Are You Playing the Marketing Game with a Full Deck?
Have you ever played a game of cards only to find out that you were missing a few? If you didn’t count the cards in the deck before you started, it probably looked like you were playing with a full hand. But missing just a few cards can make a big difference—and, in fact, make it impossible to win.
If your managed service provider (MSP) is playing the marketing game without a complete deck of resources, turn to the Marketing Toolkit for MSPs, a members-only resource with 90+ pages of content and more than 15 completed examples and customizable templates.
Developed by CompTIA Education, this step-by-step guide shows solution/service providers how to leverage marketing to compete and grow their business in the following ways:
- Conducting a marketing audit
- Creating customer personas
- Strengthening your value proposition
- Setting marketing goals
- Choosing the right marketing tactics
- Measuring return on marketing investment
Conducting a Marketing Audit
The first step to any successful marketing strategy is conducting an audit. This is where you should have counted that deck of cards before you started playing. Start by taking stock of your current marketing assets and efforts. This includes everything from your website, social media accounts, print materials, your presence at events and so on. Gather this information in a central spreadsheet to get a sense of what you’re doing right now. You’ll then be able to identify what’s working, what may not be working and what is missing from your plan.
Creating Customer Personas
With the marketing audit complete, you may think you have the green light to move on to implementing new tactics. But, if you’re building a plan the right way, you’ll want to do some more homework. This time we’re talking about developing a customer-centric mindset. This approach gives your marketing campaigns laser focus by putting the wants and needs of your customers first. Creating customers personas give your audience a face, making it easier to relate to them. Do this by mapping out your different types of customers and how they experience your business from start to finish.
Strengthening Your Value Proposition
When you are thinking from your customers’ point of view, you start to see what your competitive advantage is. What can you offer that other providers cannot? Is it your customized solutions, your customer service, your pricing, your expertise—or something else? When you identify that, you’re well on your way to creating your value proposition. A value proposition is a statement that is central to your marketing efforts. Piece together yours by asking, "What makes my business unique?"