In 2009 we conducted an MSP Marketing Survey and I thought it about time to get an update and be able to make some year over year comparisons. The results will provide you some important marketing benchmarks for your company. In the survey we ask for some basic company size information up front so that you can compare to your peers as well across the broader industry.

It will take about 10 minutes to complete and we don’t ask for any registration information - it’s all anonymous. Theirs is an optional sign-up to get the survey via email at the end but I will also post the results back here with some analysis.

Why don’t you take a few moments and share your marketing experiences and plans with your peers so we can all learn something.

Take the 2010 MSP Marketing Survey - Now

Here’s the 2009 Survey

On February 3 I delivered this presentation as part of the Microsoft 5W/25 Webcast Series.  It covers the core areas in online marketing with ideas on how to improve your MSP Marketing performance. This includes Website, SEO, Local Business Listings, Newsletter and more.

You can find the outline of the Webcast in this blog: Webcast: Building Your Online Marketing Engine Advanced Strategies

Here’s the first one in the series: Webinair - Building Your Online Marketing Engine

I hope you find this helpful.

We’re gearing-up a new program for Search Marketing Campaign Management for IT services; Managed Services, Continuity & Recovery, VoIP and more. These will be fully managed campaigns for pay-per-click (PPC) search marketing (SEM). In the initial phase, we will focus on Google AdWords but as we have experience and success, we may go broader.

For this program we have partnered with a Qualified Google Advertising Professional and on our team, Vee will step-up and manage the program with him and earn his certification in the process as well. Vee’s been with me from the beginning of Pronto - he’s got a strong business and analytics background and is currently working on his MBA in an international program under Southern Cross University of Australia. Together with Gunn our SEO manager, our copy and creative team and the support staff I think we have a winning team for this program.

Managed Services PPC Lead Generation Campaign Details

• The minimum budget is $500 per month with a three-month commitment.
• The budget you set is a maximum spend. It’s possible the total will be less based on the actual click-through rates.
• Pronto will manage the entire campaign; AdWords account, keyword research, ad creative, media buying, landing pages through to analytics.
• You must be an active Pronto Marketing core services subscriber.

If you have any questions or want to get started send us an email or send off a message in our contact form.

This session is designed for Microsoft Partners who themselves or teams have been engaged in improving their online presence, marketing and lead generation. If you are new to online marketing it is advised that you view the first in this 5W25 series “Building Your Online Marketing Engine” given in August 2009. Partners can access the recording of this session through the Partner Learning Center.

Register at: https://training.partner.microsoft.com/learning/app/management/LMS_ActDetails.aspx?UserMode=0&ActivityId=565133

Here’s what we’ll cover in this action packed hour session

Websites that Perform
With a foundation of a professional website you can start optimizing your site.

Content

• Writing for the web and SEO

Analytics

• Google Analytics Goal Tracking
• ClickTale Usability and end-user behaviors

Conversion

• Effective Forms
• Call to Actions

SEO Advanced Strategies

• Autonomy of SERPs. What we need to know about search engine results pages.
• Page architecture for SEO
• The Importance of inbound links
• Understanding Local Search
• Why blogging, PR and other content matter

Newsletters and beyond

• Integrating your newsletter and drip marketing with your website
• Building click through
• Understanding email analytics.

Web-based Lead Generation

• Understanding how paid search such as AdWords works
• Vendor review; Webvisible, Yodel, ReachLocal
• Campaign strategies
• Budgeting

SPEAKER BIO: Derek Brown is Managing Director of Pronto Marketing, a provider of outsourced marketing services to IT consultants and Managed Services Providers around the world.

Prior to starting Pronto Marketing Brown was Marketing Director of Microsoft (Thailand) Limited and is responsible for the full range of business planning and strategy, marketing communications, events and product management for the Thai subsidiary for over three years. While at Microsoft’s US headquarters Brown was Director of Worldwide Product Management for Windows Small Business Server overseeing product planning and marketing strategy on a worldwide basis including primary research as well as global marketing strategies and campaigns. Previously Brown was the Director of Marketing Communications for the Mobile Devices Division at Microsoft Corp. and oversaw all marketing disciplines including advertising, branding, Internet marketing and public relations on a global efforts. Brown also lead nontraditional marketing efforts including evangelizing the Pocket PC to technology enthusiasts and has extensive experience in viral or community-based marketing.

