If you run an MSP, you’ve probably felt this: you can handle servers, networks, and client emergencies without breaking a sweat, but when it comes to marketing, it feels like you’re in unfamiliar territory. Most MSP owners admit that MSP marketing strategies are their weakest area. In fact, surveys show that over half of MSPs cite finding new customers as their biggest challenge.
That’s not surprising. The IT services market is crowded, buyers are cautious, and you’re competing with both local firms and national players. Referrals will get you started, but they won’t carry you forever. So how do you actually stand out and build a steady pipeline of leads? Let’s walk through strategies that work in the real MSP world.
Before running ads or writing blogs, stop and ask: Who exactly am I trying to attract? Not every SMB is a good fit. Some just want the cheapest IT, while others have too many hoops to jump through in their buying process.
Think about:
Many MSPs overthink this and chase imaginary “ideal customers.” Start with the clients you already have. Who do you enjoy working with, and who pays you on time? That’s your base. Build your MSP marketing strategies around them.
Most MSP websites appear similar: generic service lists, stock photos of people shaking hands, and perhaps a “Contact Us” button. That won’t cut it. Your website is your sales rep that works 24/7.
Yes, explain what you do, but also add content that helps prospects at different stages of their buying journey. A healthcare CIO might be searching for a “HIPAA IT checklist.” A small business owner might just search “IT support near me.” If your site has a helpful blog, a free guide, or even a simple FAQ that answers their question, you’re already building trust.
Make it easy to contact you. Place your phone number and a “Request Pricing” button where people can easily see them. No one should have to hunt for a way to talk to you. And don’t post flat pricing; every client’s needs differ. Instead, let them request a quote so you can start a real conversation.
When businesses start looking for IT help, cybersecurity, or health tech, they don’t flip through the Yellow Pages; they Google it! If you’re not showing up in those local results, you’re invisible. So, local MSP SEO should be the backbone of your MSP marketing strategies.
Claim your Google Business Profile, add photos, update your hours, and most importantly, ask happy clients for reviews. A competitor with 30 glowing Google reviews will look more trustworthy than you, even if your service is better. I’ve seen MSPs double their inbound calls just by consistently requesting reviews after closing tickets.
Your clients don’t care about acronyms like RMM or PSA, because they don’t know them. They care about whether they’ll get hacked, how to pass an audit, or how to keep staff productive. That’s why educational MSP content works. And that’s also why you should speak your audience’s language.
Write blogs answering simple but urgent questions, “What’s the real cost of downtime for a small business?” or “How do you know if your backups actually work?” Record a short webinar on cybersecurity basics for non-tech managers. Post checklists or guides on LinkedIn.
The key is to give value without a sales pitch. The more prospects learn from you, the more they see you as the go-to expert. One MSP I know started posting weekly LinkedIn tips about phishing attacks and, within a year, half their new leads mentioned those posts on sales calls.
Most MSPs mess up here. They try to rank for “IT services” or “managed services provider,” but those keywords are insanely competitive. Big firms with massive budgets dominate them.
Instead, go after long-tail searches: “cybersecurity checklist for law firms” or “how to prevent ransomware for small businesses.” These are easier to rank for, cheaper if you’re running ads, and they bring in prospects who actually have a problem you can solve.
Yes, some of those visitors may just be students writing papers. However, if you consistently publish high-quality, helpful content, you’ll capture the ones who matter, the IT manager who has just been asked by their CEO, “Are we protected from ransomware?”
Read our comprehensive MSP SEO guide to see how you can find your keywords and start ranking by yourself.
Even if someone isn’t ready to switch providers today, you don’t want them to forget you. That’s where email marketing comes in.
A simple monthly newsletter with a tech tip, a short blog summary, or even a note about a client success story keeps you top of mind. You can also set up automated email sequences: if someone downloads your “IT Security Checklist,” they get a series of five short, helpful emails over a few weeks. Each one provides value and builds trust until they’re ready to book a call.
It’s not rocket science, but it works. Studies show that email marketing can deliver a significant ROI, sometimes 30 times or more. For MSPs with long sales cycles, it’s gold.
Inbound marketing (blogs, SEO, email) is powerful, but it’s not always enough. Sometimes you need to reach out directly.
That’s where outbound campaigns and account-based marketing come in. Build a list of target companies in your region or vertical. Craft personalized outreach that addresses their key pain points. For example: “Hi Sarah, I saw your healthcare practice just expanded. We help clinics like yours stay HIPAA compliant and avoid downtime. Here’s a quick compliance checklist.”
