Look at where potential clients are falling off your radar:
Are people bouncing from your website in seconds? If so, where do they drop off? Or maybe you’re getting initial engagement with your ads but no conversions? (Tip: Here’s how you can craft a winning ad strategy in almost no time.)Are your emails going unopened? Is your content getting zero engagement?
Numbers don't lie.
Here's what I've learned from working with MSP owners for years: The problem usually isn't your services - it's how you're communicating their value. When I review MSP websites, I consistently see the same issues:
- Technical jargon that clients don't understand
- Generic messaging that looks like every other MSP
- No clear differentiation from competitors
- Weak calls to action that don't generate leads
If your strategy looks like a carbon copy of everyone else's, that’s a hole right there. If your marketing’s not standing out, you’re blending in.
Look at the last five clients you landed. What made them choose you? That's your real differentiator—not the generic "trusted IT partner" messaging most MSPs use.
Want to know what's really broken? Ask your current clients. Create a survey asking:
- What almost stopped them from choosing you?
- What made them pull the trigger?
- What would they tell other businesses about working with you?
Their answers will tell you more about fixing your marketing than any consultant could. You could even run a survey on social media. Surveys are simple and work wonders.
Plug Those MSP Marketing Holes
The truth is, most MSP marketing strategies aren't just leaking - they're hemorrhaging potential revenue because they're built on what other MSPs are doing or last-minute efforts rather than analyzing what actually works for your clients, market and service offering.
The holes in your marketing strategy are opportunities to improve.
As you’re finding holes in your marketing, start to build a list of things to focus on for next year. That’s your marketing plan for the year. When that’s complete, you’ve built a strategy so watertight it could sail through any storm.
Laura Johns, CEO of The Business Growers, will speak at two Channel Partners Conference & Expo Reputation Management strategy sessions March 26 at The Venetian Las Vegas. The sessions are on “Creating a Top-Notch Value Proposition for Tech Advisors” and “How to Establish Omnipresence and Gain IT Customer Confidence.”
