Paul Green's MSP Marketing Podcast

264 Episodes

Reverse

A mini masterclass on LinkedIn for MSPs

2024-11-1926:22

The podcast powered by the MSP Marketing Edge Welcome to Episode 262 of the MSP Marketing Podcast with me, Paul Green. This week… A mini masterclass on LinkedIn: Improve these three things on your LinkedIn profile to get people’s attention and encourage them to engage with you. The 3 tests to apply to new initiatives: The fear test, the regret test, and the comfort zone test – will these push you into taking the next big leap for your MSP? Should you start a podcast for your MSP?: Podcasts are a great way to grow relationships with an audience, but is it the right thing for your MSP? Paul’s Personal Peer Group: Stuart from an MSP in Atlanta has asked how much he should be paying for a content writer. Find out more on this and whether AI is a good tool to use too. A mini masterclass on LinkedIn It’s very easy to become complacent about social media and believe that it’s just a waste of time to a busy business owner like you who’s trying to build their MSP. But the reality is that social media is still incredibly important. Not all the networks, of course. I really don’t think most MSPs will get much from TikTok for some time, at least not until the generation that’s growing up with TikTok are the decision makers. For B2B marketing in 2024 and next year as well the social media network to go for is of course… LinkedIn – this is still the very best platform for MSPs looking for new clients, and I do highly recommend that you put in time on it every single day. Let’s spend a few minutes now on a mini masterclass on LinkedIn, and I’ve got three things for you to look at. The first is to improve three things in your profile. So here’s an interesting question. Based on your current profile, if you were an ordinary business owner or manager, would you want to be a client of your MSP? If not, here are three areas to spend more time on: The headline – focus on the benefit to your prospects rather than what you do. “I do IT for town businesses”, becomes “Helping town businesses grow with technology”. Then look at your headshot and don’t be cheap – pay a professional who does headshots every day and can make you look beautiful. Your about us bit – write it for your prospects, not other IT professionals. You want them to read it and think, ah, this is exactly the kind of person I want looking after my business. Next up then, is to build your personal brand. And your personal brand is what others think about you. It’s not something you control, but it is something that you can heavily influence. And it’s based on a number of factors: the number of connections you have, the recommendations that you have, what you post about, and how often you post, the value of your contributions, the speed of your responses, and whether you do something like a LinkedIn newsletter or a LinkedIn live. Because people who are perceived as experts, they do these things. Now, like much of marketing, getting better results is about doing a series of small actions on a regular basis, for years. I spend no more than about 15 to 20 minutes a day on LinkedIn. I have a virtual assistant who does functional stuff like accepting connection requests. I just do new content and commenting. In the early days, this felt like a waste of time, but today I have two sizable and engaged audiences – my connections and my LinkedIn newsletter subscribers. And these have only come from doing the work day in, day out for years whether I wanted to or no...

Stop clients calling you personally for first line support

2024-11-1227:19

The podcast powered by the MSP Marketing Edge Welcome to Episode 261 of the MSP Marketing Podcast with me, Paul Green. This week… Stop clients calling you personally for first line support: You can’t grow your business while you’re delivering first line support. Find out how you can free yourself from these burdens whilst retaining great relationships with your clients. Why victory loves preparation: Planning small actions regularly will make the biggest difference to your business. How introverts can communicate more confidently – and feel better about it: Learn how to tap into your passion using this confidence formula, whatever your “vertness”. Paul’s Personal Peer Group: Greg from South Carolina wants to know what the Parthenon principle of marketing is and how to apply it to his MSP. Stop clients calling you personally for first line support When you are the person who started the MSP, one of the hardest transitions for you is to get away from delivering first line support to that very first set of clients that you won in your first few years. But it’s something that you absolutely have to do or otherwise you get trapped in doing technical work forever. Now, don’t get me wrong, there’s nothing wrong with technical work, but you can’t grow your business while you’re doing password resets and setting up new users, right? This problem happens to most MSP owners and the reason it’s so hard is because you used to look after these clients yourself, you personally. So they feel that they have some kind of special bond with you. And even when you’ve employed first line technicians whose very job it is to sit there and help your clients, they will still email you directly or call your mobile directly rather than speak to the help desk. Now, this steals your time when you should be working on the business, but also reduces your ability to sell more to them during a strategic review. You can’t be the technology strategist and first line support at the same time. Clients’ minds will only let you sit in one of those boxes. There are a number of different ways to tackle this problem without annoying your clients, and you’ll probably put a couple of the things I’m about to talk about together into a blended solution. In fact, here are nine things that I recommend. The first is to set clear expectations. Now, this is really easy with new clients, but hard with longer standing clients. So just remember you have to educate them, constantly. What’s top of mind for you is item 1,058 in their mind’s list of priorities. Number two, make it easy. Put stickers with the help desk number on every single device. Put them on their hands so they can’t help but see them. Number three, have a standard operating procedure to roll out each time a client contacts you directly. Make a plan in advance so you don’t have the emotional trauma of wondering, how am I going to deal with this? Number four, play dumb. Tell them you don’t know how to fix that as you focus on strategy these days, but you’ll ask someone on the help desk to call them immediately. Number five, change your voicemail to say that you’re not working today and for any support, please call the help desk on this number. You can then let client calls go to voicemail forever. Perhaps just follow up with them the first couple of times it happens or when their issue is being resolved just so that they know you are there, but you are not the one doing the work. Number six, set up an email auto reply exactly at the same principle as the voicemail....

