MSP Recession Survival Guide: 5 Ways to Recession-Proof Your MSP Content Marketing (Just in Case!)

MSP Recession Survival Guide: 5 Ways to Recession-Proof Your MSP Content Marketing (Just in Case!)

The economy is in a very uncertain place right now, which can make people feel powerless. But there are things you can do now to “recession-proof” your IT business. We tell you what those things are in our 3-part series – the MSP Recession Survival Guide.

In this part 2, we discuss how to build up your marketing content without breaking the bank, and why times like now are the best time to plant the seeds that will carry you through a tough economy.

Stopping your marketing is the last thing you want to do. It will just make things worse during a recession. Instead, you want to have plenty of marketing power ready to go and the flexibility to use it in multiple ways.

How to Use Marketing Smartly So You Can Weather a Stormy Economy

Approximately 45% of U.S. economists expect a recession within a year. That still leaves a lot of uncertainty out there. Consumer sentiment has been going down the last three months in a row but showed a slight increase in August. Still, just 19.2% of consumers consider business conditions “good” right now.

What this means for MSP business owners is that now is not the time to sit on your hands or just conduct business as usual. It’s smart to prepare your marketing content so it can carry you through any tight economic times.

Content marketing is like turning on a faucet when you’re in the desert. When it flows regularly at a good volume, it can infuse your business with fresh leads and sales growth. But if you turn that faucet off, your bottom line can dry up and you’re left with nothing but tumbleweeds.

Keep that marketing faucet on, even if budgets get tight by building up a nest egg of content now. You also want to diversify the types of marketing that you use to ensure all bases are covered.

Here are some ways to make your company more recession-proof.

Build Up Extra Content Now

If a recession hits, this could impact your sales. You may have to make budget cuts, which could have a detrimental effect on your business if it includes stopping your marketing content.

When you’re no longer marketing, it’s like throwing up the white flag and handing over leads to your competitors. You can keep that scenario from becoming a reality by building up additional content before things go downhill.

The great thing about technology content is that certain topics are always relevant, such as blog posts about how to detect phishing or tips for organizing cloud storage and email inboxes.

So, you can create a trove of content that gives you at least 3-4 months of blog posts, videos, lead magnets, social posts, and more. You’ll have this to fall back on should you need to constrict your marketing spend temporarily during a recession.

That should hopefully be plenty to help you weather the storm and keep your company on the map and attracting new business.

Diversify the Types of Content You Use

Some potential customers may hang out on Facebook for hours a day. Others may prefer getting company information by email. Still, others like to see product/service videos on YouTube.

You can multiply your chances of reaching your target audiences by diversifying the types of content that you use. If all you do is send a monthly newsletter, you could be missing out on the benefits of local SEO. If you feel that putting a lead magnet on your site is enough, then there could be scores of potential buyers on social media that you’re losing.

You should build up content of different types. If you use a one-to-many strategy like our sister site Tech Blog Builder, you can base other content around your blog posts. Such as creating a video, newsletter, social media posts, and more that branch out from the topics in your company blog articles.

Diversify IT Business Content Marketing

Using different types of content gets you better traction, especially if the economy is in a recession when you need all the leads you can get.

Here are a few statistics that show the power of various types of content marketing:

  • 71% of internet users say they viewed a blog post during their buying journey.
  • 51% of people say they spend online time on YouTube
  • Blog posts are more effective when promoted via social media

Some of the content to focus on building up for a potential recession includes:

  • Blog posts
  • Videos
  • Social media posts with graphics
  • Lead magnets (eBooks, etc.)
  • Newsletter list
  • Infographics
  • Customer reviews

Use an À La Carte Style Marketing Service

If you pay a service for your marketing content, then you can be in an all-or-nothing situation if you have a plan that doesn’t allow flexibility when you need to reduce the amount you’re spending. It’s best to work with an à la cart style marketing service, like Tech Marketing Engine.

We give you the option to pick and choose the services you need – blog posts, social posts, videos, review management, website management. You can also remove and add the types of content you get and the volume (such as reducing your number of blog posts per month).

Flexibility in your marketing service is key so you have elasticity and don’t have to shut off your lead-generating faucet entirely. Especially when you need it most!

Build a Newsletter List Now

Some business owners think that an email newsletter would be nice, but they just don’t have time for it right now. It may be put on the back burner as something to do in the future.

But building a list for your email newsletter takes a little time. You need to offer the opportunity for people to opt-in on your website using a form, lead magnet, or checkbox on your contact page. You can build up a good group of leads to nurture over several weeks, but you don’t want to wait until the recession has already hit to do this. Start now.

In 2020, email marketing generated an average of $36 for each $1 spent.

You can begin easily by signing up for free with a service like MailChimp. They allow you to have at least 500 contacts on the free plan, and as you grow you can expand to another plan. Other services will have typical offerings.

One of the best ways to build your list quickly is to add a checkbox to your contact form that asks if people want to sign up for your newsletter. Make it attractive, such as “Get awesome IT tips delivered each month.”

Other ways to build your list include promoting a signup form over social media, using a lead magnet on your site (such as an eBook or free checklist), and putting an email signup form in an exit popup.

Begin building your list now and putting together your email newsletter template. Then, your newsletter can help you continue generating sales should the economy take a downturn.

