It only takes one Google search to remind managed service providers (MSPs) that they are not alone—the world of AV integrators are up against some seriously fierce competition.
As the need for outsourced IT and audio visual expertise continues to rise, there are new companies entering the market all the time. So what does an integrator do about their marketing efforts?
The temptation to tackle marketing in-house is strong when you’re focused on saving money, but that’s only if you have the expertise in-house to tackle your marketing needs. Most MSPs don’t focus heavily on marketing, and they may not be extremely well-versed in the digital space, which is a key element of success these days.
That means that just like you tell your clients it makes sense for them to work with an outsourced IT or AV pro, it might make sense for integrators to work with an outsourced marketing professional.
Marketing For the Integration Firm: It Ain’t What it Used To Be
When your marketing team is knowledgeable about your industry and they get your mission, they will bring value to your company. Your company’s strengths, value proposition, and what makes you different can be put out into the world in the best light with a return on investment worth every penny.
In addition, marketing very much drives your sales operations these days, and a strong marketing leader can help deliver more leads to your sales team and help them close more deals. Nothing wrong with that, right? Here are some things AV integrators might consider before hiring an outside marketing team.
Authority
A well put-together website, top notch customer service, and an existing customer base who are extremely satisfied with your products and services is a great foundation. Now add to that proof that you are they expert they are looking for, combined with a great reputation and authority and clear expertise in your industry, and that makes for a great recipe for more sales and continued growth and profitability.
Creating authority in your field can be accomplished by a well-designed marketing strategy, one that might include blogging, participating in social media channels, developing white papers and case studies, writing e-books, or creating rich media content like videos for your YouTube channel or participating in an industry podcast.
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All of this is inbound marketing, which is a way of creating content in different iterations and strategically scattering that content across the Web so that it can ultimately lead prospects back to your website. You can also contribute articles to industry publications, use a PR pro to pitch articles to relevant publications, and leave comments on articles and blog posts written by thought leaders in your industry.
This will help solidify your company, as well as you and your team personally as experts in the field and a reliable potential vendor partner. Exactly what you’re looking for, right?
Brand Awareness
Think about your value proposition. Consider how it is that you going to bring value to your clients. The potential customer may have found you by word-of-mouth, a customer testimonial, or via an online ad, but they want to see a consistent theme and cohesive brand messaging.
