If your target market is other IT firms, then calling yourself an MSP is the right move. IT professionals know what this means. But — and this is really important — most other people don’t know what an MSP is.
Whatever you call your type of business, your prospects should instantly know what you do. If you have to explain what “managed service provider” or “MSP” means, then there is a good chance that people who could be potential clients may never understand what you do and therefore will move on instead of contacting you.
This means that for prospects to find you online, your marketing — that’s your website, your blog, your digital content — has to use terms that your clientele thinks of when they look for IT services. And that doesn’t always mean MSP.
What prospective customers are searching for
Let’s take a closer look at what Google sees each month for various search terms. This data is obtained from tools like Google Keyword Planner and SEM Rush.
- 3,600 – managed services (this includes all types of managed services, not just IT)
- 1,600 – managed service provider (again, this could mean other types of managed services, too)
- 1,100 – managed IT services
- 110 – managed IT support
Now let’s remove the word “managed.” For the support and services keywords, the number of searches skyrockets:
- 4,400 – IT support
- 3,600 – IT services
Next, let’s add in some other computer-related terms that your prospects might type into Google to find companies like yours:
- 1,900 – computer support
- 1,900 – IT consultant
- 590 – computer consultant
As you can see, there are many more searches on common terms about computer support and IT services than on managed services.
Google’s data explains the reasoning behind calling yourself something other than an MSP. It’s an industry acronym that is not widely used by those outside the industry, which most likely comprises the bulk of your prospect base.
How to make your MSP easier to find
When a prospect searches for companies like yours online, you can make it easier for them to find you by creating pages — starting with your home page — that include terms they are looking for.
If your marketing text doesn’t align with your prospects’ thoughts, you won’t connect with them. Include terms like the ones above in your website’s <title> and <h1> tags to tell Google what the most important words are on each of your pages.
Writing IT marketing content might not be your thing. Luckily, you can use Presstacular’s MSP Website Content Kit to get professionally written, SEO-friendly text to copy and paste onto your website. It includes over 7,000 words in 11 website pages for topics like data backup, disaster recovery, IT security, and more. You can edit the content before making it live on your website.
This website content kit is normally $299, but Intronis MSP Solutions partners can get a $100 discount code by attending our Feb. 28 webinar: Your 2017 Marketing Roadmap. Register to attend. If you can’t make it, we’ll email you the replay link and coupon code.
The webinar will go over specific action items that you can do to grow your business in 2017.
About the Author: Raj Khera is the author of No. 1 Amazon Bestseller, The IT Marketing Crash Course, and partner of MailerMailer, makers of Presstacular — an affordable, automated marketing tool for small MSPs. He has built and sold three other technology businesses.