Building a good marketing strategy is hard. Most people think you just need to spend money on ads. That's wrong. You need a real plan that works.
If you run an MSP Marketing Company or any business, marketing strategy is key. Without it, you waste money and time. This guide shows you how to build one that actually works.
What is Marketing Strategy
Marketing strategy is your plan to reach customers. It tells you who to target and how. Strategy is different from tactics. Strategy is the big picture. Tactics are the daily tasks.
Think of it like building a house. Strategy is the blueprint. Tactics are the tools you use. You need both, but strategy comes first.
Basic Parts of Strategy
Every good marketing strategy has these parts:
- Who your customers are
- What makes you different
- Where to find customers
- How much to spend
- What to say to customers
These parts work together. Miss one and your strategy fails.
Research Your Market
You can't market without knowing your market. Research takes time but saves money later. Bad research leads to bad decisions.
Start with your industry. What's happening? Who's buying? What problems do customers have? Write down everything you find.
Don't skip competitor research. See what they do well. Find what they miss. That's your opportunity.
Study Your Competition
Make a list of your top 5 competitors. Check their websites. Look at their ads. See where they advertise.
| Competitor | Price | Customers | What They Do Best | Where They Advertise |
|---|---|---|---|---|
| Company A | High | Big business | Fast support | Google ads |
| Company B | Low | Small shops | Easy setup |
Fill this out for each competitor. You'll see gaps you can fill.
Know Your Customers
This is the most important part. Many businesses try to sell to everyone. That never works. Pick specific customers and focus on them.
Create customer profiles. Include age, job, income, and problems they face. The more details, the better your marketing becomes.
For IT services like IT Support services, know what tech problems each customer type has. Small businesses need different help than large companies.
Make Customer Profiles
Write down everything about your ideal customer:
- How old are they
- What job do they have
- How much money do they make
- What keeps them awake at night
- Where do they get information
- How do they buy things
Use real data when possible. Guess when you have to, but verify later.
Set Clear Goals
Without goals, you can't measure success. Your marketing goals should match your business goals. Make them specific and measurable.
Good goals have numbers and dates. "Get more customers" is bad. "Get 50 new customers in 3 months" is good.
Write down 3-5 main goals. Don't try to do everything at once. Focus works better than spreading thin.
Pick the Right Numbers
Track numbers that matter for your goals:
- Cost to get one customer
- How much customers spend over time
- How many visitors become customers
- Return on marketing spend
- Quality of leads
Pick 3-4 numbers to watch closely. Too many numbers confuse you.
Create Your Message
Your message tells customers why to choose you. It should be simple and clear. Avoid fancy words that confuse people.
Good messages solve customer problems. They don't talk about how great you are. They talk about how you help customers.
Test your message with real customers. If they don't get it immediately, change it.
Write Messages That Work
Your message should answer these questions:
- What problem do you solve
- How do you solve it differently
- Why should customers trust you
- What happens if they don't act
Keep it simple. Use words your customers use, not industry jargon.
Choose Marketing Channels
You can't be everywhere. Pick 2-3 channels and do them well. It's better than doing 10 channels poorly.
Where do your customers spend time? That's where you should be. For B2B companies, LinkedIn often works better than Facebook.
For local businesses, Google My Business and local SEO matter more than national advertising.
Digital vs Traditional
Digital marketing is usually cheaper and easier to track. But don't ignore traditional methods if your customers use them.
For MSP websites and tech services, digital usually works best. Your customers research online before buying.
Mix of channels often works better than just one. Email plus social media. SEO plus paid ads. Test combinations to see what works.
Plan Your Budget
Most small businesses spend 5-10% of revenue on marketing. New businesses might spend 15-20% to grow faster.
Split your budget using the 70-20-10 rule:
- 70% on what already works
- 20% on testing new things
- 10% on experimental stuff
Don't spend everything on one channel. Spread risk across multiple options.
Track Your Spending
Watch how much each channel costs per customer. Stop spending on expensive channels that don't work. Spend more on cheap channels that bring good customers.
Keep detailed records. What seems expensive might be worth it if customers spend more money.
Put Your Plan to Work
The best plan is useless if you don't execute it. Make a calendar of what to do when. Assign tasks to specific people.
Start small and test. Don't launch everything at once. Try one channel first. Learn what works. Then add more.
Check results weekly. Change what's not working. Do more of what works.
Stay Organized
Use a simple calendar to track:
- When to post content
- When ads start and stop
- Important industry events
- Seasonal changes in business
Keep it simple. Complex systems often get ignored.
Measure Results
Track your key numbers every week. Are you hitting your goals? If not, what needs to change?
Don't just look at vanity metrics like likes and followers. Focus on numbers that affect your business revenue.
Set up regular meetings to review results. Monthly is usually good. Weekly if you're testing new things.
Make Changes Based on Data
Data tells you what's working and what's not. Trust the numbers, not your feelings about campaigns.
If something isn't working after 30 days, try something different. Don't waste money on hope.
When something works well, do more of it. Success leaves clues.
Common Mistakes to Avoid
Most businesses make these mistakes:
- Trying to reach everyone
- Copying competitors exactly
- Not tracking results properly
- Changing strategy too quickly
- Focusing on features instead of benefits
Learn from others mistakes. It's cheaper than making your own.
Conclusion
Good marketing strategy isn't magic. It's planning and execution. Know your customers. Pick the right channels. Track what works.
Start with basics. Get those right before trying advanced tactics. Most businesses fail at basics, not advanced stuff.