Clients of your MSP business are generally going to follow a predictable pattern when it comes to awareness, research, and conversion. This process is known as “the customer’s journey.”
While not all clients will follow the customer’s journey quite the same, generally, designing outreach around stages of this process has an increased likelihood of netting more conversions owing to more effective outreach.
Tips in Designing Your Customer Journey
Your customers are going to, in large part, perpetuate their own forward journey. They have to keep engaging with you to move toward conversion— even if you outreach initially, their response is critical. Accordingly, you want to “lean in” to this reality using available information— consider this approach:
Use Data to Drive Journey Design
An MSP business is in the information industry at its core. The customer journey design can be formed around data gathered with the help of companies that specialize in conducting global consumer research or by taking the time to analyze available customer data. For example, SEO groups with MSP concentration have it, and you can find it yourself examining existing clients for clues.
How long do clients research before converting? What do they research? What are their pain points, and what is most likely to elicit a response? Answer these questions and use the answers to map out customer journeys.
Design Effective Touchpoints Matching Available Data
To keep clients traveling toward the destination of conversion, it’s important to put touchpoints along the journey for them. These are areas where you’ll interact with clients or they’ll interact with your material in a way yielding data.
Align Touchpoints in The Customer Journey to Match Prospect Goals
Touchpoints will be most effective if they fulfill goals prospects are seeking to reach when considering your MSP. One goal might be getting solid numbers they can apply to their business to determine profit. Another might involve exploring the latest tech breakthroughs. Provide touchpoints of such an aligned nature throughout your customer journey.
Optimized Customer Journey Maps
An MSP business should use data to define the buyer’s journey, including the establishment of effective and aligned touchpoints. Properly done, this will initiate gains in the acquisition and conversion of new clients.