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    Technology

    Paul Green’s MSP Marketing Podcast

    Welcome to Paul Green’s MSP Marketing Podcast. If you’re a Managed Service Provider (MSP) and want to improve your marketing & grow your business, this is the show for you. It’s out every Tuesday on your favorite podcast platform.

    Since launching in 2019, this has become the world’s most listened to podcast about MSP marketing. Host Paul Green is the world’s go to MSP marketing expert, and the founder of the MSP Marketing Edge.

    Every week you’ll get really smart ideas to improve your marketing. Plus you’ll hear from the best guests, who will help you think differently about the way you attract new clients.

    You can easily email and chat to the host Paul Green, who answers MSP’s marketing questions every week. And there are versions of the podcast on YouTube if you want the full video experience.

    Paul and his team at the MSP Marketing Edge say their mission for the podcast is to give you practical insights and expert advice to boost your business performance. They provide strategies to help you get more clients, increase your Monthly Recurring Revenue (MRR), and grow your net profit. They know that profitability is crucial, and we’re here to help you succeed financially.

    Running an MSP can feel lonely. If you ever feel lost or overwhelmed, this podcast is for you. Each week it covers key topics for MSPs, offering specific, practical advice tailored to the channel. You will learn effective marketing techniques to attract new clients and grow your business consistently and profitably.

    Marketing an MSP involves many strategies, from digital marketing to traditional networking meetings. Paul’s podcast explores all avenues to help you reach your target audience. The weekly episodes discuss creating compelling marketing materials, using social media effectively, and optimizing your website for search engines.

    Every episode features special guests, including industry veterans and successful MSP owners, who share valuable insights and real-world experiences. These interviews provide inspiration and practical tips you can apply to your business.

    Paul Green often talks with successful MSPs about how they are growing their businesses, sharing actionable tips and strategies. The discussions cover finding new clients, increasing revenue, and building service consistency to give you a competitive edge.

    They also address day-to-day business aspects like recruitment, leadership, and financial management. The goal is to equip you with the knowledge and tools to run your business efficiently and profitably. Topics include attracting and retaining top talent, creating a positive workplace culture, and motivating your team.

    Business growth is a central theme. In the podcast you’ll hear strategies for scaling your business, expanding services, and entering new markets. Paul and his guests discuss the challenges and opportunities of growth, providing practical advice to overcome obstacles and seize opportunities.

    Innovation is another key topic. Discuss the latest trends in the MSP industry and how to leverage them to your advantage. Topics include digital transformation, cybersecurity, and cloud computing, helping you stay competitive.

    Though based in the UK, Paul’s content is relevant globally. MSP challenges are similar worldwide, and his advice addresses these common issues, regardless of your location.

    The MSP Marketing podcast offers in-depth discussions about the channel and MSP industry, providing actionable insights and practical advice. Listen each week for expert advice, practical strategies, and insights from industry leaders. Whether you’re looking to boost your client base, optimize operations, or increase profitability, the MSP Marketing Podcast supports your journey to success.

    About Paul Green

    Paul encourages listener interaction and values your feedback and suggestions. Connect with him through the website, social media, and email to share your thoughts and ideas.

    Paul Green is a le

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    Copyright: © 2019 Paul Green's MSP Marketing

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    Latest Episodes:
    How to grade the quality of your MSP’s leads Aug 20, 2024
    Show notes
    The podcast powered by the MSP Marketing Edge

    Welcome to Episode 249 of the MSP Marketing Podcast with me, Paul Green. This week…

    How to grade the quality of your MSP’s leads: I encourage you to prioritise leads to focus on prospects truly worth your time. (jump to)

    If I suggested you spent 80% of your time marketing your MSP, would you think I was nuts? I believe that to grow your MSP and secure its future, you need to shift your focus from operations to marketing, making it your top priority to attract and convert new clients. (jump to)

    Pay per click CAN work for MSPs if it’s part of an overall marketing strategy: My guest this week, Corey Zieman – owner of Guaranteed PPC, explains how effective pay per click advertising can turn your MSP into a powerful client magnet in an evolving digital landscape. (jump to)

    The perfect heading for your MSPs website: Lastly, I answer a question from Greg in Melbourne, Australia. He wants advice on what headline to use on his website for maximum impact. (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

    How to grade the quality of your MSP’s leads

    scales

    When it comes to generating leads for your MSP, not all leads are created equal. It’s easy to get excited about a new prospect, but before you dive in, take a moment to assess whether they’re truly a good fit for your business. Here are three crucial criteria to grade every lead.

    1. Opportunity and Urgency: A prospect’s urgency can be a game-changer. Are they locked into a contract with another MSP, or are they desperate for a solution right now? The more urgent their needs, the higher quality the lead. Always ask about their current IT situation and pressing issues – they’ll tell you if they’re ready to move.

    2. Fit: Evaluate whether they’re your ideal client. This isn’t just about budget, it’s about working with businesses that align with your strengths and preferences. If you’ve learned anything from experience, it’s that compromising on this leads to regret.

    3. Engagement: A prospect who actively engages with you is far more likely to become a valuable client. If you’re doing all the chasing, it’s a red flag. A genuine partnership starts with mutual interest – don’t hesitate to walk away if that’s missing.

    Prioritise these factors, and you’ll focus your energy on leads that are truly worth your time.

    If I suggested you spent 80% of your time marketing your MSP, would you think I was nuts?

    clients

    Many MSP owners share a common origin story: leaving an unsatisfying job to start their own business, driven by a desire for control over their work, time, and income.

    In the early days, you likely faced the struggle of balancing quality with growth, hiring staff, and dealing with the inevitable drop in standards and the relentless demands on your time. As your business matured, the leads that once flowed naturally began to dry up, leaving you wondering where the next client will come from.

    The solution? Transform yourself once more – this time from the owner of an MSP to its chief marketer.

    Dedicate the majority of your working time to generating new leads, nurturing prospects, and closing deals. Remember, the MSPs that dominate their markets are the ones whose owners prioritise marketing, turning themselves into client magnets. This shift is essential not just for growth, but for achieving the lifestyle and financial rewards you envisioned when you first started your business.

    Pay per click CAN work for MSPs if it’s part of an overall marketing strategy

    click

    Many MSPs have a love-hate relationship with pay per click (PPC) advertising. The allure of paying to get your message in front of potential clients who need help right now is strong, but the reality can be disappointing. Too often, MSPs spend a fortune on PPC campaigns only to see little return. However, as the digital landscape evolves, particularly with AI’s influence, PPC can play a pivotal role in your marketing strategy.

    My guest on this episode, Corey Zieman, owner of Guaranteed PPC, argues that PPC, when done correctly, can be the backbone of your lead generation efforts. He emphasises the importance of focusing on the right keywords – those that attract serious business inquiries rather than tyre kickers. Corey also highlights the potential of YouTube as a platform, where creating niche content and leveraging remarketing can keep your MSP top of mind when prospects are ready to switch providers.

    For MSPs to succeed with PPC, it’s about more than just setting up ads – it requires ongoing optimisation, smart targeting, and a comprehensive strategy that integrates PPC with broader marketing efforts.

    FEATURED GUEST:

    Corey Zeimen

    Corey Zieman, Owner CEO and Senior Strategist at Guaranteed PPC, is a 12-year veteran in the direct response marketing field.

