“ Email marketing is essential for any successful business . But the real power lies in segmentation — sending the right message to the right audience .” - Danny Hawman , EVP , TMT
1 . Paid Ads
Paid ads are a cornerstone of the marketing world for a reason , and the MSP sphere is no different . While search engine optimization ( SEO ) is a great way to get your website boosted higher in Google ’ s rankings , pay-per-click ( PPC ) ads are a pay-to-play channel to reach high-intent buyers that puts your MSP ’ s page right at the top of search results .
MSPs are having great ROI with bottom-of-the-funnel PPC advertising , says Giovy Cornejo , digital marketing strategist at TMT . “ Those are your Google or Microsoft paid search ads . This strategy is great for business owners who are looking to scale and have a competitive budget , because what they ’ re doing is essentially ensuring they ’ re going to get visibility on their website by bidding on the keywords in their market .” For example , Las Vegas-based MSP X ’ s website would show up as a sponsored ad at the top of the page every time someone searches “ IT support Las Vegas ,” because they ’ ve bid on the keyword “ IT support Las Vegas ” in Google .
The MSPs who have the most success with PPC ads have call tracking installed on their websites , allowing them to internally audit all phone calls coming from their ads , Cornejo says . A quality phone script and a willingness — and ability — to field calls reaching out for an immediate solution is critical . “ It might be a business calling because their Wi-Fi is down ,” says Cornejo . “ We don ’ t often see people calling [ to sign up for managed services ] at that very moment . The majority are calling to fix an immediate problem . It ’ s super important that whoever answers the phone can identify whether that prospect could be converted to a managed services client down the line . That piece will separate the MSPs who have success and a high return on PPC ads , from those who aren ’ t able to close leads .”
Roland Parker , founder of Impress IT Solutions , an MSP in Katy , Texas , was having mixed results with PPC ads until his team created two specific landing pages for his niche — one for manufacturing and one for construction . Then , they focused on ads that led to that landing page . “ In the past , we tried a broader , ‘ IT support for your business ’ approach ,” Parker explains . “ Now , we focus on those two verticals . I think [ the success ] was a combination of moving away from just doing Google ads and also being more industry specific .” This strategy has led to both a higher ROI on their paid ads and higher-quality prospects and clients .
While Parker is seeing success with targeting specific industries , Cornejo cautions that niche PPC targeting can drive costs up due to a narrower audience and often takes longer to deliver results . “ Generally , when launching a PPC campaign , I recommend targeting ' Business IT Services ' in your market , as this approach leads to higher conversions and lower overall costs ,” she explains .
2 . Email Marketing
“ Email marketing is essential for any successful business ,” says Danny Hawman , Executive Vice President of TMT . “ But the real power lies in segmentation — sending the right message to the right audience .”
Many businesses hesitate to email frequently , fearing they ’ ll annoy prospects . Hawman disagrees : “ The real issue isn ’ t sending too many emails — it ’ s sending the wrong ones .” Generic , one-size-fits-all emails get ignored , while targeted messages drive engagement and conversions .
Segmentation divides your list into groups — active customers , warm leads , and even prospects who ’ ve gone dark . “ If your message doesn ’ t speak directly to where they are in their journey , it ’ s just noise ,” Hawman explains . For example , if a cyber breach hits an industry you serve , clients need reassurance , while prospects need urgency to take action .
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