Do you know what your industry MSP marketing is focused on? Do you tend to try and appeal to everyone, instead of identifying a few major industries you want to capture? In this day and age, it’s about identifying and capitalizing on a niche in the marketplace.
When the message in your marketing is that you’re a fit for everyone, you tend to find that no one identifies with you and you lose out on business. To create a truly memorable marketing model that will help your business grow, you need to focus on a niche. Here are some tips on creating an MSP marketing model that will make you stand out in a crowd.
Determine What You’re Good At
Take a look at the types of businesses you’ve worked with since starting your company. Which ones have been extremely happy with your services? Which have you enjoyed working with the most? What tools do you have in place and which types of businesses do those tools most benefit? By identifying the ‘bright spots’ in your past work, you can narrow down the field to a few industries you think would fit best.
Identify Your Marketplace
Do you want to focus on businesses that are only in your city? Your state? The nation? How large of companies do you want as clients? Do you want locally-owned companies or are you after the franchises and corporations? To create effective marketing, you need to know who you’re going after and develop a plan accordingly. A marketing plan that targets body shops in your city will look much different than one that targets them nationwide. As you’re learning, it’s better to start small and grow from there as you make tweaks and hone your system.
Ask for Feedback
The only way to know which industries are gravitating toward your services and why is to ask them. Identify a few current or prospective clients who are in your target industries and ask why they work with you or what it would take to make them work with you in the future. Run different marketing ideas by them and get their honest feedback, then use that to improve your plan.
Take a Look at the Competition
Pay attention to what your direct competitors are doing. Are they targeting certain niches? Are they doing it well? If they are, you might want to look at replicating their marketing models for a different industry. If you feel their marketing plan is falling short, this might be a good opportunity to start targeting that industry and grab some market share. Anything you can do to grab a piece of the pie will help your own business.
Reassess on a Regular Basis
Much of marketing is trial and error. Even though in the beginning you may think that restaurants are the best fit for you, six months or a year down the road you may need to reassess. Set regular intervals to take a look at what has worked, what hasn’t, and if you need to change target industries or change the message you are sending to those industries. Remember to keep an eye on the bright spots and try to capitalize on what you’ve done that has brought you the greatest amount of success.
By focusing your MSP marketing on limited industries, you can increase your knowledge of that industry, develop tools to better serve that industry, and ensure that your business will always have a target market with which to engage. In addition, your business can focus on branding and image that will appeal to these industries, which makes you stand out in the crowd!