One of the BEST influencers you should follow for MSP marketing and content is someone you probably don’t even know: Kim Komando.
Kim has branded herself “America’s Digital Goddess” and has built a massive media empire focused on what she calls the “digital lifestyle.” She attracts over 6.5 million listeners to her radio show that is broadcast via 435 stations, and she hosts a weekly Bloomberg TV show. Then, there’s her massive e-mail following.
Every MSP should take notice.
Essentially, she’s about making all things “tech”-accessible and understandable for everyday people – which include your MSP clients who want to know how to use tech but aren’t tech savvy. I highly advise you to subscribe to her weekly newsletter, not only for topics to post and write about to your MSP clients, but also to see how she weaves her sponsors into the content.
Here’s one of her e-mails that promotes Incogni, an online reputation and data removal software. Take a look and then come back to me.
Did you do it? Here’s why it’s genius…and how you can use it in your MSP.
For starters, it capitalizes on CURRENT EVENTS – something that not enough marketers do. When I write my rant on a topic tied into a current event, particularly if that event is political or controversial, I get five to 10 times the response.
In this case, the abduction of Nancy Guthrie has been all over the news. Kim tied it into a cybersecurity and privacy topic, along with doxxing. I love this strategy. What can people find out about YOU online? Inquiring minds want to know…
She also uses it to point out that privacy in America is DEAD, so it’s highly likely they’ll catch this person. I would have added instructions on how to remove your PII from the big people-search websites.
Here’s the main lesson: You should constantly scan top news stories for hooks you can use to write posts, blogs and e-mails. In this example, it’s an obvious ad for Incognito – BUT I think she did the promo really well, setting up the need for the service by tying it into the Nancy Guthrie story.
Also, when posting about current news events, don’t be afraid to get controversial. Kim’s e-mail wasn’t, and in general she steers clear of political topics. However, like I said above, you’ll get a LOT more play on a political or controversial post than you will on run-of-the-mill content talking about cybersecurity (in general) or tech – and since damn near everything is controversial these days, you won’t need much imagination to hit that nail on the head.
FINAL NOTE: If you are going to be controversial, be careful what bone you pick. Posting political views of any kind, particularly if they are contentious, can cause a massive blowup with clients and even employees. KNOW YOUR AUDIENCE and what you can and cannot post. If you’re unsure, DO NOT POST IT.
Further, don’t just publish a political insult. Be nuanced and smart. Tie it into something meaningful – a point of view, a philosophy -– not just a political hit to the other side. There IS an art to this, and it starts with really understanding your core client base and what will draw them closer to you and what will push them away.
