EP08 - Marketing Content that Matters

In the latest episode of "All Things MSP," host Justin Esgar and co-host Eric Anthony interview Tim Fitzpatrick, a marketing consultant and guru. They discuss the importance of honing in on ideal clients and creating a targeted marketing message. Fitzpatrick emphasizes the importance of creating an "ideal client GPS" list, which is a list of where your ideal clients congregate, both online and offline. For example, if you are targeting veterinary practice owners, you would want to create a list of all the associations, trade shows, and influencers in that space. Once you have created your list, you can then choose which avenues to test and get out in front of. However, before taking action, it's important to create a targeted marketing message that resonates with your ideal client. Fitzpatrick notes that many businesses, including MSPs, make the mistake of having a generic message that doesn't set them apart from their competitors. He advises businesses to focus on a specific niche and to nail that niche before expanding to other markets. Focusing on a specific niche has many advantages. For one, it makes it easier to create a targeted message that resonates with your ideal client. It also makes it easier to identify where to find your ideal clients and to go where the fish are, so to speak. Additionally, it allows businesses to stand out from their competitors and to become the go-to business in their niche. Fitzpatrick notes that many businesses don't need a lot of clients to transform their business, and as such, they don't need to target broadly. By focusing on a specific niche, businesses can create a more manageable list of potential clients and make their marketing efforts more efficient. As they begin to dominate their niche, they can then expand into other markets if they choose to do so. In conclusion, honing in on ideal clients and creating a targeted marketing message is key to the success of any business, including MSPs. By creating an ideal client GPS list and focusing on a specific niche, businesses can become more efficient and effective in their marketing efforts and stand out from their competitors.