The managed services market is a crowded field: How can your MSP stand out with would-be customers?
That’s where MSP marketing services come in. In this article we talk about the range of services available to DIY or to obtain from an MSP marketing agency, why they’re relevant to your business and how you can tap into their power to help you get leads and grow.
How can MSP marketing services address the unique challenges MSPs face?
Here’s what you’ll learn:
Want it done the right way for you?👇
We're uncovering all of the secrets and WHY "Building a StoryBrand" for your business makes sense.
Inquire for more information about a StoryBrand project with BigOrange Marketing today.
OR, continue reading for tons of ways and tools to get started. Plus, where to apply StoryBrand on your own.
The MSP Market and Marketing
As with many industries, managed service providers face stiff competition in their field today. Some choose to narrow their offerings by specializing in serving a particular industry, such as healthcare or financial services firms. Others take a more generalist approach to cast a wider net in their geographical region.
Whichever route your IT services company chooses, you want to stand out and raise awareness of your brand among potential customers and clients.
With the rising need for cyber insurance and evolving cyberthreat landscape, more and more businesses are looking for assistance from IT services companies.
Consider This: The global MSP market size measured $267 billion in 2022. Connectwise estimated 40,000 MSPs were in business in the U.S. in 2019.
MSP Marketing Is Unique
Compared to other consumer goods or more general B2B services, MSPs offer highly technical solutions. As an MSP, your marketing has to showcase your expert knowledge of complex systems, cybersecurity issues and industry regulations, all while not scaring off would-be customers with too much technical jargon.
Here are a few ways MSP marketing is different:
-
In the MSP field, building trust is paramount. Your clients have to trust that they can hand over their critical IT infrastructure and sensitive data to your MSP team. Effective MSP marketing will show that your company is reliable and has the critical expertise and proven track record needed for successful outcomes.
-
MSPs must target a specific niche. Their ideal clients are businesses that lack the resources, bandwidth or expertise to manage all their IT in-house. This means marketing messages need to be tailored to resonate with decision-makers (e.g., CEOs, IT directors) who understand the value of outsourcing IT services but may not understand all the nuances of today’s technology.
-
MSP marketing needs to go beyond simply listing features and benefits. It should focus on how MSP services can address specific pain points like cybersecurity risks, downtime, data loss and compliance issues.
Consider these headwinds that MSPs face:
-
The current size of the MSP market means that it is crowded. Many providers offer similar services, making it difficult to stand out. Marketing strategies need to differentiate an MSP by highlighting their unique value proposition, industry specializations or exceptional customer service.
-
Competition is often local. Many businesses prefer to work with local MSPs, so marketing efforts need to be geographically targeted to reach the right audience.
-
The sales cycle for MSP services can be long and complex. It often involves multiple stakeholders and requires building relationships over time. Marketing needs to nurture leads through various stages of the sales funnel, providing educational content and demonstrating value at each step.
Finally, MSPs have a unique relationship to their customers and potential customers:
-
Client relationships are ongoing. MSPs don't just close deals; they build long-term partnerships. Marketing needs to focus on client retention and upselling by showcasing ongoing value and support.
-
MSP marketing is as much about education as it is about selling. Potential clients may not fully understand the complexities of IT management or the risks they face. Marketing content needs to educate prospects on these issues while positioning the MSP as the solution.
Inbound Digital Marketing Services for MSPs: The Basics
You want potential clients to notice your MSP, so it’s important to take advantage of solid MSP marketing strategies and inbound tools. Let’s look at the key components of marketing services.
Creating valuable content, such as blog posts, ebooks and whitepapers, can establish your organization’s thought leadership. Putting your expertise out into the world is a service to those looking for information at every stage of the buyer’s journey.
Content can be used for lead generation by offering it as a helpful resource in return for a potential customer supplying you with their email address. Solid, informative content is also an effective tool for your salespeople. They can forward helpful links or articles you write to prospective customers as part of a consultative, educational approach to sales.
