Your MSP business will be observed by clients on a desktop computer and those perusing your site from a smartphone. Where before, the only “context” of interaction with your MSP digitally was a website on a desktop computer, now there are multiple touchpoints of contact owing to IoT. If marketing isn’t contextually relevant, you won’t engage prospects in a way yielding the conversion you could be seeing.
Here are ways to establish effective contextual relevancy in outreach:
Determine What Prospects Know and What They Should Know
An MSP business needs to understand where prospective clients are coming from. What do they already understand and where do they have knowledge gaps you can fill? Core needs of clients will differ, and their knowledge base will generally have some relationship to their operation’s core features.
Accordingly, similar clientele will have a similar knowledge base, allowing you to narrow down what to present for the greatest contextual relevance. When you know what they need to know, you can condense necessary information for effective mobile presentation.
Know More Than Just Where Prospects Have Come from Digitally— Know Why
Why is a prospect interacting with your website, blog, social media profile, or promotional page? Did they come from an email offering a discount? Did they find you all on their own? Were they searching for you? Try to design marketing “answers” for the “why” behind clients examining your MSP.
Calibrate Results to Fit the Environment of Visitors
Different results should populate based on the context of a search. Someone who is interacting on a mobile device needs to encounter websites that are designed to work with mobile devices, etc.
Expanding Appropriate Relevancy
An MSP business should calibrate search results to fit visitor environments, understand the why behind client interaction with your materials, and have a reasonable idea of what clients already know. These things help you design contextually relevant marketing materials.