For IT Companies and Managed Service Providers (MSPs), delivering great IT support isn’t the only thing that matters anymore. With more competition entering the space—especially from larger, regional firms—having a smart marketing strategy is just as critical as having a strong tech stack.
You’ve worked hard to build your business. Now you’re ready to break through to the next level—attracting more qualified leads, closing more deals, and pulling ahead of competitors who seem to always be a step ahead.
Lead Generation is Priority #1: According to a Datto Global State of the MSP Report, 56% of MSPs rank new customer acquisition as their top business challenge.
The challenge? Traditional marketing just isn’t cutting it anymore. Referrals and word-of-mouth are great, but they can’t be your only growth engines. If you want sustainable, scalable success, you need a digital strategy built for measurable results.
Here’s how a well-planned marketing approach, powered by digital tools, can help MSPs attract new clients, retain existing ones, and grow with confidence.
1. Build Local Trust with a Clear Brand Message
In a relationship-driven business like managed services, especially if it’s a long sales cycle, trust is everything. And that starts with how you present your business online.
If your website still reads like it was written in 2012, or if your messaging is generic (think “we provide IT support for small businesses”), it’s time for a refresh. A strong marketing strategy helps clarify:
- Who do you serve? (e.g., law firms, manufacturers, schools)
- What problems do you solve? (e.g., downtime, cybersecurity risks, outdated infrastructure)
- Why are you different? (local responsiveness, compliance expertise, 24/7 support, etc.)
Even in a digital-first world, people buy from people. Your brand should reflect the reliability and expertise clients can expect when working with your team.
2. Use SEO to Reach Local Businesses Actively Searching for Help
When your ideal customers are searching for solutions, you want to be the first name they see—not your competition. Strategic Search Engine Optimization (SEO) ensures your business ranks high in local and industry-specific searches, positioning you as the obvious choice.
With many small and mid-sized businesses stretching across the globe, many of them are Googling phrases like “IT support near me” or “MSP for healthcare compliance.” The question is: Are they finding you?
SEO: MSPs using targeted SEO for industry-specific keywords (e.g., “cybersecurity services near me) report 55% lower cost-per-lead than those relying solely on outbound outreach.
Local + Niche SEO: IT firms targeting both geography and niche industries see faster search ranking gains compared to generic service keywords.
Stop struggling with lead consistency: With an SEO strategy tailored to your local area and target industries, you can:
- Rank higher on Google for relevant searches
- Get in front of decision-makers at the right time
- Reduce your reliance on referrals and cold outreach
Digital marketing helps turn your website into a lead-generation tool—not just a digital brochure.
3. Educate Prospects Through Helpful, Relevant Content
People do business with brands they trust. Consistent, value-packed content—blogs, guides, videos—can position you as the go-to expert in your field. The right content turns casual browsers into warm leads and warm leads into loyal customers.
Many business owners are unsure about what MSPs actually do—or why they need one. That’s where content marketing comes in.
Content that Converts: 74% of IT buyers consume at least 3–5 pieces of vendor-created content before engaging with sales. Whitepapers, case studies, and solution comparison guides lead the pack.
Video for Trust-Building: MSPs using short explainer videos on service landing pages see 34% higher conversion rates.
Stop losing bids to bigger competitors, reduce client churn, and increase average contract value. By sharing blog posts, guides, or videos that answer common questions (like “What’s included in an MSP plan?” or “How much should IT services cost?”), you:
- Position your firm as a trusted advisor
- Shorten the sales cycle
- Build credibility before a conversation even starts
Content also supports your SEO efforts, giving Google more reasons to rank your site higher.
4. Automate Follow-Up and Stay Top of Mind
Growth shouldn’t come at the expense of your time or sanity. Marketing automation tools can capture leads, nurture them, and keep your pipeline flowing—without requiring you to micromanage every step. That means more time for high-value work and strategic decisions.
Automation Efficiency: Marketing automation tools can reduce manual campaign management by 43%, freeing technical sales staff to focus on high-value consultations.
With email marketing, lead tracking, and CRM tools, you can follow up with prospects without dropping the ball. Whether it’s a monthly newsletter or a targeted sequence after a website inquiry, marketing automation helps:
- Nurture leads until they’re ready to buy
- Stay visible with current clients
- Promote new services or packages
For MSPs juggling multiple hats, automation isn’t just helpful—it’s essential.
Final Thought
Technology is what you do. But how you market it is what makes the difference.
Every dollar you invest in marketing should pull its weight. With robust analytics, you can track exactly what’s working, fine-tune underperforming campaigns, and double down on the strategies driving the most revenue.
Standing still in business is the fastest way to fall behind. If you’re ready to attract more of the right customers, maximize every marketing dollar, and scale without losing control, it’s time to take action. An innovative digital marketing strategy helps MSPs stand out in a crowded field, reach the right audience, and turn local businesses into loyal clients.
Need help crafting a marketing plan that fits your MSP? Let’s talk. Contact WSI Bain Group today!
