Managed Service Providers (MSPs) face unique challenges when it comes to standing out. While their technical expertise might be unmatched, many still struggle to truly communicate their value proposition to potential customers and clients.
Technical complexity is a significant hurdle, as trying to turn complex IT services into relatable business benefits that are easy to understand for decision-makers who are not very techy means specialised skills to convey the messages in the right way. With countless MSPs offering the exact same or very similar services, standing out is the other great hurdle.
Building trust is important here, as clients prioritise security and reliability when working with a third party to handle their IT infrastructure. The typical, long timeline of the B2B sales cycle demands sustained visibility and relationship-building rather than quick, one-off PR wins. Budget constraints further complicate matters, as many mid-sized MSPs lack the resources for extensive marketing departments or agency relationships.
Strategic PR approaches designed for MSPs
To overcome these challenges, proving that your team is an authoritative voice in the industry improves credibility straight away. Consider actions like contributing guest articles to trade publications – ideally on a semi-regular basis, but also draft and publish white papers on security or tech trends to offer advice and start conversations with readers, and host webinars addressing emerging challenges relevant to the industry as a whole.
Speaking at industry events and conferences is also a great idea to help position your MSP as more than just a service provider. If you can establish your MSP as forward-thinking industry leader with valuable perspectives, potential customers will pay attention and get in touch to see what you could offer them. Events and conferences also ensure you can network with likeminded peers and those very same potential customers.
Rather of focusing solely on technology, effective PR for MSPs emphasises the human impact and benefit of your services, through detailed case studies that highlight business problems solved and measurable outcomes. Using relatable examples to explain complex technical concepts will bridge any knowledge gaps for non-technical audiences. Always remember that decision-makers respond to stories about business impact, not technical specifications.
Cybersecurity is a pressing concern in every industry, including the channel. So, MSPs with security expertise can make use of that to secure prime PR opportunities. For example, providing commentary on breaking cyber news that is relevant to clients’ industries will give you a voice in the media. You can also create simple security guides or checklists, share anonymised insights from client experiences, and work to educate clients, without fear-based tactics. All of these will help establish relevance and trust in trade, vertical, regional and national media.
Although national coverage is valuable, and likely most desired as with all industries, local media should not be overlooked. Regional media often provides more accessible opportunities for MSPs. Building relationships with business reporters on your doorstep means your MSP can offer insights on technology’s impact in the local business community. Joining business groups or your local chamber of commerce, and sponsoring community events, can only enhance your MSP’s regional presence, and support client acquisition and retention.
Continual visibility requires consistent content creation, across multiple channels. Maintaining a blog addressing client pain points, sharing content on LinkedIn where B2B decision-makers are active and sending monthly newsletters with industry updates are all recommended beneficial regular communications methods. However, creating short-form video content explaining complex concepts and ideas to make them easier to under appeals to time-constrained decision-makers.
Move beyond transactional relationships in your PR narratives. MSPs can highlight partnerships by issuing joint press releases with clients about innovative projects, creating deeper connections. Collaborating on speaking engagements and co-presenting at events provide third-party validation of your expertise, and be sure to feature client testimonials prominently in marketing materials to build credibility through social proof.
The ultimate goal is maintaining uninterrupted visibility, to keep MSPs top of mind throughout long sales cycles, so the partnership approach provides lasting value.
Measuring PR success for MSPs
Unlike more immediate marketing tactics, PR success requires specific monitoring and tailoring approaches as required, based on campaign achievements and changes in demands. First your MSP PR agency should agree specific metrics to track to prove whether the outreach and activities are good or need to be changed.
Monitoring how many people visit your website after PR activities shows if more people know about you and then seeing how people interact with your expert content tells you if they're interested in what you have to say, and if you have hit a hot topic that is one to concentrate on. Counting how many people contact you after PR successes proves if it's bringing in potential customers and looking at how quickly PR-influenced leads become customers reveals its effectiveness. True long-term PR value comes when customers stay with you and these measurements can all give you a complete picture of how well your PR is working.
For MSPs, a truly effective PR strategy won’t be flashy campaigns or momentary spikes in visibility or traffic. Instead, PR success comes from clear, consistent communication that positions your MSP as a trusted partner/authority by translating your technical capabilities into business outcomes.
By focusing on business outcomes, establishing thought leadership, and leveraging local and digital channels, MSPs can overcome their unique visibility challenges and develop meaningful connections with potential clients. In such a competitive and overcrowded marketplace, MSPs who communicate their value most efficiently typically outshine competitors, even those with technical superiority.
Remember that in the complex world of managed services, clarity and consistency in communication often become the deciding factors in a prospect's decision-making process. MSPs that recognise PR as a strategic business function rather than a marketing afterthought will win more customers in this tough marketplace.
