No one knows your target customer better than you, except for maybe your competition. The reality is, you likely have the same target customer base as other MSPs, so they know the same problems your prospects have.
However, if you leverage that knowledge to hone your marketing strategy to speak directly to those pain points, you’re way ahead of your competition. Too often, MSPs focus on building their own image in their marketing when it’s their customers they should make the hero.
Read on to learn more about how to identify your customer’s pain points and differentiate your MSP by directly addressing that pain in your marketing.
Hone in on Your Customer’s Pain Points
In order to use customer pain points in your marketing, you first need to make sure you understand the problems your customers are facing thoroughly. When brainstorming and identifying these customer challenges, consider the following:
- What are some common problems a customer might face?
- What are some external factors that affect a customer?
- What are some internal conflicts a customer might face?
- What are some philosophical challenges a customer might go through?
Make sure you record your customer pain points as a first step to see in plain words what they struggle with. Here are a couple we’ve come up with to get you started:
- Choosing vendors that provide high-performing technology that is reliable and secure at the right price
- Dealing with unresponsive suppliers (or too many suppliers)
- Keeping up with ever-evolving technology
- Managing projects with many moving parts
- Having enough time and resources to plan for future growth and the technology they’ll need to get there
Once you have your list, it’s time to properly integrate them into your marketing message.
Use Your Website to Directly Speak to Prospects’ Pain Points
Take a look at our MSP landing page. You’ll see “We Help MSPs Drive Leads Faster” in big, bold letters. We chose this message deliberately because we’ve found that this is the essence of what our customers struggle with. Our customers have secondary and tertiary pain points that we consider throughout other messaging, but driving leads faster is the ultimate goal.
Use Case Studies to Prove How You Solve Customer Pain
Case studies and testimonials are some of the most powerful trust builders you have in marketing. The B2B buyer’s journey is getting longer and more complicated1 – your target decision makers are doing more of their own research and conducting lengthier, more involved ROI analyses. Case studies provide an opportunity to demonstrate how you solve your customers’ pain.
As an example, check out our case studies page. We showcase three case studies that all focus on different pain points of our customers: brand consistency, search engine optimization struggles, and website-based lead generation. These are hard-and-fast pain points of our target customers, and through these studies, we get to present tangible evidence that we walk the walk.
Start by thinking about which of your customers you have solved the most dramatic of problems for. You will want to aim for a clear before-and-after story. Then, look at your list of customer pain points and think about your customer base in that context. Have there been any customers you’ve simplified life for by consolidating their vendors and becoming their single point of contact? Do any of your customers have the ability to point to quantifiable evidence that you saved them time and money? Those are the clients to choose for case study creation.
Watch Your Marketing Pay for Itself in ROI With These Tactics
There’s no better or more surefire way to dramatically stand out from competitors and earn your prospects’ trust than with empathetic messaging. If you need help putting that messaging together, reach out to us. We have 10 years of experience taking MSP customer pain points and turning them into results-driven marketing.