The Ultimate Guide to Hiring an MSP Marketing Agency

Are you one of the many MSPs struggling to attract new clients consistently? According to research conducted by MSP Dojo, a leading MSP sales consulting firm, approximately 85% of MSPs generate fewer than 10 net new sales calls per year. This alarming figure highlights a widespread challenge in the industry: many MSPs are missing out on growth opportunities because their marketing efforts aren’t reaching the right audience.

If you’ve ever asked yourself, “How do I find a marketing agency for my MSP?” or “How do I market my MSP business effectively?” then you’re in the right place. In this post, you’ll discover the key factors to consider when hiring an MSP marketing agency, ensuring you make an informed decision that propels your business forward. We’ll also explore why partnering with a generic or even a B2B marketing agency could be a costly mistake and how choosing an agency with true MSP expertise can make all the difference. By the end of this guide, you’ll have a clear roadmap for selecting the perfect partner to elevate your MSP marketing efforts and avoid the common traps that hinder so many in the industry.

Understanding the MSP Marketing Landscape

Unique Challenges of MSP Marketing

Marketing for managed service providers (MSPs) is distinctively challenging. Unlike many other industries, MSPs offer highly technical services that require a deep understanding of IT infrastructure, cybersecurity, cloud computing, and more. The complexity of these services makes it difficult to convey their value through traditional marketing methods. An MSP marketing agency needs to have a firm grasp of these technical nuances to create campaigns that resonate with potential clients.

As an MSP, you might be wondering, “How do I advertise my MSP?” or “How do I promote my MSP effectively?” These are valid concerns, and the answers lie in understanding the specific challenges that come with marketing MSP services. Traditional marketing agencies often lack the specialized knowledge to effectively communicate the benefits of MSP services to your target audience. This is why choosing an MSP marketing agency that understands the intricacies of your business is critical to your success.

The Dangers of Generic Marketing Agencies

Why Generic Agencies May Not Suit MSPs

Many MSPs fall into the trap of hiring generic marketing agencies or even B2B-focused agencies that claim to specialize in MSP marketing simply by adding it to their extensive list of verticals. Unfortunately, these agencies often apply a one-size-fits-all approach, failing to address the specific needs of MSPs. They may lack the deep industry knowledge necessary to create effective marketing strategies, leading to campaigns that fall flat and fail to generate leads.

If you’ve been asking, “How do I market my MSP?” or “How do I generate leads for MSP companies?” you need to be cautious of agencies that don’t specialize in the MSP industry. They might not understand the unique challenges MSPs face, such as targeting decision-makers in IT departments or conveying the value of managed services in a competitive market.

Risks of a Poorly Aligned Marketing Agency

Agencies that merely “slap MSP marketing” onto their service offerings are unlikely to deliver the results you need. This misalignment can contribute to the staggering statistic that 85% of MSPs generate fewer than 10 net new sales calls per year. To avoid this pitfall, it’s crucial to select an MSP marketing agency with proven experience in the industry. This specialized knowledge ensures that the marketing strategies implemented are tailored to the specific needs of your business, increasing your chances of success.

Different Types of Marketing Agencies and Their Roles

Understanding the various types of marketing agencies can help you determine which type of MSP marketing agency is the best fit for your needs. Depending on where your MSP currently stands, you might need to ask yourself questions like, “How do I find customers for my MSP?” or “What type of agency can best support my goals?”

Design Agencies

Design agencies focus on branding, visual identity, and creative design. If your MSP needs to overhaul its brand image or create impactful marketing materials, a design agency could be a valuable partner. However, they may not offer the comprehensive marketing strategies needed to drive growth, particularly if you’re focused on lead generation and customer acquisition.

For MSPs wondering, “How do I advertise my MSP to stand out?” branding is a crucial step. A strong visual identity can differentiate your business in a crowded market, making it easier to attract and retain customers. However, remember that design agencies typically do not offer lead generation or content strategies, so you may need to supplement their work with other marketing efforts.

At Tortoise and Hare we often work with MSPs where we aren’t the only agency in the picture. We had great luck teaming up on the growth efforts for a south florida managed IT company where a design and branding agency helped create a refreshed visual identity that helped them seperate themselves from the pack and position their brand as a more premium offering in preparation for launching a national campaign.

