In the competitive world of Managed Service Providers (MSPs), a successful marketing campaign starts with setting SMART goals. These Specific, Measurable, Achievable, Relevant, and Time-bound objectives are crucial for effective marketing in the IT services landscape. Without clear goals, MSPs risk scattered efforts, wasted resources, and missed opportunities.
Setting well-defined SMART goals allows you to:
- Focus your marketing efforts on what truly matters
- Align your team around common objectives
- Measure progress and adjust strategies as needed
- Demonstrate the ROI of your marketing initiatives
Let’s explore how you can craft SMART goals that will drive your MSP’s marketing success and growth.
Understanding SMART Goals
SMART is an acronym that stands for Specific, Measurable, Achievable, Relevant, and Time-bound. Let’s break down each component:
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Specific
Your goals should be clear and precise. Instead of saying “increase website traffic,” a specific goal would be “increase organic traffic to our managed cybersecurity services page.”
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Measurable
Assign concrete numbers to your goals. For example, “generate 50 new qualified leads per month through inbound marketing efforts.”
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While it’s good to aim high, your goals should be realistic given your resources and market conditions. Consider your current performance and set goals that stretch your capabilities without being impossible.
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Relevant
Ensure your marketing goals align with your broader business objectives. If your MSP is focusing on expanding its cloud services, your marketing goals should support this initiative.
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Time-bound
Set a clear timeframe for achieving your goals. This creates urgency and helps in planning your marketing strategies. For instance, “increase our market share in the local SMB sector by 15% within the next 12 months.”
Assessing Your Current Position
Before setting new goals, it’s crucial to understand where you stand currently. This involves evaluating two key aspects:
Evaluating Brand Visibility Across Your Target Audience and Market
- Google Search:
- Search for your business name with and without your main city name
- Check if your website, social profiles, and business listings show up in the results
- While reviewing the results, note if the sentiment of each is positive or negative
- Review Online Ratings:
- Check your ratings on Google My Business and industry-specific platforms like Cloud Tango
- Note the number of reviews and overall rating
- Compare against your top local competitors
- Social Media Check:
- Verify your business has profiles on key platforms (e.g., LinkedIn, Twitter)
- Check if your profiles are complete with accurate business information
- Review recent posts to ensure they align with your brand message
- Look for any recent customer interactions or mentions
Analyzing Organic Visibility in Your Target Audience and Market
- Local Service Rankings:
- Make a list of your top 3-5 services
- Using Google, search for each service + your city name (e.g., “IT support Atlanta”)
- Note where your business appears in the results for each search
- If you’re not on the first page, check the next few pages
- Website Page Relevance:
- For searches where your business shows up, click on the link
- Check if it leads to a relevant service page or your homepage
- Make note if the wrong pages are ranking for specific services
Identifying Key Performance Indicators (KPIs) for MSPs
To track progress towards your SMART goals, you need to identify relevant KPIs, some crucial KPIs include:
- Unique Visitors: The number of individuals users visiting your website
- Leads: Potential customers who have shown interest in your services
- Qualified Leads: Leads that meet specific criteria and are more likely to convert
- Opportunities: Qualified leads that have entered your sales pipeline
- Closed Sales: The number of deals successfully closed
MSPs of all sizes should be using a Sales CRM, even a simple one, to effectively track leads and identify opportunities coming into the business. A CRM is crucial as it provides a structured lead workflow system, creating clarity on what actions are leading to actual closed business. This insight is critical for small business owners who need to maximize their limited resources and focus on the most effective marketing channels.
Setting Short-Term and Long-Term Marketing Goals
When setting your SMART marketing goals, consider both short-term wins and long-term aspirations. Here’s how to approach this:
Establishing Short-Term Objectives
Set goals that can be achieved within 3-6 months. For example:
- “Generate 20 new qualified leads per month through our website within the next quarter”
- “Increase our lead-to-opportunity conversion rate from 10% to 15% in the next four months”
- “Close 5 new managed service contracts within the next six months”
Defining Long-Term Aspirations
These goals typically span 1-3 years and align with your broader business strategy. For instance:
- “Achieve a 25% year-over-year growth in monthly recurring revenue (MRR) from managed services”
- “Expand our client base in the healthcare sector by 30% within the next two years”
Aligning Marketing Goals with Business Objectives
Your marketing goals should directly support your overall business objectives. Here’s how to ensure alignment:
- Identify Key Business Objectives: Focus on critical areas such as increasing monthly recurring revenue, improving client retention, or expanding into specific industries
- Map Marketing Goals to Business Outcomes: For each business objective, define specific marketing goals that will contribute to its achievement. For example, if your objective is to improve client retention, a marketing goal might be to implement a quarterly client education webinar series.
- Collaborate Across Your Team: Ensure your technicians, account managers, and sales team understand and support your marketing goals. Their insights can be valuable in shaping effective strategies.
- Regular Review and Adjustment: As business objectives evolve, revisit and adjust your marketing goals accordingly. Consider quarterly reviews to stay agile in your approach.
Conclusion: The Power of Well-Defined Goals in Driving MSP Growth
Setting SMART marketing goals is not just about ticking boxes; it’s about creating a roadmap for your MSP’s success. By clearly defining what you want to achieve, how you’ll measure it, and when you aim to accomplish it, you provide your team with direction and purpose.
Remember, the goal-setting process is iterative. As you achieve objectives and gain new insights, don’t be afraid to refine and update your goals. The digital marketing landscape is ever-changing, and your ability to adapt will be key to long-term success.
Ready to transform your MSP’s marketing strategy with SMART goals? MSP Traction is here to help. Our team of experts specializes in creating data-driven marketing strategies tailored specifically for MSPs. Let’s work together to set and achieve goals that will drive your business forward. Schedule a free consultation with MSP Traction today. Let’s craft SMART marketing goals that will elevate your MSP above the competition and drive sustainable growth.
