Your MSP business can take some key marketing points from basic television commercials. Some brands cast themselves as the hero, flying in to save the day. Some brands provide tongue-in-cheek humor to sell their services, like GEICO. Some are straightforward and rest on the laurels of their known achievements, like McDonalds’ “I’m Lovin’ It” slogan.
Your MSP could be all of these or none of these. It may have outreach which takes one perspective for one period and another later on. You need to choose an avenue of approach and stick with it, whatever you do. Also, ensure the following tactics define whatever content you produce:
Empathy Communication
As an MSP business, regardless of the role you take in content, you must communicate that the issues clients face are fully understood and that you get where they’re coming from.
Empathy uses colloquial language, not “shop talk.” In your writing, you shouldn’t use strictly technical terminology. You can use it, but it must be understandable to readers who aren’t tech professionals. An empathy-rich approach is easier to interface with.
Authority Demonstration
Through correct retelling of relevant facts, accurate predictions of future trends, and sound advice pertaining to best practices, your MSP can establish itself as a legitimate tech authority. Doing so will help you attain a built-in audience, a certain percentage of which can be statistically expected to convert over time.
Provision of Real Value
Empathetic authority will make readers more able to perceive the true value you bring to the table. Make this more visible by using real case-studies of clients who have used your services and benefited. Show them through the numbers.
Content More Likely to Convert
An MSP business needs to know its true role in the customer’s eye when it comes to content. Ensure you communicate that you understand where clients are coming from, that you have legitimate authority to provide real solutions, and that doing so will give clients legitimate value. If you do that with content, you’ll likely see more conversion.
