The core of effective marketing isn’t complex: Focus on a few activities that support
visibility, credibility, and business development.
Don’t believe me? Consider one of the IT services companies we work with. They followed the simple approach outlined below and increased monthly recurring revenue by 20 percent in 18 months.
We’ve turned that experience into five lessons for MSPs who want growth without wasting resources.
Key Takeaways
- Start with a strategy tied to business goals, not marketing tactics.
- Strengthen the assets prospects evaluate before contacting you.
- Create consistent communication with clients and prospects.
- Make business development and thought leadership part of leadership’s role.
- Measure marketing based on business outcomes, not activity.
Lesson 1: Disconnected tactics rarely produce consistent results
KLA Group’s fractional CMO first discussed growth goals with our IT client. From there, we developed a structured marketing plan.
Before investing in marketing, define:
- Revenue goals
- Target industries
- Ideal client profiles
- Core services to promote
- Competitive differentiators
Then evaluate your marketing activities.
Does each support your objectives?
Lesson 2: Strengthen your digital foundation
Your prospects research potential vendors before reaching out to schedule a conversation.
If your website is outdated, your content is sparse, or your expertise is difficult to evaluate, those potential clients will never call you.
Start with the fundamentals:
- Update your website
- Improve AEO and SEO
- Clarify service messaging
- Publish content that demonstrates expertise
- Keep company information current across digital channels
The company featured here focused heavily on website improvements and AEO/SEO optimization. As visibility improved, inbound opportunities increased.
Lesson 3: Maintain strong connections to existing clients
Many MSPs think only about acquiring new clients and underinvest in messaging to current clients.
That’s a mistake.
Regular communication through newsletters, service updates, and industry insights reinforces your expertise. Reminding clients of everything you can do creates additional opportunities and supports retention.
After the IT company implemented a consistent newsletter program, client engagement improved and prospects had another touchpoint with the company.
Lesson 4: Go beyond blogging for thought leadership
IT leaders tend to think of “thought leadership” as published, written content. Blogs, newsletters, and social posts are only one way you can establish credibility with prospects.
You could also participate in industry events or speak to local groups like our client did.
They stepped up their networking efforts, which strengthened credibility and supported business development conversations.
Lesson 5: Focus on systems, not campaigns
Many marketing programs fail because they rely on short-term campaigns rather than repeatable processes.
KLA Group’s client saw success because they implemented a consistent system that supported lead generation, credibility, and client engagement across their:
- Website
- SEO and AEO optimized content
- Email communication
- Networking
- Business development
Don’t chase every new marketing trend
When strategy, execution, and accountability align, digital marketing becomes easier to evaluate and easier to scale.
The IT services company highlighted here proves that a focused, disciplined approach can generate measurable growth without chasing every new marketing trend.
What could you achieve? Let’s find out
Connect with KLA Group to develop a marketing strategy that supports visibility, credibility, and revenue growth.
Frequently asked questions
How can an MSP increase monthly recurring revenue without dramatically increasing marketing spend?
An MSP can increase monthly recurring revenue by focusing on consistent marketing and business development activities. Strategically plan how you’ll strengthen your website, improve SEO and AEO, communicate regularly with clients, and become a thought leader.
What marketing activities generate the best ROI for IT services companies?
The highest-ROI marketing activities are those tied directly to business goals and supported by repeatable systems. For many MSPs, that includes website optimization, SEO and AEO content, client communication, networking, and business development efforts that create long-term visibility and trust.
Why do many MSP marketing programs fail to produce results?
Many MSP marketing programs fail because they rely on disconnected tactics or short-term campaigns instead of a structured strategy. Sustainable growth comes from aligning marketing activities with revenue goals and executing them consistently over time.
Photo: Garun .Prdt / Shutterstock
This post originally appeared on Smarter MSP.