A lot of managed service providers find it very difficult to attract the right clients in a scalable, predictable way.
Sure every MSP has one or two “home run” caliber clients that make up a large percentage of the company’s overall revenue. But most in managed services have a bear of a time making it past one-hit-wonder status.
In this blog post, we’ll address this challenge of attracting the right clients at scale. (To get the full scoop beyond what’s excerpted in this blog post, listen to the full recording of the “Inbound Revenue Acceleration Webinar for Managed Services & IT Consulting.”)
How Can We Attract the Right Managed Services Clients Within A Small Geographic Area?
That’s an awesome question that we hear about all the time in the MSP community – regardless of location.
Most managed service providers are fairly small companies. Most are locally-focused. Some are regional. Some grow into national companies.
But a lot of times, MSPs are just focusing on a small geographic area.
A lot of the approach to attracting the right kinds of clients comes down to building a buyer persona for each category of the ideal clients that you want to attract.
If for example you want to attract CFOs of a financial services company, or directors of sales of media companies, or accounting firms, whatever it is, by studying who your best clients are and looking at prospective clients that are very similar, and building out these buyer personas, you’re going to get a clue about what makes these folks tick.
How Managed Service Providers Can Find the Common Ground
And if they’re all clustered in the same geographic area, you should start to see similarities around things like
- What’s keeping them up at 2 o’clock in the morning
- What they’re worried about
- What can get them promoted
- What can get them fired
- Where they hang out online
- Where they hang out offline
And this should inform your content strategy.
So there’s a pretty good chance that if you’re trying to attract potential clients in a certain geographic area, a lot of what you’re talking about in your blogs, your videos, your podcasts, and your social media updates needs to take that geographic qualification element into account. It’s extremely important.
Check Your Ego at the Door
Also, what a lot of people don’t realize is that you shouldn’t just be talking about technology issues.
Chances are the ideal clients that you want to attract care about things that are a lot more diverse than just the platforms, systems, and technologies that you work with.
And there’s a pretty good chance that if you want to catch their attention, in a way that attracts those strangers to your website, you may have to go a little bit broader and write about issues that have a little broader application to their broader business interests, not just the platforms and technologies that you work with.
What have you done to consistently attract the best managed services clients? Let us know what’s worked best, and what hasn’t, in the Comments box below.