The Big Opportunity For MSPs Is In Finding Their Niche

MSPs face a unique and challenging business landscape. While the potential for growth in this sector is immense, the journey to achieving sustained success is riddled with obstacles.

Consider this: MSPs face an average buyer’s journey of anywhere from 3-36 months. There’s excellent value in there if they can convert, as the average client’s lifetime spans 7-10 years and the average client value is $2.5 million, but there’s also a significant risk in customer acquisition that a prospect may fail to convert despite months of work in engaging them. To thrive, MSPs can’t afford to be simply throwing darts at a board and hoping that some will stick.

As Australian marketing specialist Opollo, has found, the successful MSPs are those that have been able to focus on a niche.

As Opollo advises its clients, attempting to cater to all client needs often dilutes an MSP’s value proposition, leaving them struggling to stand out. Specialisation, on the other hand, allows MSPs to focus their efforts on areas where they can truly excel. Aligning with specific vendors, verticals, or certifications not only enhances credibility but also positions MSPs as trusted experts. For instance, focusing on industries with high potential for solutions like Microsoft Azure or cybersecurity can create a strong market presence and drive significant lead generation.

Much of this comes down to how much an MSP can build the trust with its prospects that it has the solutions. The more specialised and targeted a MSP can be, the more it conveys the expertise an organisation seeks. And yet just 33% of MSPs specialise in a particular vertical or solution. They achieve around 70% of all leads generated – demonstrating just how effective properly defining their niche focus can be – but overall, across Australia MSPs continue to struggle with finding the pathway to build their speciality.

To support MSPs in achieving these goals, Opollo offers tailored marketing strategies built on its own proprietary system and processes. This approach begins with gaining clarity on the MSP’s ideal customer and co-creating a 12-month marketing plan. By understanding what works and addressing gaps, Opollo ensures that its clients can sustain network growth and continuously attract new opportunities. The process involves creating assets designed to nurture the MSP’s ideal customer, optimising their presence on Google, and initiating regular conversations with potential clients.

Opollo’s proven strategies integrate multi-channel lead generation tactics, combining inbound marketing, content creation, SEO, paid advertising and call outreach. The approach ensures MSPs reach their target audience through diverse platforms, including social media, LinkedIn, email and calling campaigns. For example, Opollo recently worked with one local MSP focused on aligning its marketing strategy with Microsoft’s core values. By showcasing successful projects and leveraging co-marketing funds, the MSP solidified its reputation as a go-to integrator, achieving a remarkable 200-fold increase in lead generation and a 1,900% boost in visibility.

A key takeaway for MSPs is the critical importance of conveying and capitalising on their subject matter expertise by investing in their digital presence. Opollo’s expertise in SEO ensures that MSPs can achieve top rankings on Google for the specific keywords related to their area of speciality. Rather than targeting more general keywords and ultimately having to compete with a large pool of MSPs, this approach makes it easier to find clients that are predisposed to need that MSP’s specific capabilities. Comprehensive content strategies that support the SEO efforts further enhance visibility, providing prospects with valuable resources that address their challenges and guide their decision-making processes.

Overall, while the market has its challenges for MSPs there is plenty of opportunity with the right calibration behind the go-to-market and marketing strategy. Yes, the buyer’s journey in the MSP sector is inherently complex and lengthy, and each lost opportunity is therefore expensive, but with a more targeted approach, there is a greater likelihood that the lead will convert, at which point every customer is both lucrative and long-term for the MSP. Having a partner like Opollo can help close the deals faster and more reliably by ensuring that the right profile of prospect is finding the MSP in the first instance.

To learn more, please visit Opollo.