Top 4 DOs & DONTs of MSP Marketing: 2024 Edition

Published on
October 16, 2023

With the latest rounds of technical evolvements, Managed Service Providers (MSPs) play a crucial role in ensuring the smooth operation of IT organizations. MSPs handle the day-to-day management of IT infrastructure, including servers, networks, storage, and cloud resources. 

They ensure that systems are up and running efficiently, minimizing downtime. They even manage data backup and recovery solutions to ensure data integrity and availability, and a ton of other tasks. 

According to MarketsAndMarkets, the MSP market that was $223 billion in 2020, is expected to grow to $329.1 billion by 2025. This showcases the growing opportunities and competition among MSPs. 

With the rising competition, MSP marketing has become extremely crucial to establish them as the experts and build their brand among the target audience. 

But, first things first: What is MSP Marketing? 

Marketing for MSPs involves promoting your managed services to potential clients. It's the process of building brand awareness, generating leads, and converting those qualified leads into loyal customers. Effective marketing not only helps MSPs attract new clients but also retain existing ones by showcasing their value and expertise.

Global Managed Services
Source: PRNewswire

Marketing strategies for MSPs in the IT industry come with their own set of challenges, largely due to the competitive nature of the market, the complexity of IT services, and the need to build trust with clients.  

The IT services market is crowded, with numerous MSPs competing for the same pool of potential clients. Standing out in a saturated market can be difficult. IT services can be highly technical and complex. Communicating the value of these services in a way that is understandable to non-technical decision-makers can be challenging.    

With the growing number of cybersecurity threats, potential clients may be concerned about the security practices of an MSP. Addressing these concerns through marketing is essential. 

Here are a few Dos and DONTs of MSP marketing that you should consider.  

Let’s delve into the crucial DOs to focus on while dealing with MSP marketing strategies.

The DOs of MSP Marketing

MSP marketing is an essential component of success in the managed services industry. By paying heed to the right factors for marketing managed services, MSPs can create effective marketing strategies that will help them thrive in today's competitive landscape.

1. Do Develop a Strong Brand Identity

One crucial aspect of cohesive MSP marketing is developing a strong brand identity. Building a strong brand identity is an ongoing process that requires careful thought and planning. It's not something that happens overnight, but the effort is well worth it. A well-crafted brand identity sets the stage for effective marketing and helps promote your MSP with a lasting connection with clients.

a. Discuss the importance of Branding for MSPs

Branding is the process of creating a unique and memorable identity for your MSP business. It goes beyond a logo and encompasses your company's values, mission, and the experience you offer to clients. Here's why branding is crucial for MSPs: 

In a crowded marketplace, branding helps you stand out. It highlights what sets your MSP apart from competitors, making it easier for potential clients to choose your services. A strong brand instills trust and credibility in your clients. It assures them that they're choosing a reliable service provider for their IT needs.

A well-defined brand ensures consistency in messaging, design, and customer experience. This consistency builds recognition and fosters loyalty among clients. A compelling brand story and identity can create an emotional connection with your audience, helping grow your MSP organically.

b. Share Tips on creating Impactful Brand Identities

Start by identifying the core values that drive your MSP. What principles guide your business? These values will form the foundation of your brand identity within the MSP industry. Invest in professional logo design and visual elements that reflect your brand's personality. Consistency in color schemes, fonts, and imagery is key. 

Share your MSP's journey, mission, and vision in a way that resonates with your audience. Storytelling humanizes your brand and makes it more relatable. Ensure that your brand message and visual identity are consistent across your website, social media marketing copies, email marketing campaigns, digital marketing resources, and client interactions.

2. Do Invest in a Professional Website  

Your website is a vital tool in your MSP marketing arsenal. It acts as your digital storefront, making it crucial to invest in a professional and effective website. When done right, your website can serve as a powerful lead generation and client conversion tool, helping your MSP thrive in today's managed IT service market. 

a. Highlight the role of a Website as the Digital Storefront 

Your website serves as the digital storefront for your sales and MSP marketing efforts. It's often the first point of contact between your potential clients and your brand. Here's why investing in a professional website is a must: 

Your website is the initial impression potential clients have of your MSP. A professional, well-designed site conveys competence and trustworthiness. Unlike your physical office, your website is accessible 24/7, allowing prospects to learn about your services and contact you at their convenience. 

This video perfectly describes the importance of a professional website for your MSP service.