    Corey has built and successfully exited multiple eCommerce companies in the aftermarket autoparts market before becoming the VP of Marketing at GetRanked1st marketing agency in Toronto, Canada.

    He has also managed over 10 million in paid search spend and generated over 1 million new leads for hundreds of different brands in his career.

    Connect with Corey on LinkedIn and check out his website GuaranteedPPC.com

    The perfect heading for your MSPs website

    Greg’s MSP in Melbourne, Australia, is facing a common challenge: finding the perfect headline for his website.

    The headline on your homepage is crucial – it’s the first thing visitors see, and it only has a couple of seconds to hook them before they bounce away. When done right, it can significantly increase engagement, encouraging potential clients to explore your site and, ultimately, inquire about your services.

    For MSPs that have been around for a few years and already have a solid client base, here’s a headline that works wonders: “558 Melbourne Businesses Already Trust Us With Their Technology. You Should Too.”

    This headline leverages social proof, showcasing the number of users you currently support. It’s an effective way to convey credibility and trustworthiness right from the start. While that figure might represent users spread across multiple clients, it paints a powerful picture of your reliability and expertise. Just remember to update the number a couple of times a year to keep it accurate.

    This simple, yet impactful headline can quickly transform your website’s effectiveness, helping to draw in more potential clients by emphasising the trust others have already placed in your MSP.

    Got a question about your MSP’s marketing? Submit one here for Paul’s Personal Peer Group.


    3 smart ways to recruit technicians Aug 13, 2024
    Show notes
    The podcast powered by the MSP Marketing Edge

    Welcome to episode 248 of the MSP Marketing Podcast with me, Paul Green. This week…

    • 3 smart ways to recruit techs: Recruiting top-notch technicians for your MSP can be achieved through building long-term relationships on LinkedIn, creating standout job adverts, and using bold mobile billboard advertising. (jump to)
    • Worrying kills business owners: Overcome business-related worry by adopting an action-oriented mindset, eliminating negative influences, embracing recurring revenue, systemising marketing, and maintaining work-life balance. (jump to)
    • The client retention opportunity around email deliverability: My guest, Ben Fielding, and I discuss the significant changes in email deliverability this year and the opportunities for MSPs to enhance client retention and service quality. (jump to)
    • Plus Paul’s Personal Peer group: There’s a question from Brian from Montreal, who wants to know whether he should take on an apprentice for his MSP. The answer is a resounding yes – find out why… (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

    3 smart ways to recruit techs

    recruitment

    Recruiting top-notch technicians is a common challenge for MSPs, especially in the early stages. The quality of your technicians directly impacts the service you deliver, but finding and hiring them can be daunting. Here are three smart strategies to help you recruit the best talent:

    1. Leverage LinkedIn for long-term recruitment. Spend 10-20 minutes weekly connecting with potential technicians from local companies. Instead of outright job offers, build relationships by sending simple connection requests like, “I run a local MSP and I’m always looking to connect with great technicians in the area.” Over time, nurture these connections through casual conversations, building a network of potential hires.
    1. Stand out with creative job adverts. In a sea of similar postings, making your ad unique is crucial. An unconventional approach like reverse psychology can be effective. Craft a headline such as “You don’t want to work for us,” and list reasons someone might not want the job. This intriguing approach can attract candidates who appreciate your company’s culture and challenges.
    1. Lastly, go bold with mobile billboard advertising. Hire a truck with a giant poster targeting technicians at a big local company. A message like, “If you’re not happy working at [Company], we are hiring technicians right now,” can catch the eye of a dissatisfied employee looking for a change.

    These strategies, though unconventional, can help you build a pipeline of talented technicians, ensuring your MSP continues to grow and provide top-tier service.

    Worrying kills business owners

    worry

    Lying awake at night worrying about your business is a familiar scenario for many MSP owners. Whether it’s concerns about clients, cash flow, or staff, worry can be a silent killer. I know this first-hand. Back in 2005, when I ran a healthcare marketing agency, worry dominated my nights.

    Every client complaint became a personal crisis, and the birth of my daughter in 2010 only intensified my anxiety. Reaching a breaking point, I made a conscious decision to change my mindset and overcome my worries. Here are five strategies that worked for me and might help you too.

    1. Adopt an action-oriented mindset. Address issues promptly and decisively to prevent them from lingering and causing stress.
    2. Say goodbye to troublesome clients, suppliers, or team members. Life’s too short to deal with constant negativity.
    3. Embrace recurring revenue for predictable cash flow and peace of mind.
    4. Refine your marketing skills and systemise your efforts to create a stable and predictable business environment.
    5. Finally, introduce balance and rest into your life. Stop working weekends, take proper breaks, and enjoy simple pleasures.

    Mental health is crucial, and it’s encouraging that more people are discussing its impact on business owners. If you’re worried about your MSP, know that you’re not alone. Implement these strategies to reduce worry and sleep better at night.

    The client retention opportunity around email deliverability

    email

    This year, significant changes in email deliverability present a dual opportunity for MSPs: a new service offering and a chance to enhance client retention and service quality.

    I spoke with Ben Fielding, an email delivery expert, to explore these opportunities. Ben’s journey from graphic design to running an MSP, and now focusing on email deliverability, underscores his deep understanding of the field.

    Ben explains that recent changes by Yahoo and Google have shifted their approach to enforcing long-standing email standards like SPF, DKIM, and DMARC. Many MSPs are addressing these changes by implementing DMARC monitoring tools and securing their clients’ emails. However, merely setting up DMARC without thorough analysis can cause unforeseen issues for clients, such as blocking legitimate emails from less obvious sources like marketing tools or third-party apps.

    Ben emphasises the importance of analysing DMARC reports comprehensively, considering all email-sending sources, and transitioning from a purely technical service to a true business partnership with clients. This proactive approach not only secures email deliverability but also strengthens client relationships.

    Ben Fielding

    FEATURED GUEST:

    Ben Fielding is a seasoned technology strategist and email delivery expert with over three decades of experience in email systems and two decades as an IT leader.

    As the Director of Quinset and the Head of Client Solutions at Nxt Gen IT, Ben leverages his extensive knowledge to help businesses thrive through long-term IT strategies.

    A former MSP owner, Ben’s hands-on approach and deep industry insights make him a trusted advisor for companies seeking to optimise their technology infrastructure and achieve sustainable growth.

    As a self-confessed “email geek”, Ben has stayed at the bleeding edge of email deliverability for several years.

    Connect with Ben on LinkedIn and check out his website https://nxtgenit.co.uk/

    Should MSPs consider hiring an apprentice?

    Brian from Montreal is at a crossroads with his new MSP and reached out with a pressing question: should he take on an apprentice? The answer is a resounding yes, 1000%. Here’s why.

    In the UK, apprenticeships allow businesses to legally hire at lower wages while offering on-the-job training. It’s not just cheap labour, it’s a legitimate and beneficial scheme. Many MSPs find value in this approach, moulding young technicians into ideal team members without the baggage of previous employment.

    Hiring an apprentice offers an extended job interview, spanning one to two years. This period lets you evaluate their fit for your company without any long-term commitment unless you choose to keep them. Even if your region doesn’t have a formal apprenticeship scheme, any similar program can be incredibly advantageous. So Brian, dive in and bring on an apprentice. It’s a move that promises substantial rewards for your growing business.

