The Marketing Trap Most MSPs Fall Into (and How to Escape)
The Power of Consistent Marketing for MSP GrowthWhy Consistency Beats Instant Gratification for Managed Service Providers Looking to Grow
BY DENNY BASHAM | TECH MARKETING TEAM
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Introduction: The Relentless Pursuit of New Clients
If you’re a Managed Service Provider (MSP), you know that the competition for new clients is fierce in the IT services world. You probably feel constant pressure to prove your value, demonstrate your technical edge, and keep your pipeline full. But what if the biggest hurdle to your business growth isn’t a ruthless competitor or even your service offering—but a fundamental marketing mistake you might not even realize you’re making?
This is the question Denny Basham of Tech Marketing Team tackles in a recent episode, drawing attention to a marketing blunder that quietly sabotages many MSPs’ success.
The Classic Mistake: Giving Up Too Soon
Imagine Greg—an experienced MSP owner whose technical skills are unmatched and whose clients are thrilled with his service. Greg is hungry for growth. Inspired by a business seminar, he launches his first-ever email marketing campaign. He invests in software, collects a solid list of 250 contacts sourced from networking events, referrals, and his own website, and pours his expertise into a valuable message detailing cybersecurity threats, a free assessment, and a compelling client success story.
Greg hits “send” with high hopes. The result? Just two opens and zero replies. Frustrated, Greg writes off email marketing as a failed experiment and abandons his campaign.
As Denny Basham highlights, this is the critical mistake so many MSPs make: giving up when immediate results don’t materialize. Marketing is rarely instant, and expecting overnight success is an unlucky bet.
The Reality: Marketing is a Marathon, Not a Sprint
It’s tempting to seek quick wins. After all, everyone loves a good success story—send one email, land a huge client, repeat. But as Denny explains, true marketing success for MSPs comes from consistent and persistent effort.
Research backs this up: it typically takes between **7 and 13 touch points** with a prospect before they seriously consider your services. That means your first perfectly crafted email is just the opening volley in a longer relationship-building process.
BY DENNY BASHAM | TECH MARKETING TEAM
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Consistency: The Secret Ingredient
If you’re only reaching out once and then giving up, you’re likely leaving countless opportunities on the table. Think about marketing like planting a garden. You don’t sprinkle seeds on Monday and expect a harvest by Tuesday. Instead, you nurture, water, and weed. Similarly, building trust and awareness with new prospects requires a steady, ongoing approach.
So, what does consistency look like for your MSP?
Coordinated Marketing Plan:
A high-converting website acts as your digital storefront, building credibility and capturing leads.
Regular Email Communications:
Not just one-off blasts, but a planned sequence of valuable messages that keep you top-of-mind.
Consistent Social Media Presence:
Sharing industry insights, case studies, and testimonials helps reinforce your expertise.
Content
Marketing:
Blogs, whitepapers, and webinars allow
you to educate and engage potential clients.
Direct Outreach & Network Building:
Cultivating relationships—online and offline—solidifies your reputation and expands your reach.
When these tactics work together systematically, you nurture leads over time, turning cold contacts into warm opportunities.
Escaping the Instant Gratification Trap
It’s human nature to crave quick results, but marketing doesn’t work on an impulse timeline. Instead, successful MSPs stick with their strategy, learning and adapting as they go. They understand that every touch point, no matter how small, contributes to a larger, trust-building journey.
Give your marketing the time, consistency, and persistence it deserves. Don’t fall into Greg’s trap—keep planting, nurturing, and engaging, even when the early stats look discouraging.
Ready to Transform Your Marketing?
If you’re ready to move beyond hit-and-quit tactics and build a sustainable marketing engine for your MSP, consider seeking professional guidance. As Denny Basham suggests, having a proven system tailored to MSPs can make all the difference.
Consistency will set you apart. Keep showing up—and let your persistence do the selling.