Digital Marketing Strategies for MSPs: Attracting & Retaining Clients in Today's Digital World

Managed Service Providers (MSPs) provide essential IT support services to businesses. In today's digital world, having a robust online presence is crucial for MSPs to attract new clients. In part two of our three-part marketing series, we will be taking a deep dive into the digital components of an effective marketing strategy.

Search Engine Optimization (SEO)

Conduct Keyword Research

The first step to improving your SEO is to conduct keyword research. Keyword research involves identifying the terms and phrases your target audience is searching for online. Optimizing your website content with these keywords increases the likelihood of your website appearing in search results.

For example, if you're an MSP that provides cloud computing services, you may want to target keywords like "cloud computing solutions," "managed cloud services," and "cloud migration services." You can use tools like Google's Keyword Planner or SEMrush to identify relevant keywords for your business.

Optimize Website Content

Once you've identified relevant keywords, it's time to optimize your website content. Ensure that your website's content is informative, engaging, and provides value to visitors. Include relevant keywords naturally within your content, but avoid keyword stuffing (i.e., using the same keyword repeatedly to make the content sound unnatural).

For example, if you're writing a blog post about cloud computing, you could use phrases like "streamline your IT infrastructure" or "improve data security" to naturally include your target keywords.

Improve Website Structure

The structure of your website can impact your SEO. Organize your website's content into clear categories and ensure that your website's pages are easy to navigate. This can improve user experience and help search engines better understand the content on your website.?

For example, you can organize your website's services pages into different categories like "Managed IT Services," "Cloud Computing," "Security Solutions," and so on. This makes it easy for users to find the information they're looking for and helps search engines understand the structure of your website.

Build High-Quality Backlinks

Backlinks are links from other websites that point to your website. High-quality backlinks can improve your website's authority and increase its visibility in search results. However, it's important to note that not all backlinks are created equal. Low-quality backlinks (i.e., links from spammy or irrelevant websites) can hurt your SEO.

For example, you can contact industry publications or other relevant websites and ask them to include a link to your website in their content. Alternatively, you can create high-quality content (like white papers, infographics, or case studies) and promote it on social media or other channels to earn backlinks naturally.

Monitor & Optimize Your SEO Performance.

Finally, monitoring and optimizing your SEO performance over time is essential. Use tools like Google Analytics or SEMrush to track your website's traffic, keyword rankings, and other SEO metrics. This can help you identify areas for improvement and adjust your SEO strategy accordingly.

For example, if specific keywords drive traffic to your website, you should create more content around those keywords. Alternatively, if you notice that your website's bounce rate is high (i.e., visitors are leaving your website quickly), you can improve your website's user experience.?

Pay-Per-Click (PPC)

PPC advertising is a powerful tool that MSPs can use to expand their digital reach and attract new clients. With the right PPC strategies, an MSP can create targeted campaigns that reach potential customers at the right time and place, driving traffic to their website and generating leads.?

1. Understand Your Target Audience: The first step in creating an effective PPC campaign is understanding your target audience. Who are your ideal clients? What are their pain points and challenges? What are their goals and aspirations? Understanding your target audience allows you to create PPC campaigns that speak directly to their needs and interests.
2. Conduct Keyword Research: Keyword research is a critical part of any PPC campaign. By researching the keywords your target audience uses to search for MSP services, you can create targeted ads that appear when those keywords are entered into a search engine. Tools like Google's Keyword Planner can help you identify high-value keywords and estimate their search volume.
3. Create Targeted Ads: Once you have identified your target audience and researched relevant keywords, it's time to create targeted ads. Your ads should be designed to grab the attention of your ideal clients and entice them to click through to your website. Use compelling headlines, engaging images, and clear calls to action to encourage clicks and drive traffic to your site.
4. Use Ad Extensions: Ad extensions are a powerful tool to help you maximize your PPC budget. By adding extensions like call buttons, location information, and site links to your ads, you can provide additional information to potential clients and encourage them to take action. Ad extensions can also help improve the visibility and relevance of your ads, increasing the likelihood of clicks and conversions.
5. Monitor and Optimize Your Campaigns: Monitoring and optimizing your PPC campaigns is essential to their success. Keep a close eye on your ad performance, tracking metrics like click-through rates, conversion rates, and cost per click. Use this data to make informed decisions about your campaigns, adjusting your targeting, ad copy, and bids to improve your results.