SPECIAL: How MSPs can make more money

2024-11-0520:25

The podcast powered by the MSP Marketing Edge Welcome to a very SPECIAL edition of the show, Episode 260, celebrating 5 years of the MSP Marketing Podcast with me, Paul Green. This episode’s been released five years to the day since we launched the podcast on the 5th of November, 2019. It’s a birthday! Amazing. Well back then, producer James and I figured it would run for a few months when we launched the first episode. “Hello, this is Paul Green and welcome to the first ever MSP marketing podcast. Now, my aim every single week is to give you some motivation, some ideas, some clever stuff that you can take that other MSPs are doing around the world and you can bring it into your business and really make a difference to your business quite quickly and quite dramatically.” Five years on, I’ve talked to some of the guests who’ve appeared over the years and asked them a big question – What’s the best idea you have to help MSPs make more money? We’ve split their answers into four different sections, starting of course with Marketing and Sales. Hi guys, it’s Jamie Warner here, CEO of eNerds and Invarosoft. And here’s my tip for how your MSP can make more money. Well, the good news is I’ve got two tips and as an MSP owner, this is coming from experience. I’m actually in the saddle selling at the moment. So my first tip is that you must learn how to increase your percentage success rate of converting new customers. Your only goal is to essentially convince that new client opportunity that your MSP is going to be a step up from where they went before. That is why clients look to change. They don’t look to change for technical reasons. They only look to change for a step up in the service experience. So that’s your job, to figure out what are the things that you can say in your IT services presentation that will demonstrate that your service methodology is a step up from where they’ve gone before. Now, obviously in the Invarosoft world, we use our customer experience technology to demonstrate to that customer how visually they’re going to get a step up in their service experience. And interestingly, we also use our QBR or our roadmap, TBR, whatever you want to call it. We use the methodology and the software that we use to do that and we demonstrate that to the customer as well, so they can see how our methodology and how our roadmapping and our gap analysis and our reporting is going to be a step up, and we show them examples of that when we are presenting our services. So that’s tip number one and that’s going to help you sign up more clients and grow your MSP. The other thing that doesn’t get spoken about, so tip number two, is that you absolutely have to treat your clients as a pipeline of opportunity from a QBR perspective. So every client essentially has a huge amount of things that you need to help them improve. It might be new switches, routers, firewalls, a project to go to the cloud with Office 365, whatever it happens to be. Put all your clients in a list, down the left hand side of an Excel spreadsheet, look at how much you think you could possibly sell them. Workstations and desktops tends to be a big part of that. And then look at the enormous pipeline you’ve got. Now, these are things that clients actually need. These are not things that they don’t need, and so the best MSPs that grow faster, there’s this concept of sales compression. It’s understanding you have a pipeline as it relates to the QBR side of things, going out and actually having a conversation with the customer to get them to make decisions. Which is what we do, the buying psychology of good, better, best when we present those recommendations to get buyers to ma...

Golden rules of MSP sales & marketing

2024-10-2925:28

The podcast powered by the MSP Marketing Edge Welcome to Episode 259 of the MSP Marketing Podcast with me, Paul Green. This week… Golden rules of MSP sales & marketing: I asked my MSP marketing Facebook group what their golden rules of sales and marketing would be, and I’ve got the highlights for you. 3 ways to kill your MSP’s sales: There are many mistakes MSPs make that stop them from winning new clients. Here are three that I see holding back MSPs everywhere. How MSPs can build self managing teams: If you have to turn up every day in order for your business to function, then you need to start paying special attention to your team and developing them. My guest explains how. Paul’s Personal Peer Group: Jonah in California wants to know whether to include trust badges on his MSP’s website and I have a very clear answer. Golden rules of MSP sales & marketing One of the best things about working in the channel is just how collaborative MSPs are, and I see this in communities all the time. I’m sure you do too. In fact, I’ve watched people who are in direct competition with each other – they literally lose clients to each other – I’ve watched them collaborate and help each other in times of need. Recently, I asked a bunch of MSPs who are in my Facebook group what their golden rules of sales and marketing would be, and I’ve got the highlights for you right here. So I have this Facebook group, which you really should join if you’re determined to improve your marketing and get new clients for your MSP. Just go into Facebook, search for MSP marketing, but do make sure you’re looking in the group search and not in the pages search, and it is free to join. It’s also a vendor free zone, something we did about five years ago, kicking all the vendors out. The quality as you can imagine, has been much higher since because there’s no one there doing any selling. There’s just people adding value. I asked the two and a half thousand members of my MSP Marketing Facebook group what their golden rules would be for marketing and sales, and here are some of the many replies that we received… So I kicked off with my own, which is to never discount. I think that you should add value when you need to do a deal, but never cut your prices. Cutting prices is such a dangerous thing to do. Now, sticking with pricing, Dan Baird said it’s better to over-price rather than under-price. I agree with you there, thank you, Dan. And Don Mangiarelli said, never disclose pricing in an email – you should always be at a sit down meeting. Keith Nelson said, never price on commodity sales. Good, better, or best packages. Keith also dropped some more value bombs. He said, never think that you are too small for a big contract; never sell technology, sell business outcomes, enhanced with secure technical solutions; and never do a QBR on how great you are, only report on business outcomes and measurable business results. I love these, thank you very much, Keith. Aaron Weir then dropped a comment, and Aaron always brings value to the conversation. He said, never send a contract over email, always present in person. I completely agree with you on that, Aaron. It is a lot harder to get the meeting and to sit down with someone, but you’re much more likely to get the sale if you do it. Okay, a few more. Rob Williams said, never over promise. Jonathan Scofield said, wherever your prospect is, there thou shall also be – it’s quite hard to talk in kind of biblical text like that. And Jeff Weight said, have a yearly price increase called out in your contract. Now there wer...

MSPs: How notifications stop you from buying a better car

2024-10-2127:56

The podcast powered by the MSP Marketing Edge Welcome to Episode 258 of the MSP Marketing Podcast with me, Paul Green. This week… How notifications stop you from buying a better car: Your job as the business owner is to find quality time to work ON the business and make sure you’re operating in “the zone” where nothing distracts you. Your biggest threat to this is notifications… turn them off, all of them. Are you up against a Super MSP? This is why you have nothing to fear: Super MSPs are huge companies that buy MSPs and merge them together. But fear not, these present three opportunities for you. Why your brand is so much more than your logo: Your brand is actually how people feel about you based on everything they see or hear about you. This is why your brand tone must be consistent across every way you communicate with everyone. Paul’s Personal Peer Group: Terry, from an MSP in Pennsylvania, is concerned about the risk of forgetting the things that might help him grow his MSP. He wants to know the best way to keep great business books alive in the long-term. How notifications stop you from buying a better car One of the hard facts that you soon learn as a business owner is if you want to grow your business, you have to find and protect substantial chunks of time in order for you to work on your business. It’s this time where you make the forward progress because you are implementing things that will generate new clients, retain existing clients, and encourage your existing clients to buy more services from you. But there’s a problem, you see, I believe you have to spend this time in the zone completely focused on the task in hand. And this is especially true if you’re an MSP doing marketing activities, and that’s not a natural skillset for you. Yet the vast majority of MSPs, they never get into this state of full focus. And there’s a specific reason why. Many, many years ago, I used to do one-on-one consults with MSPs here in the UK. We’d hire a business meeting room and we’d spend the day exploring their business goals, their marketing, what was going well and what was not going well. And I probably did about, I don’t know, 20 or 30 of these over about 18 months. And it’s not something I do anymore, but it was a great way for me to learn about MSPs and of course for me to help them with their marketing. That was before we had our MSP Marketing Edge service. But I’ll never forget one of the meetings I had, which was almost like a comedy situation, like it could have been in a sitcom. So let’s just take the context of this meeting. The MSP that I’m meeting with has paid a few thousand pounds for my time and attention. And the whole purpose of the day is to examine their marketing and make it better so that they can win new clients and ultimately grow their business, which is the way that of course, they’ll grow their own personal income and ultimately have a better lifestyle. So to me, that makes the meeting a very big deal indeed. And in fact, most of the MSPs that I met with, they took their meeting very seriously. But one of them didn’t. And it wasn’t that he didn’t want to, he was desperate to grow his business and I knew that he valued my advice. The trouble was he was caught up in the notifications of what was happening in his business at that exact moment. The first hour or so, I could barely drag him away from his laptop. He was looking at Teams messages, he was looking at his PSA, and he was just generally distracted. And I challenged him on this when we had our coffee break and I said, look, I don’t believe that you can spend quality time working on yo...

