Let me ask a quick question here, one of the first questions I ask my clients during the assessment phase of our relationship.
Do you understand your audience in defined and segmented verticals, or are you willing to take anyone?
Seriously, ask yourself this question.
Almost 90% of IT & MSP business owners looking to grow and scale quickly say that they are willing to take anyone within a 50-mile radius from their office location. While it's great to serve all businesses in your community - it's nearly impossible to scale if you are constantly trying to solve one of one-thousand pain points that exist with technology.
Identify Your Highest Valued Clients
Identifying your ideal target audience is essential to increasing MRR for your MSP simply due to the fact that you can leverage your success with one client to win the next.
Let me explain...
Let's say you've been growing your IT business for several years on referrals alone, but you're frustrated when the referrals aren't quite as qualified as you'd hoped.
They're too small.
They don't pay on time.
You don't particularly want to work with restaurants and POS systems.
But when you rely on referrals and WOM you get what you get... right?
Focus on the higher valued clients that make up a larger part of your company's revenue.
The legal firms, the accounting firms, the manufacturers, construction companies, healthcare practices.
You need to go after professional services businesses who value technology and have the appropriate budget to afford your services...but, how?
Uncover Hyper-Targeted Audience Insights
Open 👏 Your 👏Quickbooks 👏And 👏 Look 👏At 👏Your 👏Highest 👏Paying 👏Clients!
Who are they and what handful of industry categories do they fall into?
Who do you love working with, who do you hate working with - and why?
Once you have identified the verticals that provide your organization with the most value, you must uncover hyper-targeted audience insights to truly gain an understanding of what motivates the decision-makers across these verticals to take action in regard to their technology.
This is extremely important, the ability to enter the conversation going on in your prospect's mind, as you will not be able to cut through the noise of your competitors without messaging that truly speaks to their needs.
The ability to develop content to encourage action can seem overwhelming, but if broken down into smaller tasks it can easily be done.
Understanding the following questions is essential to developing a buyer persona for each vertical segment:
- What ultimate benefit is the organization looking to achieve?
- What is the number one pain-point or frustration with technology holding the organization back from growth?
- What specific service/product/solution would break down the roadblock to the organization's success?
- What specific methodology would you pair with service/product/solution to help the organization arrive at the benefit they desire?
- Who are your competitors and what are they lacking in regards to solving the pain-point of this industry or helping them reach the benefit they desire?
- What is the specific, tangible evidence the client would be left with after implementing your solution?
The ability to answer these questions will allow you to unlock the power to encourage your prospect to take action. That action being...a "hand raise".
The answers alone aren't powerful enough on their own, but when paired with a specific structure they begin to unlock the algorithm to conversion.
Develop Individualized Web Pages
Once you have identified the pain-points and motivating factors of your audience segments, you can begin to develop individualized web pages that list specific services that speak to those pain-points.
These pages can be used to educate a very specific audience in an environment in which you can track behavior.
Why is this important...
Because most people speak with their actions before they speak with their words.
Because tracking individualized web pages is like reading body language or listening for buying ques.
Because prospects rarely know what they need and depend on technology experts to lead them in the right direction, at the right time.
Leveraging business insight like the number of page views, length of time on page and number of clicks can help you score your leads and plan your follow up process.
Re-targeting ads can be sent to those who spend the most time but do not click - as they are basically telling you "I need more information or time before I'm ready to make a decision" with their actions.
Chatbots can be leveraged to speak about different subjects and ask different questions depending on what page the prospect lands on, and what action they take.
Trust me, individualized experiences are what your prospects are begging you to give them - and this is an easy way to deliver it, hot.
Create Vertical Specific Value Additions
Once the individualized pages are completed, you can sprinkle in value additions.
A great example would be a use case or case study.
A use case is a document that explains how your technology product or service can be used in a very specific situation, to solve a very specific problem and help the buyer achieve a very specific benefit.
Here's an example of a use case page we built for HyperSight; an OSINT Platform:
Prospects are directed to a page where they can download a use case after providing HyperSight with just a few small pieces of information.
A case study is a document that explains how your technology product or service was used in a very specific situation, with a very specific client, to solve a very specific problem that helped the client achieve a very specific outcome.
Here's an example of a series of individualized pages we helped build for Digital Boardwalk:
Throughout our marketing messaging, we leveraged only the page that made the most sense for the segmented audience we were speaking to.
Take healthcare for example.
If we are sending an email campaign to a group of decision-makers in the healthcare industry, we would provide ONLY the link to the healthcare individualized page, as shown below:
The page goes to explain the services and benefits DB provides healthcare organizations, as well as shows a vertical-specific case study sitting in the middle of the page.
A visiting prospect should be intrigued by the case study and our goal is to encourage them to download it. Once the case study form is filled out, the prospect is redirected to a Thank You Page where the case study can easily be downloaded and a meeting can be scheduled.
Leveraging either a use case or a case study can help you not only provide relevant information to the right person at the right time but help push that prospect further down your marketing funnel by building credibility.
Furthermore, the action the prospect must take to receive the use case or case study is being tracked here; providing a clear indication of when a cold prospect becomes a warm lead.
Prepare Personalized & Relevant Sales Messaging
You have all the ingredients now.
- You know who your ideal client is, you have their contact info, attention and you know what content they want to see.
- You've developed content that will help them make buying decisions, hosted it on an individualized page that you are now tracking,
- You have built a road directly to your calendar with the help of simple form and redirect to a thank you page that gives prospects only one call to action; to book a sales call
All you have to do now is get the ideal prospects to go to the page.
That's ALL YOU HAVE TO DO NOW.
How do you do it?
Wash, Rinse, Repeat
To drive hyper-targeted traffic to an individualized funnel, you need a direct response marketing campaign.
I like to do two campaigns here:
1:1 LinkedIn messaging campaign and an email campaign.
In both campaigns, I will drop the link to the page I built over and over and over again, with many different styled messages until the prospect opens the email and clicks.
I'll sit back on my office chair and watch the prospects that click on the page start to inbound on the form because they want the case study.
I'll grin while drinking coffee while I watch the prospects who downloaded the case study start to book in for meetings on my thank you page.
I'll keep doing this over and over until I'm satisfied with the number of meetings I have on my calendar.