We get it—marketing your MSP business is probably way down on your to-do list. You’re out there fixing IT problems, keeping systems running, securing everything, and fielding all sorts of client questions. Marketing? That’s not exactly a priority.
But here’s the deal: attracting new clients doesn’t happen overnight. It’s not like ordering takeout. It’s more like growing a garden. It takes patience, consistent effort, and the willingness to keep watering—even when it feels like nothing’s happening.
We’ve worked with so many MSPs who are killing it on the technical side but struggle when it comes to growing their business. They’re excellent at service delivery, but the phone isn’t ringing as often as they’d like.
So, let’s cut through the fluff and get down to what actually works.
1. The Buyer Journey Is Messy (Just Accept It)
Your prospects don’t just follow a nice little checklist from “never heard of you” to “take my money, please.” Google calls it the “messy middle,” and it’s exactly as chaotic as it sounds. People take forever to make decisions and research everything under the sun before choosing a provider.
Think about the last big purchase you made. You probably:
- Realized you needed something
- Spent way too much time comparing options
- Got overwhelmed and put it off
- Came back later, researched some more
- Finally decided based on who you trusted most
Your potential clients do the same thing with IT services. They’re not just comparing features—they’re deciding whether you’re the real deal or just another vendor who’ll disappear when things get tough.
2. Content That Actually Helps People
Here’s where a lot of MSPs miss the mark—they create content that screams “look how smart we are!” wrapped up in tech jargon that most people won’t even read.
What works better? Content that solves real problems your prospects are dealing with right now:
- A guide on how to spot a phishing email in 30 seconds? Gold.
- A checklist for handling a ransomware attack? Super valuable.
- The blog post about your new office furniture? Not so much.
Great content isn’t about you—it’s about your clients. Their challenges, their goals, their pain points. When you can say, “We reduced downtime by 82% for Company X,” that’s something people will remember.
3. SEO: Making It Work for Your MSP
SEO might sound like a root canal, but trust us, it’s not that bad. Here’s what really matters:
- User-friendly website: Make it easy. Like a gym that’s clean and organized—people should be able to find what they need without playing “Where’s Waldo?” with your contact page.
- Niche down: Be specific. “IT services for law firms with 10-50 employees” beats “IT services for businesses” every time.
- Google My Business: Fill out your profile, update it regularly, and get real reviews (and respond to them).
That’s 80% of what you need for most local MSPs. Skip the complicated SEO tactics and focus on clarity.
4. Social Media That Doesn’t Suck Your Soul
Many MSPs waste energy trying to be everywhere on social media. It’s exhausting—and ineffective. Instead, do this:
- Pick one platform where your ideal clients hang out (for most MSPs, LinkedIn is the way to go).
- Post consistently (a few times a week is enough—no need to go crazy).
- Share helpful content that’s actually useful.
- Engage with people who comment or ask questions.
The goal isn’t to go viral—it’s to be visible and valuable to the right people. When your prospects see you as a resource, they’ll think of you when they need IT support.
5. Email That People Actually Open
Email isn’t dead. But if you’re sending out the same generic newsletters to everyone, your emails are probably collecting dust in inboxes.
Try this instead:
- Segment your list: Group your contacts based on industry or needs.
- Tailor your emails: Send them content that actually addresses their specific challenges.
- Keep it conversational: Write like you talk to your clients, not like you’re submitting a legal brief.
One email that solves a problem is worth ten generic newsletters that get deleted without being read.
6. A Brand That Stands for Something
Your brand is more than just a logo or color scheme. It’s what people say about you when you’re not in the room.
Here’s what works for some of the best MSPs:
- Technical expertise: You know your stuff, and you’re proud of it.
- Approachability: You make complex IT stuff easy to understand.
- Proactivity: You prevent problems before they happen.
A strong brand reassures clients that you’re the right fit for their needs. Figure out who you are and own it. Don’t try to be everything to everyone—that’s a shortcut to being forgettable.
The Long Game
Building a marketing presence for your MSP is like committing to a fitness plan—it’s about consistent effort over time. It won’t happen overnight, and there are no quick fixes.
But here’s the thing: if you focus on real value, visibility, and being genuine in how you communicate, you’ll see long-term results. We’ve seen MSPs who started slow but now have more clients, better retention, and higher profits than those chasing after the next marketing trend.
So, ready to build something that actually lasts? Let’s talk about what that looks like for your MSP. No pitches, no pressure—just reach out, and let’s chat.
