The marketing industry is a fascinating one. When you look up tips from experts, you’ll see all kinds of misconceptions, myths, and conflicting information.
However, this isn’t because the experts don’t know what they are talking about.
For one, the managed service provider (MSP) marketing space differs from most.
Second, marketing is an industry where the “shiny new object” syndrome runs rampant.
Third, the marketing landscape changes by the second. What worked like magic one day can be completely obsolete the next. This means the industry is full of flash-in-the-pan fads. However, plenty of tactics have also stood the test of time.
At Tech Pro Marketing – my MSP marketing company – we’ve never shied away from innovation and change. But we like to keep our fundamental tactics in line with the timeless trends that define MSP marketing.
Just like you turn to the excellent content on SmarterMSP.com for insights, I want to provide some answers that clear up a few of the most common MSP marketing misconceptions. Let’s get right into it.
1. There’s a magic formula for high-performing email subject lines.
Email marketing consistently ranks as the digital marketing tactic with the highest return on investment (ROI)—but only if it is done right.
When we start working with MSP owners, one of the biggest issues we hear about is their struggle to get traction with their emails. People aren’t opening them, much less booking consultations.
There are all kinds of tricks and tactics for email subject lines – adding emojis, creating urgency, using all CAPS, etc., etc. Most of these don’t work for MSPs.
Many people think there is some magic framework for email subject lines to boost the open rate.
There’s certainly a framework (per se), but it’s definitely not magic.
We’ve analyzed thousands of emails at Tech Pro Marketing. The conclusion is simple:
The best email subject lines clearly explain what the email is about.
There’s no extra flair, vanity, or anything else.
Subject: X cybersecurity risks to watch in 2024
Subject: X common phishing email scams in 2024
When someone sees these types of subject lines, they know exactly what they are getting.
Think about what you’re actually putting in the email and use it as the subject – in 60 characters or less.
2. MSPs need super catchy website copy to differentiate themselves
IT companies are everywhere.
In crowded industries, there’s always a need to stand out and be different.
The company website is the first place to do this. Some believe their MSP website should be super catchy and unique with an overly distinct brand voice.
High-performing MSP websites don’t need to be “catchy” to stand out. They can certainly reflect a unique brand voice, but above all else, MSP websites need to be clear.
My favorite example here is Ronseal, a wood staining product whose slogan is “Does exactly what it says on the tin.”
Here’s an example of a “catchy” website headline versus a “clear” headline.
Catchy: “Cut through the complexity and shape YOUR digital transformation.”
Clear: “Concentrate on your business: Leave IT to us. Twin Cities Business IT Solutions.”
The first headline may sound fancy, but it could mean a million different things.
The second one leaves nothing to the imagination. It clearly states the main benefit, what the company does, and who it’s for.
Just like Ronseal is a wood stain that “dries in 30 minutes”, you need to clearly explain what your MSP does on the website.
3. Hiring a salesperson will solve your marketing problems
This is a super common misconception that extends beyond the IT world.
If you’re struggling to attract more business, it’s natural to think you have a sales problem—and hiring a salesperson is the answer.
More often than not, MSPs are dealing with a marketing problem. If you’re not generating strong leads, a salesperson isn’t going to solve it.
A salesperson’s job is to close warm leads generated and nurtured through the marketing process. Their job is not to generate leads, nurture them, and then close them. If a salesperson is capable of doing all this, they are probably running their own company – and aren’t looking for a job.
So, what’s the takeaway?
Start by examining your revenue issues from the beginning: your marketing engine.
- Are your messages getting in front of the right people?
- Are people visiting your website?
- Are you consistently booking consultations with prospects?
If you don’t answer “yes” with full confidence, you probably have a marketing problem – and a salesperson is not the answer.
Wrap up
As an MSP, the nuts and bolts of your industry are very complex and technical.
Effective MSP marketing messages are not.
This contrast creates all kinds of misconceptions.
Business owners hire MSPs so they don’t have to worry about all the technical components of their IT infrastructure. The bottom line is your marketing messages need to be crystal clear to prospective clients. Overthinking email content, website messaging, and so on will likely turn people off.
Is your MSP marketing engine not giving you the results you want? Are some of the tactics you read about online not working? I can help you. Send me a message on LinkedIn or fill out the contact form on my website.
Nate Freedman is the CEO of Tech Pro Marketing and Ulistic. He runs the only MSP marketing group with 12+ years of experience and has helped MSPs generate over 20,000 high-quality leads. Tech Pro Marketing has earned over 150 5-star Google Reviews.
Photo: Rawpixel.com / Shutterstock