Your website is a platform where you can showcase your services, share case studies, and provide valuable resources to educate clients about the IT solutions you offer. An optimized website can help improve your rankings through search engine optimization, making it easier for potential clients to find you when they search for MSP IT services.    

b. Provide Guidelines for creating an effective MSP Website 

Invest in a clean, modern, and user-friendly design that aligns with your brand identity. Ensure that the website is visually appealing and easy to navigate. Use clear and concise language to explain your MSP services. Highlight your unique value propositions and how you can solve clients' IT challenges. 

Feature client testimonials or case studies to build trust and show potential clients that you've successfully solved similar problems for others. Make it easy for visitors to get in touch with you with effective inbound marketing. Include multiple contact options, such as a contact form, phone number, and email address. 

Ensure your website is fully responsive, so it looks and functions well on both desktop and mobile devices. Google favors mobile-friendly websites in search rankings.

3. Do Create High-Quality Content

Content creation is a potent tool in your MSP marketing plan. It helps you build trust, establish credibility, and engage with your audience. By following the DOs and avoiding the DON'Ts outlined in this blog, MSPs can create content that resonates with their target audience and positions them as industry leaders. 

a. Emphasize the value of Content Marketing 

Content marketing is the art of providing valuable and informative content to your audience. In the context of MSPs, this means sharing knowledge and expertise about IT services and solutions. Here's why creating high-quality content is crucial: 

High-quality content demonstrates your MSP's expertise and positions you as an industry authority. This builds trust with your audience, making them more likely to choose your services. 

Content showcases your knowledge, helping to establish your credibility in the eyes of potential clients. It's a way to prove you have the answers to their IT challenges. 

This is an ideal demonstration of how IBM has tons of content pieces on AI Hardware, offering solutions on a range of topics related to AI. \

MSP Marketing - Content authority
Source: IBM

Content educates your audience about complex IT topics and solutions. It also engages them by providing solutions to their problems, positioning your MSP as a valuable resource. Regularly publishing valuable content can improve your search engine rankings, making it easier for potential clients to discover your MSP when searching for IT services. 

b. Discuss Strategies for producing Engaging Content 

Understand the needs and pain points of your target audience. Tailor your content to address these specific challenges. Maintain a consistent publishing schedule. Whether it's weekly blog posts, monthly webinars, or quarterly whitepapers, regularity builds an engaged audience. 

Don't limit yourself to written blog posts. Explore various content formats, such as videos, infographics, podcasts, and webinars, to reach a broader audience. Ensure your content is well-researched and factually accurate. 

This is a glimpse of the YouTube library of Dell with effective video marketing on a range of topics. 

MSP Marketing - Video Library
Source: YouTube

Cite reputable sources and provide evidence to support your claims. Create content that directly addresses the problems and challenges your clients face. Offer practical solutions and insights that they can implement.

4. Do Build Relationships and Network

Networking is a cornerstone of success in the IT industry and an essential component of comprehensive MSP marketing. By following the DOs and avoiding the DON'Ts outlined in this blog, MSPs can forge meaningful professional relationships that not only benefit their businesses but also contribute to the overall growth, outbound marketing initiatives, and innovation of the IT sector. 

a. Stress the importance of Networking & Partnership in the IT industry 

The IT industry is built on innovation, collaboration, and staying at the forefront of technological advancements. Networking isn't just a buzzword; it's an invaluable asset in this rapidly evolving landscape. Here's why building relationships and networking are crucial for MSPs to look out for new customers: 

Networking facilitates collaboration among IT professionals, allowing for the exchange of knowledge, best practices, and insights. This collective intelligence benefits both individuals and the industry as a whole.  

Networking opens doors to new opportunities, whether it's finding potential clients, forming strategic partnerships, or discovering innovative solutions to complex IT challenges. Here is an excellent portal to find exciting hackathons focused on Machine Learning, Blockchain, and a lot more.

MSP Marketing - Networking
Source: Devpost

By connecting with peers, MSPs can stay informed about the latest industry trends, emerging technologies, and regulatory changes, enabling them to adapt and thrive. Building professional relationships over time fosters trust and credibility. This trust can translate into referrals and recommendations, helping you expand your potential customer base. 

b. Engage and Participate in Professional Networks 

Authenticity is key to building trust. Be yourself and approach networking with a genuine desire to connect and learn from others. Conferences, trade shows, and local IT meetups are excellent opportunities to meet like-minded professionals. 

Make an effort to attend these events and engage in meaningful conversations. Leverage professional social networks like LinkedIn to connect with IT professionals. Join relevant groups and actively participate in discussions. 