In addition, Brown is frequent lecturer and professor teaching Global Marketing Strategies in the Digital Age for the Mountbatten Institute and American International College MBA program.

As I discussed in an earlier post, one of the most common questions I get from clients is how to get more referrals. One answer: Set up a referral rewards program. But what happens after you’ve done so?

Once again, to gain some insight, I sat down with an expert in IT services sales and marketing: Kendra Lee of KLA Group, a Denver firm that offers consulting and training services.

According to Kendra, once you’ve set up a referral rewards program, the next step is to get proactive. In other words, you have to make asking for referrals a part of your sales and account management process. That way you aren’t waiting for clients to think of you to offer a referral.

Every staff member who works with clients can be a part of the referral request process. But to get staff involved, you’ll need to the two things that might hold them back: awareness of how important referrals are, and fear of rejection. So, Kendra suggests you let your staff know that referrals can make or break your business-then help them overcome rejection with these steps.

1. Create a profile of who to ask for referrals. Target clients with whom you’re likely to succeed by creating a profile of the characteristics possessed by the ideal client (such as those who clearly appreciate your recommendations).
2. Identify standard contact points. Once you know who to ask, you’ll need to define when to ask. Determine where in your sales and account management processes clients are most happy, and make it part of the process to request referrals then.
3. Consider other contact points. In addition to asking for referrals at the standard contact points, you’ll want to be sure you take advantage of other opportunities as they arise-for example, at quarterly business reviews or project closeout meetings.
4. Provide the words, then train people to use them. The next step is to get your team asking for referrals. To do so, teach staff members how to frame their referral requests, including how to transition from the topic at hand to the request.
5. Measure referrals. Finally, track your success by creating a lead source code in your CRM. Doing so will illustrate you what works and what doesn’t, and show your staff the impact their efforts are having.

These steps are really helpful, and once again I thank Kendra for her input. But there’s plenty more where these steps came from: I encourage you to check out Kendra’s web site.

One of the most common questions I get from clients centers around referrals-how to get more referrals.

That’s not surprising: Referrals are critical to your business, so you’ll want to maximize the number you receive.

To gain some insight, I recently took some time to connect with one of the people I respect most when it comes to IT services sales and marketing: Kendra Lee of KLA Group, a Denver, Colorado firm that offers sales consulting and training services to IT firms to grow their client base.

Over the years, KLA Group has helped hundreds of IT service provides expand their businesses-in part by using referral rewards program.

To set up a good referral rewards program, Kendra told me you’ll need to think about the best way encourage colleagues and clients to send a good referral your way. That will differ from firm to firm, but Kendra offered three comments on common approaches.

1. Paying for referrals with cash.
This isn’t the best choice for a number of reasons, says Kendra-people forget money the quickest, and offering it can create the impression of bribery.

2. Pay for referrals with gifts.
This is a better idea, says Kendra-particularly for your clients’ employees, the people your team works with daily. That’s because a gift keeps you in the recipient’s mind with a memorable experience (such as a nice dinner) or an item used every day (such as a web digital camera for Skype or iPod). Moreover, it can have the same value as cash, but doesn’t have the same negative connotation.

3. Pay for referrals with services.
This may be the best option says Kendra, because your ownership of the service allows you to offer greater value for the money. But there are some no-nos when it comes to paying for referrals with services. Don’t discount a service the client already has and is paying for, such as consulting time or a monthly service fee. Instead, use the opportunity to introduce a new service to an existing client. “Business owners are always looking for things to improve their business,” Kendra says.

Finally, Kendra reminded me to tell you to be sure to follow the gift policies set up by your clients or any other regulatory bodies. In fact, it’s a good idea to have your own gift policy detailed clearly on your web site to increase transparency.

