Managed Service Providers (MSPs) have historically relied on traditional methods of selling–cold calling, door-todoor outreach, and building sales teams. In today’s digitally-first world, this approach is starting to fall apart. A high price, lengthy time to ramp up, and short sales rep tenures make this method not only obsolete but risky. While other B2B sectors have shifted to prioritize marketing over sales but many MSPs are still spending heavily on outbound strategies that yield only a small amount of return.
The truth is that relying only on sales for building demand is similar to putting the cart before the horse. Even the most effective salespersons are unable to succeed without a constant stream of leads. MSPs who wish to stay ahead of the curve are turning to pay per click advertising to attract leads from people already interested in the services they offer.
What is it that makes PPC so effective for MSPs?
PPC for MSPs gives an instant connection with customers who are looking for services, such as managed IT cybersecurity, or helpdesk outsourcing. PPC is more effective than cold outreach as it identifies the need in the moment it is triggered.
MSPs who have the appropriate campaign are visible on the top search engines, on targeted LinkedIn feeds, and even in YouTube videos, which are viewed by medium and small-sized companies. This kind of marketing will not only increase visibility, but also draws in-market prospects who are more likely to convert.
Return on investment can be tracked much more easily than traditional sales techniques. It is possible to track the cost per lead, see which advertisements work, and which keywords perform better than others.
The reason why most campaigns fail is because they lack the appropriate know-how
A successful PPC campaign requires more than just boosting an existing Facebook status or choosing a few Google Keywords. MSPs are aiming at a particular market and to connect with them effectively, they require industry specific knowledge. In this regard, a PPC agency specializing in MSPs can bring about a dramatic change.
A qualified MSP advertising agency knows how to:
Directly address business problems such as downtime security risks, downtime and poor support.
Create advertising campaigns that are compatible to MSP packages and services.
Design landing pages that convert the visitors’ interest into actual inquiries.
PPC campaigns that lack this level of specificity can quickly turn out to be expensive tests. If they are managed properly they can be powerful engines for expansion.
Marketing First, Sales Second: A Smarter Growth Path
The traditional mindset of hiring a sales staff before investing in marketing is beginning to change. More MSPs are beginning to realize that demand generation has to come first. When marketing is in place then sales teams will spend less time scouring and more time closing.
PPC has a vital function to play in this regard. This allows founders and their team members to concentrate on creating value instead of following up on cold leads. If you notice a regular inbound traffic, then you should expand the sales staff, not prior to.
This model of growth driven by marketing can help MSPs scale more efficiently reduce time and spend smarter. This model also connects with buyers online, in the places they are already.
Final Thoughts
If your MSP is using outdated sales-driven strategies, it’s the time to step back and evaluate. There’s a more viable and more sustainable method to move forward. It begins with reaching out to the people who are looking for your solutions.
MSPs should not just focus on getting clicks. They must also gain clients. It is possible to finally get rid of the unpredictability of cold outreach with the help by an MSP PPC or MSP advertising firm. Marketing isn’t just a matter of choice anymore, it’s an essential part of your business.