There’s really only one rule for using social media to build your MSP business: Share.
See, that was easy, wasn’t it? Oh, you want details? Okay, here goes –
Day 1: Share what you know. It can be technical, about trends in the trade, about something you saw/heard at a conference, or helpful hints for clients.
Day 2: Share a link to something interesting and useful to your clients; maybe add your own comment to add insight.
Day 3: Share something else interesting; maybe add your own comment to add insight and why it’s useful info.
Day 4: Share something personal, “Gorgeous weather we’re having now that the summer humidity has cleared out.” It doesn’t have to be confessional – just something that shows you’re human.
Day 5: Share information about a special offer or service you offer. “Schedule a systems audit before the 30th and get…”
Day 6: Share what you know, perhaps piggybacking on something big in the news. “Five big problems business owners are experiencing with Windows 8.”
Day 7: Share what you know that is particularly useful to your main business silo. “Windows 8 and HIPAA – what it means for dentists.”
Lather, rinse, repeat.
Message ratios matter
If you are using social media for lead generation, then you must share your knowledge. Selling ain’t telling, it’s showing what you know. That’s why five out of seven posts are about things your MSP clients might find useful. Only one is promotional and one is about you. It is perfectly okay to add, “In our experience, X, Y and Z are true, while with A and B, we have found …”. Occasionally, you can sneak in a line at the bottom of one of the helpful posts to the effect, “Want to know more about this? Contact us.”
Think about the Facebook or Twitter posts that show up in your own social feed. The ones that are all Me!Me!Me! are seldom read. You may even un-follow them. Your clients – and everyone else – are the same.
The more useful the information, the more likely it is to be read
Your blog posts should adhere to the same ratios. Don’t you love learning something that can help you in your business or life? Don’t you find the blogs that are a thin disguise for selling are boring or off-putting? You probably don’t take the time to read something that is a sales pitch, so why would your clients?
Why should anyone read your posts if they are all, or even mostly, sales pitches? They shouldn’t and they won’t. Consistently sharing your knowledge demonstrates to your prospects and clients that you are, indeed, an expert. That you keep up with current trends. That you know enough to solve their problem. And that, in the end, is what they want most to know.