I get asked this constantly: ‘Robin, we’re ready to invest in prospecting. Should we focus on SEO? GEO? Content marketing? Direct mail? Strategic partnerships? Where do we start?’
The answer always stops people in their tracks because it’s not what they expect. Before you spend another dollar on any of those things, you need clarity on your target market. Not media. Not channels. Market.
What A Real Target Market Actually Is
Most MSPs tell me their target market is ‘anybody who needs IT support.’ That’s not a target. That’s everyone. I watch MSPs say it’s ‘everybody who can fog a mirror and wave a dollar between 10 and 100 computers.’ Still everybody.
A real target market is specific. Specific industries. Specific company sizes. Specific geographies. Specific pain points.
For example: ‘Dental offices with 5 to 15 employees, located within 20 miles of our city, whose current IT support is either non-existent or broken, and they’re hemorrhaging time and compliance risk because of it.’
That’s a market you can reach. That’s a market you can message. That’s a market that will actually care about what you’re selling.
Once That’s Clear, Here’s My #1 Recommendation
Strategic partnerships and JV partnerships. If you can find another non-competitive company who already serves your target market (a business consultant, an accountant, a payroll provider, etc.) and create a partnership where you both benefit, that’s the fastest path to quality leads. This could mean they’re walking you into accounts directly. Or it could mean doing webinars or speaking engagements to their audiences. Either way, you’re getting introduced by someone their prospects already trust. That is, by far, the absolute best way to get customers. Someone walks you into the door. The prospect already knows you because someone they trust introduced you. It beats cold outreach every single time.
Here’s What You Need In Place First
Strategic partnerships work because you’re backed by trust. But you can’t execute on that trust without foundations. You need solid infrastructure in place before you can actually close deals when a partner introduces you.
- A solid website. Not fancy. Not perfect. But it has to work. It has to answer the questions your prospects are asking. It has to capture leads. When a partner first introduces you, that prospect is going to land on your site. If it looks outdated or doesn’t clearly explain what you do, you lose the deal.
- A CRM or marketing automation platform. Leads come in, they get captured, they get tracked, they get followed up with. Most MSPs are terrible at this. They get a lead, forget about it, then wonder why leads don’t convert. You can’t afford to drop the ball on a warm introduction.
- Clean list management. You know what people you’re targeting. You’re not spamming everyone. You’re being deliberate. This matters because when you talk to a partner about who you serve, your messaging has to be tight and specific.
The Bottom Line
Before you spend another dollar on any tactic, know exactly who you’re targeting. Then get a solid website, a real CRM, and clean lists. Build that foundation. Then find strategic partners who already reach your market. Do that, and you’ll have more leads than you can handle.
