As a managed services provider(MSP), you make IT support accessible to companies of all shapes and sizes. But without effective MSP marketing in place, you miss out on opportunities to acquire monthly recurring revenue and grow your business. By working with thousands of MSPs across the U.S., we’ve found many struggle with lead generation and closing the loop with new business. To win more clients, you need a well-executed MSP marketing strategy in place to draw in targeted customers and guide them through the sales process.
What Is MSP Marketing?
Many MSPs think that marketing and sales activities are the same, but this is not the case. MSP marketing is a marketing plan, campaign, or strategy designed to facilitate the sale of managed IT services. Marketing activities help you reach your target audience and influence prospects to contact you. Because the MSP sales process is highly consultative, you can spend weeks, months, and
sometimes even years closing a customer. So effective MSP marketing engages and educates leads to expedite the sales cycle. The goal of your MSP marketing should be to secure an appointment with
qualified prospects interested in outsourcing network monitoring and maintenance on a contractual basis. But documenting and rolling out your MSP marketing strategy is easier said than done. So where do you start?
Understanding The MSP Marketing Landscape
Managed Service Providers operate within a unique ecosystem, catering to businesses seeking reliable IT solutions. In the digital realm, they face both challenges and opportunities specific to their industry. From showcasing technical expertise to building trust in cybersecurity, it’s important that your MSP marketing strategies are tailored to your audience.
Tips from the TMT team:
- Get to know your target audience.
How well do you really know your target market? - How easy is it for someone to IGNORE your MSP marketing?
Learn how to create “can’t ignore” MSP marketing.
How Do I Advertise My MSP Business? MSP Marketing Strategies To Grow Your MRR
To help you understand the marketing strategies other MSPs use to close business, we conducted a survey of more than 500 MSPs. Here are the most common ways they promote and sell their managed IT services offering and generate leads:
| Answer Choices | Responses | |
|---|---|---|
| None, I rely 100% on referrals | 39.02% | 206 |
| Social Media (LinkedIn, Facebook, Twitter, etc.) | 27.08% | 143 |
| Local networking groups (Chamber, BNI, LeTip, etc.) | 26.14% | 138 |
| 23.11% | 122 | |
| Natural SEO strategies | 21.02% | 111 |
| Newsletters | 15.72% | 83 |
| Pay per click advertising (Google Adwords, etc.) | 14.96% | 79 |
| Joint ventures and partnering | 14.02% | 74 |
| Telemarketing | 13.07% | 69 |
| Direct mail | 11.74% | 62 |
| Other, please specify | 10.80% | 57 |
| Trade show booths and sponsorships | 9.85% | 52 |
| An outside sales team | 8.14% | 43 |
| Yellow Pages | 6.25% | 33 |
| Canvassing | 6.25% | 33 |
| Vendor marketing initiatives | 4.92% | 26 |
| Seminars | 4.17% | 22 |
| Press releases | 3.98% | 21 |
| Radio ads | 3.03% | 16 |
| Teleseminars and webinars | 2.84% | 15 |
| TV ads | 0.95% | 5 |
| Total Respondents: 528 | ||
Referral Marketing
Many businesses take referrals for granted, and very few have a plan in place for generating referrals. A referral from a happy customer is the best way to gain new sales leads.
We cover the secret to getting MSP referrals here:
You can actively generate new customers by offering referral discounts,
conducting referral events and planning contests to see which customer can
provide the most referrals in a certain time frame. Also, you should ask for
referrals regularly and have a generous reward system in place for the customers
who refer you.
Social Media Marketing
Social media is an important marketing and branding activity. It helps MSPs
establish your company as a trusted industry expert, build market awareness for
your services, and engage with customers and prospects. Social media platforms
offer an ideal medium for MSPs to engage with their audience and showcase their
solutions. Identify the platforms most relevant to your target clients.
Consistency is key—regularly post informative content, share industry news, and
interact with your followers. Create a community around your brand and encourage
discussions on relevant IT topics.
Why most MSP’s shouldn’t start their marketing with Social Media:
Tips from the TMT team:
-
- Your branded cover photo (bonus points if it has a call to action)
- An offer link (you can update this link with text that says something like – Get a FREE IT Assessment)
- Complete your Featured section with an offer (example can be a copy of your book, a free assessment, a white paper, etc.)
