MSP Marketing

Effective MSP Marketing Services for IT Pros

Increase your MSP company’s visibility online and convert new leads with our multi-channel marketing services.

No tricks or gimmicks.
Just marketing fundamentals with the right execution.

derek-brown

Derek Brown
Co-founder
Pronto Marketing

Back when I was responsible for Windows SBS at Microsoft, I thought a lot about the challenges our smaller partners had with marketing. When I left Microsoft after 12-plus years, I founded Pronto Marketing with the sole focus to help small and mid-sized IT service providers get their marketing in gear.

Ten years experience and over 1,000 MSP clients has informed our marketing program. Our digital marketing services for Managed Service Providers deliver consistent results. We do this with a managed service model that accommodates your busy schedule.

Our marketing services for MSPs include

SEO for MSPs

Improve Your Online Visibility

Get found online by put your MSP on the map, increasing your website authority, and Google rankings. Start with a $200 Website SEO Audit –>
GOOGLE ADS for MSPs

Consistent, Qualified Traffic

You’ll get results through a stream of visitors arriving to your site from digital paid advertising campaigns.

Start with a $200 Google Audit –>

BLOGGING for MSPs

Engaging Marketing Materials

You’ll get a regularly updated mix of blogs to hook your audience and keep them interested.

Starts at $399 for 2 blog articles per month

DATA-DRIVEN MARKETING

ROI Backed By Analytics

You’ll get peace of mind from dashboards and drill-downs into the visitors, leads, and phone calls generated from your website.

Pronto works well with other apps used for MSP Marketing

GlassHive logo

What our clients say about our marketing services for MSPs

“Pronto really seems to get our IT and MSP industry. It just works flawlessly.”
Alen Crowetz
CEO, InfoStream, Inc
www.infostream.cc
“Pronto gives us a professional website that is regularly updated and search engine optimized.”
Cohen Barnes
CEO, Sundog
www.sundogit.com

Is Pronto the right choice for your Managed Service Provider company?

Read more testimonials about how we’ve helped MSPs succeed with online marketing

Flexible and custom MSP Marketing service plans

In addition to your MSP Website, our marketing services will ensure you have a constant drum beat of marketing activity to drive, engage, and convert new visitors into sales leads.

SERVICES

Pricing

Google Essentials Audit

$200

Website SEO Audit

from $200

Unlimited MSP Website Support

$249/mo

Google My Business for local SEO

from $300/mo

Blog Copywriting for MSPs

from $399/mo

Google Ads Management

from $500/mo

Link Building Services

from $1,300/mo

How much should your MSP company spend on online marketing?

Hi, I’m Adam the Head of Accounts at Pronto Marketing and an SEO expert with 10+ years of experience working in the USA, UK and abroad with Managed Service Providers and B2B firms from startups to enterprise.

Like you, I’ve worked in competitive markets and did all I could to get leads and optimize my marketing budget and ROI. Long story short, it all comes down to numbers. Your MSP marketing strategy and campaigns need to be based on data and I want to help you figure it out for your business.

The MSP industry is unique when it comes to marketing for several reasons, the most important of which is the value of an individual client. You aren’t selling widgets for $5 apiece. You’re selling long term solutions that cost $5,000/month or more.

For this reason, you know how important it is to regularly evaluate and understand your core sales and marketing metrics. With this data, you can make smarter business decisions and invest in long term success.

When you win a new client, they are going to stick with you for a long time. Your proactive team, quick response time, and ability to build long-term relationships mean low turnover rates and high lifetime value for each client you bring on board.

A single client probably sticks with you for years, which means the lifetime value of that client is exceptionally high. To better inform your future marketing decisions, look at your CRM and figure out what that average looks like. Are your clients with you for 3 years? 5 years? 10 years?

In addition to how long they work with you, what is the average monthly revenue for each client? Talk with your finance team and calculate the average monthly revenue for a client. Now that you know the average monthly revenue of your clients and the average time they remain with your company, you can calculate the Customer Lifetime Value. For example, if your average retainer is $5,000/month and the average customer stays with you for 5 years, the Customer Lifetime Value is $300,000.

