How to grade the quality of your MSP's leads

Paul Green's MSP Marketing Podcast

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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.

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How to grade the quality of your MSP’s leads

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?

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

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.

https://www.youtube.com/watch?v=Wz2zpUK2Y2E

FEATURED GUEST:

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.