5 Reasons Why Marketing Doesn’t Work for MSPs
Marketing can be frustrating when it’s not producing the results you want. Perhaps you’re not seeing immediate impacts, and the results are mostly intangible.
You’re feeling frustrated. You no longer want to invest in marketing. You’re probably thinking, “What’s the point?”
You’re not alone – but you can turn things around. So, let’s start by exploring why marketing doesn’t work for MSPs:
Reason #1: You Don’t Know Your Target Audience
Who are you trying to help? Who should be reading or hearing your message? Who are most likely be interested in your services?
Until you identify your Ideal Customer Profile (ICP), you can’t expect MSP marketing to work. And if you tell me your ICP is professional services and any business with 20-200 seats – that’s just as bad.
Sadly, creating content without a clear ICP is a common mistake among MSPs. It results in a “spray and pray” approach that never works because your content is most likely irrelevant or too generic that it doesn’t truly connect with your potential customers.
Knowing your ICP can lead to better marketing results and ROI. So, how can you have a crystal-clear picture of your target audience?
- What are their demographics – age, location, gender, income?
- What are their interests, aspirations, and pain points?
- What’s their role in the company and career goals?
- Where are they, physically and virtually?
- Where do they go for information?
- What do they care about?
- What keeps them up at night?
Reason #2. You’ve Forgotten About Your Target Audience
“But we already know our target audience” – that’s great! Knowing them is one thing but actually, marketing to them is another.
There’s a reason why we call it TARGET audience: Everything you do in marketing must keep them in your crosshairs.
- Post about their challenges and interests, not just the latest tech trends.
- Write about how they can fight off the threats they actually face, not generic cyber security articles.
- Segment your audience, then send emails based on each segment’s needs and preferences.
By diving deep into your target audience’s pain points, challenges, and goals, you can craft content that directly addresses their issues and resonates with them. With marketing activities aligned to their needs, you can build stronger relationships, generate more qualified leads, and grow your business.
Reason #3. You’re Neglecting the Full Marketing Strategy
Never rely on sporadic marketing efforts. Inconsistency will never develop brand recognition. Potential customers can only form a positive impression and trust your brand when repeatedly and consistently exposed to it.
Without a clear and persistent brand presence, you’ll be a distant memory. The solution? Develop a comprehensive marketing strategy that captures the entire customer journey. It can help you connect with customers, build relationships, and nurture them at every touchpoint.
For MSPs, the customer journey is longer – meaning you’re unlikely to see overnight marketing success. But with commitment, consistency and a strong strategy, results will come.
Another common mistake is focusing marketing initiatives on customers and prospects that are currently in their buying cycle (bottom of the funnel). For example, most MSPs are focusing on a single campaign or activity that will generate leads for prospects that are ready to close. By doing this they neglect the other 97% of their audience where they should also be building trust and awareness for long term lead generation.
A strong marketing strategy includes:
- Target audience/ICP identification
- Brand positioning and messaging
- Marketing goals and objectives
- Marketing channels and tactics
- Budget allocation
- KPIs
Reason #4. You Expect Unrealistic or Quick Results
There is no overnight MSP marketing success – it is a marathon and not a sprint. Achieving long-term success takes patience and persistence.
Set realistic expectations because potential customers don’t often jump after seeing a single campaign.
Reason #5. Executive Alignment is Lacking
Yes, marketing requires leadership just as in other areas of your business. If your senior leadership team is not on board, your marketing will likely bring disconnected messaging and sporadic marketing efforts.
Leaders need to ensure that everyone is on the same page. By aligning the entire organisation around the marketing objectives, the business can move beyond getting clients from referrals and word-of-mouth. An MSP can transition to proactive growth strategies, expanding their customer base.
What can you do to get senior leaders to buy into your marketing strategy?
- Show a comparison of the potential ROI to previous marketing results.
- Explain how marketing supports overall business goals, revenue growth, and market share.
- Create and present a compelling and well-structured marketing plan.
- Use data or KPIs to show the effectiveness of marketing efforts.
- Communicate how marketing generates leads, builds brand awareness, and drives customer loyalty.
- Seek input and feedback from senior leaders. Involve them in the marketing planning process.
Rethinking MSP Marketing
Marketing can bring the results you want for your MSP – if you know why your past efforts have not been working. These tips only scratch the surface when it comes to yielding results from marketing activities in MSPs. With these initiatives and more, you can overcome failed marketing attempts and look forward to more quality leads and more closed deals.
Take the first step by reaching out to the team at B2Me Marketing.