And that is an incredible number. Even if your average MRR is a bit lower, $2,000/month/client still means $120,000 in revenue and $36,000 in profit assuming a 30% margin. This number will guide you in your marketing investment.

Exactly how many leads do you and your sales team need to close one new customer? Assuming an industry-average 20% close rate that means you need 5 new leads to generate $120,000 in revenue, meaning each lead is worth $24,000 in revenue ($7,000 in profit).

And these are industry average numbers. You may have an amazing sales team that closes at better rates or an incredible support team that keeps clients on board for 10 years instead of 5. If that’s the case, your value per lead may be double or more.

Your value per lead provides a clear baseline for your lead generation efforts. Each lead may be worth $7,000 in profit, but how does that compare to your current marketing efforts? If you currently spend $3,000/month running a Google AdWords campaign and you’re getting 3 new leads per month from that spend, your cost per lead is $1,000. Assuming a 20% close rate, you’re spending $5,000 to generate one new client. If every client has a lifetime value of $120,000 in revenue and $36,000 in profit, that’s not too shabby.

Your numbers are going to vary, of course. The key is that you know your numbers, so you can make the best decisions for your business. There are many factors that are going to impact what your numbers mean. Competition is variable in different regions, for example. Your market might allow for a $3,000/month marketing spend to generate the lead volume you’re targeting, or you might need to spend $5,000-$10,000/month or more to reach the same goal if your region is more competitive.

I’ve used Google AdWords in this example because it’s the easiest marketing channel to measure cost and return on. You can quickly gather data from a campaign and calculate ROI based on the performance of your ads. The logic, however, holds true for all of your marketing efforts.

What we’ve found over the years is that the most effective marketing campaigns are those which include multiple marketing channels. You need to drive relevant traffic to your site, but you also need to engage with your visitors and move them through your sales funnel until they convert.

If you’re ready to get serious about your marketing this year, let’s discuss our MSP Marketing Programs – designed to leverage every available tool for maximum marketing effectiveness.

Nothing we’ve discussed should be too surprising or new for you. You know your business and know your customers better than anyone else. However, marketing is sometimes left as the thing you know you should be doing, but never quite get to. I’m here to tell you that the longer you leave your marketing on the sideline, the more money you’re leaving on the table.

By knowing your numbers, calculating the average value per new client and new lead, and building a marketing program that leverages that data, you can grow your business and your bottom line. If you’d like to discuss your MSP marketing strategy and goals for this year, or if you’d like to see how Pronto can help, let’s jump on a call to discuss!

Adam Porteous,
Head of Accounts

Learn more about MSP Marketing

MSP Marketing tools & checklists

Top 3 high value tactics for your MSP marketing strategy

Something we often hear is MSPs saying how busy they are marketing their services. They list off a million different things that they’re currently doing to ‘get their brand out there.’ And when it comes down to crunch time, what they’re unintentionally doing is really just wasting time trying to be busy.

At some point you have to ask yourself: Is it worth it? Fumbling around in the dark, constantly being busy, spinning the wheels. But not gaining anything…

We want to help YOU identify what marketing tactics you’re currently doing and then simplify them to help you become more efficient in earning leads and business in the long run.

How we break down value and tactics:

  • Low Value – usually things you’re doing that’ll take up time but provide little results.
  • High Value – more complex tasks that generally provide significant results once completed.

Before we share the top three high-value marketing tactics, let’s first look at ‘why’ a lot of MSPs are spending time focusing on what we categorize as ‘Low Value’ items.

packaged goods

As the internet has evolved over the years, so has the amount of information, services, and software you can use to run your business.

In some cases, more isn’t better and when it comes to the evolution of marketing tools, “more” certainly isn’t better. Why? Well, If you can limit your business to using a few specific tools and really become efficient in them, then you have a greater chance of succeeding with your online marketing because you’re no longer trying to juggle 100 different programs while constantly trying to keep up with changes.

That’s not to say you should throw out all the tools you’re currently using; instead, take stock and see which are helping and which you need more time to really understand how they benefit your business and put them on hold.