    Got a question about your MSP’s marketing? Submit one here for Paul’s Personal Peer Group.


    The 60 hour work myth kills MSPs Aug 06, 2024
    Show notes
    The podcast powered by the MSP Marketing Edge

    Welcome to episode 247 of the MSP Marketing Podcast with me, Paul Green. This is THE show if you want to grow your MSP.

    In this episode I share how successful MSP owners debunk the 60-hour work week myth, proving that working around 30 hours per week promotes better health, stronger relationships, and strategic business growth. (jump to)

    I also discuss why taking a proper break to reflect on key strategic questions can provide clarity and focus, enabling you to achieve your business goals for the rest of 2024. (jump to)

    My guest this week, Jane Matthews of Wildcat Careers, highlights the importance of strong employee branding for MSPs, emphasising that a well-crafted employee value proposition is key to attracting and retaining top tech talent. (jump to)

    Lastly, I answer a question from Chris who runs an MSP in the south of England. He wants to know how to reward a high performing team member so they feel appreciated. Personalised rewards that are tailored to employees’ interests and needs are often more impactful than cash bonuses, enhancing motivation and loyalty. (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

    The 60 hour work myth kills MSPs

    slumped over desk

    If you’re ending your work week exhausted, barely able to crack open a beer and stare at the TV, it’s time for a change. This relentless pace isn’t sustainable. Contrary to popular belief, the most successful MSP owners don’t work 60-hour weeks. In fact, they work significantly less.

    The 60-hour myth suggests that to be a successful business owner, one must work these gruelling hours indefinitely. While it’s true that the early stages of starting a business often require extra hours, this should not be a permanent state.

    Starting your MSP is exhilarating. You’re taking control of your income, your time, and the type of work you do. In the beginning, putting in 60 hours a week might be necessary and even enjoyable. However, when this habit extends into years, it becomes detrimental. Many MSPs, even with million-dollar turnovers, continue to grind out these hours, believing it’s the hallmark of success. It’s not.

    Successful business owners actually work around 30 hours a week. Constantly working 60-hour weeks poses significant risks to your health, your family life and your relationships with loved ones. Additionally, overworking negatively impacts your staff, clients, and the business itself. It stifles strategic thinking and decision-making, which require time and mental space.

    Shifting to a 30-hour work week allows you to make more thoughtful decisions, delegate effectively, and focus on growth. Successful MSP owners I’ve interviewed consistently work fewer hours and achieve more. Embracing this approach will help you work smarter, not harder, and drive your business forward.

    3 simple questions to max out the rest of 2024

    vacationTaking a real break is something we all need. Imagine stepping away from the daily grind, basking in the sun, and genuinely recharging. It’s more than a luxury; it’s a necessity.

    A proper break allows you to escape the minutiae that gradually wear you down, giving your mind the space to ponder strategic questions. During your time off, consider these three pivotal questions:

    1. What do you want more than anything else from your MSP in the rest of 2024?
    2. To achieve that, what must you do less of?
    3. And lastly, what must you do more of?

    These questions are simple but profoundly powerful. Reflect on them every few months to gain clarity on your goals and the steps to achieve them. Once your break ends and you return to the office, don’t just let these insights gather dust. Spend your first 48 hours back clearing up clutter and catching up. Then, shift your focus to implementing the actions necessary to grow your business.

    With the right focus and dedication, no matter how ambitious your goals are for the rest of the year, you can achieve them. Remember, clarity and action are your best allies.

    Why techs don’t want to work for you – and how to fix that

    I’m joined by Jane Matthews, the Managing Director of Wildcat Careers, an award-winning specialist in MSP technical recruitment.

    Jane enlightens us on the crucial concept of employee branding and its profound impact on attracting and retaining top tech talent. She explains that a strong employee value proposition (EVP) encompasses compensation, work-life balance, job stability, location, and respect within the company culture.

    Jane emphasises that MSPs, especially smaller ones, must effectively market themselves to prospective employees. This involves showcasing their unique values and benefits through career sites and social media, creating an appealing narrative about the work environment.

    The recruitment process is akin to marketing – it’s about selling the company’s culture and benefits to attract not only active job seekers but also passive talent. In today’s competitive market, flexibility, personal development opportunities, and health insurance are key elements tech professionals seek.

    Jane’s insights provide a comprehensive checklist for MSPs to enhance their employee branding and, consequently, their recruitment success. For those struggling to navigate these waters, partnering with knowledgeable recruiters can be a game-changer.

    FEATURED GUEST:

    Jane Matthews, the Managing Director of Wildcat Careers, a leading specialist in MSP technical recruitment and career consultancy.

    Under Jane’s leadership, Wildcat Careers has achieved remarkable success, winning several prestigious awards over the last two and a half years, including the title of Best IT and Cyber Recruitment Firm 2024.

    Jane brings a wealth of knowledge and experience in helping MSPs build high-performing teams through strategic recruitment solutions.

    Connect with Jane on LinkedIn and check out Wildcat Careers website.

    How to effectively reward a high-performing team member

    Chris who runs an MSP in the south of England wants to know how to effectively reward a high-performing team member whose performance has started to dip.

    While cash bonuses are a straightforward option, they often lack long-term impact. Instead, consider more personalised rewards.

    For example, in a previous role, I gifted a luxury bottle of vodka to a young writer who appreciated it but later switched to home-goods gift cards as her needs changed.

    Another creative example came from a business owner who rewarded a Formula One fan with Grand Prix tickets, resulting in the employee’s best performance yet.

    Personalised rewards not only show genuine appreciation but also strengthen employee loyalty and motivation. The key is to make the reward memorable and meaningful, making your team members feel truly valued and understood.

    Got a question about your MSP’s marketing? Submit one here for Paul’s Personal Peer Group.


    Episode 246: As the MSP leader, actions beat words Jul 30, 2024
    Show notes
    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 it’s so important to lead by example in your MSP, as your team’s behaviour will mirror your actions more than your words. (jump to)

    I also share a story of an MSP owner who successfully took a three-week break by properly resourcing his team, implementing clear systems, and maintaining visibility, proving his business could thrive without his constant presence. (jump to)

    My guest this week, Alex Harvey – an MSP owner in Norwich, England – shared that he wished he had outsourced tasks, hired sooner, and set client minimums earlier to better focus on growth and profitability. (jump to)

    Lastly, I take on a question from Jerome in NYC. He wants to know how to effectively break into a vertical. The answer – start with a dedicated page on your existing website to show your expertise and then create a separate site once you gain traction. (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

    As the MSP leader, actions beat words

    Have you ever noticed how children imitate what you do more than what you say? It’s an interesting quirk of parenting, and it’s the same with your staff. The culture of your MSP is shaped far more by your actions than your words.

    Take my friend Dave, for instance. He spent hours venting about his boss’s contradictory behaviour. His boss insisted on cutting costs and being frugal but then flaunted a brand-new boat he bought over the weekend. This sent the wrong message to the team. Instead of feeling appreciated, they saw their cost-saving efforts as a means for the boss’s personal luxury. This not only demoralised the team but also sparked resentment.

    Another example involves an MSP owner, Boris, who was eager to grow his business but found marketing dull. His lack of enthusiasm showed during meetings, where he’d often check his phone or get distracted. His marketing coordinator felt undervalued and demotivated because Boris’s actions didn’t align with his words about the importance of marketing.

