As an MSP business owner, you know that managed services marketing is extremely important. What you might not realize, however, is that you won’t get very far without creating a buyer persona.
Before a brief explanation of what a buyer persona is, you should understand that without one, you create a customer experience that might be annoying or frustrating. Remember, too, that a frustrated customer complains more, and they won’t hesitate to share their frustration with others.
The Definition of the Term “Buyer Persona”
At this point, you are probably wondering what is meant by “buyer persona.” Basically, a buyer persona is a description of the customer that you believe is “ideal” for your MSP. We use this definition because once it’s defined, it is much easier to create a good, positive experience for the real people who you might deal with. In other words, by understanding the buyer persona that you have defined, you can more easily understand your real customers.
These definitions are quite generalized, of course, but they can still be very useful in managed services marketing. Though these definitions are generalized, they are still based on real customers and market research, so they are quite accurate.
You can create more than one persona, of course, and you should. Most MSPs would be smart to create one or two buyer personas, however, and then build out from there. Create your first buyer persona based on your largest group of customers. This way, you quickly can cover your entire customer base.
Creating Your Buyer Persona
Creating your buyer persona is probably going to be easier than you think. Here are a couple of common methods:
- Customer Surveys – Review your customer feedback and your market research and use the information to create the persona.
- Customer Interviews – Talk to a few of your customers and find out what they want and who they are.
- Staff Interviews – Talk to your sales staff to find out what type of customer tends to convert quickly. What are the characteristics of those customers?
- Review Data – Tracking your won, lost, or abandoned sales can bring a lot of value to your creation of a buyer persona.
Questions to Ask When Creating Your Buyer Persona
When you start to create your buyer persona, there are a number of questions that you should as. Keep in mind, however, that your MSP is not the same as your competitor, so every single question is not necessarily going to relate to your specific MSP. So, use the questions that might be relevant to your business and skip those that are not:
“What is the job of your buyer? What career path are they taking? How important is their family? Do they have a family?”
“Is the buyer male or female? What is their age? Their income? Where do they live and work?”
“What is the demeanor of the buyer? What type of communication do they prefer? Are they really into phone calls or would they prefer other forms of communication?”
“What is the primary and the secondary goal of the buyer?”
“What are the challenges that these clients face? What are the primary challenges? What are the secondary challenges?”
What Can Your MSP Do?
“How can you help your buyer persona achieve their goals? How can you help your buyer persona overcome challenges?”
“Why would a buyer persona not buy your service or products?”
As you go through this process, you will soon find that you have an excellent model for your customers by creating your buyer persona. By using this buyer persona, you can create a managed services marketing plan that brings huge results to your business.