On top of that, you then have to navigate the conflicting information that is promising incredible results at the click of a button. Understandably, offers like this are appealing, but it can be hard to know what information to trust — and that’s why we’re here to help.

We all know SEO is important to get your website (and services) found on Google (and other search engines), but with over 20,000,000 results in Google for ‘How do I do SEO?’ it can be hard to know what needs to be done to actually get success with SEO.

SEO Low Value Approach: Automated SEO reports

SEO High Value Approach:  Earning quality links

SEO reports give simple suggestions for improvement but it’s important to remember that these reports are automated and can be flat out wrong. Focusing on these reports leads to good practices like including alt text for images, but that’s certainly not going to make or break your SEO efforts as an MSP.

In the eyes of search engines, earned links are seen as a vote of confidence in the quality of your site.

The more links you have from HIGH-QUALITY sources, the more likely your site will rank for your target keywords.

High-Quality sources are the key, though. Anyone can go to Fiverr.com and pay $5 for 100 backlinks, but why shouldn’t you? Backlinks are incoming links to a webpage, so a high-quality link is one that comes from a trusted source. That’s not something you and the 500 other people who paid $5 for 100 links can get easily.

Search engines are smart enough to determine whether a link is valuable. If you are going to ‘link build,’ then make sure that you’re at least doing it with sites that are an authority and in niches related to yours. There is no use getting a link from a beauty spa website when you’re selling IT services.

Over the years, the way search engines determine ranking results have gotten more and more complex, but inbound links have remained one of the biggest factors involved in SEO success.

For MSPs, Google Adwords is one of the best ways to get in front of your prospects. It gives you full control over what search phrases your ads appear under as well as the location of the searcher.

Now that sounds all well and good, but Google does play a little trick on business owners. They make getting started with Adwords super easy, which makes it seem like the Adwords platform will automatically show your ads to the right people.

They forget to tell you how complex Adwords really is and how much ongoing work it takes to actually ‘make them work.’ It’s easy to throw a lot of money away if you’re not paying attention and know how to manage your campaigns.

AdWords Low Value Approach: Set & Forget Campaigns

AdWords High Value Approach: Adjust, Tweak & Monitor

Considering how easy Google makes it to set up campaigns in Adwords, it’s hard not to be pulled in and want to set up a few campaigns. But unless you plan to plan to actively manage your campaigns, and instead decide to put them on auto-pilot, you’ll end up flushing hundreds of dollars down the drain for nothing.

The more you look at and study your AdWords data, the better you can optimize and make improvements to your campaign’s ROI.

Once you’ve developed and launched a well-organized campaign, you can really dig into which ad groups are getting clicks and which are getting conversions.

Some improvements you can make in your campaigns to get them really working are:

Ad Copy

When you have a well-targeted campaign, you’ll be displaying your ads primarily to searchers who show intent or interest in managed services providers.

That’s all well and good, but if your ad copy is lacking you’re not going to catch their attention which you need to inspire the click. If your click-through rate is below 1% you need to go back to the drawing board with your ad copy.

Landing Page

After optimizing your ad click-through rate, you should analyze how your landing pages are performing. When a visitor clicks your ad but leaves your site right away, they effectively “bounced.” You want visitors to complete a form on your site to become a lead, so your goal is to get this number as low as possible. After all, you’ve already paid Google to send the visitor to your site.

To find out more about how to optimize your Adwords campaigns, don’t forget to watch the Cracking The Adwords Code Webinar replay.

Marketers have proclaimed this maxim for as long as marketers have existed: “Content is King.” And when it comes to customer acquisition, Content will continue to be King for a very long time.

By providing content around your services, you promote yourself as an authority on the topic. That creates trust, which then creates leads and sales.

Blogging (and content marketing in general) is a great strategy. It can help your SEO, it can improve your site engagement, and it can be used in your email campaigns.