Websites

As an MSP, your website is one of the most important tools to attract and retain clients. It's the first place potential clients will look to learn more about your services, and it's also a place where existing clients will go to get information and support. Therefore, it's crucial that your website is well-designed, easy to use, and provides the information your clients need. Here are some ways you can improve your MSP website.

Simple Navigation

One of the most important things you can do to improve your website is to make it easy to navigate. This means having clear and concise navigation menus and ensuring that your essential services are displayed prominently. Potential clients should be able to find the information they need quickly and easily.

For example, imagine you're an MSP specializing in cloud computing. Your website should have a clear link to your cloud computing services, and potential clients should be able to find information about your cloud services easily. Consider creating a landing page specifically for your cloud services, with detailed information and case studies.

Focus on Your Unique Value Proposition

Another important way to improve your website is to focus on your unique value proposition. What sets you apart from your competitors? What specific services or expertise do you offer that other MSPs don't? Your website should clarify why potential clients should choose your services over someone else's.

For example, let's say you're an MSP specializing in cybersecurity. Your website might emphasize your experience and certifications in this area and showcase case studies of successful cybersecurity projects you've completed for other clients.

Use Clear & Concise Language

When it comes to website copy, less is often more. People tend to skim web pages rather than read them in depth, so using clear, concise language to get your message across quickly is essential.

For example, instead of writing a long paragraph about your cloud computing services, you might use bullet points to highlight the key features and benefits. This makes it easier for potential clients to understand what you offer and why they should choose your services.

Make it Mobile-Friendly

Optimize your website for mobile viewing. In today's world, many people access websites on their mobile devices. This means having a responsive design that adjusts to different screen sizes and ensuring your website is easy to navigate on a small screen.

For example, your website might use larger fonts and more straightforward navigation menus for mobile users to ensure critical information is easy to find without excessive scrolling or zooming.

Showcase Your Expertise

Finally, showcasing your expertise is one of the best ways to improve your website. Your website should demonstrate that you're a thought leader and are up-to-date on the latest industry trends and technologies.

For example, include a blog section on your website where you share your thoughts on industry news and best practices. You might also showcase your certifications and awards and provide case studies of successful projects you've completed for other clients.

Social Media Marketing

An MSP can use several social media strategies to attract leads. Here are a few examples:

Create Informative Content

One effective way to attract leads is by creating informative content that provides value to your target audience. This can include blog posts, white papers, webinars, and how-to guides addressing businesses' common IT problems. By sharing this content on social media, you can position yourself as a thought leader in your industry and attract potential clients searching for solutions to their IT problems.

For example, you can create a series of blog posts that explain different types of cybersecurity threats and how businesses can protect themselves against them. Share these posts on your social media channels and encourage your followers to share them with their network.

Engage with Your Audience

Social media is all about engagement, so engaging with your audience is essential to build relationships and fostering trust. Respond to comments and messages promptly and provide helpful answers to questions.

For example, when someone comments on your post, reply with a personalized message showing your appreciation for their input. Or you can thank them for their comment and provide additional information that complements the post.

Use Hashtags

Using relevant hashtags in your posts can help you reach a broader audience and attract potential clients interested in your services. Research popular hashtags in your industry and include them in your posts.

For example, if you're offering cloud migration services, you can use hashtags like #cloudmigration, #cloudcomputing, #cloudservices, and #cloudsecurity to reach potential clients interested in these topics.

Offer Special Promotions

Providing exclusive offers and discounts to your social media followers is an excellent way to incentivize them to try your services. You can also use social media to promote events or webinars that offer valuable insights into IT trends or solutions.

