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Guide to Social Media Strategy for MSPs Pt. 1

Introduction: Why Social Media Platforms?

The Managed IT Services industry is highly competitive, and standing out is no easy task. We know that your focus is on providing the best IT solutions and support, so naturally your marketing can fall behind. But today’s customers are perennially online, and the best way to stand out is to step in and start connecting: social media.

Why should you pay attention to platforms like LinkedIn, Facebook, and Twitter? Well, these are the spaces where your potential clients are constantly seeking information, sharing recommendations, and making decisions. A well-executed social media strategy can help you reach your ideal audience effectively, providing them with valuable insights and solutions to their problems — right when they need it.

This article is part one of three in a series of actionable advice, proven strategies, and industry best practices. Our aim is to offer you a well-rounded view of social media’s role and potential in your business.

So, let’s get started on enhancing your social media strategy, shall we?

Chapter 1: Why Social Media is Crucial for MSPs

Social media has fundamentally changed the way businesses connect with their customers. Whether it’s a small local shop or a multinational corporation, social media platforms serve as a direct line to consumers, clients, and industry peers alike. For MSPs, this translates to unparalleled opportunities for brand awareness, customer engagement, and even lead generation.

Brand awareness:

Your potential clients need to know you exist before they can even consider doing business with you. Social media platforms provide a space where you can consistently showcase your brand, your values, and the services you offer. This constant exposure helps keep your brand at the top of mind for existing clients and introduces you to new prospective clients.

Customer engagement:

Social media platforms offer a unique two-way communication channel. Unlike traditional marketing methods that are often one-sided, social media allows you to engage directly with your audience. Whether it's through comments, direct messages, or shared content, these interactions create a sense of community and trust around your brand.

Lead generation:

When executed well, social media can be a powerful tool for lead generation. By sharing valuable content that addresses the needs and pain points of your target audience, you position your business as a go-to resource. Over time, this reputation can translate into more inquiries, more proposals, and ultimately, more contracts.

Thought leadership:

Social media provides a platform for you to share your insights, expertise, and solutions on industry-relevant issues. By consistently delivering valuable content, you can establish yourself as a thought leader in the MSP space. This can help you stand out in a crowded market and attract higher-value clients.

Chapter 2: Understanding Your Audience

Knowing who you’re trying to reach will guide every subsequent decision you make regarding your social media strategy. As an MSP, your audience typically falls within the B2B (Business to Business) category. The decision-makers you aim to influence are often IT managers, business owners, or C-suite executives.

To identify your customer personas, consider:

Demographics: What is the typical age, job role, and industry of your target persona?

Psychographics: What are their goals, pain points, and challenges?

Behavioural traits: How do they consume content? Are they avid LinkedIn users, or do they prefer digesting long-form reports and white papers?

Pain points: What do your customers need, and how can you provide a solution?

Understanding content consumption patterns can offer valuable insights into how to deliver your message. Are your target personas likely to watch a two-minute video summary, or would they prefer a detailed blog post? Do they frequently engage with posts on LinkedIn, or are they more passive consumers of content?

Lastly, don’t underestimate the value of listening to your audience. Platforms like LinkedIn offer features that allow you to observe the kinds of topics and conversations that are trending within your target community. This can be a goldmine for understanding what issues are currently top-of-mind for your audience, giving you the opportunity to contribute meaningfully to these conversations.

Chapter 3: Crafting Your Message

You’ve identified your audience, and you understand their pain points and preferences. Now, it’s time to translate that understanding into compelling messages and content that resonate.

Your brand voice is the unique tone and style in which your business communicates. It’s what makes you instantly recognisable among a sea of content. Whether you opt for a professional, conversational, or authoritative voice — or a blend of these — the key is consistency.

Reflect on your values: What do you stand for? Reliability, expertise, innovation? How will you show this?

Consider your audience: Your brand voice should resonate with the customer personas you’ve identified.

Be authentic: Authenticity breeds trust. Make sure you’re comfortable with the voice you’ve chosen, and that it’s easy to stick with.

Your content should always aim to solve a problem or answer a question that your target audience has. This is what turns your social media channels into valuable resources rather than just another advertising platform. Given the particular needs and challenges of MSPs, certain types of content may be more effective than others.

How-to guides: Detailed guides that address common pain points can establish your expertise.

Case studies: Real-world examples provide social proof and can make your solutions more relatable.

Industry news: Timely updates about changes in the industry can position you as a go-to source of information.

Webinars and video content: Visual content can simplify complex topics and make them easier to digest. Video content also accounted for 82% of all network traffic in 2022, so its power should not be ignored.

Company news: Customers like to see the human side of their providers, and social media is the perfect place for this. New team members, milestones, public events – photos and in-house updates give your brand a personable image.

READ PART 2 NOW

LeftLeads will help you walk this path and turn knowledge into actionable results. Our team of social media strategists will work with you to develop a customised plan that aligns with your business objectives, engages your target audience, and drives measurable results.

Don’t leave your social media success to chance. Contact us today for a free consultation, and find out how we can help transform your social media presence into a growth engine for your business.

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