    These stories highlight a crucial lesson: if you want your team to embody certain values, you must lead by example. Whether it’s handling help desk tickets promptly or keeping the office tidy, your actions set the standard. Remember, your team, like your kids, are always watching and learning from you. Show them the behaviours you want to see, and you’ll cultivate a positive and productive culture.

    Watch on YouTube

    How to take a 3 week vacation with ZERO CALLS from your MSP’s office

    A few years ago, an MSP Marketing Edge member shared his impressive approach to taking a three-week break without being bogged down by work. His trip was both a holiday and a working retreat, yet he only checked emails once a day, avoiding disruptive calls entirely.

    Like many MSP owners, he worked hard to free himself from day-to-day clutter, delegating first-line support and administrative tasks to focus on growth. He prepared his business for his absence with three key strategies:

    Proper Resourcing: Understanding the weekly workload, he ensured his team had enough resources, including senior technical advice from a non-competing partner MSP.

    Clear Systems: Implementing systems, checklists, and standard operating procedures, he minimised chaos and stress. As the saying goes, “SYSTEM: Saves You Stress, Time, Energy, and Money.” Recommended reads: The E-Myth Revisited and The Checklist Manifesto.

    Visibility: He maintained peace of mind by checking in via his PSA, avoiding the anxiety that comes with a lack of information.

    This experience taught him that his business could thrive without his constant presence, a crucial mindset shift. This approach has helped him create a more enjoyable business, giving him space to think and focus on growth, ultimately retaining his passion and achieving a healthier work-life balance.

    Watch on YouTube

    This MSP wishes he’d done these 3 things differently

    I had the pleasure to sit down with Alex Harvey, a young and dynamic MSP owner of Snap IT in Norwich, England. We explored his journey, particularly focusing on three key mistakes he wished he had avoided early in his business.

    Firstly, Alex emphasised the importance of outsourcing tasks sooner. Initially, he clung to tasks like bookkeeping and admin, thinking it would save money. However, he realised that delegating these tasks would have allowed him to concentrate on acquiring and serving clients better.

    Secondly, he wished he had hired sooner. The fear of financial instability held him back, but hiring early would have pushed him to grow his business more aggressively. The addition of his first hire was a pivotal moment that propelled the business forward.

    Lastly, Alex discussed the importance of setting client minimums from the start. Taking on any client with a wallet led to unprofitable and demanding relationships. Establishing minimum spending thresholds would have aligned his client base with his business goals, ensuring growth and profitability.

    Alex’s insights are invaluable for any MSP owner, highlighting the importance of strategic delegation, timely hiring, and selective client acquisition to foster a thriving and sustainable business.

    For helpful reading on getting ahead with running your MSP, check out 10x Is Easier Than 2x and Who Not How both by Dan Sullivan and Benjamin Hardy.

    Watch on YouTube

    FEATURED GUEST:

    Alex Harvey is a Senior Consultant at Snap IT, an MSP based in Norwich, England. He began his journey as a contractor for the NHS (National Health Service) in the UK doing network management and moved onto a variety of IT manager roles before starting his MSP in 2019.

    Alex prides himself on helping a lot of people not launch their computers out the window 😁 He also works as a third party consultant for Halo PSA and helps other MSP get the most out of their PSA investment.

    Connect with Alex on LinkedIn

    Do I need a new website to break into a vertical?

    This week I was asked a fantastic question by Jerome in New York City. His MSP is six years old, and he’s curious if he needs a new website to break into a vertical.

    The short answer is yes, and the long answer is no.

    If you’re serious about breaking into a vertical, your marketing must demonstrate a deep understanding of that sector’s needs, wants, and fears. They need to see you as a specialist in their field, and a dedicated website can achieve this. It allows you to tailor your content, showcase relevant social proof, and make everything highly relevant to their business, leading to better marketing results.

    However, don’t let the lack of a new website delay your plans. If it takes months to create a new site, start with a vertical-specific page on your existing website. This way, you can begin targeting the vertical immediately. Once you see traction, then you can invest in a dedicated vertical website. In fact, in my previous business, I ran three separate websites for different verticals, which established us as experts without diluting our marketing message.

    Got a question about your MSP’s marketing? Submit one here for Paul’s Personal Peer Group.


    Episode 245: You sure that prospect’s a great fit for your MSP? Jul 23, 2024
    Show notes

    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 encourage you to assess your prospects to ensure they are the right fit for your MSP. Assess their value appreciation, willingness to follow advice and pay fairly, dependence on technology, and timely payment habits. (jump to)

    I also explain why effectively converting leads into loyal clients requires persistent follow-up, strategic long-term engagement, and thoughtful touches. Follow up until they buy, die, or say bye-bye. (jump to)

    I’m joined by Damien Harrison, Director of Operations at Bondgate IT. We discuss how hiring an operations director and prioritising relationship-building over immediate sales can significantly elevate your MSP’s growth and client satisfaction. (jump to)

    Lastly, I answer a question from Alex who runs an MSP in Georgia. He wants to know how to maintain client trust and growth when outsourcing his MSP’s help desk overseas. (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

    You sure that prospect’s a great fit for your MSP?

    Turning a lead into a prospect is exciting, but how do you know if they’re truly a great fit for your MSP? Here are five ways to measure their potential:

    Value Appreciation: top prospects understand the value of your services. They see you as an investment in their business, not just a fixer of problems. They know you’re essential for their growth.

    Willingness to Follow Advice: good clients follow your strategic advice. If they see your value, they’ll be more inclined to trust and implement your recommendations.

    Willingness to Pay: quality clients are happy to pay a fair price for your services. They understand that good service costs money and they don’t haggle. This reflects their understanding of the value you provide.

    Dependence on Technology: ideal clients rely heavily on technology. They recognise it as a growth lever and are willing to invest in IT to enhance their business.

    Timely Payments: reliable clients pay their bills on time. This shows respect for your services and a commitment to maintaining a strong relationship.

    Assess prospects using these criteria to ensure a strong, productive partnership.

    Watch on YouTube

    A new lead has tons of value until one of these 3 things happens

    Lead generation can be challenging for MSPs, but treating leads as disposable is a mistake. Understanding the journey from suspects to leads, then prospects, opportunities, and finally, clients, helps tailor your approach.

    Follow-up. Follow-up. Follow up. A robust sales system ensures you reconnect, especially when prospects aren’t ready immediately. Long-term engagement ensures leads don’t expire quickly. Persistence pays off, sometimes after many years. Follow up until they buy, die, or say bye-bye.

    Use LinkedIn to connect and engage regularly by posting content, commenting on their posts, and sharing relevant information. Add leads to your email and snail mail lists – send weekly educational emails and monthly newsletters. Call biannually, run targeted marketing campaigns, host events, and remember to send unique touches like Christmas cards in March.

    By embedding these strategies into your MSP, you ensure that no lead is wasted, transforming potential clients into loyal, long-term partners. Remember, persistence and thoughtful engagement are key to converting leads.

    Watch on YouTube

    Removing your worries about hiring an operations person, to free up your personal time

    Running an MSP is a juggling act – balancing business growth, client satisfaction, and employee retention. Once you surpass a handful of staff, consider hiring an operations director to handle daily details, freeing you to focus on strategic growth.

