, they are ideal for presenting towards the end of a prospects buying cycle. Maybe they’ve already checked out your datasheet and they’ve learned a little bit about your business. Now, the success story is that last item where you can demonstrate, “you know about us, you know what our services are, here is a case study that shows a customer like you who has had some really good results by working with us.”
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