Here are a few examples of lead-generating pieces of content we’ve worked with other MSPs to develop:
- Phishing prevention cheat sheet for Intrust IT
- Microsoft 365 security checklist for OrlanTech
- Comparing IT partners cheat sheet for Aeko Technologies
Of course you want content about your MSP to rank high in online searches. Google itself says that to rank well “creating helpful, reliable, people-first content” is important. Your marketing content should demonstrate your expertise, provide a good experience for readers and be authoritative. It should also target relevant keywords (e.g., "IT support," "managed services").
Savvy marketers will use any number of existing tools to compile lists of the keywords and keyword phrases your business should attempt to rank for. Because most MSPs want to attract local customers, using location-specific keywords is important.
Today, social media can play a large role in building brand awareness and engaging with potential clients. Keeping up with posting and engaging on a wide number of platforms can be time-consuming and may not yield the results you want. Choose two or maybe three platforms that are most impactful for your business (such as LinkedIn and Facebook) and work to maintain a steady cadence of activity as part of your MSP marketing plan.
Keep in mind that video content often garners the most engagement from social media audiences.
Some content marketing is a long game: Building a comprehensive blog of posts that target important keywords, for example, can take months or even years. Fortunately, pay-per-click ads can be helpful in generating quick leads through targeted ads.
To save money and get the most return for your ad investment, it’s important to monitor and optimize PPC campaigns. Keep in mind that regular reporting and refreshing creative materials can help ad campaigns succeed. These ads should also bring viewers to optimized landing pages and funnel their information directly into your CRM (customer relationship management) software so you can track the journey from leads to customers.
Another effective element of MSP marketing services involves email. With 4.48 billion email users globally, it’s no wonder that Forbes reports that 81 percent of businesses use email marketing.
What you send to the contacts in your list should be informative or entertaining. You should be judicious in the number of emails you send. The idea is to build and nurture relationships with the current and prospective customers on your email list, not to overwhelm their inbox.
A key element provided by MSP marketing services is website design and optimization. Today, every MSP must maintain a user-friendly, informative website that showcases their company’s services and expertise. Remember, even if prospective clients find your company offline, one of their first moves will most likely be to visit your website.
If the other parts of your marketing plan are working well, traffic to your website should increase. Having content on your site that draws readers in and is designed to convert visitors to leads is critical.
Choosing the Right MSP Marketing Partner
As you compare MSP marketing services providers, here are some factors to consider:
- Expertise: Look for agencies specializing in IT or MSP marketing.
- Experience: Review case studies and client testimonials.
- Transparency: Ensure clear communication and reporting on campaign performance.
- Services offered: Verify that the agency provides the services your MSP needs.
- Cultural fit: Choose a partner who understands your business and shares your values.
The ROI of MSP Marketing Services
Consider how your MSP appeals to customers by explaining how they probably don’t have the expertise or time to deal with technology on their own. The same is true for MSPs and marketing: Outsourcing marketing to an MSP agency allows you to concentrate on providing the best service to your customers.
Will your marketing investment pay off?
It’s important that your agency is diligent in tracking key metrics for your MSP, such as leads generated, website traffic and conversions.
Shine the Spotlight on Your MSP
The crowded MSP market demands a strategic approach to marketing. By understanding the unique challenges MSPs face, you can leverage targeted marketing services to differentiate your brand, build trust and nurture long-term client relationships.
Whether you choose to DIY or partner with an MSP marketing agency, a well-executed marketing strategy is essential for standing out, attracting leads and achieving sustainable growth in today's competitive landscape. Remember, the investment in effective MSP marketing isn't just an expense; it's a strategic move to secure your MSP's future success.
Are you ready to take your MSP business to the next level? Schedule a free non-sales call with us today.
StoryBrand Resources
Start Your StoryBrand Project Here
Step One
Schedule a non-sales call. No pressure. Real advice.
Step Two
Get a blueprint with digital marketing services that take you where you want to go.
Step Three
Grow and connect with customers, colleagues and new leads.