What's holding MSPs back from achieving marketing ROI?

The MSP market is expanding rapidly. With this considerable growth comes an increasingly competitive landscape, making it vital for MSPs to differentiate themselves. However, several key factors often hinder MSPs from reaching their full potential.

In the MSP industry, some players sell their inadequate services at bargain prices; this tactic leaves many clients dissatisfied and creates a negative image for the industry. This image problem can make effective marketing challenging for MSPs, as they must work harder to build trust and convey quality in their offerings.

Moreover, a fundamental mismatch often exists between MSP owners and the essence of marketing. Typically, MSP owners have a technical mindset, focusing on details and logic, whereas marketing requires a creative and holistic approach. This difference in perspectives can lead to ineffective marketing strategies that do not resonate with potential clients.

MSP Marketing Challenge 1: Too technical

There's a need for MSP owners and salespeople to understand their target audience better.?

Many MSP strategies presume their potential clients possess extensive technical knowledge or wish to delve into the technicalities of the service offerings. However, most website visitors seek a company that can support them. They want to know the company, do their research, and see if there's a fit with their needs rather than focusing on intricate technical details.

Challenge 2: Campaigns are too short

A common pitfall for MSPs is underestimating the time and resources required for successful marketing campaigns. Many MSPs allot only a few months for a marketing campaign, expecting immediate results. This short-term view can be particularly detrimental in areas such as SEO, where more than six-twelve months is needed to observe meaningful results.

Challenge 3: Compete at the top end

Further, MSPs often attempt to compete with larger, more resourced companies, akin to a David and Goliath situation. These larger companies can allocate tens of thousands of dollars each month towards their SEO and content marketing strategies every single month, a budget smaller MSPs cannot match.

Challenge 5: Forget about the human element

The human element is an often overlooked but crucial aspect of MSP marketing. Customers care more about the people behind the business than the brand itself. People buy from those they trust and like, not from impersonal brands.

So, how can MSP owners or salespeople overcome these challenges?

Define what makes your MSP special, and become the expert.

Carve out your unique space within the industry. This could involve focusing on a particular vertical or becoming a specialist in a specific solution.?

One MSP I've worked with in the last year has doubled their business within a year by focusing exclusively on one solution (Microsoft 365.)

Focusing on an industry or solution is one of the easiest ways to create your value proposition. Understanding the ins and outs of a specific industry will make it easier to build trust.?

Understand your ideal customer profile (ICP)

Understanding your ICP should be at the heart of everything you do in business, from marketing, sales to the solutions you deliver.?

From a marketing perspective, this entails asking your ideal customer their needs and their pains and gain. If you need help building a value proposition or a customer profile. See my blog.

Once you know your customer intimately, create high-level content that simplifies complex concepts and builds trust with potential clients. By prioritising this, you can connect more effectively with their target audience.

Create your personal brand so people get to know, like and trust YOU.

Lastly, you'll need to engage in marketing and communicate your passion and knowledge to your audience.?

A strong brand is beneficial, but ultimately, people buy from people. The more an MSP owner can establish a personal connection with potential clients, the more likely those clients will develop an affinity towards them and their brand, paving the way for business success.