This was one of my favorite clients because I rarely if ever get to work with an MSP that has invested in enough into branding. This creative agency helped the MSP stand out and combined with the pay per click advertising efforts provided by Tortoise and Hare we were able to help them generate growth in a declining post-pandemic market.

See Our Case Study: TNHS Helps MSP Generate 5-15 Leads Per Month Via Pay Per Click Advertising.

White Label Content Providers

Overview of White Label Content Providers

White label content providers deliver ready-to-use content, such as blogs, social media posts, and email newsletters. These services are often used by smaller MSPs that lack the resources to produce content in-house. While white label content is an affordable MSP marketing solution, it may lack the customization needed to fully resonate with your target audience.

White Label Content Providers for Small MSPs

For small MSPs needing consistent content without the expense of a full-service MSP marketing agency, white label content providers can be an ideal solution. However, it’s important to be aware of the limitations, as this content may not always align perfectly with your brand’s voice and goals. If you’re a smaller MSP asking, “How do I promote my MSP on a tight budget?” this could be a viable option, but it might not fully address all your marketing needs.

SEO Agencies

SEO agencies specialize in improving search engine rankings through on-page and off-page optimization. If your MSP is looking to increase organic traffic and establish long-term visibility, partnering with an SEO-focused MSP marketing agency could be the right choice.

For those wondering, “How do I market my MSP online?” focusing on SEO is a powerful strategy. High search engine rankings can drive a steady stream of organic traffic to your website, helping you generate leads over time. However, SEO is a long-term investment and may require complementary strategies such as content marketing to be truly effective.

PPC Agencies

PPC agencies focus on paid advertising strategies, particularly Google Ads and social media campaigns. For MSPs aiming to quickly generate leads through targeted ads, a PPC-focused MSP marketing agency is ideal, especially in competitive markets where immediate results are crucial.

If you’ve asked yourself, “How do I generate leads for MSP companies quickly?” or “How do I advertise my MSP effectively?” PPC could be the answer. Paid advertising allows you to target specific audiences with precision, ensuring that your marketing dollars are spent on reaching potential customers who are actively searching for your services.

Many MSPs haven’t caught up to the growing trend of digital advertising in B2B. Although spending has slowed to 10% growth post pandemic it was growing nearly 25% pre pandemic and once inflationary pressures ease I expect ad spend growth to resume it’s blistering pace.

Full-Service Agencies

Overview of Full-Service Agencies

Full-service agencies offer a comprehensive range of services, including SEO, PPC, content marketing, web development, and more. These agencies typically have larger teams and resources to manage complex campaigns.

When to Choose a Full-Service MSP Marketing Agency

A full-service MSP marketing agency is best suited for larger MSPs with more substantial budgets and broader marketing needs. These agencies can manage multiple facets of your marketing strategy under one roof, ensuring consistency and integration across all channels. For larger MSPs wondering, “How do I market my MSP business effectively?” a full-service agency can be an invaluable partner.

Full-service agencies are particularly beneficial if you’re looking to scale your marketing efforts across multiple platforms and tactics. By handling everything from SEO to PPC and content marketing, these agencies ensure that all aspects of your marketing strategy are aligned and working towards the same goals.

Web Development Agencies

Web development agencies specialize in building and optimizing websites for performance, user experience, and conversions. If your MSP needs a high-performing website as the centerpiece of your digital marketing strategy, a web development-focused MSP marketing agency can be an excellent partner.

If you’ve been wondering, “How do I promote my MSP online?” your website is a critical component. A well-designed, user-friendly website can serve as a powerful marketing tool, converting visitors into leads and showcasing your expertise in the industry. A web development agency that understands MSP marketing can create a website that not only looks great but also drives business growth. If your MSP is well liked by it’s customers base, a great website can go a long way to continuing to drive referrals.

Determining the Right MSP Marketing Agency Based on Your Company’s Size and Needs

Not all MSPs have the same needs, and the type of MSP marketing agency you choose should reflect the size and scope of your business. Whether you’re asking, “How do I find a marketing agency for my MSP?” or “How do I market my MSP effectively?” understanding your specific requirements is crucial.

Large MSPs: Full-Service Agencies

Why Full-Service Agencies Are a Good Fit for Large MSPs

For larger MSPs with complex marketing needs, a full-service MSP marketing agency is often the best fit. These agencies can provide end-to-end management of your marketing strategies, ensuring that all aspects of your marketing are aligned and optimized. For example, a full-service agency can simultaneously manage your SEO, PPC, content marketing, and web development, ensuring each element supports the others for maximum impact.