    Damien Harrison, Director of Operations at Bondgate IT, highlights the crucial role of operations directors in MSPs. An operations director manages the customer journey from sales to support, ensuring seamless transitions and high-quality service. This role allows the business leader to concentrate on strategic objectives and enjoy more personal time.

    Damien also stressed the importance of nurturing relationships before selling. Many MSPs make the mistake of rushing to close deals without building trust. He suggests attending networking events consistently, engaging with prospects, and valuing personal interactions over digital ones.

    To sum up, integrating an operations director can elevate your business, and prioritising relationship-building over immediate sales can lead to long-term success.

    Watch on YouTube

    FEATURED GUEST:

    Damien Harrison is a seasoned IT professional with over two decades of experience in the industry. As the Director of Operations and overseer of the Technical Support team at Bondgate IT, Damien is known for his strategic vision and hands-on approach.

    He has a rich background working in the public sector and as Head of IT for a major third sector charity. His expertise lies in ensuring compliance, enhancing client satisfaction, and fulfilling unique support requirements.

    Damien’s leadership style is characterised by his commitment to fostering innovation, maintaining robust cybersecurity, and building resilient IT infrastructures. Passionate about continuous improvement and community engagement, Damien is dedicated to helping organisations navigate the complexities of modern IT landscapes.

    Connect with Damien on LinkedIn

    How do I tell my clients we’re outsourcing the helpdesk overseas?

    This week we have a combined marketing and business growth question from Alex who runs an MSP in Georgia. He is concerned about the impact on his client relationships when he outsources the help desk overseas.

    When outsourcing your MSP’s help desk overseas, it’s crucial to handle client communications thoughtfully to maintain trust and growth potential. Here are three strategies:

    Selective Disclosure: if you’re only outsourcing ticket handling and live chat, while keeping phone support local, you might opt not to inform clients. This minimises potential concerns as most clients won’t notice the change.

    New Client Transparency: be upfront with new clients about your outsourcing from the start. This sets clear expectations and avoids any surprises, maintaining trust from the outset.

    Use Analogies: explain outsourcing with relatable comparisons. For instance, liken it to a car mechanic. Just as a master mechanic focuses on complex repairs rather than routine tasks like spark plug changes, your skilled technicians are freed up for crucial work by outsourcing basic help desk tasks. This approach highlights efficiency and dedication to quality service, reassuring clients about the benefits of your decision.

    Got a question about your MSP’s marketing? Submit one here for Paul’s Personal Peer Group.


    Episode 244: MSPs: The 3 perfect times to ask for a review Jul 16, 2024
    Show notes
    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 urge MSPs to collect social proof promptly when clients are most satisfied, as its impact diminishes over time. (jump to)

    I also explain how you can generate endless marketing content ideas by engaging in relevant conversations – jotting down quick, digestible topics, and spreading them out over the year for varied and engaging material. (jump to)

    My guest, Ryan Robinett, shares his innovative sales approach for MSPs, which involves presenting your business first to build credibility and differentiate yourself before asking questions, ensuring a structured and engaging conversation with prospects. (jump to)

    Lastly, I answer a question from Seb, an MSP owner in Colorado, who struggles to find the time to do marketing. Prioritising marketing is essential for business growth and achieving the lifestyle benefits that inspired you to start your business. (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

    The 3 perfect times to ask for a review

    Social proof, in the form of case studies, testimonials, and reviews, is one of your most potent marketing tools. Nothing sways leads and prospects quite like the experiences of people similar to them. Therefore, consistently gathering social proof is crucial. This process needs urgency because social proof loses its effectiveness over time.

    Here’s a real-life example: over the past 18 months, I experienced a major house refurbishment, culminating just before last Christmas. This period was filled with frustrations, especially with the builders who left small but essential details unfinished. Recently, I had to hire handymen to address these lingering issues.

    One significant task was ensuring the safety of our log burner, which the builders had reinstalled. I had an expert assess and correct the installation, making it safe and more energy-efficient. The work was excellent, and I offered to leave a positive review. However, the contractor never sent the review link, and my enthusiasm waned over four weeks. Minor issues, like a mark on the rug and a tiny scratch on the fireplace, further diminished my satisfaction.

    This highlights why you must collect testimonials or reviews when clients are happiest. For MSPs, optimal times include immediately after solving a longstanding issue, completing a major project, or during the honeymoon phase with a new client. Systemising this process ensures you capture fresh and powerful social proof, maximising its impact before it degrades.

    Watch on YouTube

    How to generate more marketing content ideas than you could ever use

    Marketing content ideas can sometimes feel elusive, especially for MSPs new to serious marketing efforts. I’ve got a straightforward method to generate a limitless supply of ideas, perfect for blog articles, social media posts, or short videos.

    First, remember that when it comes to content, less is more. While there’s value in comprehensive guides for SEO, the ideas we’re focusing on are small, digestible topics. These can be explained in ways that are easy for anyone to understand.

    Here’s a practical example: last summer, during a Zoom call with John, an MSP I regularly chat with, I mentioned my laptop had been stolen in a bar. That conversation sparked a wealth of content ideas like, “Top tips for keeping your laptop safe while traveling” and “Can you wipe your laptop remotely?”.

    These ideas emerged from a brief chat, showing the power of relevant conversations in sparking content ideas. Always jot down these ideas and spread them throughout the year to keep your content varied and engaging. This habit ensures a steady flow of fresh content ideas, ready to boost your marketing efforts.

    Watch on YouTube

    How to create a repeatable sales process

    Let’s dive into the world of systemising sales with my podcast guest, Ryan Robinett, founder of askmultiply.com. Ryan’s unconventional approach, which involves telling prospects about your business before asking questions about theirs, stands in stark contrast to traditional sales advice.

    Ryan emphasises that sales should be systematic and repeatable. His approach involves building a structured sales message that highlights your company’s strengths and addresses common customer problems before asking questions. This method ensures prospects understand who you are and what you offer, making them more likely to engage meaningfully.

    By eliminating assumptions and controlling the conversation, Ryan’s method makes it easier for MSPs to differentiate themselves and build credibility. This structured approach not only simplifies the sales process but also ensures consistent, intentional interactions with prospects. These insights offer a fresh perspective on sales, particularly for MSPs looking to streamline their processes and enhance their sales effectiveness.

    Watch on YouTube

    FEATURED GUEST:

    Ryan Robinett, is a “career consultant” with experience at global and regional companies, founded askmultiply.com in 2018. After graduating from Auburn University, Ryan joined Accenture and later moved to a Birmingham-based IT professional services firm. There, he helped establish processes for predictable project outcomes, technical staff development, and revenue generation, leading to the company’s acquisition by a global player.

    Driven by his passion for building, Ryan founded Multiply, which formalised these processes into a comprehensive playbook and SaaS platform. Multiply’s approach has salespeople driving conversations with predefined messages, ensuring predictable responses and outcomes, moving away from traditional sales dependency on personality and spontaneous questions.

    Connect with Ryan on LinkedIn

    Prioritising marketing is the key to business growth

    Seb, an MSP owner in Colorado, finds himself in a common dilemma. Despite running a well-established business for seven years, his growth has plateaued, and he recognises that marketing is essential. His question: “How do I find the time to do marketing when I’m too busy?”

    The solution isn’t about finding time; it’s about prioritising marketing. Reflect on why you started your business – likely for control over your work and personal income, and to enjoy a better lifestyle. To achieve this, you need both cash and time. As your business grows, invest in resources to handle tasks, freeing you up to focus on high-impact activities like marketing.

