Defining Segmentation
MSP marketing which incorporates segmentation strategies is basically separating existing and prospective clients into specific groups. This allows for outreach focus to be more efficiently calibrated for more reliable results. Marketing is tailored to those receiving it.
How to Segment Clientele
Segmentation in marketing will look different for different MSPs. Some are going to court clients that are considered too large for the majority of MSPs. Some are going to go the other direction.
Different MSPs will have different needs, and working with marketing groups exterior to tech operations, but designed to help them reach clients, can be a key means of facilitating the best outcomes. That said, there are best practices in segmentation which are generally applicable, and they include the following:
Research Existing and Prospective Clients
MSP marketing should always proceed from research. Clients that are currently core to operational security should be studied. Which services do you most often provide? Are clients happy with what you do? What do you do that sets you apart from other tech providers offering similar services in the area? Prospective clients and demographics should be researched similarly.
Such research helps you know how to best handle existing clients and separate them into categories appropriately. The same is true for prospective clientele. You want to sit down, go over available information, identify commonalities, and determine where efficient segmentation should take place for future marketing focus.
Marketing Targeted at Specific Client Segmentations
Once you’ve done research requisite to define particular segments, your next step is designing outreach that effectively engages such clientele. Different tactics will be effective in different clientele segments. For example, you may not want to wine-and-dine clients you won’t put into a contract for a year or more. Then again, you might, if you can project return on investment (ROI) from such a move.
Design Outreach Messages Around Specific Clientele Segments
The messages you use to reach clientele should likewise reflect who they are, and what they want. It is essential that you have value-rich interactions with clientele. Just as content should be value-rich in its design, messages shouldn’t be frivolous. They should be sent with clear objectives and at relevant times.
It’s not a good idea to “spam” clients, no matter how big or small they may be. It is a good idea to personalize email outreach, include information pertaining to new trends, and provide rebates or other discounts. But again, which segments of customers will be most likely to respond to such messaging will depend. You’ll want to get data and use it carefully.
Maximized ROI from Effective Segmentation
MSP marketing which designs messages around specific clients, targets marketing similarly, and conducts research requisite to make such outreach effective should see increased ROI. Segmentation is a great strategy to increase conversions, it just requires the right kind of application.
