If I had a dollar for every time an MSP owner asked me how to get more leads, I’d be much closer to retirement. And if I had a dollar for every time that same owner wanted the answer to be quick, cheap, and mostly automated: I’d probably have my own private island.

I get it. You’re busy running a business. Marketing feels like one more thing on an already long list, and nobody started an MSP to become a marketer. I get the appeal of something that can be outsourced or automated. Things like “fixing your website”, SEO, cold emails, or Google Ads. You’re promised low effort, high reward.

Here’s the truth: There’s no Easy Button! Cold email gets ignored at best and damages your reputation at worst. Updating your website matters, but a prettier site doesn’t generate leads on its own. SEO is a long game that takes months to show results. Even then, it only works if someone is actually searching for what you offer. In most markets, business owners aren’t Googling “managed IT services near me.” They’re asking someone they trust.

That last sentence is the whole point: You MUST build trust.

MSP Marketing Is a Relationship Game

I’ve been saying this since the early days of my YouTube Channel, and I’ll keep saying it: Get in front of real people. Not inboxes. Not search engines. People.

Think about how your best clients actually found you. I’d bet many of them came through a referral, a conversation at an event, or someone in your network who vouched for you. That’s not a coincidence. It’s how trust-based services get sold.

The businesses that buy managed IT services aren’t making that decision because they clicked an ad. They’re making it because someone they respect said, “you should talk to my IT company.” Your job is to be the person that gets recommended.

That means showing up. Join a local business association or chamber. Attend industry events where your ideal clients gather. Build relationships with professionals who serve the same clients you do. Accountants, attorneys, financial advisors, and business insurance brokers can be fantastic people to know. These are your referral partners, and a warm introduction from one of them is worth more than a hundred cold emails.

The book, “Never Eat Alone” comes to mind when thinking about this concept. Build and maintain relationships with people in the real world.

It also means being strategic about referrals, not passive. Don’t just ask clients “do you know anyone?” Ask them to introduce you to a specific person. Make it easy for them to say yes.

I’ve covered this in depth across several videos. Here’s where I’d start: Stop Marketing, Start Prospecting. The takeaway is always the same: Consistency beats tactics. Show up regularly, build genuine relationships, and the leads follow.

All that other stuff (SEO, cold reach outs, social media) will absolutely help, but ultimately you need to build a relationship at some point. Do NOT hide behind your keyboard, go shake a hand or three.

A Plan Helps Too

If you’ve been around me for any length of time you’ll know that I’m a fan of having a plan. Thinking ahead and planning out where you want to go is a smart move. Making a plan for your marketing efforts prevents what I routinely call “random acts of marketing” which is what many MSPs practice.

They show up to one event, have a few good conversations, and then life gets busy. Three months go by and they haven’t done anything. Or, they post on social for a few days and the same thing happens. The pipeline stays empty and they’re back to wondering if cold email might be worth a shot.

Consistency is what separates the MSPs who grow through relationships from the ones who just talk about it. Consistency requires a plan. Who are you trying to reach? Where do they spend time? How often are you actually getting in front of them? Without answers to those questions, even good intentions stay intentions.

A plan helps you break down what you want to accomplish into small tasks that you can check off your to-do list regularly.

I’m working on something to help with exactly that. More on it soon.

The Bottom Line

There is no shortcut. Cold email, SEO, and website tweaks all have their place, but none of them replace the work of building real relationships in your market. The MSPs I see growing consistently aren’t the ones who found a clever tactic. They’re the ones who show up, stay consistent, and earn trust over time.

That’s the easy button that actually works. It just doesn’t feel easy at first.

Recent Content

I’ve had the opportunity to talk to some smart people in the industry recently which is always fun. These conversations always teach me something new, so here are some of those conversations:

• Marketing through industry events with Jaimi Koechel: YouTube | Blog Post
• Marketing through SEO with Hunter Nelson: YouTube
• Legal Risk Management with Anne Hall: YouTube
• Security Risks of Old Equipment with Loren Williams: YouTube

It’s worth mentioning that the first quarter ended just the other day. How is your year moving along so far? How are you progressing against your business plan for the year?

Thanks for inviting me into your inbox.

Adam