    When you say you don’t have time for marketing, you’re essentially saying you don’t have time to grow your business or improve your lifestyle. The most successful entrepreneurs cut through the clutter and prioritise essential tasks. Remember the acronym DOA: Delegate, Outsource, Automate. Apply this to your marketing efforts and reclaim your time.

    Got a question about your MSP’s marketing? Submit one here for Paul’s Personal Peer Group.


    Episode 243: Sacrifice one monitor to sell more hardware Jul 09, 2024
    Show notes
    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 share how you can boost your hardware sales by offering a free second monitor to a visible employee, sparking office-wide interest and demand for upgrades. (jump to)

    I also question whether your MSP’s marketing machine generates leads effectively. It’s helpful to track key metrics like LinkedIn connections, email CRM additions, open rates, follow-up calls, and sales appointments to identify and fix any issues in the process. (jump to)

    My guest this week is search engine optimisation (SEO) expert, Raj Khera. He explains that mastering SEO for MSPs involves focusing on local search terms, leveraging AI tools for content creation, and staying updated with trends to boost visibility and attract targeted traffic. (jump to)

    Lastly, I answer a question from Adam, who runs an MSP in London. He wants to know how to define his MSP’s target audience. My advice is to define your current client base, consider who you don’t want to work with, and trust your instincts to attract clients that align with your expertise and business goals. (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

    Sacrifice one monitor to sell more hardware

    I’ve discovered a clever sales tactic that can have your existing clients clamouring for new hardware. All it takes is a spare monitor and a little ingenuity. Credit for this idea goes to an ingenious MSP I work with, who has seen a significant increase in hardware sales using this method. Here’s how it works:

    When visiting a client site, bring a spare monitor along. Identify a highly visible employee, like the receptionist, who everyone in the office interacts with daily. Engage them in conversation, inquire about any tech issues (without fixing them yourself), and then introduce the concept of dual monitors. Highlight the productivity benefits and offer to set up the second monitor for free.

    Once the receptionist starts using two monitors, it won’t take long for other employees to notice and envy the setup. The sight of the receptionist’s dual monitors will spark conversations and interest across the office. Soon, the decision-makers will be calling, eager to equip their team with the same setup.

    This free trial not only promotes the benefits of dual monitors but also opens the door for selling additional hardware like docking stations, keyboards, and new laptops. Remember, people are more likely to buy when they want something, not just when they need it. Give it a try and watch your hardware sales soar.

    Watch on YouTube

    How to fix a marketing machine that’s not producing leads

    One major theme of my MSP marketing podcast and YouTube videos is the importance of building a marketing machine that consistently generates leads. But what do you do if your machine isn’t delivering the leads you need?

    Let’s dive into a recent story: an MSP had built a fully functioning marketing machine, complete with multiple audience engagement, content from MSP Marketing Edge, and follow-up calls. Despite all this, he wasn’t getting appointments. I advised him to check every “production station” of his marketing machine and start tracking key weekly stats.

    Here are the essential stats to monitor: connection requests on LinkedIn, connection rates, additions to the email CRM, email open rates (aim for at least 20%), follow-up call attempts, decision maker contacts, 15-minute discovery video calls, and full sales appointments. Tracking these will reveal where the process is failing and how to fix it.

    Understanding these metrics helps you know exactly how many people you need to engage to secure a sales appointment and ultimately, new clients. It’s about having a strategic, data-driven approach to marketing that ensures every cog in your machine turns smoothly. Do you have a marketing machine for your MSP? If not, it’s time to build one and keep a close eye on these crucial stats to ensure it’s running efficiently.

    Watch on YouTube

    Why you’ll never get good traffic for a search term like data backup… until you make one specific tweak

    Search engine optimisation (SEO) often feels like a complex and costly venture, especially for MSPs. My guest, Raj Khera, offers some practical advice to demystify SEO.

    According to Raj, ranking for broad terms like “data backup” is almost impossible for MSPs due to competition from major vendors. Instead, he suggests focusing on local terms, such as “data backup services” paired with your city or suburb, to increase visibility and attract targeted traffic.

    Raj shares insights from his journey from electrical engineering to SEO mastery, where he successfully built and sold three companies through effective SEO strategies. He emphasises the importance of quality content and backlinks, and how AI tools like ChatGPT can simplify content creation. By using ChatGPT to draft articles or even conduct interviews, MSPs can produce engaging content that ranks well on search engines.

    Raj highlights the need to stay updated with SEO trends, as Google frequently changes its algorithms. He recommends adding a Google Map to your website’s footer to boost local SEO and using tools for keyword research.

    For those seeking deeper knowledge, Raj offers an SEO course tailored specifically for MSPs.

    Watch on YouTube

    FEATURED GUEST:

    Raj Khera is a 3x Founder and CEO of several SaaS businesses, growing them from start-ups to successful multi-million dollar exits to public companies. He now serves as an SEO and Executive Coach to MSPs and B2B SaaS companies. He is also the publisher of MoreBusiness.com.

    Raj is a proven leader for go-to-market strategy and execution, including mapping the customer journey, product research to establish product-market fit, demand generation, and sales and partner enablement to drive revenue and growth.

    He is a bestselling author, prolific writer, and frequent guest on podcasts and livestreams. Raj holds M.S. and B.S. degrees in electrical engineering from the University of Maryland, College Park and serves on the boards of several companies and non-profits.

    He lives in suburban Washington, D.C. where he enjoys his favourite activities of being a dad followed by playing the drums.

    Connect with Raj on LinkedIn and check out his website www.morebusiness.com

    Defining Your Target Audience

    Adam from London asked about defining his MSP’s target audience. This is crucial for creating relevant marketing messages and attracting the right clients. Here’s how to get started:

    First, evaluate your current client base. Identify the businesses you enjoy working with and those that are the most profitable. This can give you a clear idea of the types of clients you should target.

    Next, consider who you don’t want to work with. For example, avoid industries that demand extensive after-hours support or have complex, outdated systems if those are not your strengths. This helps in refining your focus and ensuring your business aligns with clients that match your expertise and work preferences.

    Ultimately, there’s no exact science – trust your instincts. Reflect on your business goals, client interactions, and industry experiences to shape your ideal client profile. Remember, owning a business is challenging enough; aim to work with clients you enjoy and who contribute positively to your business and lifestyle.

    Got a question about your MSP’s marketing? Submit one here for Paul’s Personal Peer Group.


    Episode 242: MSPs who do this kind of marketing will ALWAYS struggle Jul 02, 2024
    Show notes
    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 roles. Business owners fear mistakes because they hinder progress. Managers fear looking foolish to their bosses. Internal IT managers fear you’ll expose their incompetence or make them look bad.

    Tailor your message to your audience’s fears. It’s more complex when factoring in decision makers versus influencers. An internal IT manager might not decide on co-managed IT, but they can block you if their fears aren’t addressed.

    Ask open questions to understand three things: what they need, want, and fear. Needs are less critical as they’re brain decisions. Wants are heart decisions, so your marketing should appeal emotionally, showing safety and partnership. Address fears directly to prevent them from blocking a positive buying decision.

    Remember, objections are verbal expressions of fear. Welcome them as chances to alleviate those fears. Always answer objections emotionally, because while the brain influences, the heart decides.

