While scanning my email inbox earlier today, I spotted a daily Google Alert focused on Virtualization. Near the top of the alert was a webcast invite. Was this yet another product pitch from VMware or the Microsoft Hyper-V folks? Hardly. This invite was from Evolve Technologies CEO Dave Sobel. Take a closer look and it’s a great example of a managed services provider (MSP) connecting the dots between thought leadership, search engine optimization (SEO), customer outreach and lead generation.
First, if you don’t use Google Alerts: Wake up and start signing up for the service, which allows you to proactively track keywords, phrases and news.
So, how did Sobel manage to promote his webcast through Google Alerts? Very simple…
Step 1: Create an event. In this case, Sobel is organizing a webinar to show SMBs how to improve their business performance while lowering their IT budget. Sobel is using the GoToMeeting service as the conferencing platform for his February 10 webinar, which focuses on virtualization.
Step 2: Promote the event. Sobel used Marketwire as a press release distribution service to promote his event. The press release, at only four paragraphs, is filled with proper and generic terms that boost search engine optimization (SEO). Examples include:
- Dave Sobel
- Evolve Technologies
- Virtualization webinar
- SMB consultant
- Computer networking services
- Fairfax, Virginia — a key location method, to help Evolve Technologies attract companies in its home town, though I suspect the webinar is open to attendees worldwide.
Step 3: Let SEO Take Over. Sometime on February 1, Google Alerts spotted the release and sent a link to my email inbox because I track the term Virtualization.
Step 4: Repeat Your Efforts. Generally speaking I think it’s safe for Sobel to invite customers once per week to the webinar until the event actually arrives. Anything more frequent than that can start to alienate established and potential customers. Also, send a reminder two days before the event and day-of the event to ensure registrants actually show up.
Step 5: Integrate with PSA or CRM. MSPs that host webinars should make sure all registration information winds up in their CRM or PSA (professional services automation) system… in order to ensure leads are nurtured and pursued.
Step 6: Deliver great content. Actually, this is part of step 1. Sobel has to have some compelling messages ready to ensure he engages attendees on February 10. It’s a safe bet he’ll educate attendees about virtualization in small business — rather than pitching his own services to attendees. The thought leadership approach — rather than a hard sell — is a far safer way to develop long-term relationships.
So, how else are MSPs engaging customers these days? Lunch and learns? Road shows? We’ll be checking in with more MSPs for their thoughts in the days ahead.
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Posted In: Marketing | North America | Professional Services Automation (PSA) | Sales
Tags: Dave Sobel | evolve technologies | GoToMeeting | hyper-v | Managed Services Branding | Marketwire | MSP branding | small business virtualization | VMware
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Joe:
Thanks for the flattering words. This was actually a topic of discussion on my HTG5 Sales call this week, so very timely you bring this up.
Our “play”, as it were, is around marketing and education. As a solution provider, we think it’s critically important, as you point out, to provide valuable educational content to both customers and potential customers. I’ve made it something of a mantra that “If you say you’re a leader, you’re committing yourself to lead.” This is why we work to provide education both within the IT channel to our fellow solution providers and to our customers. Thought-leadership requires that commitment to providing content and education.
You’ve done a really great job of explaining what I’ve tried less successfully to explain in my peer group. The key is making sure the dots are connected, as you outline. An event in isolation isn’t enough, but rather a string of activities all connected. Our industry facing and our customer facing events are all part of the same system, and designed to help provide that two way communication with the right communities.
Of course, there’s something incredibly “meta” about having the press talk about our SEO efforts, which in turn drive our SEO efforts. We really appreciate your tracking of what we’re doing, and the positive comments about it.
Dave: Thanks for the updates. Let us know how the event goes. I’m particularly intrigued to know what questions SMBs raise during the webinar. Sometimes I “assume” I “know” what SMBs are thinking. But it’s far wiser to actually listen to the SMBs, as you are doing.
-jp
Many people are actually taking to using google alerts and several other of their free tools. I actually didn’t think about it until I bought that darn ebook that cost me $27 or something like that to discover some free information
Not going to mention the book but I wish I found this post before I spent that money!