The Mid-Market: A Good Target
Your MSP business will have diverse clients. You may focus on smaller clients, you may focus on larger clients, or you may focus on mid-sized clients. The majority of MSPs focus on mid-sized clients, as “big” clients only represent a fraction of their total client base. Meanwhile, “small” clients are actually too expensive to properly serve. Accordingly, it is the mid-market that most businesses aim for.
The mid-market can’t afford to build something internally from the ground-up. Mid-market clients are essentially looking for turnkey services that can simply and effectively handle their tech needs with a minimum of complication. A mid-sized client may need the auspices of an internal IT company in order to be competitive but may not be able to afford it in the long-run. Their most valuable, effective solution would be utilizing an MSP to handle the greatest level of IT needs at the lowest cost. Cloud computing can be used to surrogate internal server arrays, and focusing your marketing drives on selling points like these will go a long way to helping you impact the mid-market.
Certainly, focusing on the needs your target demographic is going to chase after only represents one part of your marketing strategy. Additionally, you want to look at word of mouth, content writing, and facilitation of relationships between clients. When you’ve got good clients, who appreciate what you do and function at the mid-level, they can sometimes act as a trumpeter of your praises, helping you to become visible to other clients.
Individually-Designed Service Provision
Mid-sized clients aren’t looking to be treated like some statistic. As they’ve worked with smaller agencies starting out, they’ve been treated that way. If you’ve ever had a smartphone account with a big-ticket cellular provider, you know what it’s like to be treated like a statistic: you need to change something, but you can’t because you’re just a cog in a machine defined by corporate policy. What a mid-sized business is looking for is assurance that you will work with them when “the chips are down”, as it were. Accordingly, you want to design service delivery packages throughout your MSP business such that specific provisions can be added or subtracted as necessary. A great way to do this is to establish a baseline service package including a few “frills”, if you will, which can be subtracted to meet monthly budgetary needs of a mid-sized client. There are many different ways to do this, just remember to provide your clients a personalized experience which adjusts to their needs, not a square hole for a round peg.
Total Cost of Ownership
You want the total cost of ownership (TCO) of your service provisions to be less expensive than the TCO of your mid-sized prospect’s existing IT solution. With cloud computing, IoT implementation, proactive monitoring, up-to-date security, and a good helpdesk, you should be able to cut the costs of your mid-sized clients by tens of thousands annually.
An MSP business that approaches clients strategically based on the preponderance of those whom they serve is likely to outshine competitors. Three considerations worth pondering in this regard include:
- Individually-Designed Service Provisions
Working toward these goals in outbound marketing can yield conversion.