Demand is high for IT managed services among businesses of all sizes, driven by changes in IT software and hardware architecture, data security concerns, cloud applications, and hybrid working environments. This has made the digital marketing landscape extremely competitive in some sectors for IT Managed Service Providers (MSPs). What are the best ways of making your business stand out and achieving your growth plans?
1. Develop your thought leadership on LinkedIn
For IT MSPs, LinkedIn is one of the quickest and easiest ways to reach a broad cross-section of B2B business decision-makers. In fact, LinkedIn is a goldmine of high-level IT directors, business owners and other customers often actively looking for your products and services. Develop a strong LinkedIn presence by sharing industry insights, addressing common IT challenges, and posting thought leadership content about data security, cloud management, digital migration, and other pressing issues. You can also use LinkedIn Ads to target specific prospects and to promote your content to a wider audience.
2. Email marketing to nurture leads and maintain customer relationships
Email marketing is the oldest form of digital marketing and remains one of the most cost-effective ways to engage leads and strengthen client relationships. Use a good email automation platform, such as HubSpot, to set up segmented email campaigns to deliver personalised content based on your prospects’ interests or pain points, or their stage in the sales funnel. Generally speaking, educational, informative content works best for customers at an early stage, with comparison content for customers making a more detailed consideration between two or more services. Businesses put a lot of trust in IT managed service providers, so it’s important to inject your content with authenticity, knowledge, detail, and credibility in order to build a rapport with your target market.
3. Optimise your business website and blog for conversions
As the hub of your digital marketing presence, your website plays a crucial role in turning curious visitors into potential customers. Visitors are quick to judge a digital service company by the quality and function of their website, so it’s important to invest in a clean, professional, and easy to navigate layout. Also, make sure each page has a clear call to action (CTA), such as ‘claim your free IT security assessment’, or ‘enquire now’, to guide users towards their next steps. A generous resources page is another good way for IT MSPs to capture leads, allowing users to download a variety of gated e-books/guides that explain different aspects of IT security and managed services in greater depth. At the same time, commit to publishing regular, high-quality articles on your company blog. This will establish your business as a trusted authority and solution-provider in the IT MSP field.
4. Search engine optimisation (SEO)
Search engine optimisation is the process of building visibility for your business on Google and other search engines, in order to encourage organic traffic in response to important search phrases or keywords. In order for the people searching for IT solutions to find your business, you’ll need to invest in SEO. Start by researching the most important and relevant keywords for your business. Don’t limit yourself to the obvious, high-traffic ones, as these are likely to be extremely competitive and already monopolised by your larger competitors. Vary them with local keywords, such as cyber security services in Derby, or IT MSPs near me, or niche keyword specific to your service or target market, e.g. best managed IT services for start-ups. ‘Pain point keywords’ are another good way to attract traffic, such as how to reduce IT downtime for businesses, IT solutions for hybrid work environments, or how to prevent ransomware attacks.
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To find out more about inbound marketing strategies for IT MSPs and how you can increase your revenues this year, please get in touch with one of the specialists at JDR today by clicking here.