What the yellow car game teaches MSPs about marketing

2024-10-1421:09

The podcast powered by the MSP Marketing Edge Welcome to Episode 257 of the MSP Marketing Podcast with me, Paul Green. This week… What the yellow car game teaches MSPs about marketing: There’s a part of our brain called the Reticular Activating System which acts as a sensory filter. You might see and hear everything, but you only perceive it if it’s relevant to you. Here’s a simple marketing cadence that your MSP can swipe and adapt: How to build a marketing system around repeatable daily, weekly and monthly tasks that will work for any MSP. How offering custom development boosts client retention for MSPs: Retaining a client is so much easier than to getting a new one. Is this a potential gap in your MSP’s offering? Paul’s Personal Peer Group: Dale, from northeast England, has a website question for his MSP – Should I buy a website domain ending in .io? What the yellow car game teaches MSPs about marketing You must often have conversations with ordinary business owners or managers and be gobsmacked just how little they’ve absorbed about stuff from our world, such as cyber security breaches that are in the news or critical updates that need to happen. Have you ever wondered why that is? It’s not just that they don’t care, it’s actually more that their brain has been trained not to tell them about it. You see, the brain has a kind of bodyguard that stops information from getting in and it actually explains why most people don’t perceive your MSP’s marketing. Good news – there is a way around this bodyguard, and the easiest way for me to explain that is to tell you about the yellow car game. Every time we travel in the car together, my 14-year-old child and I play a really cool game, when we see a yellow car, we have to punch the other person on the arm and the first one to land a punch wins that round. I’m very pleased to tell you that I am the current yellow car champion. Now, this game makes long journeys just whiz by, believe me. And what’s really fun is playing the game with other passengers in the car because my daughter and I absolutely slaughter them. And no wonder because our brains have been trained to actively look for yellow cars, whereas of course our passengers are seeing yellow cars but not perceiving them. This is because the bodyguard that stops information getting into their brain has not yet been trained to look for yellow cars. Now, this bodyguard has a name, it’s called the reticular activating system, and it has lots of functions, but the most important thing from a marketing point of view is that it acts as a sensory filter. If you had to consciously deal with all of the information coming in from your five senses, you would very quickly go insane. So instead that information goes through the Reticular Activating System, which acts as a relevance filter. For the small number of things that are relevant to you, it allows you to perceive them. Everything else you might see it or hear it, but you don’t perceive it. And this is why when you go to, let’s say a new town, you see the break/fix shops, you see the vans belonging to other MSPs, because as far as your reticular activating system is concerned they are relevant to you. But you don’t see the dentists and you don’t see the lawyers, unless of course you are marketing to those kind of people, because they are not relevant you. When you understand that everything you do and say to anyone goes through their reticular activating system, and especially your marketing, then you get a blinding realisation why people just don’t seem to take in the things you’re trying to say to them. And in understanding how th...

Warning! This friction kills MSPs' sales

2024-10-0727:28

The podcast powered by the MSP Marketing Edge Welcome to Episode 256 of the MSP Marketing Podcast with me, Paul Green. This week… Warning! This friction kills MSPs’ sales: When you have someone making contact with you, your job is to make sure you’ve removed every single piece of friction from the sales process. Can your MSP’s technicians close this many tickets?: I interviewed the awesome Jason Kemsley from Uptime Solutions, an outsourced help desk, who gave us the stats to assess what good performance looks like for all three levels of technician. How MSPs manage the conflict of business and parenting: My guest, David Ask, tells you how to live a great life, while still achieving everything you want with your business. Paul’s Personal Peer Group: Chris from San Francisco wants advice on a good meeting structure to grow his MSP. Warning! This friction kills MSPs’ sales As an MSP, you’re hardly inundated with calls from people who want to buy from you. Well, that’s my experience of the MSPs that I work with, certainly. So when you do have someone making contact with you, your job is to make sure you’ve removed every single piece of friction from the sales process. Let me tell you about my experience of the exact opposite of this, where I was desperate to buy something and the friction in doing so was so great, it drove me into the arms of a competitor. So I’m not going to name the company that I was trying to buy from as that’s not really fair on a podcast and YouTube video like this, just know that it’s not an MSP and it’s not a company in the channel, but it is a supplier of marketing services based in the US. I’ve been doing some research recently into a new marketing initiative that we are doing to promote the MSP Marketing Edge and this service was the perfect solution. I’d managed to answer all of my questions online, on their website, which is actually the first piece of friction that you and I need to talk about. If an ordinary business owner or manager goes onto your website, will you answer as many of their questions as you can? I’ll be honest, for most MSPs, the answer to this is sadly no. Most MSPs don’t have the basics in place, such as explaining what you do, how you do it, what makes you different from the other IT companies they’re looking at. And most importantly, you probably don’t have an indicative idea of pricing on your website. Now, I know that this is a very emotive subject because the price depends upon how long the string is. But when it comes to websites, I very much follow the advice of Marcus Sheridan. In his book, They Ask, You Answer, which definitively says you should put prices on your website because it’s one of the most basic things that people are looking at. Anyway, I digress. So I answered all of my own questions on this potential supplier’s website and I was ready to buy, and that was where I ran into real trouble because it really wasn’t obvious how to buy from them. There was a call to action button, so the thing that they wanted me to do, and that took me through to a page, which did actually talk about their pricing and their packaging or their packages, but you couldn’t actually select one of the packages and go through with the purchase, which was really weird. So I thought perhaps the website was having some kind of blip. I refreshed it, I left it for 24 hours and I came back the next day, but nothing had changed. It was exactly the same. Here’s the thing, sometimes what seems obvious to us, what seems obvious that we want them to do, is not obvious to every other human o...