You’re not blasting thousands of people. You’re showing a handful of carefully chosen prospects that you understand their needs. Done right, combining outbound and inbound efforts can double or triple your lead flow compared to relying on just one.
Don’t spread yourself too thin on every platform. For MSPs, LinkedIn is where business happens.
Create a strong company page, but don’t stop there. Have your leadership post weekly updates, such as short tips, quick videos, or reactions to industry news. People trust people, not faceless companies. One Melbourne-based MSP grew rapidly because its CEO posted a simple video answering common IT questions each week. Prospects reached out saying, “I’ve been following your videos, I think you can help us.”
Facebook groups and local forums can also be helpful. I’ve seen MSPs land clients by simply being useful in a “Small Business Owners” group and answering IT questions without a sales pitch.
Hosting a webinar may sound fancy, but all you really need is Zoom, a clear topic, and boom: now it’s a working component of your MSP marketing strategies. “Cybersecurity 101 for Non-Tech Executives” or “5 IT Mistakes That Cost Small Businesses Thousands” will draw the right audience.
Promote it through your email list, LinkedIn, and even your local Chamber of Commerce. Record it, share the replay, and you’ve got content that keeps working long after the event. Best part? Webinars tend to produce warm leads because the people who attend are already interested in solving those problems.
Referrals aren’t new, but you can make them systematic. Offer a gift card or account credit for client introductions. And always ask at the right moment, right after solving a big issue, is when your client will be happiest to recommend you.
Don’t forget online reviews. Prospects will Google you before they ever call. A page full of 5-star reviews builds instant trust. Make it easy for clients: send them the review link, remind them in your newsletters, even automate the ask after closing a support ticket.
Here’s something many MSPs ignore: your vendors (Microsoft, Datto, Cisco, etc.) often have Market Development Funds (MDF) and white-label marketing materials you can use for free. Some will even co-sponsor webinars or local events with you.
I know an MSP who had Microsoft cover half the cost of a local “Cloud for SMBs” seminar. The vendor gained exposure, and the MSP secured several new contracts. If your vendors have partner directories, ensure you’re listed there as well; buyers often search those directories first.
You’re busy. Marketing often feels like “one more thing” you don’t have time for. That’s where automation helps. Schedule your social posts ahead of time. Set up email sequences that run automatically. Even add a chatbot to your website so no visitor leaves without at least a basic response.
AI can help too. Tools like Grammarly, ChatGPT, or Jasper can draft outlines or polish your copy. They won’t replace your expertise, but they’ll save you hours. One MSP I know started using an AI chatbot to handle after-hours inquiries; it booked three consultations in its first month, all while the team was asleep.
Want to really stand out? Focus on one or two industries and own them.
If you’re already serving several law firms, lean into that. Brand yourself as the MSP for law practices. Use their language (compliance, case management, billable hours). Go to their trade shows. Publish content tailored to them.
When you’re known as “the IT provider for dental offices” or “the go-to cybersecurity partner for small manufacturers,” you don’t have to fight every generic MSP for attention. Specialists command higher trust, and often higher fees.
Some MSPs attempt to manage marketing in-house. That gives you the most control, but it’s expensive and requires real expertise. Others outsource everything to agencies, which is cheaper, but you risk working with people who don’t understand what you actually do.
The sweet spot for many is a hybrid approach: maybe you or an employee handles local networking and client communications, while an agency runs SEO and PPC campaigns. That way, you get the best of both worlds without burning out or overspending.
So, once you understand the MSP marketing strategies you’ll use, you can consult with MSP agencies. Explore our list of SEO companies with proven MSP experience before you make your choice.
Marketing isn’t “set it and forget it.” You need to track what’s working. How many leads came from SEO vs. PPC vs. referrals? Which campaigns gave you the best ROI? Which emails got the most clicks?
Use a CRM to log leads and track sales conversions. Review your numbers monthly. One MSP in Atlanta discovered that leads from SEO closed at a significantly higher rate than PPC leads, so they doubled down on content instead of increasing their ad spend. That decision increased their revenue by 30% without increasing spending.
Marketing an MSP is not about doing everything at once; it’s about doing the right things consistently. Know your audience, show up where they are, prove your expertise through content, and nurture relationships until the timing is right.
It won’t transform your MSP marketing strategies and pipeline overnight, but 3–6 months of steady effort will put you miles ahead of the MSP down the street still waiting on referrals.
The bottom line: MSP marketing isn’t about flashy tricks. It’s about trust, visibility, and persistence. Get those right with the help of MSP SEO services, and growth follows.
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