    Watch on YouTube

    My guest reveals how MSPs can use content to warm up prospects

    I had the pleasure of chatting with Ruthie Sterrett, a seasoned marketing strategist and founder of The Consistency Corner. We delve deep into the crucial role of content marketing for MSPs.

    Ruthie highlights why content marketing is indispensable, emphasising that creating the right content at each stage of the lead-to-client process can significantly warm up prospects. She shares insights on how MSPs can use content to build relationships, trust, and ultimately drive sales.

    For MSPs new to content marketing, she recommends focusing on social media to test and refine messaging before expanding to other channels like email marketing and long-form content. This approach helps avoid the overwhelm often associated with marketing efforts.

    Ruthie also points out common mistakes, such as relying too heavily on AI without a clear understanding of the audience’s needs or the importance of the human touch to ensure authenticity and relevance. If you’re an MSP owner looking to enhance your marketing strategy, Ruthie’s insights are invaluable.

    Watch on YouTube

    FEATURED GUEST:

    Ruthie Sterrett is the Founder and CEO of The Consistency Corner, a full service marketing agency that provides CMO level strategy and done-for-you implementation for service based businesses.

    With 15+ years of experience and wins like taking a $20M retail brand to $100M, Ruthie is uniquely qualified to help CEOs take off the marketing hat and get back to leading their company and serving their clients.

    She is known for her optimistic and upbeat personality paired with a solution finding growth mindset. In her spare time, Ruthie loves cheering on the Purdue Boilermakers while raising her family in sunny Florida.

    Connect with Ruthie on LinkedIn and check out her website https://www.theconsistencycorner.com/

    When is the right time to raise your prices?

    This week’s question comes from Gary, who runs a well-established MSP in South Carolina. Despite being in business for 12 years, Gary asks, “How do I know it’s the right time to put up my prices? I don’t want to lose clients.”

    Firstly, pricing for new clients should be flexible. Regularly test and nudge up prices to see what the market can bear. Often, clients are willing to pay more than you think for trustworthy and reliable service.

    For existing clients, be cautious. There are two approaches:

    1. Overt Price Increases: Directly raise your prices by a set percentage each year. This is transparent and honest, which clients appreciate.
    2. Covert Price Increases: Introduce additional services with a higher margin. This effectively raises prices without changing the base service cost, as clients see it as added value.

    In my opinion, overt price increases are preferable due to their transparency. Clients value honesty and clear communication, which helps maintain trust and loyalty.

    Balancing profitability with client retention is crucial. By carefully adjusting prices and maintaining transparency, you can successfully navigate this challenge.

    Do you have a question about your MSP’s marketing? Submit one here for Paul’s Personal Peer Group.


    Episode 241: Should your MSP have a presence on Reddit or X? Jun 25, 2024
    Show notes
    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 advise where to focus your MSP’s social media efforts to make the biggest impact. LinkedIn and Facebook will help you reach key decision-makers, while platforms like Instagram and Twitter may only be useful if you’re targeting a niche. (jump to)

    I also explain why MSPs should focus on strategic, long-term hiring, and seek short-term solutions for immediate needs. This helps to ensure sustained growth and efficiency. (jump to)

    I’m joined by Michael Crean, Senior Vice President of Managed Security Services at SonicWall. We discuss how MSPs can authentically sell more cyber security by educating clients with relatable analogies, emphasising proactive measures, and fostering a partnership focused on long-term protection. (jump to)

    Lastly, I answer a question from Graham, an MSP owner in Canada, who wants to know the best website contact option for optimal client engagement. (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

    Which are the best social platforms for MSPs?

    Should your MSP have a presence on TikTok, Instagram, Threads, Twitter (X), and other social platforms? My advice is simple: for most, it’s a big fat no. Stay focused on LinkedIn instead.

    Why LinkedIn? It’s where you’ll find business owners and managers – the decision-makers you want to reach. LinkedIn should be your MSP’s primary social media platform. Use your personal profile rather than a business page, aim for at least ten new connection requests daily, post content daily, and engage with others’ posts. And don’t forget your weekly LinkedIn newsletter.

    Facebook is a good secondary platform, especially for reaching decision-makers during their downtime and for remarketing ads. Use a personal profile and keep your content more personal than business-focused.

    Instagram is useful if you’re targeting consumer-focused businesses like retail or hospitality, as the decision-makers are likely using this platform for their marketing. Other platforms like Twitter (X), TikTok, Threads, Reddit, Discord, Pinterest, and Tumblr have limited value for MSPs, unless you’re targeting a specific niche that uses them heavily.

    In essence, don’t spread yourself too thin. Focus your efforts where it counts: LinkedIn and maybe Facebook. Have questions or think I missed something? Drop me an email!

    Watch on YouTube

    Why you can’t fly with average staff

    One of the biggest challenges for MSPs is finding and retaining the right staff. Hiring the wrong people can significantly limit your business’s growth. It’s essential to focus on finding and keeping the right people to build a thriving business.

    Many MSPs make the mistake of hiring quickly to solve immediate problems, only to face long-term issues. You might feel the pressure to fill a position fast, but hasty hiring often leads to bringing on average or subpar team members. This approach limits your business’s potential and adds to your workload.

    Instead, slow down your hiring process. Use short-term solutions like freelancers or contractors for immediate needs, allowing you to focus on strategic, long-term hires. This method ensures you hire A-team players who align with your long-term goals and can drive your business forward.

    Strategic hiring requires thinking ahead. Consider where you want your business to be in a few years and hire based on those future needs. This approach not only frees up your time but also leads to a more efficient, profitable, and client-satisfying business.

    Watch on YouTube

    How to make more money selling security in the most authentic way

    MSPs often fear coming across as salesy when offering cyber security services. The challenge is to be seen as a genuine expert rather than just another salesperson. While we understand the critical need for top-tier cyber security, most business owners and managers do not.

    My guest today, Michael Crean, shares how to authentically sell more cyber security without resorting to fear, uncertainty, and doubt. He emphasises the importance of educating clients using relatable analogies, like comparing cyber security to proactive safety measures in cars.

    Michael suggests viewing cyber security as insurance – not just a purchase, but an essential investment for when things go wrong. The key is to make clients active participants in their own security, much like a doctor advises a patient to take steps for better health.

    Michael advises against letting clients opt out of essential security measures. Instead, inspire confidence and trust by demonstrating commitment to their safety. Ultimately, it’s about creating a partnership where both parties work together towards a secure, thriving business environment. By focusing on long-term security and continuous education, MSPs can effectively protect their clients and grow their business authentically.

    Watch on YouTube

    FEATURED GUEST:

    Michael Crean is Senior Vice President Managed Security Services at SonicWall.

    As a results-driven technology leader with a successful background in Networking, infrastructure architecture, design, technical support and cyber resilience, Michael specialises in the development of innovative solutions and services through deep technical understanding and customer empathy.

    Michael focuses on building strong relationships to drive success across an organisation and deliver business results for all stakeholders.

    Connect with Michael on LinkedIn

    Optimising your MSP website contact options

    Got a question about your MSP’s marketing? Submit one here for Paul’s Personal Peer Group.

    Graham, an MSP owner in Canada, has posed a vital question: should you use a contact form or provide an email address on your website?

    Both options have their drawbacks. Contact forms can leave potential clients wondering if their message was received, while emails can also cause uncertainty about response times.