MSPs: How to minimise interruptions from staff

2024-09-3025:59

The podcast powered by the MSP Marketing Edge Welcome to Episode 255 of the MSP Marketing Podcast with me, Paul Green. This week… How to minimise interruptions and stupid questions from staff: It’s important to invest time every day on growing your MSP without interruptions and I’ve got a 3 step fix to help you do just that. 5 big ugly MSP marketing myths: BUSTED: Improving your marketing becomes much easier when you wipe these common myths from your head. Just like IT, marketing should be logical and systemisable. The 3 most important growth things you can do in the final 3 months of the year: My guest this week, Ian Luckett, unveils his expert advice as a Business Growth Consultant, to achieve the most from the rest of 2024. Paul’s Personal Peer Group: Francis from an MSP in Washington wants to know how to find the motivation to do work he doesn’t enjoy. How to minimise interruptions and stupid questions from staff One of the things you hear me regularly talking about is the need to invest 60 to 90 minutes every day working on your MSP rather than in it. And that means doing activities that win you new clients, encourage them to buy more from you and encourage them to spend more when they buy. Now, one of the biggest problems with this is when your staff constantly interrupt you with questions that really they could answer for themselves, do you have this problem? If so, you are going to love my solution. Staff interrupt you all the time, often with stupid questions. Now, I’m not being rude about your staff, this is a fact, but interruptions kill progress. Why do they do it? Well, partly it’s to show that they’re working. Partly it’s because they’re too lazy to look up the answer for themselves. And partly it’s because… Staff want your attention, as they are the child. And as their boss, you are the parent. Now, there is a three step fix for this, and you have to make a very long-term commitment to all three of these steps so that this becomes, if you like, a way of working and not just your current thing. Step one – find your own space. It’s impossible to do your work on the business when you’re in the same physical space as your staff who are working in the business on your behalf. So you need a separate office at least, or maybe even an office away from your building. There’s nothing wrong with sitting in with your staff sometimes, but not all the time because it’s exhausting and frankly unproductive. Step two – answer every stupid question with a question of your own. So let’s say you are asked – Boss, we’re out of milk. What should we do? – which of course makes you want to pull out your sword and with one swift chop end their miserable life, but this isn’t Game of Thrones. So instead you ask this question back – If I wasn’t here, what would you do? – And then you repeat that question or variations of it for each of the follow-up stupid questions until they realise that they had the answer inside them all along. Yeah, I know this is the slow way to tackle the problem because the fastest thing to do is just tell them the answer, that’s quicker and easier, but it also reinforces their need for you. And we want your staff to thrive without you. And then step three – make yourself available at fixed times of the day because not all staff questions are stupid. Some will be totally valid, especially the technical ones. So make yourself available to your team once, twice, or three times a day at fixed times. And ideally these will be t...

9 MSP marketing ideas to break into a new vertical

2024-09-2319:26

The podcast powered by the MSP Marketing Edge Welcome to Episode 254 of the MSP Marketing Podcast with me, Paul Green. This week… 9 MSP marketing ideas to break into a new vertical: One of the easiest ways to grow your MSP is to target a vertical. Marketing to a vertical is so much easier than marketing to a general audience. How to stand out at networking meetings: To get the most from networking meetings you have to stand out but in the right way, in the most authentic way. And I’m going to tell you exactly how to do that. How to find another MSP for sale, and start a conversation: One of the fastest ways to scale a business is to acquire competitors and absorb their clients into your business. My guest, Jonathan Jay, shares his expertise on this subject. Paul’s Personal Peer Group: Fiona, from an MSP in New Hampshire, wants to know more about exit intent popups – do you use these on your website yet? 9 MSP marketing ideas to break into a new vertical One of the easiest ways to grow your MSP is to target a vertical. Marketing to a vertical is so much easier than marketing to a general audience because you know exactly who you are marketing to, exactly where they are, exactly what their problems are, and how you can solve those problems. So you can make your marketing message sound so much more relevant to them. A lawyer, for example, is much more likely to listen to you if you are using the word lawyer than if you are just talking about business owners. Let me give you nine, rapid fire marketing ideas to break into a new vertical. So there are many benefits of marketing to a vertical. You can do it alongside your general business, and once you’ve picked a vertical, there are a number of actions that you should take to get your marketing properly set up. Here are the first nine actions that I recommend, in the order that you should do them. Number one: Build a website just for that vertical. Not just a new page on your existing site, do it properly. Put together a four to five page website just for that vertical. The goal is to appear to be a true specialist to your target prospects, and a proper website is a basic MSP marketing fundamental. Number two: Set up a vertical specific LinkedIn or Facebook, depending which platform most decision makers in your vertical use. Number three: Start posting regular content so that you have a presence. Make sure to put the name of the vertical into the headline and/or the intro paragraph. Now, sometimes making content seem relevant to a vertical is as simple as mentioning that vertical and also look for how they refer to themselves and their business. So for example, accountants have a practice, not a business. Number four: Start networking and meet as many decision makers as you can. Look for relevant vertical business shows or other events that you can attend, as nothing beats pressing the flesh when you’re just getting started in a vertical. I promise you’ll have a marketing revelation at every event. Number five: Build your email list. It’s easy to get started with a vertical because you can just buy targeted data. You can also scrape Google or get a virtual assistant to just go through Google searches and make a database up for you. Number six: Get your marketing machine working, generating prospects that you can speak to doing all the things we’ve just been talking about, and then pick up the phone and call them. Phone calls will always get you to a new client faster. Number seven: Once you have a vertical client, turn them into a case study or a testimonial a...

MSP owners: Why do we make our lives so hard?

2024-09-1627:05

The podcast powered by the MSP Marketing Edge Welcome to Episode 253 of the MSP Marketing Podcast with me, Paul Green. This week… MSP owners: Why do we make our lives so hard?: Business owners often hinder their own success by running a marathon while carrying an anchor, meaning they knowingly hold themselves back through overwork, limited thinking, or mismanagement. The most powerful MSP marketing question to ask any lead: Asking this is a great way to prioritise your leads and create a follow-up list for the future. How to do marketing within the CIS security framework: One of your challenges is making ordinary business owners and managers realise how important good security is. Find out how you can achieve this using the Center for Internet Security controls. My guest, Zach Kromkowski, explains all. Paul’s Personal Peer Group: Sean, who runs as MSP in Houston, wants to learn more about AppSumo and what it has to offer. MSP owners: Why do we make our lives so hard? You and I as business owners, we are in this for the long run, right? Whether this is your first year in business or your 30th, you know that owning a business is a marathon and not a sprint. So that being said, why do we constantly make life hard for ourselves? Far too many MSPs decide to run the marathon while carrying an anchor. It’s nuts. Let’s talk about why we do this and how to give ourselves a much easier life, yet still achieving the things that we want from our business. So I was listening to this book a few months back. It was written by the guy who built up the Burger King chain back in the 1950s and 60s if you’re interested. It’s called The Burger King. It was, okay, not the most instructive business book in the world, but I do believe you can get huge value from any book as long as you get one big idea from it. Do you agree with me on that? Anyway, my big takeaway from this book was a phrase I’ve never heard before, but I instantly understood what it meant. Business owners make life hard for themselves by running a marathon while carrying an anchor. And I completely relate to this, do you? It means that even though we know it’s not a sprint race and we know we have to keep going for years and years and years, we seem to noble ourselves in as many ways as we can. Perhaps it’s by continuing to work 60 hours a week despite being surrounded by very competent staff who are actually looking for more things to do. Or perhaps it’s by not taking enough vacation, enough holiday time each year, which means that when we do take a break, we are utterly exhausted. Or perhaps it’s by thinking too small. There are many ways that we hold ourselves back and don’t think this is just an MSP thing. All business owners everywhere in all sectors do exactly the same thing. But the thing is, the clues to long-term success are there if you go looking for them. Just listen back to any of the fantastic interviews that I’ve done in the MSP Marketing Podcast over the last five years, and you’ll hear very, very successful people talking about how they broke out of the “hell phase” of running a business, where you’re trapped doing 60 hours a week, and they entered a new phase where they’re working primarily on the business rather than in it. And often the massive growth of their business starts to happen at exactly that moment. And this is not really a surprise – there is a direct correlation. So let me ask you – maybe it’s worth you pausing this podcast or this YouTube video to ask yourself this question – what do you do to hold yourself back? What’s the anchor that you are carrying...

