Let’s be real—most MSP marketing sucks. There, I said it. You know it. I know it. Your competitors know it. If you’re relying on referrals and the occasional LinkedIn post, hoping prospects will magically stumble upon your IT genius… well, that’s a bold strategy, Cotton. How’s it working out?
The truth? Your ideal clients have IT problems. They’re frustrated. They’re searching for solutions. But they’re not finding you. And if they are finding you, they’re bouncing off your site faster than a sales rep dodging cold calls.
So, let’s fix it.
Why “We Do IT” Ain’t a Marketing Strategy
Most MSPs market themselves like they’re selling Wi-Fi routers at a flea market. “We do IT. We keep your business running. We protect your data.” Cool. So do 5,000 other MSPs. What makes you different? Why should a business owner care?
Spoiler: They don’t care about your tech stack. They care about their problems. Their pain points. Their money. They want to know:
- Can you keep their business from getting hacked?
- Can you help them work remotely without everything breaking?
- Can you make compliance less of a headache?
If your marketing doesn’t answer those questions in about three seconds, congrats—you’ve just lost a potential client.
How to Make MSP Marketing Actually Work
- Speak Their Language (Not Tech Jargon No One Cares About)
No one outside of IT gives a damn about “proactive cybersecurity frameworks” or “next-gen endpoint detection.” Business owners want to hear:
➡ “We keep hackers out so you don’t lose your data (or your mind).”
➡ “Your team will stop complaining about IT problems, and you’ll stop wasting money on downtime.”
Simple. Clear. Effective.
- If Everyone’s Doing It, It Must Be Good
Ever notice how people trust the restaurant with a line out the door over the empty one next door? Same concept applies here. When prospects see other businesses just like them using your MSP, they think, “Hmm, maybe I should too.”
How do you use this? Case studies. Testimonials. Industry-specific campaigns. Showcase how other companies (ideally in their industry) trust you, and suddenly, you’re the safe, obvious choice.
- The “Wait, Am I Screwed?” Strategy
People don’t take action until they think they need to. If you’re just saying, “Hey, we do IT!” they’ll ignore you. But if you hit them with:
- “Did you know 60% of businesses that get hit with ransomware shut down within six months?”
- “If an employee quits today, could they still access your data?”
- “How long could your business survive if your systems went down right now?”
Boom. Now they’re paying attention. Because now they feel the risk. And now they need you to fix it.
- Curiosity Wins Every Time
Ever clicked a headline because it teased just enough information but left you wanting more? That’s how your marketing should work. Instead of saying, “We offer cybersecurity solutions,” try:
🚨 “One simple email mistake that could bankrupt your business (and how to avoid it).”
🔎 “The sneaky IT mistake 70% of businesses make (and don’t even realize).”
💡 “What 90% of companies get wrong about their IT security (and how to fix it).”
See the difference? One makes you curious. The other puts you to sleep.
- Automation = Leads While You Sleep
You can’t be everywhere at once, but your marketing can. That’s where automated campaigns come in. Instead of cold-calling people who don’t want to talk to you, set up:
✅ Industry-specific landing pages (so prospects feel like you get them)
✅ Automated email journeys (so you stay top-of-mind without lifting a finger)
✅ Lead scoring (so you only chase the prospects actually interested)
Sound complicated? It’s not. We’ve already built the system. You just have to use it.
Let’s Cut to the Chase—Do You Want More Clients or Not?
Here’s the deal: MSP marketing doesn’t have to be hard. But it does have to be strategic. Right now, your competitors are either stealing your leads or making the same marketing mistakes you are. Either way, you’ve got an opportunity.
You can keep doing what you’re doing and hope for different results. Or you can actually implement a marketing system that works.
Your move.
👉 Want to see how this plays out for your MSP? Let’s talk.
FAQs: MSP Marketing Strategies That Actually Work
- Why isn’t my MSP marketing working?
Because “we do IT” isn’t a marketing strategy—it’s a statement. If your messaging doesn’t highlight your clients’ problems and how you solve them, you’re just another MSP in a sea of sameness. The key is speaking their language, not tech jargon.
- How do I attract more leads without cold calling?
Leverage content marketing, automation, and paid ads to do the heavy lifting. A well-placed landing page + automated email journey + social proof turns strangers into prospects without you having to chase them down.
- What’s the fastest way to get MSP leads?
Use intent buyer campaigns. These target businesses already searching for IT solutions. If someone’s looking for cybersecurity or compliance help, and you’re not showing up? Your competitor is.
- Do MSPs really need SEO and AEO?
Yes. SEO (Search Engine Optimization) helps you rank on Google, and AEO (Answer Engine Optimization) ensures you show up in voice search and AI-driven results. With more people using AI assistants for business searches, AEO is the next big thing.
- What should be included in an MSP marketing strategy?
A solid MSP marketing strategy includes:
✅ Industry-specific landing pages to capture high-intent leads
✅ Automated email sequences to nurture leads without constant follow-up
✅ SEO & AEO optimization to rank in searches (and not get buried)
✅ Referral and client retention campaigns to keep customers engaged
✅ Ad campaigns targeting decision-makers ready to buy
- What’s one marketing mistake MSPs should avoid?
Ignoring client retention. If you’re only focused on new leads and not nurturing existing clients, you’re leaving money on the table. Happy clients = referrals = easier sales.
- How do I get started with a better MSP marketing strategy?
Start by fixing the biggest hole in your marketing. Not sure what that is? Let’s chat.
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