You should focus your MSP marketing efforts on designing content which naturally aligns with consumers. Doing so will help you resonate with them more effectively. However, ensure that which you invest in content is reflected in ROI. Following are tips to help you do this:
- Calibrate content using personas
- Align content with where a customer is at in the sales funnel
- Tell a story
Calibrate Content Using Personas
Your MSP marketing should consider personas of existing clients and those you’re seeking to convert. Calibrate content such that it’s aligned with the needs of those clients. Additionally, speak their language. Talk about issues they actually face and how technology can handle them. Show real value that’s relevant to target markets.
Align Content with Where a Customer is at in the Sales Funnel
A customer who’s browsing potential MSP solutions is in a different part of the sales funnel than one who has set aside part of their budget and is just trying to get something in place in as professionally expedient a way as possible. The sales funnel starts with awareness and ends with conversion; optimize content to fit prospects in varying positions throughout this funnel.
Tell a Story
Some clients will be more inclined toward white papers, some want infographics, others rely chiefly on video. Figure out which kinds of content are desirable to prospects and ensure you produce that which is most likely to be of interest. At that point, avoid using too many tech terms which require intimate involvement inside the industry to understand. Lastly, tell a story. People understand stories, and it’s easier for readers to identify with when they can naturally put themselves in the protagonist spot.
Calibrate content around prospects, align it to their position in the sales process, and use the right format to tell compelling stories in digestible terms. Applying these strategies in your MSP marketing facilitates increased conversion.