MSPs: How to influence what John Smith buys

2024-09-0925:16

The podcast powered by the MSP Marketing Edge Welcome to Episode 252 of the MSP Marketing Podcast with me, Paul Green. This week… Get the right message in front of the right person at the right time: To attract new clients you need consistent, well-timed marketing to ensure they choose your MSP when they’re ready to switch. Do you employ any Sales Prevention Officers?: That’s anyone who avoids suggesting beneficial services to clients so they don’t appear salesy, but they’re unintentionally hurting your business by missing opportunities to improve client satisfaction and increase revenue. The common service mistakes that can damage client retention: My guest this week, Michelle Coombs, highlights the common service mistakes that can damage long-term client retention and how to stop them from happening in your MSP. Paul’s Personal Peer Group: Alec, who has an MSP in Nashville, would like to hire a virtual assistant to take on his admin tasks but doesn’t know how to hire one that he can trust. Get the right message in front of the right person at the right time There’s a reason that getting new clients for your MSP takes so long. It’s because of what’s happening to the ordinary business are owners and managers that you are trying to reach. And when you understand what’s going on in their heads and their hearts, you can figure out why they’re so slow switching from one MSP to another. Let’s talk about the importance of getting the right message in front of the right person at the right time. Now, one of the most critical marketing skills that you can develop is the ability to look at your MSP and what you sell from the point of view of the people that you are trying to sell it to or put another way. If you can get in their heads and their hearts, you can better understand what’s driving them to make a decision. Or maybe more importantly, what’s holding them back from making a decision. The best phrase that I ever heard to describe this is… To influence what John Smith buys, you must see through John Smith’s eyes. When you really look at why a business owner or manager switches from one MSP to another, you suddenly get a startling insight into why switching MSPs is a distress activity for most people. You see, they don’t really understand technology at all. In fact, compared to you, they are literally the other end of the scale. You have such in-depth technology and abilities and that makes you an incredibly talented technology person, but the client you’re selling to, well, they’re more like me. I’m not a tech I never have been. That by the way means it’s easy for me to represent the ordinary people that you sell to. And sure, I understand a bit about technology and I love it. And actually I probably know a lot more about technology these days because of course I’ve been working with MSPs for eight years, but I can’t set up a server, I can’t configure a cloud service and I bet you a rather large amount of money that I’d be the guy that would get the setting wrong and I would take down the entire business. So please, no one ever give me the settings of anything important, I beg you. Anyway, because they don’t understand technology, but they do know it’s incredibly important. They are less willing to muck about with it. So something major has to change at their incumbent MSP for them to want to switch to someone new. And we do see this, don’t we. We see small businesses being sold and kind of merged into super MSPs and maybe customer service goes down and maybe prices go up and the dissatisfaction creeps in very, very slowly for the c...

Successful MSPs simplify EVERYTHING

2024-09-0229:36

The podcast powered by the MSP Marketing Edge Welcome to Episode 251 of the MSP Marketing Podcast with me, Paul Green. This week… Successful MSPs simplify EVERYTHING: Focus on simplifying and removing things you don’t really need to do. This can increase profitability and ease of management while reducing unnecessary complexity. The link between what you do each day, and achieving goals: If you have a clear vision for where you want your life to go, you can use that to affect the actions that you take within your MSP every day. Why PR is a valid marketing tool for MSPs in 2024: Mickie Kennedy, founder of eReleases, shares insights on how MSPs can effectively generate free publicity through strategic press releases, offering tips on how to capture the attention of journalists and boost credibility and visibility in the media. Paul’s Personal Peer Group: Martin, who runs an MSP in Arizona, wants to know the best way to hold a team meeting when you have some staff who are a little disruptive. Successful MSPs simplify EVERYTHING The business that you chose to be in, Managed Services, is already one of the most complex kinds of businesses on the planet. Just stop and think about everything that you have to support – all the different clients, the different setups, the different technologies. And yet I see loads of MSPs making their lives even harder by overcomplicating things in their business that could and should be simple. So let’s talk about how you can make your business easier to run and more profitable by simplifying everything. I’m on a bit of a simplification mission right now. We’ve had some fairly major development projects in our business over the last 12 months, and while I was focusing on those and constantly reducing complication within those projects and just making everything simpler, I realised we could do this across the business. Because we’ve been going for eight years and what happens is when you’ve been going that long, you kind of hold onto legacy stuff. Things that we’re just doing because, or something that worked really well six years ago but there’s now a better way of doing it. And for me, it’s a really exciting thing to just go through the business like a tornado and just simplify everything. So I’ve given myself a new job title. I am Head of Simplification, and I’m using this as an opportunity to review everything we do in the business asking this big question, how can we make this simpler? Because that’s actually a very powerful question to ask. Is this a question you ask yourself in your MSP regularly? Just because you can handle high levels of complication doesn’t mean that you should put up with high levels of complication. In fact, I truly believe that the simpler business is, the more fun it is to run and the more profitable it can be. And I guess there are two main places where you can simplify your business. The first is your operations and what you do now. At the risk of starting you down the road of looking at your tech stack, because I’m always hesitant to suggest an MSP reviews their tech stack in case it becomes a bad case of tech stack fiddling where you’re attracted to the shiny thing. Maybe you should just be asking yourself, does my PSA allow me to run the business as simply as possible? Is my RMM easy to use but also powerful enough to do all the things we need it to do? Look at your standard operating procedures, these are the manuals for how you run your business. So what kind of business are they encouraging you to run in their complexity? Now, I’m sure you are all over automation, which surely must be the ultimate way of simplifying something because you are removing th...