That said, there are a few trends we’ve been noticing when it comes to blogging…

Content Low Value Approach: Writing blogs for search engines

Content High Value Approach: Writing blogs for your readers

Quantity vs Quality

You will end up hurting your brand and business more than helping it if you write your blog content around a keyword or a desired word count. Search engines are getting better and better at determining whether a blog post is actually valuable. They don’t want to send their users to blog posts that visitors aren’t going to find insightful.

When it comes to content marketing, you want to write for the end reader by being genuinely helpful.

As a side benefit of purely focusing on the reader and providing value in your content, it helps with the search engines as well now that they take more interest in engagement and interaction.

What’s even better than writing directly for people, is writing for people in specific stages of the sales funnel. (Not sure what a sales funnel is? Read this post.) By answering the specific questions they have at a given stage, you can pre-emptively alleviate potential concerns they have at that point.

The screenshot above shows a customer journey we mapped out for Pronto. And even though we’re a marketing company, you can replace “website” with “technology” and a lot of what we’ve done here applies to MSPs as well.

What really helped with our marketing strategy was not just mapping out the journey from prospect to lead to customer, but also digging into what people are thinking at each stage — what concerns or questions they might have or what roadblocks we might run into. We then took this and planned out blog articles, emails, ebooks and videos that help guide people through their journey.

Thinking about your content in this way helps you create a strategy that directly impacts your conversions.

Ready to get proactive about marketing your MSP?

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Frequently asked questions

The MSP services market is a mature and competitive one. Whether you’re a small local MSP or an established regional firm, to find new customers you must invest in the right set of traditional and online marketing tactics that will fit your budget and competitive advantage in your target market.

MSP marketing is an integrated approach to generating demand for your IT managed services. Broadly speaking, it covers marketing techniques that range from marketing strategy, traditional tactics such as lunch and learn events, to more advanced google ads campaigns to attract qualified prospects.

Like other B2B companies, MSPs typically have a long sales cycle which requires implementing not only short terms marketing tactics but also long term tactics such as SEO.

The most successful MSP companies we’ve worked with have a well-defined strategy and use a blend of offline and online marketing strategies. They also provide feedback on campaign results, while Pronto takes care of the campaign execution and optimization for them.

Learn more about how to market your MSP company

Yes, absolutely! We offer a custom blogging service to help your MSP write unique articles and fuel your online marketing campaigns.

We already speak your language so you won’t have to explain to us what your services are all about.

Content creation plays a key role in your ability to rank higher. We cover this topic in more details in our introductory guide to SEO for MSPs.

The short answer is that it depends on your target area and search volume for your services. We highly recommend to do a Google SEO Audit first to get a Google Ads forecast and competitor analysis.

More generally, MSPs should budget at least $1,500/mo toward Google Ads.

When budgeting for Google Ads, you should take into account your Customer Lifetime Value in order to more accurately calculate your ROI. You can learn more about this by reading our Google AdWords Guide for MSPs.

Lastly, it’s also important to understand that Google Ads works best for promoting products and services with shorter sales cycles to yield better campaign results.

Yes, we can! Many of our MSP clients have referred to us other MSPs from their peer groups. As long as you’re not directly competing with each other, we can provide you with references to current clients who’ve accepted to do so.

We also have lots of public reviews that are sourced from live client feedback or third-party verified by Clutch.

No, we don’t. Pronto no longer provides email marketing services. While we’ve provided email newsletters in the past and still support existing clients subscribed to this service, we no longer offer it as part of our MSP Marketing services suite.

In order to provide MSPs with the best possible digital marketing services and deliver a higher impact, we’ve decided to focus on fewer services rather than providing more.

Does Pronto partner and integrate with other CRM and email marketing services?

Yes, we do! Our MSP marketing services and websites can integrate with all major platforms used by MSPs, such as ConnectWise (via Zapier), GlassHive, HubSpot, Keap (aka Infusionsoft), Mailchimp or Campaign Monitor.

More specifically, Pronto partners directly with GlassHive and we recommend using them for a MSP-specific CRM & email marketing automation plaftorm. They integrate natively with ConnectWise, Autotask, Microsoft Outlook and many other common apps used by MSPs to run their sales & marketing operations.