How to Grow Your MSP: A Marketing Guide

As the managed services industry surges toward a projected market value of over $500 billion by 2028, the competition is intensifying like never before. For managed service providers (MSPs), simply having great services isn’t enough—you need to stand out, attract the right audience, and turn curious prospects into loyal clients.

In this ultimate MSP marketing guide, we’ll dive into proven strategies to elevate your brand without breaking the bank. You’ll learn how to craft a sharp, focused marketing plan that aligns with your business goals, delivers consistent messaging, and builds brand recognition across every online touchpoint.

By the end, you’ll have the tools to ensure that when potential clients choose an MSP, they choose you.

Understanding the MSP Marketing Plan

The significance of an MSP marketing plan is undeniable. Every day, clients explore “better deals,” especially if they’re not fully satisfied with their current service. A well-rounded MSP marketing plan anticipates these challenges and implements strategies to minimize the risk of client turnover.

Your MSP marketing plan must address three key obstacles to success: pricing, building trust, and scalability.

It’s also essential to recognize that an MSP marketing plan aligns closely with your services. While marketing emphasizes brand awareness and client education, fulfilling these promises is equally vital.

An MSP marketing plan is a strategic framework for generating leads and converting them into clients for managed service providers. From increasing brand awareness to effectively showcasing services, the core objective of this plan is to retain existing clients while attracting new ones.

Why is MSP Marketing Essential?

Marketing is a critical element for any business. Without it, there’s no way for potential clients to know your MSP exists. It’s like the classic scenario: if a tree falls in a forest and no one hears it, it makes no impact. In the same way, even the highest quality services won’t matter if no one knows about them.

Effective MSP marketing fuels business growth and guides you in setting the right pricing for your services. However, marketing is a multi-faceted and complex process; no single tool or method can address all the components of MSP success. A strong marketing strategy begins with a holistic understanding of these diverse elements and their roles in your growth.

Let’s explore some of the key elements involved in marketing an MSP:

The Role of Lead Generation Within Your MSP Marketing Framework

While often used interchangeably, “lead generation” and “marketing” are distinct concepts. Lead generation is just one element of a broader marketing strategy, focused specifically on guiding prospects through a journey that ideally ends with them booking a meeting.

Although this process may seem like the entirety of marketing, it’s a more tactical approach, centering on steps to attract and engage new leads. Lead generation typically involves strategies like “funnels” and “content marketing”—just small components within the significant marketing framework.

The Role of Promotion Within Your MSP Marketing Framework

When people think of “marketing,” they’re often picturing “promotion”—a term that more closely aligns with the public-facing aspects of marketing. Simply put, promotion is all about advertising. It includes everything from inbound and outbound campaigns to sales letters, event presentations, videos, and blog posts—essentially, any communication directed at the consumer.

Promotion also encompasses messaging, perceived value, brand identity, and differentiation.

How MSP Marketing Differs from Other Industries

MSP marketing centers on showcasing how your services add real value to clients. Although most marketing strategies aim to communicate value, MSP marketing strongly emphasizes data-driven results and client success stories to drive ROI. Your audience wants assurance that your services can help them deliver better results to their customers in a cost-effective way. Your role—and that of your marketing team—is to demonstrate why your MSP stands out from the competition.

What MSP Marketing is Not

• Just Advertising: MSP marketing is more than just advertising; it includes a range of strategies to build brand awareness and client relationships.

• Sales: While MSP marketing and sales often intersect, they serve different purposes. We’ll explore these distinctions later in the guide.

• Static: MSP marketing must adapt to the evolving IT landscape. A successful marketing plan should stay in tune with industry trends and shifts.

• A Hard Sell: Avoid pushing leads into decisions. Instead, focus on building a brand that attracts clients who want to work with you.

Key MSP Marketing Terms You Should Know

• Business-to-Business (B2B): MSPs typically operate in a B2B model, providing services to other businesses. Notably, 15% of B2B marketers cite aligning sales and marketing as their top challenge—a key consideration for your MSP marketing strategy.

• Call to Action (CTA): CTAs guide visitors to take specific actions, like downloading a guide or signing up for a free trial. Effective CTAs matter—a well-crafted, personalized CTA can perform 202% better than generic “click here” messages.

• Content Marketing: This includes blogs, videos, and social content that enhance SEO, educate clients, and establish you as an industry expert. In fact, 58% of B2B marketers reported increased sales and revenue through content marketing in 2023.

• Lead: Leads are individuals or groups showing interest in your services. Ideally, leads from your MSP marketing efforts will move through the sales process and convert into customers. Leads can also be classified as “qualified” based on their readiness and suitability for your services.

• Evergreen Content: These are marketing assets that stay relevant over time. While creating timely content is essential, building evergreen assets ensures consistent relevance.