SPECIAL: Transform from MSP owner to entrepreneur

2024-08-2630:02

The podcast powered by the MSP Marketing Edge Welcome to this SPECIAL EDITION marking 250 episodes of the MSP Marketing Podcast with me, Paul Green. This week I have a very special guest – Brad Martineau. Brad helps people transform from being a business owner to truly being an entrepreneur. And as you can imagine, it’s about the way that you think and the action that you take. I think you are going to find him a huge inspiration. Here are three big ideas from him: Make it easy: Business is easy but we make it hard for ourselves. Brad uses the acronym, ELF – Easy, Lucrative, Fun. Remember the business is there to feed your life (not the other way round): Don’t let the business dictate how you live your life. We have 3 currencies in life: Time, energy and money. Be careful where you invest these. A great business returns these currencies to you. Meet Brad Martineau. Brad helps entrepreneurs build Smooth Scaling businesses through coaching and software tools. Brad has been married for 23 years, has 5 kids, 1 son-in-law and a granddaughter on the way. He loves fitted hats and playing and coaching basketball. Hi, I’m Brad Martineau and I help entrepreneurs build businesses that they actually want rather than the ones that they just wake up one day and accidentally have. And what a great positioning statement that is. Brad, thank you so much for joining us, not just on the podcast, but on this very special episode as well. 250 episodes has taken quite a long time to get here, nearly five years, and I’m going to admit I’m a little bit of a fanboy of yours. You’ve been in my marketing journey and my entrepreneurial journey for getting on for about 18 years or so, and we’re going to talk a little bit about that in this podcast. When the opportunity came up to have you on, I had to jump on it and get you on and with this amazing episode coming up, this seemed the right thing to do. So what we’re going to do over the next 20 minutes or so is we’re going to explore what you’ve done in your entrepreneurial journey. You were involved really heavily with a popular CRM, which is still around today, which is actually the one that I use. We’re going to talk about that. We’re going to talk about different business things you’ve done, but where we’re getting to and the bulk of the interview is exactly as you just said, is about helping people have the business and the life that they really want because far too many MSPs, as we know, are completely driven by the business rather than the other way around. And obviously I know that as well that the MSP market very well. You’ve worked with quite a lot of the big players in this market and I’m sure you’re going to deliver a ton of value and drop some value bombs within this. Could I sound any more American as I’m doing this podcast? I don’t think I could. So Brad, tell us about your early career and what you got into it and the thing that got you onto this amazing entrepreneurial journey in the first place. Oh, that’s a really interesting question. So I was what I would call either an unwilling or an unknowing entrepreneur. So my working career started, I went and got a job, got married, got a job, and I was working as an admissions counsellor for an online university. And I didn’t recognise that I had entrepreneurial blood in me. And anyway, I was there. Everyone should have a job they hate, right? That’s like one of the best things you can do because you realise what you don’t want. I was there for two and a half years, it was two and a half years, two long, and then my brothers and my brother-in-law were like,...

How to grade the quality of your MSP's leads

2024-08-1930:06

The podcast powered by the MSP Marketing Edge Welcome to Episode 249 of the MSP Marketing Podcast with me, Paul Green. This week… How to grade the quality of your MSP’s leads: I encourage you to prioritise leads to focus on prospects truly worth your time. (jump to) If I suggested you spent 80% of your time marketing your MSP, would you think I was nuts? I believe that to grow your MSP and secure its future, you need to shift your focus from operations to marketing, making it your top priority to attract and convert new clients. (jump to) Pay per click CAN work for MSPs if it’s part of an overall marketing strategy: My guest this week, Corey Zieman – owner of Guaranteed PPC, explains how effective pay per click advertising can turn your MSP into a powerful client magnet in an evolving digital landscape. (jump to) The perfect heading for your MSPs website: Lastly, I answer a question from Greg in Melbourne, Australia. He wants advice on what headline to use on his website for maximum impact. (jump to) Join me as we unpack these topics and learn from some triumphs and trials in the MSP world. Oh, and don’t forget to join me in the MSP Marketing Facebook group. READ FULL TRANSCRIPT How to grade the quality of your MSP’s leads When it comes to generating leads for your MSP, not all leads are created equal. It’s easy to get excited about a new prospect, but before you dive in, take a moment to assess whether they’re truly a good fit for your business. Here are three crucial criteria to grade every lead. 1. Opportunity and Urgency: A prospect’s urgency can be a game-changer. Are they locked into a contract with another MSP, or are they desperate for a solution right now? The more urgent their needs, the higher quality the lead. Always ask about their current IT situation and pressing issues – they’ll tell you if they’re ready to move. 2. Fit: Evaluate whether they’re your ideal client. This isn’t just about budget, it’s about working with businesses that align with your strengths and preferences. If you’ve learned anything from experience, it’s that compromising on this leads to regret. 3. Engagement: A prospect who actively engages with you is far more likely to become a valuable client. If you’re doing all the chasing, it’s a red flag. A genuine partnership starts with mutual interest – don’t hesitate to walk away if that’s missing. Prioritise these factors, and you’ll focus your energy on leads that are truly worth your time. If I suggested you spent 80% of your time marketing your MSP, would you think I was nuts? Many MSP owners share a common origin story: leaving an unsatisfying job to start their own business, driven by a desire for control over their work, time, and income. In the early days, you likely faced the struggle of balancing quality with growth, hiring staff, and dealing with the inevitable drop in standards and the relentless demands on your time. As your business matured, the leads that once flowed naturally began to dry up, leaving you wondering where the next client will come from. The solution? Transform yourself o...

3 smart ways to recruit technicians

2024-08-1227:19

The podcast powered by the MSP Marketing Edge Welcome to episode 248 of the MSP Marketing Podcast with me, Paul Green. This week… 3 smart ways to recruit techs: Recruiting top-notch technicians for your MSP can be achieved through building long-term relationships on LinkedIn, creating standout job adverts, and using bold mobile billboard advertising. (jump to) Worrying kills business owners: Overcome business-related worry by adopting an action-oriented mindset, eliminating negative influences, embracing recurring revenue, systemising marketing, and maintaining work-life balance. (jump to) The client retention opportunity around email deliverability: My guest, Ben Fielding, and I discuss the significant changes in email deliverability this year and the opportunities for MSPs to enhance client retention and service quality. (jump to) Plus Paul’s Personal Peer group: There’s a question from Brian from Montreal, who wants to know whether he should take on an apprentice for his MSP. The answer is a resounding yes – find out why… (jump to) Join me as we unpack these topics and learn from some triumphs and trials in the MSP world. Oh, and don’t forget to join me in the MSP Marketing Facebook group. READ FULL TRANSCRIPT 3 smart ways to recruit techs Recruiting top-notch technicians is a common challenge for MSPs, especially in the early stages. The quality of your technicians directly impacts the service you deliver, but finding and hiring them can be daunting. Here are three smart strategies to help you recruit the best talent: Leverage LinkedIn for long-term recruitment. Spend 10-20 minutes weekly connecting with potential technicians from local companies. Instead of outright job offers, build relationships by sending simple connection requests like, “I run a local MSP and I’m always looking to connect with great technicians in the area.” Over time, nurture these connections through casual conversations, building a network of potential hires. Stand out with creative job adverts. In a sea of similar postings, making your ad unique is crucial. An unconventional approach like reverse psychology can be effective. Craft a headline such as “You don’t want to work for us,” and list reasons someone might not want the job. This intriguing approach can attract candidates who appreciate your company’s culture and challenges. Lastly, go bold with mobile billboard advertising. Hire a truck with a giant poster targeting technicians at a big local company. A message like, “If you’re not happy working at [Company], we are hiring technicians right now,” can catch the eye of a dissatisfied employee looking for a change. These strategies, though unconventional, can help you build a pipeline of talented technicians, ensuring your MSP continues to grow and provide top-tier service. Worrying kills business owners Lying awake at night worrying about your business is a familiar scenario for many MSP owners. Whether it’s concerns about clients, cash flow, or staff, worry can be a silent killer. I know this first-hand. Back in 2005, when I ran a healthcare marketing agency, worry dominated my nights. Every client complaint...