Networking isn't just about what you can gain; it's also about what you can contribute. Offer your expertise, share insights, and help others whenever you can. After initial contact, follow up with your connections. Send a personalized message to express your interest in continuing the relationship. This shows that you value the connection.

The DONTs of MSP Marketing

Managed Service Providers are the backbone of businesses' technology infrastructure. To thrive in a competitive landscape, MSPs must master effective marketing strategies. However, a few prominent mishaps can break your game and should be avoided at all costs. Let's take a look at them. 

1. Don't Oversell or Overpromise

Effective MSP marketing should always prioritize honesty and transparency. Overselling and overpromising may provide short-term gains but can lead to long-term damage to your reputation and client relationships. By avoiding unrealistic claims and focusing on delivering exceptional service, MSPs can build trust, foster loyalty, and maintain a positive reputation in the IT services industry.

a. Discuss the Risks of making Unrealistic Claims

When clients realize that the promises made in marketing materials don't align with the actual service delivery, trust is eroded. Trust is a cornerstone of long-term client relationships. Overpromising can lead to unmet expectations, leaving clients feeling dissatisfied and frustrated. This dissatisfaction can result in churn, where clients leave your MSP for a competitor. 

Negative response review

In today's connected world, dissatisfied clients are quick to share their experiences online. Negative reviews and word-of-mouth can tarnish your MSP's reputation. Making false claims or overpromising services can lead to legal issues, including breach of contract or deceptive advertising claims. 

b. Provide Examples of what MSPs should Avoid Saying 

What MSPs should avoid pitching

2. Don't Ignore Analytics

Analytics isn't just an option; it's a necessity for successful MSP marketing. By understanding the significance of tracking marketing metrics and using data-driven insights, MSPs can fine-tune their strategies, maximize ROI, and stay ahead in the competitive IT services landscape.

a. Explain the Significance of Tracking Marketing Metrics

Analytics is the heartbeat of modern marketing. It involves collecting and analyzing data to gain insights into your online marketing efforts' performance. For MSP companies, understanding marketing metrics is essential for optimizing strategies and achieving better results. Here's why tracking marketing metrics matters: 

Analytics provides valuable insights into what's working and what's not. This data-driven approach enables informed decision-making for your MSP marketing ideas and campaigns. Analytics helps you measure the Return on Investment (ROI) of your marketing activities. It's crucial to understand which efforts are generating the most value for your MSP. 

Here is a classic illustration of how analytics can help keep a track of each aspect of your IT service with reliable, real-time, and actionable insights.

MSP Marketing - Analytics
Source: ManageEngine

By analyzing data, you can identify which marketing channels and strategies are most effective. This allows you to allocate your resources wisely and focus on what delivers results.

b. Share the Consequences of not Analyzing Data

Neglecting analytics can have detrimental effects on your MSP's marketing efforts. Without data-driven insights, you're essentially flying blind. Here are some consequences of ignoring data analysis: 

Without understanding which marketing initiatives are driving results, you risk allocating resources to strategies that offer little or no return on investment. Ignoring analytics means missing out on opportunities to optimize campaigns and capitalize on trends in the market. 

The digital landscape evolves rapidly. Without data analysis, you may not realize when a strategy becomes outdated or ineffective, leading to missed chances for growth. Making marketing decisions without data-driven insights can lead to hasty judgments that may not align with your MSP's goals.

3. Don't Underestimate the Power of Testimonials

Testimonials are an invaluable asset in the MSP marketing toolkit. They provide real-world evidence of your capabilities and can significantly influence potential clients' decisions. By actively seeking and showcasing positive feedback, MSPs can build trust, credibility, and a strong reputation in the competitive IT services landscape.

a. Highlight the Impact of Client Testimonials and Reviews

Testimonials and reviews hold immense power in influencing potential clients' decisions. In the world of IT, where trust and reliability are paramount, positive feedback from satisfied clients can significantly impact your MSP's reputation. Here's why testimonials matter: 

Testimonials act as social proof, showing that real clients have experienced positive results with your services. This builds trust and credibility. Testimonials provide tangible examples of the problems your MSP has solved and the value you've delivered to clients. 

For instance, this feedback from an esteemed client can act as a token of compliance and eligibility.

Client Testimonial

Testimonials put a human face to your MSP, making your services more relatable and personal to potential clients. Many potential clients have reservations before committing to an MSP. Positive testimonials can alleviate doubts and reinforce their decision, allowing you to harness the control of your MSP marketing techniques.

b. Encourage MSPs to actively Seek Positive Feedback

Gathering and displaying client testimonials shouldn't be a passive endeavor; it requires proactive effort. Here's how every MSP can effectively leverage the power of testimonials: 

After successfully completing projects or providing solutions, proactively request feedback from clients. Their positive experiences can be turned into compelling testimonials. Collect testimonials from clients representing various industries and business sizes. This diversity showcases the broad impact of your MSP services. Incorporate multimedia elements, such as video testimonials or audio clips, to make testimonials more engaging and authentic. 

