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Welcome to episode 248 of the MSP Marketing Podcast with me, Paul Green. This week…

• 3 smart ways to recruit techs: Recruiting top-notch technicians for your MSP can be achieved through building long-term relationships on LinkedIn, creating standout job adverts, and using bold mobile billboard advertising. (jump to)


• Worrying kills business owners: Overcome business-related worry by adopting an action-oriented mindset, eliminating negative influences, embracing recurring revenue, systemising marketing, and maintaining work-life balance. (jump to)


• The client retention opportunity around email deliverability: My guest, Ben Fielding, and I discuss the significant changes in email deliverability this year and the opportunities for MSPs to enhance client retention and service quality. (jump to)


• Plus Paul’s Personal Peer group: There’s a question from Brian from Montreal, who wants to know whether he should take on an apprentice for his MSP. The answer is a resounding yes – find out why… (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.

READ FULL TRANSCRIPT

3 smart ways to recruit techs

Recruiting top-notch technicians is a common challenge for MSPs, especially in the early stages. The quality of your technicians directly impacts the service you deliver, but finding and hiring them can be daunting. Here are three smart strategies to help you recruit the best talent:

1. Leverage LinkedIn for long-term recruitment. Spend 10-20 minutes weekly connecting with potential technicians from local companies. Instead of outright job offers, build relationships by sending simple connection requests like, “I run a local MSP and I’m always looking to connect with great technicians in the area.” Over time, nurture these connections through casual conversations, building a network of potential hires.

1. Stand out with creative job adverts. In a sea of similar postings, making your ad unique is crucial. An unconventional approach like reverse psychology can be effective. Craft a headline such as “You don’t want to work for us,” and list reasons someone might not want the job. This intriguing approach can attract candidates who appreciate your company’s culture and challenges.

1. Lastly, go bold with mobile billboard advertising. Hire a truck with a giant poster targeting technicians at a big local company. A message like, “If you’re not happy working at [Company], we are hiring technicians right now,” can catch the eye of a dissatisfied employee looking for a change.

These strategies, though unconventional, can help you build a pipeline of talented technicians, ensuring your MSP continues to grow and provide top-tier service.

Worrying kills business owners

Lying awake at night worrying about your business is a familiar scenario for many MSP owners. Whether it’s concerns about clients, cash flow, or staff, worry can be a silent killer. I know this first-hand. Back in 2005, when I ran a healthcare marketing agency, worry dominated my nights.

Every client complaint became a personal crisis, and the birth of my daughter in 2010 only intensified my anxiety. Reaching a breaking point, I made a conscious decision to change my mindset and overcome my worries. Here are five strategies that worked for me and might help you too.

1. Adopt an action-oriented mindset. Address issues promptly and decisively to prevent them from lingering and causing stress.


2. Say goodbye to troublesome clients, suppliers, or team members. Life’s too short to deal with constant negativity.


3. Embrace recurring revenue for predictable cash flow and peace of mind.


4. Refine your marketing skills and systemise your efforts to create a stable and predictable business environment.


5. Finally, introduce balance and rest into your life. Stop working weekends, take proper breaks, and enjoy simple pleasures.

Mental health is crucial, and it’s encouraging that more people are discussing its impact on business owners. If you’re worried about your MSP, know that you’re not alone. Implement these strategies to reduce worry and sleep better at night.

The client retention opportunity around email deliverability

This year, significant changes in email deliverability present a dual opportunity for MSPs: a new service offering and a chance to enhance client retention and service quality.

I spoke with Ben Fielding, an email delivery expert, to explore these opportunities. Ben’s journey from graphic design to running an MSP, and now focusing on email deliverability, underscores his deep understanding of the field.

Ben explains that recent changes by Yahoo and Google have shifted their approach to enforcing long-standing email standards like SPF, DKIM, and DMARC. Many MSPs are addressing these changes by implementing DMARC monitoring tools and securing their clients’ emails. However, merely setting up DMARC without thorough analysis can cause unforeseen issues for clients, such as blocking legitimate emails from less obvious sources like marketing tools or third-party apps.

Ben emphasises the importance of analysing DMARC reports comprehensively, considering all email-sending sources, and transitioning from a purely technical service to a true business partnership with clients. This proactive approach not only secures email deliverability but also strengthens client relationships.

FEATURED GUEST:

Ben Fielding is a seasoned technology strategist and email delivery expert with over three decades of experience in email systems and two decades as an IT leader.

As the Director of Quinset and the Head of Client Solutions at Nxt Gen IT, Ben leverages his extensive knowledge to help businesses thrive through long-term IT strategies.

A former MSP owner, Ben’s hands-on approach and deep industry insights make him a trusted advisor for companies seeking to optimise their technology infrastructure and achieve sustainable growth.

As a self-confessed “email geek”, Ben has stayed at the bleeding edge of email deliverability for several years.

Connect with Ben on LinkedIn and check out his website https://nxtgenit.co.uk/

Should MSPs consider hiring an apprentice?

Brian from Montreal is at a crossroads with his new MSP and reached out with a pressing question: should he take on an apprentice? The answer is a resounding yes, 1000%. Here’s why.

In the UK, apprenticeships allow businesses to legally hire at lower wages while offering on-the-job training. It’s not just cheap labour, it’s a legitimate and beneficial scheme. Many MSPs find value in this approach, moulding young technicians into ideal team members without the baggage of previous employment.

Hiring an apprentice offers an extended job interview, spanning one to two years. This period lets you evaluate their fit for your company without any long-term commitment unless you choose to keep them. Even if your region doesn’t have a formal apprenticeship scheme, any similar program can be incredibly advantageous. So Brian, dive in and bring on an apprentice. It’s a move that promises substantial rewards for your growing business.

Got a question about your MSP’s marketing? Submit one here for Paul’s Personal Peer Group.