The 60 hour work myth kills MSPs

2024-08-0525:12

The podcast powered by the MSP Marketing Edge Welcome to episode 247 of the MSP Marketing Podcast with me, Paul Green. This is THE show if you want to grow your MSP. In this episode I share how successful MSP owners debunk the 60-hour work week myth, proving that working around 30 hours per week promotes better health, stronger relationships, and strategic business growth. (jump to) I also discuss why taking a proper break to reflect on key strategic questions can provide clarity and focus, enabling you to achieve your business goals for the rest of 2024. (jump to) My guest this week, Jane Matthews of Wildcat Careers, highlights the importance of strong employee branding for MSPs, emphasising that a well-crafted employee value proposition is key to attracting and retaining top tech talent. (jump to) Lastly, I answer a question from Chris who runs an MSP in the south of England. He wants to know how to reward a high performing team member so they feel appreciated. Personalised rewards that are tailored to employees’ interests and needs are often more impactful than cash bonuses, enhancing motivation and loyalty. (jump to) Join me as we unpack these topics and learn from some triumphs and trials in the MSP world. Oh, and don’t forget to join me in the MSP Marketing Facebook group. READ FULL TRANSCRIPT The 60 hour work myth kills MSPs If you’re ending your work week exhausted, barely able to crack open a beer and stare at the TV, it’s time for a change. This relentless pace isn’t sustainable. Contrary to popular belief, the most successful MSP owners don’t work 60-hour weeks. In fact, they work significantly less. The 60-hour myth suggests that to be a successful business owner, one must work these gruelling hours indefinitely. While it’s true that the early stages of starting a business often require extra hours, this should not be a permanent state. Starting your MSP is exhilarating. You’re taking control of your income, your time, and the type of work you do. In the beginning, putting in 60 hours a week might be necessary and even enjoyable. However, when this habit extends into years, it becomes detrimental. Many MSPs, even with million-dollar turnovers, continue to grind out these hours, believing it’s the hallmark of success. It’s not. Successful business owners actually work around 30 hours a week. Constantly working 60-hour weeks poses significant risks to your health, your family life and your relationships with loved ones. Additionally, overworking negatively impacts your staff, clients, and the business itself. It stifles strategic thinking and decision-making, which require time and mental space. Shifting to a 30-hour work week allows you to make more thoughtful decisions, delegate effectively, and focus on growth. Successful MSP owners I’ve interviewed consistently work fewer hours and achieve more. Embracing this approach will help you work smarter, not harder, and drive your business forward. 3 simple questions to max out the rest of 2024 Taking a real break is something we all need. Imagine stepping away from the daily grind, basking in the sun, and genuinely recharging. It’s more than a luxury; it’s a necessity. A proper break allows you to escape the minutiae...

Episode 246: As the MSP leader, actions beat words

2024-07-2929:35

The podcast powered by the MSP Marketing Edge Welcome to this week’s episode of the MSP Marketing Podcast with me, Paul Green. This is THE show if you want to grow your MSP. In this episode I explain why it’s so important to lead by example in your MSP, as your team’s behaviour will mirror your actions more than your words. (jump to) I also share a story of an MSP owner who successfully took a three-week break by properly resourcing his team, implementing clear systems, and maintaining visibility, proving his business could thrive without his constant presence. (jump to) My guest this week, Alex Harvey – an MSP owner in Norwich, England – shared that he wished he had outsourced tasks, hired sooner, and set client minimums earlier to better focus on growth and profitability. (jump to) Lastly, I take on a question from Jerome in NYC. He wants to know how to effectively break into a vertical. The answer – start with a dedicated page on your existing website to show your expertise and then create a separate site once you gain traction. (jump to) Join me as we unpack these topics and learn from some triumphs and trials in the MSP world. Oh, and don’t forget to join me in the MSP Marketing Facebook group. READ FULL TRANSCRIPT As the MSP leader, actions beat words Have you ever noticed how children imitate what you do more than what you say? It’s an interesting quirk of parenting, and it’s the same with your staff. The culture of your MSP is shaped far more by your actions than your words. Take my friend Dave, for instance. He spent hours venting about his boss’s contradictory behaviour. His boss insisted on cutting costs and being frugal but then flaunted a brand-new boat he bought over the weekend. This sent the wrong message to the team. Instead of feeling appreciated, they saw their cost-saving efforts as a means for the boss’s personal luxury. This not only demoralised the team but also sparked resentment. Another example involves an MSP owner, Boris, who was eager to grow his business but found marketing dull. His lack of enthusiasm showed during meetings, where he’d often check his phone or get distracted. His marketing coordinator felt undervalued and demotivated because Boris’s actions didn’t align with his words about the importance of marketing. These stories highlight a crucial lesson: if you want your team to embody certain values, you must lead by example. Whether it’s handling help desk tickets promptly or keeping the office tidy, your actions set the standard. Remember, your team, like your kids, are always watching and learning from you. Show them the behaviours you want to see, and you’ll cultivate a positive and productive culture. Watch on YouTube How to take a 3 week vacation with ZERO CALLS from your MSP’s office A few years ago, an MSP Marketing Edge member shared his impressive approach to taking a three-week break without being bogged down by work. His trip was both a holiday and a working retreat, yet he only checked emails once a day, avoiding disruptive calls entirely. Like many MSP owners, he worked hard to free himself from day-to-day clutter, delegatin...

Episode 245: You sure that prospect's a great fit for your MSP?

