In today’s digital landscape MSPs are discovering that social media isn't just for B2C companies—it’s becoming an essential tool for B2B relationship building and brand development. According to ConnectWise CMO Angus Robertson, MSPs should look for a practical, phased approach that any can implement, regardless of their size or marketing expertise.
Starting Simple: The “Spaghetti” Phase
“As long as you have 150 followers on LinkedIn, you can sign up to do a LinkedIn Live,” Robertson said, highlighting how achievable initial social media goals can be. The first phase should focus on increasing brand awareness and humanizing your MSP business.
The key in the beginning is authenticity. So, Robertson encourages MSPs to share real moments, such as industry awards celebrations or casual team updates. “When you finally meet somebody face to face, they feel like they know you,” he said. Creating genuine connections through social platforms is important, and that only happens through genuine content that shows who you and your company are.
Related: Breaking the MSP Marketing Paradox: How to Succeed with Limited Funds, Resources
Evolving Content and Storytelling
Once you've established a basic presence, phase two is where you develop what he calls a “content engine.” Here, the goal is to improve search engine rankings, and the content-engine approach maximizes the value of each piece of content you create. “You can do a 30-minute live session on a topic you feel passionate about, invite a thought leader, and then the recording becomes an asset you can transcribe and turn into a blog or social snippet,” Robertson said.
For MSPs concerned about production costs, Robertson points out that tools like Streamyard, which costs just $15 per month, can maintain high-definition copies of your videos for future use.
The third phase involves implementing a sophisticated story brand approach. This framework helps MSPs create compelling narratives that resonate with their target audience by addressing:
- - Who your story's main character is (your client)
- - What their problem is
- - How your MSP serves as a guide
- - The plan you offer
- - The call to action
- - The successful outcome
- - And what failure looks like if they don't act
Robertson emphasizes understanding both the current state and future state of your clients” needs. “Look at the consequences of doing nothing,” he said. This both shows them your understanding of their world, and helps them picture the possibilities of working with you.
At this point, your audience should be able to understand who you are (brand awareness) and what you stand for (brand credibility).
One MSP’s Social Media Journey
Robertson shared examples from Simplex-IT, whose implementation of his approach demonstrates these strategies in action. The MSP’s “Spaghetti Phase” began with focusing on brand awareness through authentic LinkedIn content and team updates. In phase two, they expanded into short-form videos. For phase three, they concentrated on improving search engine rankings while listening carefully to customer questions and creating content that directly addressed these concerns. Their videos covered practical topics like the costs of downtime and pros and cons of co-managed IT, showing how to turn customer questions into valuable content.
Tools and Measures for Success
For MSPs starting their social media journey, Robertson recommends at least one social post per week and one to two videos per month. “You can be fairly similar in your posts across platforms. They don't have to be totally different,” he said. Success metrics should focus on both awareness and consideration:
- - Awareness metrics include impressions, likes, audience size and video views
- - Consideration metrics encompass comments, shares, engagement rates and website clicks
With the right approach and tools in hand, building an effective social media presence is within reach. Although the approach should be methodical, Robertson said successful social media marketing for MSPs doesn't require a large team or budget; consistency and authenticity matter more. By starting with basic brand awareness, progressing to content creation, and eventually implementing a sophisticated narrative strategy, MSPs can build a strong social media presence that generates real business results.
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