Building a Dynamic Marketing Strategy for MSPs

In the second and final part of this blog series, Tracy Trottier looks at how you can craft an engaging content strategy and explore new marketing channels for 2025.

With your goals and budget in place, you now need to switch your attention to your marketing strategy for the coming year. Part two of this series is all about taking your plans from vision to reality—click here to read part one A Time for MSPs to Reflect, Strategize, and Set Goals for Success. Let’s dive into some actionable steps you can take to craft an engaging content strategy, explore new marketing channels, and enhance brand positioning to capture 2025 with confidence.

1. Crafting a Targeted Content Strategy

Content will likely be at the heart of your outreach efforts. Align your key themes with audience pain points and opportunities for engagement.  For instance:

Cybersecurity: Use the Cybersecurity Awareness campaign in N‑able MarketBuilder to develop a series on current cyber threats, such as ransomware, offering practical protection tips.

Cloud Services: Build content around cloud migration best practices, addressing potential challenges to help clients feel confident. MarketBuilder has several campaigns that you can use to build your cloud services story.

MarketBuilder is a resource that is included as part of your N‑able product subscription and contains content and campaigns that can help you attract new customers, and retain your existing ones. If you’re an N‑able customer, you can sign up for MarketBuilder now.

Content Formats to Engage

Aside from traditional written content like blogs and ebooks, visual content, like infographics, is amongst the most powerful forms of content. It can quickly communicate essential information. Think about creating one around, say, “5 Steps for a Resilient IT Disaster Recovery Plan.”

Video tutorials can also be high value assets when it comes to driving engagement with prospective customer. Think about producing brief, informative videos demonstrating processes like secure remote access setup, an increasingly important topic for remote work scenarios. I wrote a series of blogs all about using short form video in your marketing—click on the link to read that series.

2. Exploring New Channels for a Broader Reach

Expanding into fresh channels can boost visibility and engage clients in new ways. Digital platforms are dynamic and can elevate your marketing reach. LinkedIn is an ideal channel to target decision-makers. A sponsored content series featuring case studies on successful client transformations can resonate strongly.

As I mentioned above video offers a hugely powerful way to engage with your audience. Consider launching a weekly video segment—“Tech Talk Tuesdays,” for example—where you share insights on IT topics like managed services benefits. This is easy to share across different channels, and creating a consistent approach fosters engagement and builds anticipation.

3. Leveraging Social Media to Enhance Engagement

Social media remains one of the most accessible ways to engage with clients and position your brand as a leader. Here’s a quick guide to making your social activity as effective as possible:

Posting Cadence: Establish a consistent schedule. For instance:

• Monday: Share industry news with expert commentary.
• Wednesday: Highlight a client success story.
• Friday: Provide a quick IT tip.

Engage with Comments: Always respond to comments in a way that fosters conversation. If someone comments on a cybersecurity post, reply with a question like, “What specific challenges are you seeing in cybersecurity for your industry?” This demonstrates attentiveness and builds rapport.

Use the social media content in MarketBuilder to create your own social program.

4. Building Partnerships for Expanded Reach

Collaborative marketing with aligned partners can broaden your reach, introducing your services to new, qualified audiences. Some of the most effective partnership initiatives, include:

• Joint Webinars: Consider partnering with a cybersecurity firm to co-host a webinar titled “Understanding the Cyber Threat Landscape.” A dual perspective adds value and increases attendance by tapping into both audiences.
• Client Referral Programs: Incentivize referrals by offering a 10% discount for each new client a current client refers. It’s a win-win strategy that fosters loyalty and growth.

5. Adapting for Continuous Improvement

The IT landscape is ever-evolving, and staying flexible ensures you’re ready to adjust to new developments. But how can you stay on top of or even ahead of trends?

Industry Alerts: Set up Google Alerts for terms like “cybersecurity” and “IT managed services” to stay updated on new trends. This ensures you’re always equipped with relevant insights for clients.

Continuous Learning: Encourage team members to attend industry conferences and share insights. This keeps your team ahead of the curve and informs future strategies.

Conclusion

Your marketing strategy for the coming year is an investment in your MSP’s growth and success. With a carefully crafted content approach, expanded channels, and meaningful partnerships, your MSP will be poised to thrive. Embrace this month as a launchpad for a dynamic and prosperous new year.

Tracy Trottier is a marketing manager and heads up the MarketBuilder program at N‑able