Choosing a new MSP company to take care of pre-existing or new IT needs can be time-consuming and challenging due to the complexity and high costs of such services.
That’s why most MSP companies experience low churn and some of the highest B2B customer lifetime values. It’s not easy to choose a new Managed Service Provider. Whether that’s for a new business or for a business that’s on the market looking to switch away from its current MSP.
You might find that bringing in good clients is hard too! Here are some MSP marketing ideas to make finding you easier for your potential clients.
Unlock unparalleled growth and establish your MSP as an industry leader with these cutting-edge strategies.
Table of Contents
Introduction: Why MSPs Need a Marketing Strategy
Managed Service Providers (MSPs) are described as “IT heroes” who manage a business’s digital infrastructure, ensuring its IT ecosystem functions optimally. Marketing for MSPs is crucial for demonstrating tangible value, such as cost savings from disaster prevention, reliability, and scalability, rather than being a mere sales tactic.
The managed services market is a significant and growing industry, projected to exceed $500 billion by 2028, making marketing essential for sustainable growth.
Evolution of MSP Marketing
- The “Break-Fix” Era: Characterized by reactive IT support, marketing relied on word-of-mouth, direct calls, and local print ads.
- Dot-Com Boom & The Rise of “Managed”: This period saw the emergence of the MSP model, with early websites, basic SEO, and email marketing. The primary challenge was educating clients on the benefits of proactive IT.
- The Digital Domination (Present): The current landscape is hyper-competitive, demanding data-driven strategies across multiple channels. Content marketing, social media (especially LinkedIn), and trackable metrics are paramount.
8 Genius MSP Marketing Ideas
Google Maps Ads
A potential client’s search for “IT Services” on Google Maps may bring them right to your MSP business profile. When the term “IT Services” is input into the search bar, results appear on a map as well as in the search results list. These advertisements also include driving directions to your office location and phone CTAs on mobile devices.
Emergency Keywords
A couple of months ago, my boss found himself googling “emergency data backup attack” at 6 AM.
Consider bidding on phrases like “emergency” or “urgent.” This is an easy approach to acquiring clients with pressing problems and strong intentions; imagine the return on investment for those keywords! However, make sure your MSP company can handle emergency cases, or you may risk a poor Google rating.
Referral Bonuses
Tapfluence and Influitive report that 92% of consumers turn to people they know for referrals above any other source. Encourage people to make recommendations! Referral bonuses may be used to maintain current customers and expand your business reach. To make it simple, offer out business referral cards to your clients or leave them in any correspondence you send.
Video Marketing
Don’t pass up the opportunity! Video with actual people from your company can help you create a personal connection with your prospects, which may lead to trust, recommendations, and additional sales opportunities.
Yelp
According to research conducted in 2014, 88% of customers trust internet reviews as much as personal recommendations. I can’t emphasize enough how essential Yelp is—claim your business! People are already leaving comments about your company, which should be addressed and verified for accuracy. One of the first places consumers look for a good MSP company is Yelp.
Remarketing Ads
“Easy money” is a phrase that remarketing is sometimes compared to. Remarketing ads allow you to reach people who have browsed your website but haven’t taken any action. Retargeting ads are tailored advertising designed to re-engage those potential customers.
Direct Mail
The days of using postcard advertisements to stuff mailboxes are not over. Direct marketing, especially for baby boomers, is still effective, and it’s a fantastic way to exhibit your area of expertise or competitive price points.
Local Events
As a teen, I was on a recreational basketball team sponsored by a local company that provided our players with team jerseys imprinted with the business’s logo. This gets your company in front of parents with small children, but it also helps expose your MSP to other business owners who may need your services.
These are just a few of the MSP marketing ideas that can help you grow your business. Do some research and try a couple of new marketing tactics to see what works best for you! And if you need any help, don’t hesitate to reach out to us. We’re always happy to chat about MSP marketing!
MSP Marketing Controversies & Pitfalls
“Weaponization” of Contracts:
- Issues: Predatory clauses in SLAs, unclear auto-renewals, and high termination fees.
- Ethical Approach: Prioritize transparency and fairness to build trust.
Data Responsibility & Liability:
- Issues: Ambiguous liability in case of data breaches. Client misconceptions about SaaS security, often assuming shared responsibility is handled by others.
- AI Concerns: Intensifying ethical issues around AI use of client data (bias, consent, human oversight).
Marketing Misfires & Credibility Killers:
- Overpromising: Making unrealistic claims like “future-proof IT” or “bulletproof security.”
- Jargon Jungle: Using excessive technical terms that alienate clients.
- Ineffective Paid Ads: Driving traffic without engaging content for conversion.
- Tech-Guy-Does-Marketing” Trap: Assigning marketing tasks to untrained technical staff.
The Future of MSP Marketing (AI Integration)
Artificial Intelligence (AI):
- Personalization: AI analyzes client data for needs anticipation, upsell opportunities, and churn prediction.
- Content Creation: Automating blog posts, social media updates, and newsletters.
- Sales & Support: Identifying high-quality leads, automating follow-ups, and powering 24/7 chatbots.
Automation: - Streamlining marketing workflows and optimizing RMM/PSA tools.
Cybersecurity:
Becoming a critical differentiator, marketing proactive, AI-powered defenses against escalating threats. MSPs will be educators on security best practices.
Cloud Evolution:
Highlighting cloud-first and multi-cloud services for flexibility, scalability, and efficiency.
Data-Driven Everything:
Utilizing analytics platforms (Google Analytics 4, Tableau, PowerBI) for ROI measurement, market trend analysis, and informed decision-making.
Overall Trends:
- Shift from referrals to structured marketing systems.
- Increased emphasis on brand clarity and trust-building.
- Omnichannel presence is essential.
- Value-driven, consultative selling, positioning MSPs as trusted advisors.
- Deep integration between sales and marketing teams.
Conclusion: Your MSP Deserves to Shine!
MSP marketing is a strategic investment in growth, evolving from break-fix to an AI-powered future. Embracing innovative ideas, championing transparency, and adapting to trends are key. Technical expertise is valuable; marketing ensures it is recognized.