These are great tips, and I thank Kendra for them. But there’s plenty more where they came from: I encourage you to check out Kendra’s web site.

If your business is selling a product that people know about, then getting client testimonials is nice. However, if your business is selling services then getting client testimonials is essential. There are few more successful techniques to bring in a potential customer and get them sold on your company than having someone like them-someone they believe-endorse your services.

What makes a good client testimonial?

• It’s believable. Good testimonials come from real people. People with names, locations, businesses and problems just like those of your potential customers.
• It’s specific. An effective testimonial will have examples of how your services helped them-save money, become more productive, have fewer worries. The testimonial can state before and after conditions or provide quantifiable information.

“When our computer system crashed, we lost thousands of customer records. Now that we work with XYZ Company, I know that will never happen again because they backup our data every night.” Sam Smith, CEO of Junius Advertising; Dayton, OH.

“XYZ Company saved us over $500 a month by providing packaged IT services with predictable monthly costs instead of nickel and diming us with add-ons.” Mary Jones, chief accountant; Blackmon Management Services; Springfield, MO.

• It highlights your discriminators. When you began your business, you had a business model in your mind of how your operations were going to be better than your competition whether that was personalization of services, rapid response, one-stop shopping, flexible hours, or having certified professionals. Some of your testimonials should mention those discriminators.

“I thought we would lose an entire work day when our network went down, but XYZ Company was here within an hour and had our system up and running quickly.”

“I really appreciated XYZ Company coming in over the weekend to maintain our computer systems. They never interfered with our routine, they just got the job done.”

How can you get client testimonials?

It may seem obvious, but often we forget to ask. A customer that is pleased with your service may be very willing to provide a testimonial. You have to ask. If a customer sends a “thank you” email or makes a spontaneous comment about how valuable your service has been to their business, ask if you can quote them on your website or advertising. Most of your clients understand the value of testimonials and they will be glad to speak up for you, but you have to ask.

Second, make it easy for them. You know what you need in a testimonial. So, offer to make edits in their comments to focus the testimonial or add specifics and then send it to them for their approval. Use email or provide a self-addressed, stamped envelope. Be sure to get their permission-in writing-to use their name, business, and location.

If a client is willing to provide a testimonial, but is unsure of what to say; give them some samples of testimonials you have received. Or, ask specific questions. Ask for the kind of information you want to both improve your customer services and provide quotes for your testimonials. For example, ask them:

• What business problem prompted them to contact XYZ Company?
• What was their operation before they began working with XYZ and how is it better now?
• What was it like to work with XYZ?
• Was there a tangible benefit to working with XYZ- Save money? Save worry? Save time?
• Why did they choose XYZ?
• Was there an action or service from XYZ that especially surprised or delighted them?

Make request for testimonials personal. When asking for a testimonial, DO NOT send a form letter with fill-in-the-blank questions. Send a personal note to your contact, “Dear Sandra; XYZ Company values your business and we were glad that the solution to your (specific problem) was what you needed. As you know, testimonials from satisfied customers are very important to a small business. I would appreciate it if …”

Time your request. In a business like IT and computer services, it may take some time for the customer to appreciate the value of your service to them. Select a time to ask for a testimonial when you have worked with them for a while or you know that your company has done something particularly useful and appreciated. That is the time to ask.

A final word of advice on getting testimonials: choose powerful phrases and short sentences. A good testimonial is no more than a paragraph. Once you have the content you need, make sure you document their permission to use their testimonial, their name, business and location on your website, flyers, or advertising.

I’ve known Jim Locke for years - in fact it was a dinner with Jim some years ago that planted an important seed for Pronto Marketing. At the time I was doing an SBS User Group tour that he talked about the challenges smaller MSPs and IT service providers have with marketing. It was an experience and conversation that stuck with me and got me thinking there could be a good service to help out.

With this little bit of history it was great to announce that Pronto’s marketing services are on the SMBTN vendor list now. If you’re a Business Member be sure to check out the SMBTN member portal for more information.