In testimonials, encourage clients to highlight specific outcomes, such as cost savings, improved efficiency, or enhanced security. Dedicate a page on your website to showcase client testimonials. This provides an easily accessible collection of positive feedback for potential clients to review.

4. Don't Disregard Compliance and Privacy

Compliance with data protection regulations and privacy laws is not just a legal obligation but also an ethical responsibility. By ensuring that your MSP marketing efforts align with these regulations, you not only avoid legal trouble but also build trust with your clients. 

Privacy and data protection are paramount concerns for businesses today, and by demonstrating your commitment to these principles, you position your MSP as a trustworthy partner in the ever-evolving IT landscape.

a. Emphasize the Importance of Adhering to Data Protection Regulations

Strict regulations, such as the European Union's General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), impose legal obligations on businesses that handle personal data. Here's why compliance is essential: 

Failing to comply with data protection regulations can result in severe legal consequences, including fines and sanctions. A data breach or violation of privacy laws can tarnish your MSP's reputation, eroding trust and credibility. 

Demonstrating a commitment to data protection reassures clients that their information is handled with care, fostering trust in your MSP. Compliance can be a competitive advantage. It shows that your MSP takes privacy seriously and is a responsible partner for clients. 

b. Provide Tips on Complying Marketing Efforts with Relevant Laws

Familiarize yourself with data protection regulations that apply to your target audience. GDPR and CCPA are some examples.

Ensure that you have explicit consent from individuals before collecting and using their data for marketing purposes. Provide clear opt-in options and transparency about data usage. Safeguard any data you collect. Implement security measures to protect it from breaches, and regularly review your security protocols.    

Establish clear procedures for data handling within your marketing tactics and efforts, including data access, storage, and removal requests. Ensure that your marketing team is well-informed about data protection regulations and follows best practices. Conduct regular audits to assess your compliance efforts and make necessary adjustments.


MSP marketing is an essential component of success in the managed services industry. By following the above-mentioned DOs and avoiding the DON'Ts, MSPs can serve as effective marketing tools that will help them thrive in today's competitive landscape.  

A dedicated agency like HSV Digital can help you leaps and bounds when it comes to marketing techniques and strategies for the landscape of Managed IT Service Providers. Contact us today and learn more from our team of experts.

Remember, marketing is not just about selling services; it's about creating value for your clients and establishing lasting relationships.

Frequently Asked Questions

How to market my MSP service?

To market your MSP (Managed Service Provider) business effectively, focus on targeted strategies: - Clearly communicate the unique benefits and value your MSP services offer compared to competitors. - Create informative content through blogs, webinars, and case studies to establish your expertise in the industry. - Encourage satisfied clients to refer new businesses to your MSP services. - Attend industry events, join relevant forums or communities, and partner with complementary businesses for effective lead generation and expanding reach.

How do you get leads for your MSP company?

There are 2 main approaches to get leads on MSP services: Inbound and Outbound. Inbound: Hyperlocal SEO: Building business and landing pages for your service area geography Content marketing: Blog posts, eBooks, webinars on IT challenges addressed by MSPs. SEO: Optimize website & content to rank higher in search results for relevant keywords. Social media: Engage with potential clients on platforms like LinkedIn. Outbound: Referral programs: Incentivize existing clients to refer new businesses. Networking: Connect with businesses at risk of IT issues. Targeted advertising: Use online ads to reach businesses matching your ideal client profile.

How big is the MSP market?

The global MSP market is massive and growing fast! As of 2023, it's valued at around $279 billion and is projected to reach $731 billion by 2030, with a growth rate of over 13% per year. So, it's a booming industry with plenty of opportunity for those involved. 

Ishan Barman

About the Author

I am currently working as a content writer in HSV Digital, crafting compelling narratives and engaging content. With a passion for a keen eye for details, I have honed my skills over five years in the field of content creation. I have been on a journey of exploration, delving into different niches with a major expertise on technical writing focusing on areas such as co-selling, channel marketing, partner marketing, and IT marketing. I thrive on translating complex concepts into captivating stories that resonate with audiences, helping businesses effectively communicate their value propositions in the ever-evolving B2B landscape!

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