2024-07-2228:37

The podcast powered by the MSP Marketing Edge Welcome to this week’s episode of the MSP Marketing Podcast with me, Paul Green. This is THE show if you want to grow your MSP. In this episode I encourage you to assess your prospects to ensure they are the right fit for your MSP. Assess their value appreciation, willingness to follow advice and pay fairly, dependence on technology, and timely payment habits. (jump to) I also explain why effectively converting leads into loyal clients requires persistent follow-up, strategic long-term engagement, and thoughtful touches. Follow up until they buy, die, or say bye-bye. (jump to) I’m joined by Damien Harrison, Director of Operations at Bondgate IT. We discuss how hiring an operations director and prioritising relationship-building over immediate sales can significantly elevate your MSP’s growth and client satisfaction. (jump to) Lastly, I answer a question from Alex who runs an MSP in Georgia. He wants to know how to maintain client trust and growth when outsourcing his MSP’s help desk overseas. (jump to) Join me as we unpack these topics and learn from some triumphs and trials in the MSP world. Oh, and don’t forget to join me in the MSP Marketing Facebook group. READ FULL TRANSCRIPT You sure that prospect’s a great fit for your MSP? Turning a lead into a prospect is exciting, but how do you know if they’re truly a great fit for your MSP? Here are five ways to measure their potential: Value Appreciation: top prospects understand the value of your services. They see you as an investment in their business, not just a fixer of problems. They know you’re essential for their growth. Willingness to Follow Advice: good clients follow your strategic advice. If they see your value, they’ll be more inclined to trust and implement your recommendations. Willingness to Pay: quality clients are happy to pay a fair price for your services. They understand that good service costs money and they don’t haggle. This reflects their understanding of the value you provide. Dependence on Technology: ideal clients rely heavily on technology. They recognise it as a growth lever and are willing to invest in IT to enhance their business. Timely Payments: reliable clients pay their bills on time. This shows respect for your services and a commitment to maintaining a strong relationship. Assess prospects using these criteria to ensure a strong, productive partnership. Watch on YouTube A new lead has tons of value until one of these 3 things happens Lead generation can be challenging for MSPs, but treating leads as disposable is a mistake. Understanding the journey from suspects to leads, then prospects, opportunities, and finally, clients, helps tailor your approach. Follow-up. Follow-up. Follow up. A robust sales system ensures you reconnect, especially when prospects aren’t ready immediately. Long-term engagement ensures leads don’t expire quickly. Persistence pays off, sometimes after many years. Follow up until...

Episode 244: MSPs: The 3 perfect times to ask for a review

2024-07-1531:30

The podcast powered by the MSP Marketing Edge Welcome to this week’s episode of the MSP Marketing Podcast with me, Paul Green. This is THE show if you want to grow your MSP. In this episode I urge MSPs to collect social proof promptly when clients are most satisfied, as its impact diminishes over time. (jump to) I also explain how you can generate endless marketing content ideas by engaging in relevant conversations – jotting down quick, digestible topics, and spreading them out over the year for varied and engaging material. (jump to) My guest, Ryan Robinett, shares his innovative sales approach for MSPs, which involves presenting your business first to build credibility and differentiate yourself before asking questions, ensuring a structured and engaging conversation with prospects. (jump to) Lastly, I answer a question from Seb, an MSP owner in Colorado, who struggles to find the time to do marketing. Prioritising marketing is essential for business growth and achieving the lifestyle benefits that inspired you to start your business. (jump to) Join me as we unpack these topics and learn from some triumphs and trials in the MSP world. Oh, and don’t forget to join me in the MSP Marketing Facebook group. READ FULL TRANSCRIPT The 3 perfect times to ask for a review Social proof, in the form of case studies, testimonials, and reviews, is one of your most potent marketing tools. Nothing sways leads and prospects quite like the experiences of people similar to them. Therefore, consistently gathering social proof is crucial. This process needs urgency because social proof loses its effectiveness over time. Here’s a real-life example: over the past 18 months, I experienced a major house refurbishment, culminating just before last Christmas. This period was filled with frustrations, especially with the builders who left small but essential details unfinished. Recently, I had to hire handymen to address these lingering issues. One significant task was ensuring the safety of our log burner, which the builders had reinstalled. I had an expert assess and correct the installation, making it safe and more energy-efficient. The work was excellent, and I offered to leave a positive review. However, the contractor never sent the review link, and my enthusiasm waned over four weeks. Minor issues, like a mark on the rug and a tiny scratch on the fireplace, further diminished my satisfaction. This highlights why you must collect testimonials or reviews when clients are happiest. For MSPs, optimal times include immediately after solving a longstanding issue, completing a major project, or during the honeymoon phase with a new client. Systemising this process ensures you capture fresh and powerful social proof, maximising its impact before it degrades. Watch on YouTube How to generate more marketing content ideas than you could ever use Marketing content ideas can sometimes feel elusive, especially for MSPs new to serious marketing efforts. I’ve got a straightforward method to generate a limitless supply of ideas, perfect for blog articles, social media posts, or...

Episode 243: Sacrifice one monitor to sell more hardware

2024-07-0831:41

The podcast powered by the MSP Marketing Edge Welcome to this week’s episode of the MSP Marketing Podcast with me, Paul Green. This is THE show if you want to grow your MSP. In this episode I share how you can boost your hardware sales by offering a free second monitor to a visible employee, sparking office-wide interest and demand for upgrades. (jump to) I also question whether your MSP’s marketing machine generates leads effectively. It’s helpful to track key metrics like LinkedIn connections, email CRM additions, open rates, follow-up calls, and sales appointments to identify and fix any issues in the process. (jump to) My guest this week is search engine optimisation (SEO) expert, Raj Khera. He explains that mastering SEO for MSPs involves focusing on local search terms, leveraging AI tools for content creation, and staying updated with trends to boost visibility and attract targeted traffic. (jump to) Lastly, I answer a question from Adam, who runs an MSP in London. He wants to know how to define his MSP’s target audience. My advice is to define your current client base, consider who you don’t want to work with, and trust your instincts to attract clients that align with your expertise and business goals. (jump to) Join me as we unpack these topics and learn from some triumphs and trials in the MSP world. Oh, and don’t forget to join me in the MSP Marketing Facebook group. READ FULL TRANSCRIPT Sacrifice one monitor to sell more hardware I’ve discovered a clever sales tactic that can have your existing clients clamouring for new hardware. All it takes is a spare monitor and a little ingenuity. Credit for this idea goes to an ingenious MSP I work with, who has seen a significant increase in hardware sales using this method. Here’s how it works: When visiting a client site, bring a spare monitor along. Identify a highly visible employee, like the receptionist, who everyone in the office interacts with daily. Engage them in conversation, inquire about any tech issues (without fixing them yourself), and then introduce the concept of dual monitors. Highlight the productivity benefits and offer to set up the second monitor for free. Once the receptionist starts using two monitors, it won’t take long for other employees to notice and envy the setup. The sight of the receptionist’s dual monitors will spark conversations and interest across the office. Soon, the decision-makers will be calling, eager to equip their team with the same setup. This free trial not only promotes the benefits of dual monitors but also opens the door for selling additional hardware like docking stations, keyboards, and new laptops. Remember, people are more likely to buy when they want something, not just when they need it. Give it a try and watch your hardware sales soar. Watch on YouTube How to fix a marketing machine that’s not producing leads One major theme of my MSP marketing podcast and YouTube videos is the importance of building a marketing machine that consistently generates leads. But what do you do if your machine isn’t delivering the leads you need? Let’s dive into a recent story: an MSP h...

#box-pro-ellipsis-173206258434355{-webkit-line-clamp:2;}Paul Green's MSP Marketing Podcast