The new year is almost here, which means it’s time to take a look back at the trends and tactics that made up digital marketing strategies for managed service providers (MSPs) in 2023. From the rise of personalised content, to the smart use of search engine optimisation (SEO) and social media strategies, digital marketing has made a solid impact for MSPs who have taken advantage of it.
But that’s not all – we’ll also cast our gaze forward, anticipating the marketing innovations and approaches likely to make waves in 2024. Understanding the trends of the previous year will provide you with a clear, realistic expectation of what’s to come, enabling you to move now and get ahead of the game.
The MSP Market: An Analysis of 2023
Despite global economic difficulties, the MSP industry has continued to grow steadily over the last few years, and 2023 has been no different. Kaseya’s Datto Global State of the Managed Service Provider 2024 reports that 68% of U.S. MSPs experienced a revenue increase, and 38% of those saw their revenue grow by more than 10%. Meanwhile, 64% of European MSPs experienced year-over-year revenue growth, and 37% of those experienced growth of more than 10%.
However, these opportunities also brought challenges, notably the need to stand out in a crowded market. Kasaya reported 35% of MSPs cite competition as their biggest challenge – up from 22% last year. Cyber security was another big concern, with 28% of MSPs stating their clients’ lack of concern regarding cyber threats as a major challenge.
Finally, 2023 saw a great emphasis placed on personalised IT solutions. A whopping 91% of MSPs cited the customer experience as a high or top priority, and this personalisation is central to current and upcoming digital marketing trends.
Marketing Trends That Made Impact in 2023
Certain sectors need particularly specialised IT support. Finance firms, for instance, use accounting software and handle very sensitive data, while schools and universities manage the information of hundreds or even thousands of students and teachers. Each of these industries will approach an MSP with different challenges and needs – a one-size-fits-all approach won’t appeal to anyone.
Targeting specific industries and understanding the challenges, pain points, and technology needs of each greatly appeals to organisations. An architectural firm will be far more likely to hand their IT over to an MSP who showcases in-depth knowledge of design software and can offer vendor management and communication. A legal firm dealing with very sensitive information, on the other hand, will take a greater interest in an MSP who specialises in compliance management and advanced data protection solutions.
Customised solutions and industry-specific content like case studies, whitepapers, and blog posts significantly increases relevance and appeal to these targeted verticals, along with industry-specific site pages showcasing this specialised expertise and technological support.
Branding is more than just a logo or a colour scheme; it’s about creating a unique identity that resonates with your audience. For MSPs, a strong brand identity helps in establishing trust and credibility. It’s about conveying your values, mission, and what sets you apart from competitors. This consistency in messaging and visual identity across all platforms reinforces your brand and aids in recognition.
In a competitive market, a distinctive brand is the difference between blending in and standing out. Your branding should reflect the unique aspects of your service, whether it’s your technical expertise, customer service excellence, or innovative solutions.
Social Media Campaigns
Social media continues to be a powerful tool to enhance online presence and connect with a desired audience audience. LinkedIn, in particular, stands out as an essential platform for MSPs to share insightful content, participate in discussions, and connect with industry leaders. Knowing how to boost your visibility and establish your business as a thought leader on LinkedIn gives you greater authority in the IT space.
Beyond just sharing content, social media is about building relationships. Engaging with peers, responding to comments, and joining relevant groups helps in creating a network and connecting directly with your target audience. This is where a consistent online presence is crucial: people do notice if brands and companies only post at certain times, and will note how long it takes for their comment to receive a reply.
Nurturing potential clients through email campaigns is a critical aspect of digital marketing that involves a strategic approach to communication., and personalisation is key. Tailoring your messages and content based on the recipient’s interests, industry, and interaction with your previous content makes your communication more engaging and relevant, and increase the likelihood of a lead reaching out.
Consistent follow-ups with new information or services can also keep your MSP top of mind. This might include regular newsletters, updates on industry trends, or invitations to webinars and events. It’s all about maintaining a connection and gently guiding potential clients through the sales funnel.
MSP Marketing: Looking Ahead to 2024
With the new year on the horizon, it’s time to reflect on your current digital marketing strategy and consider incorporating upcoming trends. This doesn’t mean throwing your current strategy out the window – consider what is working now, and what new tactics will enhance those strategies.
Video content has been gaining traction over the years, and will only escalate in 2024. Videos offer an engaging way to showcase services, explain complex IT concepts, and share customer testimonials. MSPs should consider incorporating various types of videos, such as explainer videos, vlogs, and live streams, into their digital marketing strategy.
Everyone enjoys content they can actually engage with. Quizzes, polls, interactive infographics, and even augmented reality experiences can help MSPs stand out. This type of content doesn’t just increase engagement, it provides valuable data about customer preferences and behaviours.
Voice Search Optimisation
With the growing use of voice-activated devices, optimising for voice search is becoming increasingly important. In 2024, MSPs will need to adapt their SEO strategies to cater to the conversational tone and phrasing used in voice queries. This shift may involve focusing on long-tail keywords and ensuring that content answers specific questions potential clients might ask.
Personalisation in digital marketing is set to reach new heights in 2024, driven by advances in data analytics and artificial intelligence (AI). These sophisticated tools allow MSPs to gain deeper insights into customer behaviours and preferences by analysing customer interactions, website visits, and engagement patterns. They can also anticipate customer needs and preferences, leading to a more intuitive customer experience.
Embrace Digital Marketing for MSPs in 2024 with LeftLeads
From the targeted approach of industry verticals to the advanced techniques of AI-driven personalisation, 2023 has set a dynamic pace. Looking ahead to 2024, with trends like influencer marketing and enhanced data analytics taking the stage, the opportunities for MSPs to connect with their audience and grow their brand are more exciting than ever.
The marketing strategists at LeftLeads can help you adapt to these changes. As experienced and specialist digital marketers for MSPs, we offer proactive, innovative, and customer-focused marketing blueprints that will boost lead generation, enhance your online presence, and deliver data-driven results.
Reach out to a digital marketing team who understands the IT marketplace and discover the difference.