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Kaseya Connect 2013: How to Get IT Clients to Find You, Like You and Hire You

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This presentation will show attendees how to craft marketing messages that prospects will respond to. You will learn specific steps to configure your website to hook new prospects, then leverage email …

This presentation will show attendees how to craft marketing messages that prospects will respond to. You will learn specific steps to configure your website to hook new prospects, then leverage email and other tactics to nurture leads that turn into clients.

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  • Need a targeted plan and a budget, even if it is a small one. Should be greater than zero. Today, I will show you several techniques to get more clients.
  • What type of client benefited most from his services? Who was most profitable? Who was easiest to sell to? How did you hear about us? Which factors influenced your decision process when you selected us? Can you mention our 3 core values? Is our name recognizable in MSP community? How can we improve brand recognition?
  • Deck builder example
  • Different word choice, same end goal: we can help you.
  • Turn the table now to you. Is your web site just a brochure? When is the last time you got a client because they read your online brochure? If your website is brochure-ware or if all of your marketing material only talks about how good you are, you are missing a major opportunity. Plus, your competitors will sneak past you – and maybe even steal your clients.
  • How? Because what matters to clients are the issues they are facing in their own business right now, not you and not necessarily what you are selling.Focus on benefits, not features. You and I know what cloud computing is. Your clients might not. Don’t say “store your data in the cloud”. That’s meaningless to a non-technical person. Instead, say “access your data anytime you want it and from any device – your iPad, your work computer or home PC”. That’s what people buy.
  • Sure, your technology solutions can solve their problems. But most of the time, they don’t even know what technology is available let alone how to shop for it. So, they might not even be looking for solutions like yours, MSP, BDR. Yes, they may have the latest iPhone, but they might not know why they should upgrade their office technology.
  • Focus on what matters to your prospects and clients. #4 – we are in the Washington DC metro area and there were a lot of warnings about Hurricane Sandy the week before it hit. We gave our clients a checklist to send to their clients about how to prepare for the hurricane – things like backing up data, getting remote access, other tips. That tip sheet created a LOT of goodwill with their prospects and clients because it educated them – all this helps keep you top of mind. It builds trust.
  • To really hone in your messaging, create buyer personas, basically profiles of clients who buy and use your services.Timely questions: Is it worth upgrading to Windows 8?Office365 vs Hosted Exchange pros and cons
  • 3 bidders example, only 1 with white paper
  • Getting 2-3 new clients per year through referrals; wanted to get 2-3 per month. Started educating prospects.
  • Let’s take a deeper dive into one article idea and how to massage it into multiple channels
  • You can get multiple articles from the same topic idea. Target only one or two keywords per article > better for Google indexing.
  • In modern marketing, there is the new math. 1 is really equal to 10.
  • Articles > post on your blog, guest blogs, for top10 other other lists, create infographic > compile blog headlines for monthly email > several blogs = white paper or eBook, PPT/slide deck > slide deck makes it easy to do webinar > record webinar = video > post on Youtube channel, create podcast and post on iTunes. Remember, everybody finds information in different ways. This way you get a lot more mileage from each piece.Goal: stay top of mind - email ties a lot of these together very nicely so you promote yourself via education, not sales pieces.
  • Go after the low hanging fruit, but don’t forget about the larger part of the pie: those that could be your clients – they just need a little nurturing. Don’t drop the ball on that contact you got last month at the networking event. Send them educational info.
  • When a client only sees promotion after promotion, they tune out.When they see educational pieces, they stay tuned in. You have built trust. What comes with trust? Bonus: if they trust you, they become open to your advertising, open to your sales pitches, open to your promotions.Remember the trust equation: your creditbility, reliability and intimacy is now BIGGER than your perceived self-interest.
  • This is a recap of everything I’ve covered
  • Meet your fierce competitor, Bob. Bob tried wishing his company would grow, but that didn't work. Then he figured out how to steal your clients. Here's how.
  • One day, Bob got to thinking. He knows that customers buy from people they like and trust. So when he meets new people, who does he find to be likeable?
  • It’s those who share stories and are interested in him too, not the ones who only talk about themselves – like a bad date.
  • So he got to thinking a little more and wondered how this carries over to the corporate world. What makes him trust a company that he’s not familiar with?
  • Well, just like when he meets people, the companies he trusts are the ones who share ideas and tips so he can make an informed decision, not the ones who only talk about their products and services.
  • So Bob started looking at your marketing messages. He looked at some others, too. What he found was startling.
  • “Wow,” he thought, “most of these companies only talk about themselves - like a bad date.”  All he saw was words like “our products, our services, our this, our that, look at what you can do with our tool.”
  • Plus, these companies don’t reach out to their customers regularly - and when they do, they’re selling, not educating, not sharing.
  • This makes it easy for Bob’s company to sneak in under the radar. While most of his competitors talk about what they can do, Bob publishes productivity tricks, checklists, how-to articles, even videos.
  • His articles and white papers and slide presentations talk to each stage of the buying cycle and address the different thoughts every buyer or influencer has.
  • Bob’s clients love this information. But so do yours, and yours and yours. And Bob knows that.
  • So now, when he comes across your clients, he asks if they want free ideas to help them make informed business decisions. And they do, giving Bob the opportunity to chip away at your relationship with your customers.
  • Bob's website is no longer brochure-ware. It's an educational resource that helps people with their needs. He's got newsletters, current blogs, ebooks, all sorts of material, all free. There's a tiny "About Us" section that talks about his company.
  • Soon, Bob started getting calls and emails from a whole new group of people that found him on Google or saw someone's tweet about one of his articles. He is becoming the "go to" source for his niche. Let's meet some real-life Bobs.
  • Sid Hoffman of Computer Prompting and Captioning published a white paper to teachbroadcast TV producers how to caption their shows for Internet distribution. Within 1 month, they were closing a new $60k deal with many more in the works.
  • Praba Murugaiah runs staffing company TechFetch. They published articles for companiesas well as candidates and more than doubled their annual growth rate.
  • Guy Wassertzug of InfoStructures published a promotional newsletter for 9 months without getting any results. A shift in content got them the #2 ranking on Google, plus 3 email responses the day he published his revised newsletter.
  • Here it is: their #2 ranking, right behind PC World. Not bad!
  • To wrap up the story about Bob the Competitor… Marketing has changed.This was Bob a year ago. Make sure this isn’t you now.
  • If you want more information, Presstacular is a next generation email marketing tool that contains a library of click-and-use technology articles that keep clients engaged so when they are “sales ready,” they think of you first. We can also write custom articles just for you. Free trial at www.presstacular.com
  • If you want more information, Presstacular is a next generation email marketing tool that contains a library of click-and-use technology articles that keep clients engaged so when they are “sales ready,” they think of you first. We can also write custom articles just for you. Free trial at www.presstacular.com