Larger MSPs often need comprehensive marketing solutions that can scale with their business. If you’re a large MSP asking, “How do I market my MSP business across multiple channels?” a full-service agency can help you develop a cohesive strategy that drives growth and increases your market presence.

Mid-Market MSPs: Specialist Providers

Why Specialist Providers May Be Better for Mid-Market MSPs

Mid-market MSPs may not need the breadth of services offered by full-service agencies but could benefit from specialist providers. These providers can help plug specific gaps, such as lead generation through PPC or increasing visibility with SEO, to generate incremental growth. For instance, if your MSP has a solid content strategy but struggles with lead generation, partnering with a specialist PPC agency could be the perfect solution.

Mid-market MSPs often ask, “How do I generate leads for MSP companies?” or “How do I advertise my MSP on a limited budget?” Specialist providers can offer targeted solutions that address your most pressing marketing challenges, allowing you to focus your resources where they’ll have the most impact.

Tortoise and Hare fits in here. We are typically partnering with an in-house marketing person who is handling the majority of social media advertising efforts, administering the CRM, and handling field marketing efforts. We are typically handling pay per click advertising, SEO, and web analytics/reporting/integration for them. We are typically collaborating with in-house marketers on content development and strategy choices. In-house MSP marketers typically value our technical experience and expertise of the search engine landscape.

Small MSPs: White Label Content Providers

Why White Label Content Providers Are Ideal for Small MSPs

For small MSPs with limited budgets and resources, white label content providers can offer a cost-effective solution. These providers help maintain a steady flow of marketing materials without the expense of a full-service MSP marketing agency. While white label content may lack the personalized touch needed for deeper engagement, it allows small MSPs to maintain a regular marketing presence, freeing up internal resources to focus on service delivery.

Small MSPs frequently ask, “How do I find customers for my MSP?” and “How do I market my MSP on a shoestring budget?” White label content can be a practical way to keep your marketing efforts consistent without overextending your resources. When you have more time than money, these are a great option.

Evaluating an Agency’s Market Positioning

When evaluating a potential MSP marketing agency, it’s crucial to review their website and social media pages to understand their market positioning. If you’re wondering, “How do I find a marketing agency for my MSP?” this step is critical to ensuring you select the right partner.

Reviewing the Homepage

What to Look For on an Agency’s Homepage

An agency’s homepage is often the first indicator of their market positioning. If the homepage is vague and tries to cater to multiple industries without specificity, it could be a red flag. B2B agencies are typically a bad fit and will service anyone they can get their hands on. Agencies that highlight their work in B2B tech are a close fit, but still might not be great. The needs of a SaaS company and an MSP are very different and SaaS is typically the primary focus of a B2B tech agency just due to sheer spend volume. An agency focused on the core sub-verticals of an MSP such as IT, Cybersecurity, or Telecom are more likely to align with MSP needs, even if they aren’t MSP-specific.

Checking Social Media Pages

Consistency Across Platforms

Check how the agency describes itself on platforms like LinkedIn, Twitter, and Facebook. Vague, catch-all descriptions on social media are often a sign that the agency might be overstating their experience in the MSP vertical. Look for agencies that highlight their expertise in, IT, Cybersecurity, or related fields, as they are generally a closer fit, but remember that MSP-specific agencies are most likely to deliver the best results.

When you’re evaluating potential partners and asking, “How do I market my MSP?” consistency across their online presence is a good indicator of their expertise and focus. The more aligned their messaging is with MSP-specific challenges and solutions, the more likely they are to deliver effective results for your business.

Key Factors to Consider When Hiring an MSP Marketing Agency

When choosing an MSP marketing agency, several factors should guide your decision. If you’ve been asking, “How do I find a marketing agency for my MSP?” or “How do I promote my MSP effectively?” considering these elements will help you make the right choice.

Expertise and Experience in the MSP Sector

The most critical factor is the agency’s expertise and experience in the MSP sector. An MSP marketing agency with a proven track record will have case studies, client testimonials, and past campaigns that demonstrate their ability to deliver results in your industry. Make sure to review these materials thoroughly to ensure the agency understands the unique challenges of MSP marketing.

