As the year winds down, the lead-up to Christmas often brings a natural slowdown. For managed service providers (MSPs), this quieter period can be a perfect window to prepare for a successful takeoff in the new year. Rather than hitting cruise control, take advantage of this time to fine-tune your marketing foundation and ensure your business is primed for growth and success in 2025.
Building this foundation is like preparing on the runway for takeoff: each element – from your website to your social media presence, to your Google Business Profile – serves a vital role in positioning your MSP for a smooth and impactful ascent. Let’s explore why these foundational steps matter and how you can tackle them during this quieter season.
Getting your website ready for conversions
Think of your website as the control tower for your marketing efforts. Every client journey eventually intersects with your website, whether they arrive via Google search, social media, or referral. For this reason, your site needs to be optimized not just to inform, but to convert visitors into conversations.
A well-designed, high-performing website ensures a smooth journey from the moment prospects land on your site to the point where they’re ready to take off with your services.
There are four areas below we’d recommend looking at:
- User experience and navigation: A website with streamlined navigation, responsive design, and fast loading times provides a positive user experience, which is crucial for keeping visitors engaged. Simplifying pathways – like using a clear, intuitive menu and prioritizing mobile-friendliness – can drastically improve the visitor experience, reducing bounce rates and encouraging further exploration.
- Messaging that resonates: Crafting content that speaks directly to your audience’s challenges and needs is essential. This means addressing issues like cybersecurity, IT support, and remote work solutions in a way that’s relatable and easy to understand. Clear, jargon-free messaging builds trust and makes it easier for prospects to see how you can help.
- Showcase personality on your website: If you’ve ever seen our director Mark speak, you know he is obsessed with this! Use authentic team photos of your team at work instead of stock images, craft engaging bios for key team members, and weave your company’s story into the design and content. Include snippets of your culture, like anecdotes about team achievements, office traditions, or memorable events. This personal touch helps visitors feel a connection with your business, reinforcing the idea that they’re partnering with real people who genuinely care about their needs.
- Clear calls-to-action (CTAs): CTAs act as signposts that guide visitors towards specific actions, whether it’s booking a call, learning more about a service, or delivering some kind of an assessment. Placing these strategically, without overwhelming users, can greatly improve your conversion rates. Ensure each page has a focused purpose and leads visitors on a logical journey.For example, our CTA is for MSPs needing help. We step in to help prospects identify areas for website improvement, offering a fresh perspective on how to turn a standard website into a conversion machine. Feel free to test it out at the top of the page! It starts that all-important conversation and allows us to showcase our expertise, without taking up too much of our time. It adds value to our prospect’s day, and that is what your CTA needs to do for your prospects.
Building engagement across channels
Social media is like a radar beacon, broadcasting your MSP’s expertise and values to a broad audience. However, many MSPs let their social presence drift due to busy schedules. This pre-holiday lull is a fantastic time to get back on track and refresh your profiles. It’s also an opportunity to develop a steady stream of engaging content for the months ahead.
If you simply don’t have the time – get help! The experienced Wingman team can deliver this for you at the click of a button with our Content Autopilot service.
Here are some ideas on how to refresh your MSP’s social content strategy:
- Audit and update profiles: Start by ensuring that your social profiles on platforms like LinkedIn, Facebook, and X (Formerly known as Twitter) are up-to-date, with consistent branding and contact information across all channels. An optimized profile looks professional and reinforces your brand identity wherever prospects may come across you.
- Plan content around core topics: Consider your audience’s biggest challenges and interests. Topics like “Best Practices for Network Security” or “Choosing an MSP for Remote Work Support” are relevant and likely to engage your followers. Outline a content plan with a couple of posts per week that demonstrate your expertise and commitment to helping clients solve their tech challenges.
We practice what we preach here at Wingman and are currently planning our campaigns, content, and topics for 2025. - Use visual content: Visual posts – images, infographics, or short videos – tend to grab attention and boost engagement. Especially in a field like IT, where concepts can feel abstract, visual elements can help illustrate ideas and make complex information more digestible.
- Inject personality into your socials: People buy from people, so let your followers get to know the human side of your business. Share posts about team outings, birthday celebrations, fun competitions like hot dog eating contests (yes, we’re fans of the US Office), or any memorable team moments. These behind-the-scenes glimpses not only showcase your company culture but also build trust and relatability. By sharing your team’s personality and creating authentic, human-centered content, you can foster stronger connections with your audience, making your brand more approachable and memorable.
Optimize your Google Business Profile
Your MSP’s Google Business Profile (GBP) is often the first glimpse a potential client gets of your business when they search online. In aviation terms, think of it as the first radio call a plane makes to the control tower. It’s a first impression that can shape the entire experience.
An up-to-date, engaging GBP helps establish your credibility and makes it easy for prospects to reach out.
Here are some ways to get your GBP to fly high:
- Complete and accurate information: Double-check that all essential information – like business name, address, contact details, and hours – is accurate. If you’re serving a local area, these details improve your chances of appearing in relevant search results, which can lead to valuable inquiries from nearby prospects. If you work at home, DO NOT use your home address – find a registered office instead. It doesn’t make a good impression and isn’t great from a security perspective to reveal your personal details.
- Write a compelling description: Use the description section to highlight what sets your MSP apart and the key services you offer. This isn’t just about listing services. It is also about letting your brand’s personality shine through. This helps position your business as a trusted expert in managed IT services.
- Encourage reviews: Positive client reviews are golden. They not only boost your GBP’s ranking but also act as testimonials that reassure potential clients. Ask satisfied clients to share their experiences on your profile, and make it a habit to respond to all reviews. Acknowledging feedback – whether it’s a glowing testimonial or constructive criticism – shows prospects that you value customer satisfaction. Over time, consistent positive reviews will also improve your business’s search engine optimization too.
- Share updates: Just like social media, you can post updates on your GBP. Share key insights, promote new services, or announce holiday hours. Frequent updates signal that your business is active, which can positively impact your ranking and attract new leads.
Why a strong marketing foundation will lift you higher in 2025
Establishing a robust marketing foundation – your website, social media, and GBP – acts like a pre-flight checklist. You wouldn’t take off without ensuring everything’s in order, and the same goes for your MSP’s marketing.
Setting these elements up during the quieter period prepares you for smoother flights ahead. This will result in fewer mid-flight course corrections when client demand picks up in the new year.
At Wingman, we understand the pressures MSPs face and how easy it is for marketing to take a backseat. But with the right foundation, you’re creating the structure to attract, engage, and convert more leads consistently. You can choose to make these updates on your own or enlist extra support. Either way, taking these steps now will position your MSP for a strong lift-off in 2025.
Final call for 2025: Use this time wisely
As you enter this quieter season, think of it as an opportunity to calibrate.
Take time to look over your website, refresh your social media presence, and enhance your Google Business Profile. Making these foundational improvements will give you the steady base you need to soar to new heights in 2025.
If you’re ready to elevate your marketing, Wingman is here to help. We offer the guidance and expertise MSPs need to build a solid and reliable marketing foundation. After all, every great flight starts with a well-prepared runway.
This article was originally published at Wingman.
Photo: mnemosyne / Shutterstock
