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If you're running an MSP, you already know how tough it can be to generate leads.
There’s no shortage of MSP marketing advice out there, but the truth is, that not every method works equally well. Some strategies bring in high-quality leads consistently, while others drain your time and budget with little return.
That’s why I put together a video breaking down the most common MSP marketing strategies, rating each one based on effectiveness, cost, and scalability.
If you have ever searched for “how to market my MSP business” on Google, this is the right blog for you.
1. Friends & family (A Tier – Good for starters)
Your immediate circle—friends, family, and acquaintances—can give you a solid starting point. They might need IT services or refer you to someone who does.
While this isn’t a long-term strategy for MSP marketing companies, it’s a great way to get your first few clients.
Verdict: Good for an initial push but not sustainable.
2. Global SEO (B Tier – Tough for small MSPs)
Ranking for broad industry terms is a long and expensive game. Competing with large, established MSPs takes years of SEO work and significant investment.
It’s worth building over time, but don’t expect immediate results.
Verdict: Valuable long-term as an MSP marketing strategy, but don’t rely on it early on.
3. Local SEO (A+ Tier – A must-have for MSP marketing)
If there’s one strategy every MSP should focus on, it’s local SEO. Optimizing your Google Business Profile, improving online reviews, and ensuring your website ranks well for local searches will drive steady inbound leads.
Most potential clients will check your online reputation before you even do an online search for “how to market my MSP business,” so this step is critical.
Verdict: Non-negotiable for serious MSP growth.
4. Direct mail (D Tier – Waste of time & money)
Unless you’re sending thousands of letters consistently, direct mail has a poor return on investment, especially if you have an MSP marketing company.
Most recipients will ignore it, and the costs add up quickly.
Verdict: Not worth it.
5. Local partnerships (A Tier – Highly effective)
Building relationships with businesses that can refer clients to you is a game-changer for MSP marketing.
Partner with Chambers of Commerce, franchise agencies, and even other MSPs to generate high-quality leads. It’s one of the best ways to establish credibility and grow locally.
Verdict: If you’re not doing this, start now.
6. Vendor partnerships (A Tier – If you can get them)
Some vendors refer businesses directly to their lead generation MSP partners. If you can secure one of these partnerships, it’s an excellent source of warm leads.
Verdict: Always worth exploring.
7. Billboards & local radio (C Tier – Mixed results)
Some MSP marketing companies report success with these, especially in smaller towns. However, for most businesses, the ROI isn’t strong enough to make this a priority.
Verdict: Might work better than just online searching for “how to market my MSP business”, but better options exist.
8. Cold email (C Tier – Depends on the market)
For local MSPs, cold emailing is a waste of time. However, for niche MSPs with a unique solution, it can be effective.
If your offering solves a very specific pain point, cold emails might work.
Verdict: Avoid for local lead generation MSPs; consider for niche markets.
9. Cold calling (B Tier – Viable but costly)
Cold calling can work as an MSP marketing strategy if you have the resources to do it right. The average conversion rate is around one deal per 20-50 meetings, making it expensive.
Verdict: Useful for larger MSPs, but not a priority for smaller teams.
10. Google Ads (A Tier – If done right)
Google Ads can be one of the fastest ways to generate leads, but it requires precise targeting and optimization.
Many MSPs waste money due to poor campaign management.
Verdict: If you’re willing to optimize, this is one of the best lead-gen methods.
11. Social media ads (B Tier – Can be cost-effective)
Facebook and LinkedIn ads can work well in MSP marketing, but they require an active content strategy.
If you’re willing to engage with potential clients and position yourself as an expert, social ads can pay off.
Verdict: Good potential, but requires effort.
12. Networking events (Visiting) (C Tier – Time-intensive)
If you’re just starting on MSP lead generation, attending networking events can be helpful. However, as you grow, the ROI decreases compared to digital methods.
Verdict: Good for new MSPs, but not scalable long-term.
13. Networking events (Hosting) (A Tier – Great for referrals)
Hosting your own industry meetups allows potential clients and partners to network, leading to built-in referrals.
This is one of the best ways to create a reputation in your local area.
Verdict: Highly recommended.
14. AI optimization (Future potential)
AI-driven search and automation tools will play a bigger role in MSP marketing over time. Right now, it’s not a major factor, but it’s something to watch.
Verdict: Keep an eye on it.
15. Referrals (S Tier – The Holy Grail)
Referrals are the highest-quality leads you’ll ever get. The best way to increase referrals is to:
- Deliver exceptional service.
- Make it easy for clients to recommend you.
- Offer incentives for referrals.
Verdict: If you’re not getting referrals, you need to improve your service.
Now, what should you prioritize?
- Local SEO is a must-have MSP marketing strategy. It boosts all other lead-gen efforts.
- Google Ads, partnerships, and referrals offer the fastest growth.
- Cold outreach (emails/calls) only works for niche MSPs.
- Avoid outdated methods like direct mail unless you have a specialized approach.
- Hosting networking events is a hidden gem for long-term growth.
If you’re looking to generate high-quality leads and scale your MSP, you need a strategy that actually works.
Whether it’s SEO, paid ads, or partnership-building, we can help at MSP Launchpad. We are a trusted managed service provider lead generation agency that can get you the results you want. Contact us today!
Or, check out the full breakdown of my latest YouTube video, and don’t forget to subscribe for more lead generation for MSP tips! Let’s create a system that drives real results for your business.
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