Episode 243: Sacrifice one monitor to sell more hardware

Paul Green's MSP Marketing Podcast

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.

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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.

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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 had built a fully functioning marketing machine, complete with multiple audience engagement, content from MSP Marketing Edge, and follow-up calls. Despite all this, he wasn’t getting appointments. I advised him to check every “production station” of his marketing machine and start tracking key weekly stats.

Here are the essential stats to monitor: connection requests on LinkedIn, connection rates, additions to the email CRM, email open rates (aim for at least 20%), follow-up call attempts, decision maker contacts, 15-minute discovery video calls, and full sales appointments. Tracking these will reveal where the process is failing and how to fix it.

Understanding these metrics helps you know exactly how many people you need to engage to secure a sales appointment and ultimately, new clients. It’s about having a strategic, data-driven approach to marketing that ensures every cog in your machine turns smoothly. Do you have a marketing machine for your MSP? If not, it’s time to build one and keep a close eye on these crucial stats to ensure it’s running efficiently.

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Why you’ll never get good traffic for a search term like data backup… until you make one specific tweak

Search engine optimisation (SEO) often feels like a complex and costly venture, especially for MSPs. My guest, Raj Khera, offers some practical advice to demystify SEO.

According to Raj, ranking for broad terms like “data backup” is almost impossible for MSPs due to competition from major vendors. Instead, he suggests focusing on local terms, such as “data backup services” paired with your city or suburb, to increase visibility and attract targeted traffic.

Raj shares insights from his journey from electrical engineering to SEO mastery, where he successfully built and sold three companies through effective SEO strategies. He emphasises the importance of quality content and backlinks, and how AI tools like ChatGPT can simplify content creation. By using ChatGPT to draft articles or even conduct interviews, MSPs can produce engaging content that ranks well on search engines.

Raj highlights the need to stay updated with SEO trends, as Google frequently changes its algorithms. He recommends adding a Google Map to your website’s footer to boost local SEO and using tools for keyword research.

For those seeking deeper knowledge, Raj offers an SEO course tailored specifically for MSPs.

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FEATURED GUEST:

Raj Khera is a 3x Founder and CEO of several SaaS businesses, growing them from start-ups to successful multi-million dollar exits to public companies. He now serves as an SEO and Executive Coach to MSPs and B2B SaaS companies. He is also the publisher of MoreBusiness.com.

Raj is a proven leader for go-to-market strategy and execution, including mapping the customer journey, product research to establish product-market fit, demand generation, and sales and partner enablement to drive revenue and growth.

He is a bestselling author, prolific writer, and frequent guest on podcasts and livestreams. Raj holds M.S. and B.S. degrees in electrical engineering from the University of Maryland, College Park and serves on the boards of several companies and non-profits.

He lives in suburban Washington, D.C. where he enjoys his favourite activities of being a dad followed by playing the drums.

Connect with Raj on LinkedIn and check out his website www.morebusiness.com

Defining Your Target Audience

Adam from London asked about defining his MSP’s target audience. This is crucial for creating relevant marketing messages and attracting the right clients. Here’s how to get started:

First, evaluate your current client base. Identify the businesses you enjoy working with and those that are the most profitable. This can give you a clear idea of the types of clients you should target.

Next, consider who you don’t want to work with. For example, avoid industries that demand extensive after-hours support or have complex, outdated systems if those are not your strengths. This helps in refining your focus and ensuring your business aligns with clients that match your expertise and work preferences.

Ultimately, there’s no exact science – trust your instincts. Reflect on your business goals, client interactions, and industry experiences to shape your ideal client profile. Remember, owning a business is challenging enough; aim to work with clients you enjoy and who contribute positively to your business and lifestyle.

Got a question about your MSP’s marketing? Submit one here for Paul’s Personal Peer Group.