What Marketing Tactics Work Best for MSPs?

Effective marketing is critical to growing your MSP business, but not all tactics deliver the same results. This guide outlines proven strategies for MSPs like email marketing, SEO, referral programs, and more, tailored to attract new clients and build lasting relationships.

Key Marketing Tactics for MSPs (with Examples)

1. Leverage Email Marketing for Consistent Engagement

• Actionable Tips
  • Build segmented email lists for different client types, such as small businesses, healthcare providers, or law firms.
  • Send value-driven content, such as cybersecurity tips, updates on emerging threats, or case studies highlighting your success.
• Sample Email Subject Lines
  • “Ransomware Risks Are Rising — Here’s How to Protect Your Business”
  • “5 Quick IT Fixes to Boost Your Team’s Productivity”
  • “Is Your Business Prepared for 2024’s Biggest Cyber Threats?”
• Key Insights
  • If Done Well: Email campaigns help maintain top-of-mind awareness and build trust.
  • If Neglected: Poorly targeted emails risk being ignored or unsubscribed.
• Next Steps
  • Use platforms like HubSpot or Mailchimp to automate and personalize campaigns.
  • Track open and click-through rates to refine messaging further.

2. Optimize Your Website for SEO and Lead Conversion

• Actionable Tips
  • Target MSP-specific keywords like “IT services for small businesses” or “cybersecurity solutions near me.”
  • Regularly update your blog with relevant topics such as ransomware prevention or compliance tips.
  • Include clear calls to action (CTAs) on every page, such as “Request a Free Assessment.”
• Example of an Effective CTA
  • “Secure Your Business Now – Get a Free IT Risk Assessment!”
• Blog Topic Ideas
  • “How to Ensure Business Continuity in the Face of Cyberattacks”
  • “5 IT Upgrades Your Business Can’t Afford to Ignore in 2024”
• Key Insights
  • If Done Well: Strong SEO brings in a steady stream of organic traffic.
  • If Neglected: Poor rankings leave you reliant on paid advertising.
• Next Steps
  • Use tools like Google Analytics and SEMrush to monitor keyword rankings and site traffic.
  • Add client testimonials and success stories to your website to improve conversions.

3. Create a Client Referral Program

• Actionable Tips
  • Offer incentives — such as discounts, account credits, or gift cards — to existing clients who refer new business.
  • Promote the referral program through email campaigns, newsletters, and social media.
• Sample Messaging for Referral Emails
  • “Love Our Services? Refer a Friend and Earn a $100 Credit!”
  • “Help a Fellow Business Owner — Earn Rewards When They Join Us!”
• Social Media Post Example
  • “📢 Our Referral Program Is Here! Earn rewards while helping your peers protect their business with world-class IT services. Learn more here: [link]”
• Key Insights
  • If Done Well: Referral programs tap into existing relationships to build credibility with prospects.
  • If Neglected: Missing out on one of the highest-converting lead generation methods.
• Next Steps
  • Use tracking tools to measure your referral program’s success.
  • Share referral success stories to motivate other clients to participate.

4. Develop Content Marketing Campaigns

• Actionable Tips
  • Publish high-value content to position your MSP as an expert. Examples include white papers, guides, and checklists.
  • Use video content to explain complex topics like cybersecurity or cloud migration.
  • Host webinars on trending topics to attract prospects and showcase your expertise.
• Sample Content Topics
  • White Paper: “The Ultimate Guide to Layered Cybersecurity for Small Businesses”
  • Webinar Title: “How AI Is Revolutionizing Cybersecurity for SMBs”
  • Checklist: “10 Warning Signs Your IT Infrastructure Needs an Upgrade”
• Key Insights
  • If Done Well: Content marketing builds trust and drives qualified leads.
  • If Neglected: Clients may not see your MSP as a thought leader.
• Next Steps
  • Create a quarterly content calendar with topics tailored to your target industries.
  • Repurpose blog posts into infographics, videos, or email content to maximize ROI.

5. Use Social Media to Amplify Your Brand

• Actionable Tips
  • Focus on professional platforms like LinkedIn to connect with decision makers.
  • Share success stories, client testimonials, and industry insights to demonstrate your MSP’s value.
• Sample LinkedIn Post Examples
  • “Small businesses are the #1 target for cyberattacks. Here’s what you can do to stay protected: [link to blog]”
  • “Another success story! We helped [client name] reduce downtime by 50% with proactive IT management. Learn how we can help your business thrive: [link]”
• Key Insights
  • If Done Well: Social media strengthens your brand presence and expands your audience.
  • If Neglected: Missing opportunities to engage with prospects directly.
• Next Steps
  • Post regularly, aiming for at least three times per week.
  • Join LinkedIn groups relevant to your target industries and actively participate in discussions.

6. Attend Networking Events and Trade Shows

• Actionable Tips
  • Focus on events that cater to small and midsized businesses or specific verticals.
  • Prepare an elevator pitch and bring materials like business cards, brochures, or case studies.
• Sample Pitch for Events
  • “We specialize in providing IT solutions to small businesses like yours, ensuring that your operations run smoothly while protecting your data from cyber threats. I’d love to schedule a time to discuss how we can help.”
• Key Insights
  • If Done Well: Networking builds relationships and generates leads with minimal investment.
  • If Neglected: Overreliance on digital channels could limit opportunities to connect face to face.
• Next Steps
  • Schedule follow-up meetings with promising contacts immediately after events.
  • Use event insights to create blog posts or social media content recapping your experience.

7. Invest in Paid Advertising Campaigns

• Actionable Tips
  • Use Google Ads to target high-intent keywords like “local managed IT services.”
  • Run social media ads on LinkedIn to reach business decision-makers.
• Ad Examples
  • Google Ad: “Managed IT Solutions for SMBs — Protect Your Business with Our Expert Services. Contact Us Today!”
  • LinkedIn Ad: “Struggling with IT Challenges? Let Us Handle Your IT Needs So You Can Focus on Growth. Learn More.”
• Key Insights
  • If Done Well: Paid ads offer quick visibility and targeted reach.
  • If Neglected: Overspending on ads without proper targeting can drain your budget.
• Next Steps
  • Allocate a monthly budget and track ad performance metrics such as cost-per-click (CPC) and conversion rates.
  • Experiment with A/B testing to optimize ad creatives and targeting.

Conclusion

MSP marketing requires a diverse strategy tailored to your audience. By combining tactics like email marketing, SEO, referral programs, and content creation, you can attract leads and nurture lasting relationships. Use the samples above as inspiration to craft compelling campaigns that resonate with potential clients.

Looking for more tips to build your business ? Check out the Marketing and Sales Answer Center!

ChannelPro has created this resource to help busy MSPs streamline their decision-making process. This resource offers a starting point for evaluating key business choices, saving time and providing clarity. While this resource is designed to guide you through important considerations, we encourage you to seek more references and professional advice to ensure fully informed decisions.

Featured image: DALL-E