Research Keywords Consumers Are Using Today

The keywords people use can change according to world events. For example, last year someone may have been searching for “IT support in Atlanta,” and now that recession is on the horizon, they may be searching for “Inexpensive IT support in Atlanta” or “Low cost managed services near me.”

Don’t miss the boat on developing keyword trends. Update your keyword strategy now based on potential changes in how people are searching. You can use a keyword tool, such as Google Keyword Planner or Google Trends to find the most recent keyword statistics and see how people are searching.

The great thing about Google Trends is that you can do a comparison of two different keywords, select your desired date range for the data, and drill down to a local area for the results.

MSP Business Keyword Search

Check out: “10 Best Keyword Research Tools for IT Businesses

Put Your Marketing Content on Autopilot

Build up your content today, so you can continue generating leads tomorrow. Especially if tomorrow brings a recession. Investing in your marketing content now will help you weather the economic storms that may be coming.

Don’t have much time? Put your marketing on autopilot by using a service like Tech Marketing Engine. We write personalized content, including blog posts, social posts, videos, newsletters, and more. We can also take care of the posting for you!

Looking for parts 1 and 3 of this MSP Recession Survival Guide? Find Part 1 on Tech Reputation now and Part 3 on Tech Blog Builder in the coming weeks.

What’s your biggest concern with the looming recession? Share your thoughts in the comments.

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Tips for Putting Out an Engaging IT Business Newsletter in Less Time

Newsletters are an effective way to nurture new leads and to encourage repeat sales from existing customers. But many MSPs just can’t find the time to put them out regularly.

They might start off with a bang, putting out three newsletters in a row, but then either lack the time or the content ideas to keep them going consistently. Thus, they miss out on the benefits that a regular newsletter can bring.

Do you want to put out a monthly email newsletter, but aren’t sure how you’ll find the time or content? We’ve got several tips below that can optimize your process, so you won’t dread when “newsletter time” rolls around each month.

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Lead generation is one of those vital activities that can be “feast or famine.” While some weeks you have more leads than you know what to do with, others go by with zero leads, and it seems like your website has dropped off the face of the earth.

One way to kickstart your marketing efforts and drive more leads is through lead magnets. They’re called “magnets” for a reason! They’re designed to reel people in by giving them a shiny object so you can then add those leads to your sales funnel to convert them.

There are several types of lead magnets you can use to attract different target audiences. I’ll go through some of the most popular below and give you actionable ideas you can use on your own site to supercharge your sales.

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The most successful business websites are those that act as 24/7 digital salespeople. They’re informative, engaging, and help make the case for your products or services.

Putting up a great MSP site means more than getting pages, navigation, and content posted online. You have to have the right mix of elements to make a great first impression because it’s often the thing that’s going to determine whether all your hard work and marketing dollars are going to convert to revenue.

Is your digital salesperson falling down on the job? Learn how to boost your website’s appeal to visitors and increase your conversion rate by adding a few helpful pieces that it may be missing.

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IT co-management can be a win-win for you and your client if you can convince them to spend a little more on their technology than they already are.

Using some smart marketing that highlights the cost-saving benefits can help you win over some larger corporate clients and gain you more co-managed customers.

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Increase Your Revenue by Adding a Training Service to Your IT Business

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Providing IT support and managed services is a competitive field. One way to make yourself stand out and increase revenue is to offer services your competitors don’t.

One of the obvious services that most MSPs are already well-suited to provide is training. Corporate training for cybersecurity, new software, and technology enablement is something most companies are looking for at some point.

By putting together a training services offering with the right marketing, you can drive a healthy new revenue channel for your IT business.

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A slow-loading site can ruin your chance of converting the visitors you’re driving to your website with SEO and paid ads. Just a second too long to load a page or menu, and a person is long gone.

We’ve become an impatient society and one that goes online via mobile devices just as much if not more than PCs. Which further necessitates the need for sites to be fast.

If you’ve been in the dark about page timings, we’ll shed some light on the topic to help you understand exactly where to go to speed up your MSP site and improve conversions.

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If You Don’t Understand CTR, Your IT Business Ads Could Be Headed for Disaster

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There are several important metrics to take in when doing content marketing, and one of the most important for your paid ads is click-through rate (CTR). If you don’t fully understand how to read this, your efforts could be doomed.

Not reading your CTR properly or paying attention to it at all can lead you to pay way too much for visitors to your website. It can also cause you to spin your wheels and never gain any real traction from your pay-per-click (PPC) ads.

Have you wanted to get a better handle on what CTR is and how to apply it to make good marketing decisions? Read on for a full breakdown of the click-through rate and how to use it!

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When you’re taking a look at your website stats, the number of visitors you get is just one part of the equation. You also have to look at how many people leave without even contacting you.

If your visitor count is high but your bounce rate is high too, you could be getting a false picture. You may think that a new landing page or other marketing initiatives are working when they are actually missing the mark.

Bounce rate is one of the key analytics that you need to monitor when reviewing your website data. We’ll go through what it is and potential causes that can be addressed to give you a better chance at lead generation.

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Most websites are “read-only,” meaning that people are supposed to look at the content, but they can’t do much else. Not very exciting!

A contact form can be considered somewhat interactive, but it’s more of a one-way street. You send in information and then “wait and see” what happens. The user isn’t being engaged right away by the site.

By adding some clever interactive content to your MSP website you can make your business much more attractive to potential customers, keep people on your site longer, and convert more visitors to leads.

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