Transcript

  • 1. So Who’s This Raj Khera Guy?Engineer turned business guyCEO, GovCon – sold in 1999 for $12MPartner, FilterPoint – sold in 2009Partner, MoreBusiness.comCEO MailerMailerPresstacular –marketing tool for IT companiesAuthor #1 Amazon Bestseller: IT Marketing Crash CoursePresentation Slides © 2013 MailerMailer LLC
  • 2. What makes a client…Find youLike youTrust youHire youRely on you
  • 3. How most MSPs try to grow:Word-of-Mouth4
  • 4. Word-of-MouthDoes Not Scale5
  • 5. The most overlookedfirst step in marketing:Who buys your services?6To Grow Faster…
  • 6. Martijn van derSchaaf, Computication(Holland)Client survey: who was easiest to sell to?Factors that influenced your decision?Our closest competitors?New focus: 4 verticals, larger accounts
  • 7. Ed Mana,Technology on DemandMSP in NYC (one of many!)Sells only to audio visual companies“There are riches in niches”
  • 8. Being LikeableWhat makes YOU like someone?9
  • 9. Who do you find interesting?At work or on Facebook or Twitter:Those who talk about themselves – “me”Those who share information – “you”
  • 10. Who do you trust?What makes you trust a company you don’tknow?Those who talk about what they offer and howgood they are – “me”Those who listen, educate and comfort youwithout pressure – “you”
  • 11. Me vs. You Marketing Word ChoiceMeWhat we doOur projectsHow good we arePreferred words:“Our Services”“Our Clients”“Our Staff”“We can help you”YouWhat you doYour goalsWhat problems need solving?Preferred words:“How to…”“White Paper on…”“Free Report on…”“We can help you”
  • 12. Which one wouldyou trust?Buy from?
  • 13. Trust =Credibility + Reliability + IntimacyPerceived Self-InterestAdapted from The Trusted Advisor by Maister, Green, & Galford
  • 14. What Does Your Marketing Say?Our servicesOur capabilitiesOur clientsOur projectsOur staffOur promotions
  • 15. What Matters to Clients?Important:ThemTheir problemsSolutions to their problemsBenefits of your productsand servicesNot important:YouFeatures of your productsand services
  • 16. Prospects aren’t always aware oftechnology optionsSo they aren’t looking for yourtechnology solutionsAnd don’t know how to shop for them
  • 17. Change the DialogDon’t Sell. Educate.
  • 18. What Matters to Clients?Content Examples5 handy Windows productivity tricks that youdidn’t know10-point computer security checklist to reviewevery quarterVideo: 4 ways to stay connected to your staffremotelyHow to prepare your office for the stormarriving this week
  • 19. Something for Each Audience SegmentThe Money Person4 inexpensive ways to upgrade your staff’s technical skillsMaximizing ROI for your technology investmentThe ManagerBack up and disaster recovery planPodcast: Come work for us - Company PerksThe End UserHow to set up user permissions
  • 20. Benefits of Great ContentGenerates and nurtures leadsEnhances credibilityEncourages sharingEstablishes trusti.e., Sells without selling
  • 21. Paul Barnett, Network DepotBlogs/Videos/eBooksWindows 8eBook on how to buy the right PCNo leads first few monthsNow 1 lead per weekUse educational pieces as “leave behinds”
  • 22. DP Venkatesh, mPortalMobile products/servicesBlog/Email changed everything2 posts per week, CEO and TipsTargeted 10 critical keywords, 20 others10-fold increase in site traffic100s of new leads in 8 months
  • 23. Getting Educational ContentOrdered by pain level, highest to lowestWrite it yourselfDictate your ideas, have a writer draft itLicense/buy itRemember: write about what matters tothem, not to you