Email Marketing
Email marketing remains a highly effective method for nurturing leads and maintaining client relationships. Craft personalized and engaging email campaigns that address specific pain points and offer valuable solutions. Use automation to send relevant content at the right stages of the buyer’s journey, nurturing leads into loyal clients. When implementing an email marketing strategy, building a high-quality subscriber list is key. You should collect business cards at industry events, get email addresses from your sales prospects and make sure your existing clients are on the list. Tips from the TMT Team:- To make sure you have the most success in getting responses, be aware of these 3 factors that have the greatest impact on email response rates for MSPs.
- Make sure to avoid these common email marketing mistakes MSPs make and how to avoid them with Robin Robins and Evan Samurin
Search Engine Optimization (SEO)
Search Engine Optimization (SEO) is the cornerstone of digital visibility. Research and identify keywords relevant to your services. Optimize your website’s structure, metadata, and content around these keywords. Links from local businesses, local citations, like the Chamber of Commerce, and industry citations like clutch.co, cloudtango.net, can significantly boost your website’s authority, helping it rank higher in search engine results. Tips from the TMT team:- For tons of information on how to optimize your pages, improve your content, build out your Google Business Profile and much more, visit our Ultimate SEO Guide For Managed Service Providers.
- Leverage free tools like chatGPT for keyword research and topic clustering and Google Search Console to track clicks, impressions, and keyword rankings.
Pay-Per-Click Advertising (PPC)
Pay-per-click advertising allows MSPs to reach their target audience through targeted ads. Develop ad campaigns that highlight your unique value propositions and drive traffic to landing pages optimized for conversions. Monitor your campaigns closely and make data-driven adjustments to optimize your ad spend. For a more detailed look at how to create successful PPC campaigns, see our PPC strategies for Managed Services Providers. Tips from the TMT team:- Your keywords, ads, and landing pages should be congruent and contain the same themes and messaging.
- Landing pages used for PPC campaigns should have a bottom-of-funnel offer like a discovery call or consult above the fold (before a user needs to scroll).
- Set a budget that is competitive to your market. (our recc is $3,000/mo) Setting too low of a daily budget might not produce the desired results. To help reserve budget set an ad schedule that aligns with your operating hours so that your ads are not spending 24/7.
Video Marketing
Video content has gained prominence in digital marketing due to its engaging nature. Produce informative videos that simplify complex IT concepts, showcase successful case studies, or provide glimpses into your team’s expertise. Share these videos on platforms like YouTube, social media, and your website to boost engagement and brand awareness. Tips from the TMT team:- Educational Value: Focus on creating videos that educate your audience about industry trends, common challenges, and solutions. Break down technical jargon into understandable language to resonate with a wider audience.
- Case Studies and Success Stories: Share real-world case studies that highlight how your MSP’s solutions have positively impacted clients. This not only demonstrates your capabilities but also builds trust through tangible results.
- Authenticity: Showcase the human side of your MSP by featuring key team members in videos. This adds a personal touch and helps build a connection with your audience.
Webinars And Thought Leadership
Hosting webinars allows MSPs to showcase their industry expertise and connect with potential clients in a more personal way. Select relevant topics that address pain points, challenges, or emerging trends in the IT landscape. Promote your webinars through your website, social media, and email campaigns, and engage participants through interactive sessions. Tips for marketing webinars: Tips from the TMT team:- Straight from Robin Robins: “We don’t typically start promoting webinars until about five days before. It is primarily digital because if you promote it sooner, you’ll get registrations, but show-up rate is low because people register and then forget and they don’t show up.” Three ways to maximize your webinar ROI
- For longer, virtual events, we suggest starting marketing promotion a few weeks out.
Content Marketing
Content marketing serves as a potent tool for establishing thought leadership and building lasting relationships. Create high-quality, educational content that addresses pain points and challenges your target clients face. Blog posts, whitepapers, and industry insights showcase your expertise and provide value, positioning your MSP as a go-to resource in the field. Tips from the TMT team:- Clear, direct content is necessary to grab your prospect’s attention and differentiate yourself from the competition. Why great content is the key to marketing managed services.
- Social media platforms want you to be social. You can’t post and ghost. Best practices are: Posting Monday through Friday and spending 10-15 minutes engaging with your newsfeed AFTER hitting publish on your post.
