Managed Service Providers (MSPs) and the IT industry as a whole have grown rapidly in recent years — and there’s no sign of stopping.
The managed services market is predicted to reach $356.24 billion by 2025. This is an indication that more businesses than ever are seeking MSP solutions.
But with growth comes challenges. In particular, some of the major challenges of Managed Service Providers (MSPs) such as increasing market awareness and competitive position, driving revenue growth and share, managing reputation, and so on can be curtailed through effective digital marketing strategies.
Regardless of the IT solutions you offer and the target sector (healthcare, finance, real estate) you service, a proven digital marketing plan (discussed below) is crucial from day #1.
We have an MSP Marketing Jumpstart Package for IT companies that want to grow their business.
9 Essential Digital Marketing Strategies For IT Companies
1. Build A MarTech Stack
Building a MarTech stack is a complex problem that requires a lot of hard work. You can use the McGaw.io tool to build a stack for every facet of your IT digital marketing strategy.
Finding the right resources is half of the battle. The other half is aligning knowledge with actions.
Decisions are the glue that holds a MarTech stack together. Fortunately, several tools can help you create your own MarTech stack.
If you decide to invest in SEO, for example, then your MarTech Stack should include keyword management tools, backlink reporting tools, Google tools, integrated tools, and so on.
MarTech stacks enable companies to track and measure all customer touchpoints, so they can develop more personalized experiences and increase conversion rates.
By integrating data from different sources, marketing and sales teams can create a more streamlined experience for each customer.
Marketing teams can track the effectiveness of each campaign using a powerful reporting tool such as HubSpot or Salesforce, which helps them create actionable plans for their marketing campaigns.
A MarTech stack can make marketing teams more productive, allowing them to focus on other aspects of the business. It can streamline processes and eliminate unnecessary friction among team members.
Without the right tools, teams won’t be able to provide a differentiated experience and will consistently fall short of meeting customer needs.
A properly implemented MarTech stack can make your marketing teams more effective, which will ultimately lead to a better ROI.
2. Use SEO & PR For Lead Generation
Search Engine Optimization (SEO) is an important part of any MSP digital marketing strategy because it helps brands get ranked highly in search engines. (learn SEO for MSPs)
PR (Public Relations), on the other hand:
- Improves your reputation online
- Communicates your message
- Builds a relationship with your audience
That’s basically the Content | SEO | PR mix:
You can use PR to distribute content, create brand awareness, and start the process of relationship-building with your audience.
It helps get the word out about an organization’s new products and services. It also helps create backlinks and authority.
SEO and PR are complementary techniques that improve a business’s visibility and generate more leads.
Buildfire, a technology company that provides an all-in-one mobile app builder embraced SEO to increase organic visits by 140,000/month, grew to a 7-figure company and acquired 1,000 new customers.
Blogging is the most reliable medium to implement PR and SEO. So start blogging today.
3. Reach New Clients through LinkedIn Marketing
If you run an IT company, you need to take advantage of the power of LinkedIn marketing to reach new clients.
This social media platform offers a variety of marketing strategies and tools that can be customized to fit your specific business.
You should focus on creating connections with prospective clients, creating thought leadership and brand awareness, and driving traffic to your website.
If you want to generate more leads, you should post original and useful content on your company’s LinkedIn page. It’s important to remember that a majority of LinkedIn users have a college degree, so your content needs to be highly relevant.
LinkedIn also has paid advertisements, which can help your IT company generate leads.
These advertisements can generate traffic and build brand awareness, but they can only work if your copy is compelling. So keep that in mind when running LinkedIn ads.
4. Nurture Leads With Email Marketing
There are various types of email campaigns for promoting your IT business.
Lead nurturing campaigns are emails sent to prospects to educate and inform them about your products and services.
As a lead nears the conversion stage, these emails will become more promotional and include offers such as discounts and free trials.
You can use marketing automation to enhance the effectiveness of your nurture email campaigns.
It helps to improve the quality of leads and propel them further down the sales funnel.
You can download sales and marketing email templates here:
Automated email campaigns educate and build trust with prospects by using a defined workflow.
These emails can also contain links to external websites that provide valuable information.
These emails help you stay top-of-mind with your leads and entice them to buy your products and services.
You can segment leads using various criteria such as sales funnel, email open rate, and more. This allows you to create tailored messages for different segments.
5. Leverage Video Marketing Through YouTube
YouTube is the second largest search engine in the world after Google, making it an extremely valuable marketing platform for IT firms.
It can be used for brand awareness and relationship building, as well as to drive high-converting traffic to a website or sales page.
