What Is Customer Mapping?
An MSP company tends to have a longer sales cycle than many other businesses. Those in marketing are playing “the long game”. As a result, many marketing groups design something called a sales funnel to help them manage the buyer’s journey.
Basically, buyers are made aware of what you do, they are informed pertaining to advantages, and they’re gently guided toward a conversion. Customer mapping is essentially mapping out the customer’s journey from awareness to conversion.
Customer Mapping Tactics
Strategy is necessary for greatest effectiveness. You might want to work with established SEO marketing groups which have made it their business to help MSPs make conversions. Several considerable tactics to help you figure out and most effectively facilitate the buyer’s journey include the following:
Think Like Your Clients
Your MSP company needs to understand where clients are coming from. Some target demographics look at IT solutions simply as necessary overhead, and so are looking for the cheapest sustainable options they can find. Some understand that tech provides competitive viability, and are going the other direction–toward the most cutting-edge solutions. Many clients will be in between, and still, more will be entirely confused. If you’re going to reach your target market, you need to understand how they think.
Address Pain Points
Often, what draws clients into “awareness” of your brand is the promise of pain point resolution. That is to say: they’ve got an operationally impacting issue which is expensive, and you’ve got a solution that provides productive value while reducing that expensive operational cost.
Even if your services don’t result in less cost, should they provide increased potentiality or profitability, they could defer overall expenses through economic gains. You need to show how your solutions fix their problems, and make that a core component of the buyer’s journey. Think like them to bring them in, then solve their problems to keep their momentum toward a conversion.
Be Properly Flexible
Flexibility is necessary. Follow key performance indicators (KPIs) and other related metrics to determine which parts of outreach are resonating with clients and which aren’t. When you encounter something that isn’t working, transition away from it. Be flexible.
Quantification and Implementation
Metrics are necessary wherever possible to quantify a subjective professional field. There is much subjectivity in marketing, metrics help reveal that which can be predicted. Implement what you learn from utility of relevant metrics. Exercise quantification, and implementation of that quantification, to help streamline the buyer’s journey.
An MSP company using legitimately implemented quantification, flexibility in outreach methods, and a means of strategy which reflects how clients think should have an easier time directing prospects along the buyer’s journey. The more you know about the sales funnel as it pertains to your specific MSP, the better you can utilize such strategy to facilitate conversion.