The other day there was question asked about what makes salespeople effective, mostly relating to systems and CRM but it got me thinking…

I think there’s a more subtle and deeper issue at play in terms of what we expect from a salesperson these days. Anyone who’s involved in marketing and communications knows that there’s a seismic shift in how buyers go about the purchase process and form opinions. They are no longer passively waiting for someone to broadcast information to them and they have tools such as Google, Twitter and review sites that make it easy to verify what they hear. Today the customer is in control.

Peter Drucker once said “Suppliers and especially manufacturers have market power because they have information about a product or a service that the customer does not and cannot have, and does not need if he can trust the brand. This explains the profitability of brands. ”

Today I think he’s wrong - yes I know calling out Mr. Drucker is a bold move! Because the consumer does have access to information about the product or service, independent of the company providing it. Reviews, tweets, comparisons, blogs -the list is huge and the information almost endless. This, along with the explosion of social media and networks, has created a different set of expectations for the type of information we want from companies and the relationships we expect.

I think many salespeople, old school, don’t understand this change. They, in their sales engagements, are broadcasting a company message. It’s problem from the first day a caveman left his cave to sell something that salespeople have always had issue with listening rather than talking but it’s becoming even tougher because they have to listen in a way to add value to the relationship that might not even be directly related to closing a sale. Now more than ever we feel we’ve been sold on so many levels a pile of rubbish and we’re tired of it. Companies; their marketing and salespeople, are going to have to modulate their communications to resonate with this new reality. The salespeople who what my business need to bring a value to the relationship over and above the company they represent; if not I’d rather just deal with a web-based order form.

Our customers and clients have more choice than ever before. They have more awareness of these choices and can see through a sales pitch like never before. Be it marketing or sales they are looking for a sort of transparency and relationship that’s something different. I suspect many will struggle with this. But it’s also fertile ground for Trusted Business Advisers.

I know, most of us have been there, we’re watching an infomercial or wandering the aisles of Williams-Sonoma and we see all these amazing kitchen gadgets and tools that we know will let us cook like the pros. What you find out soon enough is great cooking takes time to shop for the ingredients, study the recipes, and carefully prepare things - the tools might make it easier, the cookbook tells you what to do but you have to invest the time and energy to make happen; and have the passion to make it delicious.

It’s human nature to love the shiny new object in the room and believe it can transform our lives in three easy steps. We’ve all bought it in one form or another at some point in time. Been there, done that. And if we’ve tasted any success in life or business we know 98% it came the old fashion way: hard work, discipline and tenacity.

This brings me to something I’ve been thinking about lately. Every day I get asked about a new website, blog, social networking or SEO service and tool and what I think about it. Squarespace, Kutenda, Twitter, Social Network distribution widgets-the list is long. Most of the time my answer is the same: “It looks great, very impressive but are you going to do the work to get the value out of it?”

Think about marketing like you do security
Anti-virus software is essential for PC health but without updates it quickly becomes useless. Security isn’t set and forget. It takes constant monitoring and tuning. It takes training and good policy as well. There may be great tools to help with creating a secure network such as a firewall, but without proper set-up, management and attention that tool doesn’t accomplish anything.

Marketing is no different
There are a plethora of amazing tools; for websites, newsletters, SEO, social networking - but if you want them to bring you new clients you have to develop them in a consistent and professional way for a long period of time. You have to do the work day in and day out if you want results. Just like with the Veg-O-Matic, if you’re signed up for Constant Contact, an amazing tool, but you never write the content for the newsletter your marketing is never going to come out of the oven.

When you start on improving your marketing a good tool is helpful but first make sure you’ve got the commitment to stick with it to see results. It’s so much better to do a few things well rather than over-extending yourself. You know your website needs a refresh, you need a newsletter, you want to blog, you need to do a campaign - the list is endless, on top of all the clients you’ve got to take care of. My advice is pick one, do it right until it feels like a habit and you have it in a routine. Then think about the next one. It’s not magic and it takes time but one day you’ll have cooked up a banquet of sizzling MSP marketing.

What to see what we’re up to at Pronto Marketing? Check out the Pronto Client Forums - opened for visitors for a sneak preview who are interested in MSP Marketing.