  • 24. Wordsmithing, Google Style
  • 25. Something for Each Audience SegmentThe Money Person4 inexpensive ways to upgrade your staff’s technical skillsMaximizing ROI for your technology investmentThe ManagerBack up and disaster recovery planPodcast: Come work for us - Company PerksThe End UserHow to set up user permissions
  • 26. Marketing’s New Math1 = 10
  • 27. Repurpose, Repurpose, RepurposeBlogWhite Paper/eBookInfographicsSlide DeckWebinarVideoPodcast on iTunesArticle1 = 10Email NewsletterSocial Media
  • 28. Chris Schroeder, App47Mobile app managementEducational tools“What’s Appening” podcast, iTuneseBooks, white papers, blogIDG: 72% of IT buyers read white papers
  • 29. Diana Hage, RFID Global SolutionBlogs every other weekIndustry solutions6-8 targeted keywordsConnects posts to social media:4 webinars per year2-3 closed deals per webinarPlus 5-6 inquiries they can nurture
  • 30. Paul Tomlinson, Mirus IT (UK)Managed Service ProviderChampagne for referralsTweets about topics that helpHashtags - #keywordMentions - @twitterhandle0 to 500 Twitter connections in 1 year
  • 31. HashtagsThe 25 Most Popular Passwords- If these apply to you,perhaps its time to change! http://ow.ly/eKLaC#thoughtfortheday#FridayFun Today is a cake day – the Great MirusBake-Off is Back! http://ow.ly/hXeie
  • 32. MentionsThe tinned food donations are coming in for@mkfoodbank ’s Big Little Give this week - good workTeam Mirus @Mirusit #biglittlegive@PT_MirusIT Paul Tomlinson of Mirus IT Solutionsbecomes Founding Member of Kaseya Customer andPartner Advisory Council http://ow.ly/dW5X9
  • 33. Unnamed PoliticianI wrote a blog after last electionAuto-posted as LinkedIn status updateHe read about it on LinkedInCalled to discuss ways to help him winnext election
  • 34. Gordon Tan, ClientHeartBeatWe followed his Twitter accountHe noticed and sent DM (directmessage)Connected offline
  • 35. 37Nurture leads that aren’tready to buyUse email analytics
  • 36. Lead Generation and NurturingOfferWhitePaper toget theircontactinfo
  • 37. Educatefirst Then peoplewill be opento yourpromotions
  • 38. 40DON’T SAYHey, I noticed you clicked on myarticle about disaster recovery.< THAT’S CREEPY! >
  • 39. 41SAYHi Sally, I’m calling because we’re noticingseveral companies like yours take a closerlook at disaster planning to protect assets.I wanted to check in to see if you’d like toexplore some options for ABC Solutions.
  • 40. The Story of Bob,Your Fierce Competitor
  • 41. This is Bob. Nice guy.He’s your competitor.He’s stealing your clients.
  • 42. He knows clients buyfrom people they likeand trust.What makes him likesome people?
  • 43. Then he thought…What makes himtrust a company?
  • 44. Hmm…What does yourmarketing say?
  • 45. Every Buying Cycle Stage.Every Decision Influencer.
  • 46. Sid Hoffman SoftwareWhite paper• How To Re-purpose TVClosed Caption Files ForInternet Video Distribution$60,000 dealwithin 1 month
  • 47. Praba Murugaiah StaffingSample interview questionsReading body languageTechnical webinarsDoubledannual growth
  • 48. Guy Wassertzug ServicesRevamped newsletterZero to page 1 on Google in 3 months#2 rank onGoogle
  • 49. #2 rank onGoogle in 3months!The Result: The Stars Align
  • 50. The IT Marketing Crash Course:How to Get Clients for Your Technology Businesswww.ITMarketingBook.com+1-301-825-5658
  • 51. Blog + Newsletter + Analytics = More Businesswww.presstacular.com800-475-1415
  • 52. ContactRaj Kheraraj@mailermailer.com301-825-5658 x800http://presstacular.com