For example, you can offer a free IT assessment to your social media followers, which can help identify potential vulnerabilities in their systems. You can also discount the first month of service to new clients who sign up through social media.

Collaborate with Other Businesses

Partnering with other businesses in your industry can help you expand your reach and attract new leads. By working together, you can leverage each other's strengths and offer complementary services to clients.

You can partner with a cybersecurity firm and create joint webinars or events that address the growing cybersecurity threats businesses face. You can also share each other's content on social media to reach a broader audience.

Email Marketing

Email marketing is a powerful tool for any business to promote its services, engage with its audience, and drive revenue. In today's digital age, email is still one of the most effective ways to reach and communicate with potential and existing clients. Here are some of the ways email marketing can benefit an MSP:

Building & Nurturing Relationships with Customers

Email marketing allows MSPs to create and nurture customer relationships by regularly sending targeted and personalized emails. This enables MSPs to stay top-of-mind with their customers and prospects, helping to build trust and loyalty over time. For example, an MSP could send a welcome email to a new customer, thanking them for choosing their services and introducing them to the company's support channels.

Promoting Services & Products

Email marketing is an effective way to promote MSP services and products. MSPs can use email campaigns to showcase their latest offerings, educate customers about new features, and highlight their value propositions. For example, an MSP could send a newsletter that features a new product launch, or a discount offer for existing customers.

Increasing Revenue

Email marketing can help MSPs increase revenue by encouraging existing customers to upgrade or add services and attracting new customers. By offering exclusive discounts or other incentives in email campaigns, MSPs can motivate customers to take action and purchase additional services. For example, an MSP could send a targeted email campaign to customers who still need to upgrade to a higher service tier, offering them a limited-time discount.

Monitoring & Analyzing Campaign Performance

Email marketing platforms provide valuable data on campaign performance, allowing MSPs to analyze and improve their email campaigns over time. By tracking open rates, click-through rates, and other metrics, MSPs can identify which emails resonate with customers and adjust their strategies accordingly. For example, an MSP might find that a particular subject line or email design drives higher engagement and adjust future campaigns to reflect those findings.

Examples of Effective Email Campaigns for MSPs:

1. Welcome Email: A welcome email is a great way to introduce new customers to the MSP's services and support channels. MSPs can use this email to provide a quick overview of their offerings and encourage customers to explore the company's website.
2. Newsletter: A newsletter informs customers about new products, services, and industry news. MSPs can use this email to share educational content, such as whitepapers or case studies, and provide exclusive discounts to customers.
3. Upgrade Email: An upgrade email is a targeted campaign encouraging existing customers to upgrade to a higher service tier. MSPs can use this email to highlight the benefits of upgrading, such as increased support or access to additional features.
4. Renewal Reminder: A renewal reminder email is an automated email campaign that reminds customers that their service is up for renewal. MSPs can use this email to encourage customers to renew their service and offer incentives, such as a loyalty discount, to those who renew early.

In conclusion, an effective digital marketing strategy is essential for MSPs to attract new clients and grow their businesses. Search engine optimization (SEO), pay-per-click (PPC), websites, social media marketing, and email marketing are all powerful tools that MSPs can use to expand their digital reach and engage with their target audience.

By understanding their target audience, creating valuable content, and regularly monitoring and optimizing their campaigns, MSPs can effectively promote their services, build customer relationships, and drive revenue. With the right digital marketing strategy, MSPs can stand out from the competition and position themselves as thought leaders in their industry.

Interesting in learning more? Follow?Liongard's VP of Demand Generation & Strategy Operations, Sean Duclaux?to stay ahead. Sean Duclaux is an accomplished technology executive with a strong track record of successfully building and growing businesses. His broad experience in product management, alliances, sales engineering, business development, marketing, services, operations, and R&D is gained from working with diverse global brands, system integrators, technology giants, and high-profile IPOs.

For even more information:

1. Read the?MSP Marketing Guide?.?If you are new to creating and executing marketing strategies, this is the guide for you.
2. Download our three part ebook series that goes into even more detail about reaching your buyers where they are.
3. Review Part 1 of this series.