As a for-profit business, you’ve clearly assessed a need for your services and figured out a way to meet it, all while still making money. To help ensure people understand your intentions and to make certain you start off on the right foot, there are three basic components you need: the correct message, market comprehension, and appropriate media usage.
Your message comes first. It should be the defining factor of your uniqueness—clearly communicating your value proposition. None of the rest really matters if you don’t know what you want to say about your business.
Next, the market must be considered. Who is your target audience? Think through the ideal type of customer you’d like to reach. Are they executives, small businesses, people in a specific geography, or people in a particular field? From here, you need to speak/write/plan as if they’re sitting next to you.
Finally, you need to decide on your tactics. Where is your target audience found? The most effective platforms aren’t universal. If you want to target the 20-something audience, you might turn to Snapchat; whereas if your target is 50+, Facebook is still where you would turn. Thinking through which tactic (or media outlet) to use is just as important as deciding what you want to say.
When it comes down to it, marketing is essentially about getting your message in front of the right people, at the right time, and in the right place. However, if any one of the key areas above are missing, or not as well-thought-out, you will very likely find it hard converting those who approach you into customers. The following three examples show you how and why things can go wrong:
Without a defined market, you might put your message in the right place, but it won’t resonate with your target audience. Anyone might zero in on your marketing, and this just ends up bringing you false leads. From here, it will take you time, communication, and additional effort to escalate your business up until you hit the actual decision maker.
Not narrowing your media outlets to only those that are truly applicable to your market makes your efforts loose and ambiguous as well as difficult to track. Narrowly defining your media makes your marketing more targeted and easier to track. This results in tiring efforts as you try to capture every possible media outlet, but also ends with your message being sent into the void, where your target market won’t be able to see or access it.
If your message is wrong, it will be lost on those who need to hear it because it doesn’t resonate with them. They won’t hear what you are actually trying to tell them. Instead, they’ll just think your message is meant for someone else, and pass you by. It can also create a false understanding of your brand, who you are, and what you represent.
All of these incomplete equations waste your resources—whether time, money, or opportunity. It is only through all marketing elements working in tandem that a strong platform can be created—clearing a direct path for sales success.
If you want to find out more about how to make this work for your MSP business, watch and listen to our latest MSP Institute Business Training webinar. For even more tips and advice on building your MSP business visit the MSP Institute here.
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