Your IT marketing strategy needs to tier outreach such that it fits the actions of target clients. How do they act, and why? Who is most likely to buy, and at what level of service delivery will you have to perform? Will the cost of providing them services be greater than resulting profit? Segmentation helps you answer these questions and line out marketing most effectively to match the right groups.
Getting Started with Segmentation
Certainly, it’s possible for you to simply pick varying characteristics of existing clients and segment accordingly. SEO groups that provide solutions for MSP organizations will generally advise segmentation take place along the following lines:
Social and Personal Segmentation Pertaining to Interests–“Psychographic”
Your IT marketing team needs to take into account the hobbies, interests, and goals of prospective clients. This is “psychographic” data. The interests of your clients will play a big part in the sort of understanding they bring to the table, the sort of service they’re interested in, and other pertinent factors.
Age, Gender, Levels of Income, Education, Family, and Other Demographic Realities
Some demographics are more “monochrome” than others, and this is often the case in terms of IT; but it may not be, depending on the provisions of your MSP. See if any patterns emerge when you segment your clients based on demographic, and if there is a deviation, answer that deviation with marketing which addresses the disparity.
Location in Relation to Your Business and Other Service Geographic Considerations
Are you marketing to clients that are local to your area, or does your MSP provide services a broader audience who isn’t locally centered could use? Geographic considerations are key. Big clients too far away will likely be less desirable; but then again, maybe not. It depends on your MSP.
Your IT marketing clients should be segmented in terms of marketing, demographic, and psychographic considerations for the most effective impact. If you’ve yet to segment your operations, you may want to look into this practice.