How To Build A Strong MSP Brand Online
Brand identity goes beyond just a logo and colors—it encompasses the values, voice, and mission that differentiate a business. For MSPs, establishing a strong online brand presence helps foster credibility and trust. Define a clear brand voice that resonates with your target audience. Communicate your commitment to security, reliability, and innovation to position your MSP uniquely in the market. Tips from the TMT team:- Your brand is the summation of experiences customers have with your company. Learn more about how to build your MSP brand.
- The best advice is to figure out what your niche is going to be. The hardest thing to get rolling is a plain vanilla company trying to be all things to all people. How to position your MSP as an expert even if you are brand new
How To Implement An MSP Marketing Plan
These are the top marketing strategies MSPs reported using to sell managed
services. But, through working with thousands of MSPs and IT services providers,
we know most of the marketing they do doesn’t drive results. Even the process of
collecting and responding to referrals isn’t structured into an effective
marketing strategy. Instead, the process is disorganized, disjointed, and often
improvised. All in all, to generate leads and drive sales for your managed
services offering, your MSP marketing strategy should connect the dots from
prospect to customer.
Where to get started when creating a marketing plan for
your MSP:
Here are some resources to help you get started with your MSP marketing plan:
- 12 questions an MSP owner should ask themselves when creating an MSP
marketing plan - Revive your MSP marketing plan with these proven tips
- 7 MSPs reveal the marketing plan they implemented to add an average of
$619,622 in managed it services sales in under a year - How MSPs are fumbling their inbound leads: the art of effective follow
up
2023 MSP Marketing Trends
Increasing Demand And Growth Opportunities
According to our survey of MSPs, many have seen a rise in demand, with 37% of
respondents reporting increased demand for their services. To capitalize on this
trend, MSPs should focus on areas like
compliance readiness, offering
advanced security solutions, and exploring
co-managed services. These strategies can set up MSPs for growth and enable them to cater to the
evolving needs of their clients.
How to sell more cybersecurity services:
Profitable Client Segments
The sweet spot for lucrative MSP clients seems to be within the
11 to 50-user range. However, as co-managed services gain
traction, MSPs might find
increased profitability in the 100 to 200-seat client segment.
This highlights the importance of adaptability and staying attuned to shifting
market dynamics.
Client Acquisition And Churn
High-performing MSPs secure around 1.2 new clients monthly while managing a
churn rate of 0.9 clients. This data highlights the significance of client
retention strategies and the willingness of successful MSPs to let go of
unprofitable relationships, contributing to their overall growth.
Referrals,
networking, and
upselling
remain effective strategies for client acquisition. Notably, inbound website
leads, direct mail, outbound calls, and seminars also play crucial roles.
Rise Of Video Content
The rising popularity of video content, including animations, screen recordings,
and live sessions, reflects changing content consumption habits. Video marketing
on platforms like
YouTube
and
LinkedIn
offers an engaging way to connect with audiences and convey complex information
effectively.
Customer Acquisition Costs
Customer acquisition
costs are significant, with the average MSP spending $29,000 per new customer. While this might appear steep, exploring cost-effective alternatives such as
joint ventures (JVs) and referrals can lead to successful client acquisition
without the hefty price tag.
Digital Advertising Costs And Strategies
The digital advertising landscape has seen costs rise due to increased
competition. Platforms like Google and Bing require substantial monthly ad spend
for optimal results. However,
retargeting remains a cost-effective strategy with a higher conversion
rate, making it a smart choice for MSPs.
Lead Conversion Timelines
MSP leads often have longer conversion cycles, taking around
84 days to progress to an opportunity. Patience and a
persistent follow-up strategy are essential to nurture leads through this
journey. Consistent follow-up over time is crucial for converting leads that
might otherwise be lost.
Minimum Marketing Practices
A robust marketing strategy involves using a CRM or
marketing automation platform to
manage leads efficiently. Implementing retargeting, maintaining active social
media profiles, publishing regular blog posts, and utilizing offline drip
campaigns form the foundation of a well-rounded marketing approach.
Need help implementing a cohesive MSP marketing strategy? Schedule a FREE MSP marketing strategy session. In 60 minutes or
less, we’ll show you how to get in front of more high-quality prospects that
WANT your services and are ready to buy.
