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MSP Lead Generation Strategies to Win New Business

Every successful MSP business understands the importance of acquiring new clients—but attracting the right prospects takes a bit of skill.

Rather than casting a wide net and hoping for the best—or relying solely on referrals and word-of-mouth—the most successful resellers today are focusing on strategic targeting and marketing efforts that demonstrate their understanding of customer needs.

That’s where MSP lead generation strategies come into play. With the right tactics, messaging, and distribution, you can draw in new business and convert prospects into loyal, recurring customers.

What is MSP lead generation?

MSP lead generation is the process of attracting potential clients with the intent of nurturing them through the sales funnel until they become paying customers. This process can be broadly categorized into two types of marketing:

  1. Inbound Marketing: This strategy involves creating and sharing content that your ideal client is actively searching for. The goal is to have potential clients find your business organically and choose you over competitors.
  2. Outbound Marketing: This involves proactively reaching out to qualified prospects to persuade them to consider your MSP services.

Effective lead generation involves understanding who your target clients are, what challenges they may be facing, and how you’re solutions can help them—and ultimately serving them up with helpful information so they buy from you instead of a competitor.

Fundamentals of MSP lead generation

To maximize success in lead generation, it’s crucial to establish a strong foundation before diving into more complex strategies.

Determine your ICP

Understanding your ideal customer profile (ICP) helps you focus your efforts on prospects who are most likely to convert. Start by clearly defining their core characteristics such as company size, industry, biggest challenges, and location. This information allows you to tailor your lead generation activities to their specific pain points.

You can discover and understand your ICP by:

  • Analyzing your existing customer data and identifying common patterns
  • Surveying or interviewing your most loyal customers
  • Engaging on social media, community forums etc. to understand common challenges and questions

Craft your value proposition

Your value proposition differentiates you from the competition. Understanding what makes your business unique and why clients should choose you will help you articulate this in your marketing materials. Focus on how your MSP solution solves your ICP’s biggest challenges—and what your service offers that others don’t.

Your value prop could focus on things like price (if your services are more affordable than others in the area), any specializations you may offer (e.g. having a deep understanding of healthcare IT), responsiveness or service level agreements that show prospects that they’ll receive support from you quickly, and more. Be sure to focus on the outcomes and benefits a customer will be able to realize by working with you—and don’t get too caught up in technical features or jargon, particularly when working with businesses in non-technical industries.

Optimize your website

Your website is often the first thing leads see, whether they’ve arrived from an ad, a Google search, or a direct link. Make sure it’s easy to navigate, reflects your branding, and clearly states what your business is about.

To ensure your website effectively captures and converts leads, consider the following strategies:

Enhance User Experience (UX)

A seamless user experience is key to keeping potential clients engaged on your site. Ensure your website is easy to navigate by implementing a logical structure that guides visitors through your services and offerings.

Responsive Design: Your website should be responsive, meaning it looks and functions well on any device, from desktops to smartphones. This is essential, as a significant portion of searches are now performed on mobile devices.

Loading Speed: Optimize loading times to ensure that your website loads quickly. A delay of even a few seconds can increase bounce rates and reduce the likelihood of converting a visitor into a lead.

Intuitive Navigation: Use clear menus and a well-structured layout so visitors can easily find what they’re looking for. Dropdown menus and a search bar can enhance the experience.

Content Optimization

Your website’s content is a vital tool for MSP lead generation, as it allows you to attract, nurture and convert leads from. Use clear, concise language that speaks directly to your ICP’s pain points.

Targeted Keywords: Incorporate SEO strategies by using keywords that your ideal clients are searching for. Tools like Google Keyword Planner or SEMrush can help you find relevant keywords.

Educational Content: Provide valuable content that addresses common questions and challenges your ICP faces. This can include blog posts, case studies, white papers, and how-to guides.

Clear Value Proposition: Remember that important value prop? Make sure it’s prominently featured on your homepage and throughout the site.

Call-to-Action (CTA) and Lead Capture Forms

Effective CTAs guide visitors toward taking the next step. Your website should have clear, compelling CTAs that encourage visitors to act.

Strategic Placement: Place CTAs both above and below the fold on your homepage and on key landing pages. Use action-oriented language like “Schedule a Free Consultation” or “Download Our Free Guide.”

