Episode 242: MSPs who do this kind of marketing will ALWAYS struggle
The podcast powered by the MSP Marketing Edge Welcome to this week’s episode of the MSP Marketing Podcast with me, Paul Green. This is THE show if you want to grow your MSP. In this episode I explain why MSPs should focus on strategic marketing – building long-term relationships with potential clients through consistent, valuable content, rather than relying on ineffective, one-off tactical efforts. (jump to) I also address the need to look at your marketing from a prospect’s point of view. Focus on understanding and addressing their specific fears, as fear of pain often outweighs the pursuit of gain in their decision-making process. (jump to) I chat with marketing strategist Ruthie Sterrett, who emphasises the critical role of strategic content marketing for MSPs in building trust and driving sales by addressing audience needs at every stage of the lead-to-client process. (jump to) Lastly, I tackle a question from Gary, who runs a well-established MSP in South Carolina. He wants to know when and how to raise prices without losing clients. I explain the importance of testing and adjusting prices for new clients regularly, and being transparent with existing clients when raising prices. (jump to) Join me as we unpack these topics and learn from some triumphs and trials in the MSP world. Oh, and don’t forget to join me in the MSP Marketing Facebook group. READ FULL TRANSCRIPT MSPs who do this kind of marketing will ALWAYS struggle Many MSPs fall into the trap of tactical marketing, which rarely brings the desired results. Let me explain what this is, help you recognise if you’re doing it, and suggest a better approach. Recently, an MSP owner reached out to me – he’d posted a three-minute video on LinkedIn expecting great engagement but was disappointed with the results. He’d also started sending cold emails to prospective clients. Here’s the problem: tactical marketing like this often fails because it lacks strategy. A single video or cold email is unlikely to engage or convince potential clients, especially when the service you’re offering is complex and critical to their business. Instead, what I recommend is strategic marketing. This involves building a relationship with your audience over time. Engage with them through consistent, valuable content – be that social media posts, educational emails, or direct mail. Your goal is to stay on their radar until they are ready to buy. Ask yourself, are you just copying what others do, or do you have a strategic plan? A solid strategy will help you build a lasting relationship with your audience, ensuring you’re the first MSP they think of when they’re ready to make a switch. Watch on YouTube Look at what you sell from the prospect’s point of view One of the most powerful marketing superpowers you can develop is seeing your services from the prospect’s point of view. Fear is a surprisingly strong driver for your prospects. They’re more motivated by avoiding pain than seeking gains. Always keep this in mind when talking to potential clients. Their fears vary based on their ro