• Lead Nurturing: This involves your marketing and sales teams building and maintaining relationships with leads.

• Search Engine Optimization (SEO): SEO strategies help you rank higher in search engines, boosting your online visibility. While search algorithms are complex, expertise is a known ranking factor. Businesses prioritizing SEO enjoy a 14.6% lead conversion rate.

• Organic Traffic: Organic traffic is naturally generated by SEO efforts on your website. Improving search engine rankings can enhance your organic traffic—significant given that less than 1% of users look beyond the first page of search results.

Effective MSP Marketing: 8 Techniques to Drive Growth

As you explore marketing methods for your MSP, you’ll come across a handful of popular strategies. Here are some of the most effective ones:

1. Email Marketing: With tools like Infusionsoft, HubSpot, and MailChimp, MSPs can leverage email for growth in various ways. Automated campaigns nurture prospects, aiming to convert them into hot leads, while more direct emails target warm leads at key moments. Some MSPs also use email for newsletters, press releases, and announcements.

2. Search Engine Optimization (SEO): Nearly all MSPs recognize the importance of search rankings. SEO focuses on optimizing your website and its content to rank well in search engine results. The goal is clear—when prospective clients search for IT services, MSPs appearing on the first page of Google capture between 71-92% of clicks.

3. Direct Mail: Once seen as outdated, direct mail (such as postcards or sales letters) is making a comeback with some MSPs. Creative direct mail campaigns can help set your business apart and leave a lasting impression.

4. Social Media Marketing: Social media remains divisive among MSPs; while some see great success, others find little return on their investment. This highlights that effective marketing is never one-size-fits-all—results vary based on audience, creativity, and execution.

5. Webinars, Workshops, and Demos: Hosting educational events helps establish your expertise and attracts potential clients. Offering these for free, especially as a newer MSP, can boost brand visibility and credibility.

6. Free Trials: Offering free trials allows leads to personally experience your service. If prospects are satisfied with the trial, they’re more likely to commit to a contract.

7. Word-of-Mouth and Referrals: Encourage satisfied clients to share feedback and ask for referrals. Positive reviews not only enhance credibility but also improve SEO rankings.

8. Niche Marketing: Focusing on a specific niche, especially if you offer specialized services, can help you stand out from broader competition.

Essential MSP Marketing Tactics for 2024

When marketing your MSP, it’s not about copying what others are doing but finding the best approach for you. Complaints about spam and over-saturation often stem from companies using the same strategies in the same markets. Marketing is dynamic, rewarding those who think creatively and ahead of the curve.

Here are some proven strategies from NinjaOne to help your MSP succeed:

Develop a Strong Brand Identity

Branding is more than just logos and slogans—it’s about communicating value. A solid brand strategy lays the foundation for clear messaging that resonates with your audience. Unlike typical marketing efforts that focus on how and where to deliver messages, branding ensures the what—the message that connects with your target audience and attracts new clients.

Think Strategically 

Simply raising awareness isn’t enough. Eventually, every prospect must decide which MSP to partner with, and the most competitive one wins. Instead of focusing solely on getting your name out there, use marketing as a tool to demonstrate your unique value. Focus on highlighting why customers should choose your MSP over others at every opportunity.

Show Personality 

Too much MSP marketing can feel generic and uninspired. If you find it hard to tell MSP websites apart, your target audience likely feels the same. Don't be afraid to show personality in your marketing. Stand out, be bold, and avoid blending into the crowd. Professionalism doesn’t mean blandness—make your brand memorable.

Be Cautious with Marketing Investments

There’s no shortage of marketing tools, advice, and trends promising quick results. But not all of them deliver. Invest wisely by first understanding the basics of marketing. This foundation will help you recognize gimmicks and avoid wasting resources. With a clear grasp of traditional marketing principles, you'll be well equipped to make informed decisions that benefit your business.

Demonstrate Consistent Marketing Efforts

One major mistake MSPs make is treating marketing like a temporary fix. Many businesses try a marketing tactic for weeks or months and then abandon it when they don’t see immediate results. Successful marketing is a long-term strategy that requires dedication and continuous effort. Just like a fitness routine, consistency is key to achieving sustained results.

Conclusion

As we head into 2024, it's evident that MSP marketing is more than a passing trend; it's a crucial element in the constantly shifting world of business and IT. MSP marketing is about building connections—understanding your audience's needs, addressing their concerns, and providing solutions that truly enhance their professional lives.

To thrive, you must stay current with technological advancements, adapt to changing market demands, and maintain open, transparent communication with your clients. 

Success in MSP marketing isn’t about flashy gimmicks or exaggerated claims. Instead, a straightforward approach emphasizing education and open dialogue fosters strong, lasting client relationships, paving the way for ongoing success in 2024 and beyond.