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MSP 101: The most boring part of marketing an MSP?

business getting more leads msp pillar series Aug 17, 2021

In this MSP Marketing 101 post, I'm going to talk about one of the first things that you need when thinking about any form of marketing strategy for your MSP.


First of all, hi, welcome, my name is Pete and on this website we help MSPs be more productive, grow their business, and live happier stress-free lives. 

Content Marketing, Blog Posts, Newsletters, Pay per Click ads, social media marketing, signwriting, a website, and pretty much any form of marketing comms, none of this is of any use to you if you are missing this one thing, and that is a customer avatar.

Yes, I know you've probably heard it all before, but there's a reason for that. I can't reiterate how important an avatar is to nailing your MSPs marketing, because, without one, you may as well be trying to kiss your wife in a dark room full of strangers.

Nailing your Avatar means that you will stand a better chance at nailing the message that you are trying to deliver which is typically Mr or Ms. Customer, you need IT Support. We do IT Support. Let's kiss!

Over on YouTube, avatars are relatively easy, because Google knows so much about you. I can easily see that 91% of my audience is male, predominantly between 25-34 and based across the US, UK and, that 96% of people watching aren't subscribed...head over now if you're in that percentage. 

In the MSP Space, this is down to you to determine what your own avatar is, because whilst you might think they're all the same from MSP to MSP, they're actually fairly unique.

The quickest and easiest way to build an avatar for your MSP is to just take your best client and think about how that relationship started and who the most important person in that transaction was. If you don't have the 'best' client, then think about your ideal client.

It could be the Owner, the Finance Director or Managing Director, or someone completely different. Next, you want to write down everything else that you know about them.

Include their Salary, If they're married, have kids, do they play or watch any sport, what media do they consume? Podcasts, YouTube, Radio, TV, Books? What industry peer groups are they a member of? Where do they network? Where do they like to go on holiday? What challenges do they face, what grinds their gears, what floats their boat and makes them excited?! What are their biggest challenges when it comes to technology in business, what is their retirement plan? Write down as much information as you can!

Now what you have, is a crystal clear picture of who you are marketing to, and you can have more than one avatar. Perhaps there's the FD who cares about the bottom line or the CEO who's not actively in the day-to-day business, or the IT Manager of a larger business who already has an IT Team around him. Having multiple avatars means that you can be sure you are niching your marketing to target one of those specific people, rather than a blanket campaign that's less likely to pique anyone's interest.

I've actually seen some really clever tricks when it comes to storing your Avatar information, where people have turned their avatar into a cereal box, then when they come to do a marketing campaign, they just grab the cereal box from the shelf and craft their campaign around the cereal box avatar. Really love those types of ideas.

If you are struggling to come up with all of those questions to ask, then I have a handy resource for you to use.

We have a free PDF which you can download via the link below, which will help you draft out those avatars as it prompts you for all of those questions which I've mentioned earlier in this post, so be sure to find that link, grab the download and get your avatars nailed.

Once you've done that you can niche your marketing to those specific people, and If you can do it well, it will be an absolute game-changer for your business.

Thanks for reading, see you in the next one.

🛒 Avatar Template:


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