    In 2024, while some clients will call for urgent issues, many prefer other methods like live chat or video calls. The best approach is to offer multiple contact options. Ensure your website includes a contact form, email address, and phone number prominently displayed.

    The top recommendation is to integrate a live calendar on your site. This allows potential clients to book an appointment at their convenience, ensuring they know when you’re available. Offering various contact methods ensures clients can choose the one that suits them best, improving their experience and increasing your chances of securing their business.


    Episode 240: MSPs: How to reach hot prospects other MSPs can’t Jun 18, 2024
    Show notes
    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 suggest that instead of cold calling, you could approach hot prospects by offering to interview them, creating an easier, more engaging conversation that can lead to valuable business opportunities. (jump to)

    I also explain how identifying website visitors allows you to target marketing efforts more effectively and maximise every lead’s potential. (jump to)

    My guest this week, Kyle Mealy, helped an MSP achieve a 500% increase in sales efficiency with significantly reduced expenses by focusing on streamlined systems, customer-centric messaging, and optimised resource allocation. (jump to)

    Lastly, I tackle a question from Mark in Dallas, who wants to know if SEO (search engine optimisation) is worthwhile for his MSP. (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

    How to reach hot prospects other MSPs can’t

    Are you struggling to reach your hot prospects? Stop trying as an MSP salesperson and use this technique instead.

    Back in 2005 when I started my first business, I was cold calling and quickly discovered something disheartening… no one wanted to take my call. Is this your experience with outbound calls? The constant stream of “no” was nightmarish. Just months earlier, as a radio presenter, people were eager to hear from me. What changed? The context.

    As a radio presenter, calling people was exciting – they welcomed my calls because I could help them. But as a business owner looking for clients, the reception was cold. This led to a genius idea for reaching dream prospects, which several members of my MSP Marketing Edge program have successfully implemented.

    Instead of approaching as a salesperson, ask if you can interview them. This makes the conversation easier. Gatekeepers are less suspicious, decision-makers more willing, and you get quality time talking to your dream prospect about their favourite subject – themselves and their business.

    You might wonder, “What am I interviewing them for?” Today, anyone can create content. You could interview them for a LinkedIn newsletter, a blog, a podcast, or a YouTube channel about local business leaders. The audience size doesn’t matter, the showbiz of being interviewed is often exciting enough.

    The goal isn’t a great interview but spending quality time with a hot prospect. Afterward, they might say, “That was fun. Let’s talk about our technology needs,” opening the door to engagement. Pretty clever, right? Are you going to try this in your MSP?

    Watch on YouTube

    How to know the names of prospects visiting your website

    If you knew who was visiting your website, you could target marketing efforts more effectively, right?

    Many services promise to identify site visitors, but my experience over the years has been underwhelming… until recently. About a decade ago, I got locked into a pricey contract which didn’t deliver. But a few months ago, I decided to revisit these services, and I was pleasantly surprised.

    I tried three services and settled on Leadinfo, which I now pay for. It’s worth noting that this is more beneficial if your site gets decent traffic. Leadinfo identifies visitors and shows details like which pages they visited and how often they return. This helps you understand their interests – known as intent data.

    You can tag visitors, such as clients, former clients, vendors, irrelevant visitors, and prospects. Currently, my marketing and sales teams can target around 70-80 MSPs who have visited our site but haven’t bought from us yet. Leadinfo provides visitor details, including business names, key players, LinkedIn profiles, and sometimes even financials.

    The service integrates with CRMs, allowing you to automate actions like sending emails without seeming intrusive. At around $149 (£120) a month, it’s a small investment for maximising every lead’s potential, especially considering the significant lifetime revenue a hot prospect could bring. Give it a try and let me know how it works for you.

    Watch on YouTube

    The MSP that increased sales by 500% at a fifth of the cost

    Today’s big interview is with Kyle Mealy, a small business Chief Revenue Officer, who’s podcast pitch cut through the noise immediately. He promised to share a revenue formula that increased an MSP’s efficiency by 500%, with drastically reduced marketing and sales expenses. Naturally, I was hooked.

    Kyle’s journey started in a small business, where he doubled revenue in three years sparking his passion for marketing and sales. At a marketing agency, he helped raise revenue from $3 million to $7 million, working with many small businesses, including MSPs.

    He noticed that many B2B businesses, especially MSPs, were overly technical and couldn’t afford full-time marketing and sales leaders. This led to the creation of Next Level, a small business Chief Revenue Officer role, to streamline efforts and drive growth.

    In working with an MSP, Kyle introduced the ROASS metric—Return on All Sales and marketing Spend. Initially, their ratio was a poor 1.17. By addressing inefficiencies and reallocating resources, they improved their efficiency to nearly 7.2. This involved cutting underperforming sales team members, revising commission structures, and focusing on customer-centric messaging.

    Kyle emphasised thinking like a business owner: focusing on costs, headaches, and safety. They revamped their marketing using email campaigns, LinkedIn outreach, webinars, and updated websites for lead generation. The results? An impressive 500% increase in efficiency and a significant revenue boost.

    For MSPs seeking similar growth, Kyle advises understanding and optimising sales and marketing efforts.

    Watch on YouTube

    FEATURED GUEST:

    A dynamic leader, teacher, and speaker, Kyle Mealy leaps out of bed everyday to unlock the trapped potential in entrepreneurial businesses and their leaders.

    Wherever Kyle aims his energy, businesses and people breakthrough to their next level. Kyle’s passion for teaching and speaking allows him to easily hold the attention of thousands while making it feel like it’s just a small circle of friends.

    His infectious love of life, self deprecating humour, and gifted storytelling moves his audience to action! His speaking topics are practical lessons and methodologies extracted from helping entrepreneurial businesses and their leaders turn visions into reality.

    As a small business Fractional Chief Revenue Officer, Kyle has helped entrepreneurs increase year over year profits by 10x. Over the course of his career, businesses leveraging his knowledge achieve an average of 35% year over year top-line revenue growth.

    Kyle lives in Menomonee Falls, Wisconsin with his beautiful family including his wife, six-year old daughter and three-year old son. When he’s not being a mad marketing scientist and whiteboarding strategies, he loves to cook for his family and teach his little ones karate. He also runs a non-profit called Second Gear Group.

    Connect with Kyle on LinkedIn or visit his website: Next Level Coaching

    Is SEO (search engine optimisation) worth it for your MSP’s website?

    Got a question about your MSP’s marketing? Submit one here for Paul’s Personal Peer Group.

    Mark from Dallas, Texas, is approaching the five-year mark with his MSP and is eager to grow efficiently without wasting time. His question: Is SEO worth it for his website?

    Great question, Mark. The goal of SEO is to get your MSP to rank higher in search results, ideally on page one, putting you in front of people searching for solutions you offer. While important, SEO is complex and technical. So, yes, you should do some SEO, but it’s not an early priority.

    Instead, focus on my three-step marketing system for faster leads in your business’s early years:

    1. Build multiple audiences on platforms like LinkedIn and your email database.
    2. Develop relationships with them through content marketing.
    3. Convert those relationships with outbound calls to find prospects ready to switch MSPs.

    Consider SEO as your business matures. Start with improving your Google Business profile, using tools like Semrush to identify issues, and creating original content. If time and expertise are constraints, hiring a trusted expert might be necessary, but be prepared for the investment of time and resources.


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