Brand messaging helps a customer understand what your company is all about and how you are going to help them solve their problems and meet their needs.
Don’t Compete on Price Against Low Quality Integrators
If you’ve ever lost a contract because a competitor undercut your price, you know the added insult to injury when you find out the winners’ low prices also mean low quality. You know that without question, their installation will be poor in comparison to yours. The labor? Not as skilled.
This is part of your points of differentiation—the things that set you apart from the rest of the field, and those are key selling points that an outsourced marketing pro can help you effectively communicate to prospective clients. Is that worth the investment? If it wins you more opportunities it is!
Reputation
There are two reputations to consider when you consider outsourcing your company’s marketing needs: your company’s reputation and the marketing firm’s reputation.
For your own reputation, if you’re a successful business with great customer case studies and showcase worthy clients; people should know about that. And if you don’t have the expertise in-house to make sure that happens, in order to be successful, you’re going to have to work with an individual or a consulting firm who can help you shape your brand messaging (and reputation), and get that message out.
A great marketer knows how to get the word out, knows the strategies, the tactics, and the channels to use to reach your customers, and they know how to measure success. Of course, the marketing agency itself needs credibility, and these days, like anything else, an educated buyer is important.
Do your homework when it comes to finding and hiring a consultant or consulting agency. Just like you wouldn’t choose an HVAC technician to install your pool, your marketing company should have previous experience working with MSPs, and technology firms, and they should also have the client references to prove it.
In addition, pay careful attention to what they look like from an operational standpoint. Do they have a nice-looking, up-to-date website? Are they doing the things they suggest you do to target customers and to grow? Their business may be different than yours, but the basic fundamentals of marketing tend to remain the same across industries. If they’re not doing the things they propose you do, how is it that you can rely on them to be successful with initiatives for you?
Related: 4 Simple Changes Turn Employees Into Powerful Brand Evangelists
Bottom line, the end goal is simple. Integrators want to reach the right customers and provide the top-notch service and equipment that best solves your customers’ problems and meets (and exceeds) their expectations.
Just keep in mind that when prospective customers are making that split second decision between choosing your company or a competitor, you want to stand out from the crowd, showcase your expertise, your credibility in the industry, and the value you and your team bring to the table.
A great marketing partner will know how to highlight these things, online and off. When you find the right fit, you’ll find a vendor dedicated to putting your business front and center of the industry—where it belongs.
So do your research, look for a good fit for you and your team, and for someone who clearly practices what they preach. Chances are, you’ll have no trouble finding just what you are looking for. Does it cost more than hiring a mid-level, inexperienced marketer full time? That’s doubtful. Can an outsourced pro potentially deliver a bigger bang for your marketing buck, in a shorter amount of time? Probably so. It’s definitely worth checking out.
Where are you on this front? Are you handling all your marketing in-house or are you using an outsourced consultant or agency?
