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MSP Marketing How-To #8. Introduction to Social Media

Posted by Galina Marcus on Sep 20, 2018

What MSPs Need to Know to Start Promoting Themselves on Social Media

These days, it is not enough for a business to have a pretty website and invest in online and offline advertising to reach potential customers. There are more virtual marketing opportunities now than we would have thought possible just 30 years ago. Social media evolved from an entertainment platform to a powerful business tool. Even if you are selling things you can’t take a pretty selfie with, like IT services and cyber security, you must be present on social media. Believe it or not, it will help you boost your marketing, sales and brand awareness. 

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It might not be easy to start and consistently keep up with social media for your business, especially if you’re not very active with your personal accounts. And if you are, that doesn’t mean that what you do with your personal social media will work for your MSP business. Today, I’d like to share some thoughts on how to start and successfully maintain a social media presence for your IT services business. 

How to Choose the Right Social Media Channels for MSP

Choosing the right social media platforms is a matter of knowing your target audience and their preferred channels. This might be tricky because 77% of Americans are using multiple social media platforms every day for their personal communications, social interactions and entertainment. In this situation, asking your current customers about their favorite social media platforms will get you nowhere.

You must understand the difference between personal and professional use of social media. Many people are using the same platforms and the same accounts for both purposes, so how do you differentiate between them?

It is not as simple as with emails, for example. We all know that professional emails are likely to use a company’s URL, while personal email are hosted on public services like Google, Hotmail and Yahoo. It is different with social media. While companies may have business accounts, their employees’ accounts are not attached to them. That means, you are communicating about your business with individuals on a personal level. To make this communication effective, you must find the channels that your audience is more likely to use for professional motivation and create content related to both your business and their points of interest. You must also be entertaining and/or informative at the same time.

In our experience, LinkedIn and Twitter seem to be the most relevant channels for promoting IT and related services in B2B markets. This doesn’t mean that other channels don’t work, but they are likely to require more time and effort before you see results.

How to Create an Appealing Message for Social Media

In previous posts, we talked about marketing messages. The rule of thumb here is to find your target audience’s pain point and address it with a possible solution. While this may be 100% true for outbound marketing (emails) and advertising, it’s only 50% true for social media.

As we said, people are often using the same social media for personal and professional purposes. This means that entertainment is still a strong motivator. People are likely to search on social media for something pleasing to look at or something that inspires their professional groove. When they have a problem to solve, they’re more likely to just Google it.

The best way to ensure you’re on the same page as your audience is to take some time to explore the most popular social media accounts in your area of expertise. You will see right away what your competitors and vendors are posting and what people are reacting to the most.

In our experience, industry news, online events, best practices/tips and motivational/inspirational content works better than your company news, obvious promotions and opinionated posts.

Coming Soon…

Social media is a broad topic. There is a lot we can share to help you get your social media marketing back on track. Therefore, we will be posting a few more articles with tips and best practices on social media marketing for MSPs. You will learn:

  • on what platforms you should be most active and how to do it
  • how to plan your social media activities  
  • how often you should post and how to develop content for frequent posting
  • how to work with influencers and engage followers

And much more!

Topics: How-to, Marketing, Insider