Targeting And Prospecting Strategies For MSPs

    August 30, 2023

    It is extremely important for business owners to understand the nuances of target marketing and Total Addressable Market (TAM) because you will be able to tailor your marketing message, strategy, and goals appropriately.

    If you want to grow your client base, you must analyze your target market and market potential. In this article, I’m going to walk you through the significance, approaches, and practical business growth consequences of target marketing and TAM to help you secure your dream clients and catapult your sales.

    Why Is MSP Target Market Definition So Important? 

    The idea of target marketing is so much more than just choosing a group to target. It forms the basis of a purpose-driven company strategy, coordinating your efforts with those of your most important clients. 

    Understanding your MSP target market demands a deep dive into multiple layers of information that go beyond basic demographics if you want to be successful as an MSP. 

    Go Beyond Demographics

    Even though demographics are a great place to start, the essential meaning of target marketing is found in peeling back the layers. Where (both online and offline) do your ideal customers hang out? 

    Are they active in industry-specific gatherings, chambers of trade, or internet discussion boards? Your company can move toward meaningful interactions and connections by finding the answers to these questions. 

    The Not A Fit, Ideal, And Acceptable Model For Creating A Comprehensive Classification

    Making a three-tiered classification with the categories “Not a Fit,” “Acceptable,” and “Ideal,” is a very useful tool for managed service providers. This requires careful segmentation of potential clients into different groups according to how well they fit your service offerings. It will help you personalize your communication to resonate with your ideal customer while also helping you narrow your marketing emphasis.

    What Is Total Addressable Market (TAM)? 

    Target marketing’s reach is broadened to a macro level by the concept of Total Addressable Market (TAM). It includes every single person who might be interested in buying your managed services. You can learn more about the market’s total size and potential for revenue creation by determining your TAM. This data serves as a key building piece for your company’s strategy.

    Geography

    TAM is a regionally specific number that is not universal. It is crucial to comprehend the geographic restrictions that limit your operational range. How far can you extend your services effectively? By taking location into account, you may create plans that are specific to your area of influence and realistic expectations.

    TAM’s Impact On Strategy: Coordinating Objectives And Actions 

    TAM is more than just a statistic; it has a real impact on how you do business as an MSP. A bigger TAM might allow for broader market penetration techniques and massive list growth; whereas a lower TAM might require a focus on differentiation or a broader geography to win a sizable part of the market. 

    For instance, your TAM might be constrained if your ideal target audience is very limited. Your marketing initiatives and corporate objectives are guided by this knowledge.

    Create Your Ideal Client “Avatar”

    1. Demographics 

    Start by compiling a list of your target audience’s fundamental demographics. Age, gender, occupation, income level, and location are all included in this. These specifics provide you a solid picture of your target client’s characteristics and geographic location.

    2. Objectives And Challenges

    Get past demographics and consider the issues and aspirations of your potential client. What are their goals both now and in the future? What challenges do they have in accomplishing these objectives? When you understand your prospects goals, you can link your offers (benefits, never features) to what your avatar wants.

    3. Values And Goals 

    Investigate the values that your ideal client shares. What is most important to them? What goals do they have for developing both personally and professionally? You can modify your messaging to reflect their values by being aware of what they are.

    4. Behavior And Preference 

    Study the purchasing habits of your potential client. How do they like to make decisions on purchases? Do they conduct thorough study before making a purchase, or do they act quickly? Also, think about how they prefer to communicate: do they like email, social media, or face-to-face interactions? If they like social media, which channels do they actively participate in?

    5. Pain Points And Frustrations

    You need to address and resolve your ideal customer’s problems and frustrations if you want a genuine connection. What obstacles do they encounter in their day-to-day activities or businesses? Identify these issues so that you may provide solutions that will actually be accepted.

    6. Media Consumption Patterns

    Find out where your potential client gathers information. Do they frequently use particular social media sites, read blogs about their sector, listen to podcasts, or go to particular events? You can better target your marketing initiatives by learning about their go-to information sources.

    7. Research Influencers 

    Decide which experts, opinion leaders, and influencers your ideal client follows. The attitudes and choices of your audience are influenced by these people. You can create material that is tailored to their preferences by learning who their influencers are. You can then build relationships with those influences and share your marketing material (articles, lead magnets, etc.) with those individuals’ lists.

    Make A Complete “Avatar” Of Your Ideal Client

    In addition to the steps I broke down above, here are a few of my best tips for creating your ideal client avatar: 

    • Interview new and current clients in-depth: Have a dialogue with them. Discover their motivations, ambitions, and obstacles by asking open-ended inquiries.
    • Employ surveys: Create surveys that collect important details about the preferences, problems, and goals of your audience. Using these insights can help you create your ideal client “avatar.”
    • Use data analysis: Utilize data analysis tools to examine the internet habits of your audience. This can reveal information on their patterns of engagement, content consumption, and browsing behavior.
    • Collaboration between teams: Get input from a variety of organizational divisions, including as sales and customer service, to gain a thorough understanding of the wants and needs of your target audience.
    • Research rivals: Examine the clientele of your rivals. What are their advantages and disadvantages? How can you stand out from the competition to appeal to a particular market segment?
    • Continue to update: Your business should adapt to the shifting market conditions and the “Avatar” of your Ideal Client. To stay in line with the changing requirements of your audience, go back and change it frequently.

    Now Put These Insights into Practice! 

    The relationship between target marketing and TAM creates the foundation for strategic success in today’s cutthroat business environment. MSPs are better able to create strategies that resonate, engage, and provide value when they have a deep understanding of their audience and the market potential.

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