Lead Capture Forms: Embed forms to capture key information from visitors, such as their name, email address, and company. Keep forms short and straightforward to increase the likelihood of submission.

Offer Incentives: Provide an incentive for completing forms, like access to exclusive content or a free trial. This can significantly increase your conversion rate.

Continuous Optimization and Analysis

Finally, optimizing your website is an ongoing process. Thus, regularly analyzing your website’s performance and iterating based on data is an essential piece of increasing MSP lead generation.

Analytics: Use tools like Google Analytics to track visitor behavior on your website. Look for patterns such as which pages receive the most traffic and where visitors drop off.

A/B Testing: Regularly test different versions of your CTAs, landing pages, and even navigation to see what works best. A/B testing can provide actionable insights that help refine your approach.

Feedback Loops: Consider incorporating feedback forms or surveys on your website to gather direct input from users about their experience and what improvements they would like to see.

By following these strategies, you can ensure that your website not only attracts but also converts leads effectively, helping to grow your MSP business.

Creating content for MSP lead generation

Lead generation strategies require content that appeals to your ICP at different stages of the buying cycle. These four types of content can help MSPs connect with leads and turn them into customers:

Blog posts

Blog posts are a great medium for incorporating relevant keywords that help your ICP find you via Google. Conduct keyword research to understand the terms your ICP might use when searching for an MSP. You may need high-level blog posts that explain what an MSP does, as well as in-depth guides that compare MSPs and position your business as the best solution.

Use your blog posts to segue into a paragraph about your solution and encourage readers to sign up for your email list or book a demo.

Thought leadership pieces

Thought leadership pieces incorporate original insights from experts, building trust and credibility that positions your brand as an authority. Consider interviewing internal experts and sharing their insights, or hiring a ghostwriter to create content on behalf of your CEO. You can also reach out to external industry experts and invite them to share their thoughts, then create an “expert roundup” piece that they’re likely to share with their networks.

Landing pages

Funnel leads into your email list and CRM with persuasive landing pages. You can run ads to your landing pages that target your ICP. Decide what action you want visitors to take when they arrive on a landing page, such as signing up for your newsletter or booking a demo, and include a single CTA for that action.

Case studies

Showcase the experiences you create for customers with a handful of strategic case studies. These should highlight the challenges each customer faced before investing in your solution and the results they went on to achieve.

Strategies for generating leads

Once you have the foundations in place, you can implement strategies to attract leads and convert them into customers.

Use digital ads

Search engine and social media ads can drive high-intent traffic to your landing pages. Most ad tools have powerful targeting capabilities you can use to create different campaigns for various segments of your audience. You can also A/B test ad copy to see which ads are most effective.

Gate content

White papers, reports, and e-books appeal to people who are seriously considering becoming a customer but want more information before making a decision. That’s why this type of content is typically gated — you ask for an email in exchange for content to ensure your sales team can follow up with valuable leads.

Make calls

Picking up the phone still has its place in modern-day lead generation. Sometimes the best way to connect with your ICP is to contact them directly via phone for an authentic conversation.

Leverage social campaigns

Increase visibility around your brand by showing up on social media. Share photos, videos, reviews, and useful content for your ICP on X, Facebook, and LinkedIn. The best social campaigns meet leads where they’re already spending time, so revisit the ICP info you established earlier to ensure you’re targeting the best platforms.

Form partnerships

Join forces and form strategic partnerships with businesses that aren’t direct competitors but operate in a similar vertical. This can introduce you to a relevant audience and help you capitalize on pre-built trust. Try guest blogging on relevant sites, launching formal referral campaigns, or collaborating to sponsor events.

The value of reputation

Despite being one of the more traditional methods of marketing, don’t underestimate the value of word-of-mouth referrals in finding new customers. Outstanding service and customer care is essential for retaining existing clients, as well as motivating them to refer you to others.

Getting solid testimonials from previous and current customers adds social proof to your MSP lead generation strategy. Potential customers are more likely to trust your customers’ opinions over any MSP marketing content you create.

The MSP space can be a hyper-competitive one—but with the right tactics, messaging, content and execution, you can generate a healthy pipeline of potential prospects and leads as you continue growing your business.

Jillian Ho-Lung

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