Your MSP business will likely do better against competitors and in general if you align your outreach such that it more exactly matches what your clients are looking for. Following are several ways to do that:
Look At It Through Prospect Eyes
First, your MSP business needs to know just who your demographic is. Do extensive research. From there, you need to figure out where their pain points are, and why they would be looking at your products or services in the first place. What kind of money will the majority of those businesses in your target market be working with? What are competitors offering, and how can you outmatch them? Structure value propositions around your demographics and what will best resonate with them.
Focus on a Tone Aimed at Individuals over Groups
Don’t talk to a bunch of people at once. You’re not the dean of a student body giving a graduation speech. Instead, you’re more of a guidance counselor. You’re working with people individually. At least, that’s how they’re most likely going to come to their site.
Address prospects directly. With the right buyer personas informing your content, those built around your target demographic, you’ll have a better chance of resonating with highly-sought customers.
Design Content Around Describing Benefits over Tech Features
It’s integral that the content you produce focus on how those you’re serving will benefit from what you provide. What technology does is cool, but your demographic has less interest in innovative features than it does in finding solutions matching the needs of their own operation.
If you’ve got case studies, satisfied clients, or reviews that you can link to after making a value proposition around target demographic preferences, that can be ideal.
Speaking Their Language
An MSP business will have more effective site content if benefits in alignment with your well-researched target market comprise content. Also, use a personal tone.