By leveraging the power of video, IT companies can attract leads from a diverse range of countries and languages.
According to Lemonlight Survey Data, “81% of marketers plan to include video content in their overall marketing strategy in the coming years.
And YouTube is the best place to post your videos online — to reach a wider audience.
YouTube has several B2B features that can help businesses reach an engaged audience — such as Live Streaming, Community Posts, and more.
Another way to engage with viewers on YouTube is through comments. This allows for the creation of brand dialogues with subscribers and customers.
6. Leverage Tech Influencers to Spread The Word About Your Product
By leveraging the power of technology influencers (or tech influencers), you can build brand awareness and change perceptions of your brand.
Samsung, Apple, Tesla, and other tech companies usually partner with Tech Youtubers such as MKBHD to promote their new products.
Both micro and macro influencers with a decent number of followers and audiences via YouTube, Instagram, Facebook, TikTok, and Twitter can help you increase visibility across social media platforms.
In addition, influencers can be useful for promoting new products and services that your firm offer.
Reach out to influencers who are already engaged in your industry. For example, if you work in cybersecurity, consider collaborating with Security Magazine, Bitcoin Magazine, or Redmond Magazine.
These publications focus on Microsoft products and others alike. You already have access to trusted online publications aimed at technology, including ArsTechnica, Mashable, TechCrunch, and CNET.
Depending on the subject matter, influencers will be willing to share their opinions about your brand, product, or project.
If you work in Fintech, consider collaborating with Finance YouTubers such as Graham Stephan, Andrei Jeihk, etc.
Tech influencers are often independent analysts and experts in a particular market segment.
This type of influencer will provide you with fresh ideas and analysis about the current state of technology.
They will also be able to set the tone of your campaign. Be sure to find influencers that produce similar content as you do.
7. Use Peer-to-Peer Review Sites For Prospecting
Peer-to-Peer (P2P) review sites like Capterra, G2, FinancesOnline, and GetApp are valuable sources of prospective leads. They are so valuable!
They also offer valuable insight into the buying intent of customers and can help shape future product features.
However, you need to be ‘intentional’ when replying to comments or writing a review on these platforms.
Your sales team must have a thorough understanding of your target audience and industry and understand your competition.
Small IT companies, in particular, typically have fewer people involved in making decisions on software products. P2P reviews can play a primary role in shaping conversations around the software.
A strong presence on these review sites can help you achieve more visibility.
Since most consumers make their buying decisions based on peer reviews, creating a solid online reputation is important.
A high-quality, recent peer review can help your business gain credibility. Consumers are often more likely to trust a company or product if it has honest reviews from users.
8. Integrate Emerging Tech With Marketing
As the demand for sophisticated digital marketing technologies and online software solutions has increased, companies of all sizes have been forced to adapt.
Technology has grown exponentially since the mid-1980s and is no longer limited to desktop computers and laptops.
It’s now also incorporated into mobile devices, Personal Digital Assistants (PDAs), and more.
Companies should consider incorporating these new technologies into their marketing strategies.
No matter what type of digital marketing technique you use, you should have an open mind and find ways to integrate emerging tech with marketing.
A great example is how Lowe’s created a solution (by leveraging virtual reality technology) to help customers explore a home improvement store — to have a feel of what they can expect in real-time.
Through this Lowe’s Holoroom initiative, customers can take a sneak peek at their planned project, pick products to add to their designs and visualize the final product.
9. Re-engage Your Customers With Retargeting Ads
Retargeting ads are highly targeted. They’re most effective when deployed through Google Ads & Facebook Advertising platforms.
If customers have purchased from your website or store before, they are likely to come back if you re-engage them. And these repeat buyers are likely to spend 5x more than new customers, according to Adobe.
They’re affordable. On average, companies pay $0.66 to $1.23 per click for retargeting — compared to a typical Google search ad that costs $2 (on average).
These types of ads are shown to relevant users who have visited your website or searched for related terms — but, for some reason — ignored your content or ad.
Because these ads are displayed to your customers who have already interacted with your products and services, they increase the likelihood of a conversion.
You can use conversion tracking tools to measure the number of visitors brought back to your website.
Remarketing ads also help you reach your target audience. These ads allow you to target specific users and remind them of your company.
These ads also allow you to promote new services or white papers and keep your brand at the forefront of consumers’ minds.
You can create multiple campaigns for different audiences — so that you can maximize your results.
There you have it, the 9 effective digital marketing strategies any IT company can implement today to get momentum — drive traffic, get leads, and increase revenue.
If you need us to implement SEO, PR, or any of these strategies for you, we’d be glad to help. Contact Seota here.