Range of Services Offered

Assess the range of services the agency offers. A full-service MSP marketing agency can provide comprehensive solutions, including SEO, PPC, content marketing, social media management, and more. However, if you have specific needs, a specialized agency might be more appropriate. Understanding what’s included in the agency’s service packages is essential for aligning their offerings with your goals.

Understanding Their Approach to Strategy Development

How an agency approaches strategy development is crucial. A reputable MSP marketing agency will build a marketing strategy tailored to your business, focusing on data-driven decisions and KPIs specific to MSPs. Ask for examples of effective MSP marketing strategies they’ve implemented to gauge their ability to deliver results.

Communication and Collaboration

Clear, transparent communication is vital for a successful partnership. Evaluate the agency’s responsiveness and availability during your initial interactions. Understanding their process for collaboration and regular reporting will help ensure that you’re kept in the loop and can make informed decisions based on accurate data.

Cost vs. Value

While cost is an important consideration, it shouldn’t be the sole deciding factor. Understand the pricing models of MSP marketing agencies, whether retainer, project-based, or performance-based. Assess the value they offer for your investment and consider the long-term benefits of investing in quality marketing. The cheapest option may not always deliver the best results.

Agency Culture and Fit

Finally, consider the cultural fit between your MSP and the agency. Aligning your MSP’s culture and values with those of the agency is essential for a long-term, successful partnership. During the hiring process, assess whether the agency’s culture matches yours and whether their team seems genuinely interested in your success.

The Hiring Process: Step-by-Step Guide

Once you’ve identified potential agencies, follow these steps to ensure you make the right choice. If you’ve been asking, “How do I find a marketing agency for my MSP?” this section will guide you through the process.

Defining Your Marketing Goals

Start by clearly defining your marketing goals. Identify and articulate your specific MSP marketing objectives using SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound). For example, you might aim to increase organic traffic by 25% within six months or generate 20 qualified leads per month through PPC campaigns.

Researching Potential Agencies

Research potential MSP marketing agencies through directories, referrals, and online searches. Review their websites and portfolios to gauge their experience and expertise. Look for industry awards and recognitions as indicators of their credibility and success in the MSP space.

Initial Contact and Consultation

Prepare for the first meeting by gathering relevant information about your MSP’s needs and challenges. During the consultation, evaluate the agency’s understanding of your business and their proposed solutions. Watch for red flags such as vague answers or an overemphasis on their own capabilities without addressing your specific needs.

Requesting Proposals and Case Studies

Request detailed proposals from the agencies on your shortlist. A good proposal should include a strategy outline, pricing, and timelines. Also, ask for case studies of successful MSP marketing campaigns. Compare proposals based on the depth of their understanding of your business, the creativity of their strategies, and the practicality of their execution plans.

Final Evaluation and Decision-Making

Compare the agencies based on expertise, strategy, communication, cost, and cultural fit. If possible, consider trial projects or short-term engagements to assess the agency’s performance before committing to a long-term contract. Finalize your decision by clearly defining expectations, signing contracts, and establishing an onboarding process.

Common Pitfalls to Avoid When Hiring an MSP Marketing Agency

When hiring an MSP marketing agency, avoid these common pitfalls to ensure a successful partnership. If you’ve been asking, “How do I find a marketing agency for my MSP?” knowing these pitfalls can save you time, money, and frustration.

Focusing Too Much on Price

Choosing an agency based solely on cost can be detrimental. While budget considerations are important, the cheapest option may not deliver the quality or results your MSP needs. Investing in a quality MSP marketing agency can yield significant returns in the long run.

Ignoring the Importance of Industry Experience

Hiring a generalist marketing agency without MSP-specific experience is a common mistake. The unique challenges of MSP marketing require specialized knowledge. Agencies without this expertise may create ineffective campaigns that don’t resonate with your target audience.

Overlooking Communication and Reporting

Poor communication can derail even the best marketing strategies. Ensure that the agency you choose has a clear process for regular updates and transparent reporting. This will help you stay informed and make necessary adjustments to your marketing strategy as needed.

Conclusion

Hiring the right MSP marketing agency is crucial for driving business growth. By considering factors such as industry experience, range of services, strategy development, communication, cost, and cultural fit, you can make an informed decision that aligns with your MSP’s needs. Remember, the goal is to find an agency that not only understands your industry but also shares your vision for success.

Ready to take your MSP marketing to the next level? Contact us today for a consultation, and let’s discuss how we can help your business thrive.