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Welcome to Episode 276 of the MSP Marketing Podcast with me, Paul Green. This week…

• Happy client? Ask for a testimonial NOW: There is a perfect moment to ask your clients for a testimonial or review. This social proof is really important, and when you systemise collecting it, it’s going to make your life so much easier.


• Why MSPs should add new LinkedIn connections every day: LinkedIn is the single most important place for MSPs to go marketing right now and I’m going to tell you the best way to leverage it.


• How this MSP marketer grew the business: There’s no better way for you to find the right ideas to market your business than listening to other people who are doing it right now. My guest talks us through what he’s done and what you can take away and implement quickly.


• Paul’s Personal Peer Group: Do you know what a vanity URL is and have you ever wondered if you need one? An MSP has asked the question which I answer in this episode.

Happy client? Ask for a testimonial NOW

What if I told you there was a perfect moment to ask your MSP’s clients for a testimonial or review. But you must act on it super quickly, as that moment will very fast vanish. If you struggle to collect social proof from your clients, this is going to make your life so much easier and even allow you to systemise getting testimonials and reviews from your happiest clients.

So we all know that social proof is really, really important. Social proof is when people see other people like them acting in a certain way, and it gives them kind of a feeling of safety to know that other people have already tread the path that they are thinking of treading. And what I mean by that is collecting testimonials, reviews, and case studies from your existing clients, and then using that “social proof”, as it’s called, to persuade other people to pick your MSP.

You’ll be perceived as a safer choice by business owners and managers if they see that other business owners and managers have already picked you and are happy to endorse you.

Now, you’ve probably heard this before, but maybe there’s been something that’s been holding you back from collecting lots of social proof. Maybe it’s just been you simply haven’t had enough time, too many things to do, right? Or maybe you felt a little awkward asking your clients to give you a review or a testimonial. I mean, they’re already paying you money every month, surely you can’t ask them for something else, can you? Well, as a side note, yes you can. In fact, your best clients are often the most delighted to give you a testimonial or review because they want to see you succeed so that they can continue to enjoy your service.

Whatever the reason you don’t have enough social proof yet, let me tell you the perfect moment to go asking for it. You’re looking for the point at which your client is at their happiest, and we can actually predict when this will be. There are two, maybe three times that they’re most likely to be at their happiest, and the first will be about 90 days after they very first joined you. So that first month is always a little bit manic, isn’t it? As you are onboarding them and you are migrating any services away from their previous MSP. And then the second and third months are where you work your magic and where the really good stuff happens. So they see little problems that never got sorted with the previous MSP get fixed by you. And you probably over service them a little in that first month or so, so everyone is very happy with you, they’re all glad that they switched over to you. And can you see why that would be an exceptionally good time to ask them for a review or a testimonial?

Also, after 90 days, they feel as though they’ve sampled enough of your service to endorse you, and they wouldn’t do that in the first week or so. Another great time to ask them for social proof is after you’ve completed a big project for them, especially if it’s perhaps a massive, complex project with lots of moving parts. The relief from them that the project has been completed and the pleasure of the benefits that that project brings them are both things that you can leverage when you are asking for some social proof at this stage. Now, with both of these two examples I’ve just given you, can you see how you can systemise asking for social proof into the process of onboarding or completing a project? You can actually set a reminder for 90 days into a new relationship with a new client or at the point that the project has been successfully delivered, you can build it in and add it as a to-do, as a task to contact your client and ask them for social proof.

And there is actually one more ideal opportunity, a great place to ask them for a testimonial or a review. And that’s when you have completed a major fix or a rescue for your clients. Now, let’s say they’ve had some kind of massive breakdown in something that was out of your control, you didn’t know and couldn’t have predicted it would’ve gone wrong, but you had to jump in and fix it. Maybe they’ve been compromised in some way and you’ve swept in, you’ve done your magic and you’ve rescued them, and now everything is fantastic again. This is the perfect moment to ask for social proof because even though technology has been a nightmare for them for the last few days, maybe even weeks, you’ve rescued them like a knight in shining armour. And you can’t systemise a moment like this because you don’t know when it’s going to happen. But can you see how really this is no different to the previous two examples, you are asking your clients for social proof at the exact moment they are emotionally overwhelmed with gratitude for you.

Great social proof comes from the heart and not from the brain. You want people to be talking about how they feel about you and your team, not the logical fact about working with you. Good social proof persuades people to pick you at an emotional level. And the only way you can do this is to get emotional content from your existing clients to put in front of your leads and your prospects. So let me ask you, which of these three moments are you going to use to collect more social proof from your clients? you. But a project is the most obvious small thing to sell people.

Why MSPs should add new LinkedIn connections every day

If you only had 10 minutes a day to market your MSP, there’s one single place where I would recommend you invested all of that time. It’s the single most important place for MSPs to go marketing in 2025. And if you’re not there building it up every single day, you really are missing a massive marketing opportunity.

Let me tell you what it is, how to leverage it, and a way to make it seem so easy that it feels like you’re doing almost no work every day yet across a year, you are going to see huge results.

I made a big decision with my MSP Marketing Edge product development team at the backend of last year, and we’ve launched an exciting new project, which is now helping our members reach more decision makers on LinkedIn. And better influence them there as well. But why my obsession with LinkedIn? Well, that’s kind of easy. It is the most powerful social network for MSPs. Every prospect you could ever want is there and you can easily reach them.

Do you know what kind of businesses you’d most like to work with? Well start by looking for them on LinkedIn.

You want to connect with the decision makers and the influencers. And there are a few ways to do this. You could make a list of business names and run a LinkedIn search, or you could decide on several verticals you like and search for, let’s say lawyers in your town, accountants in your town, etc etc. You can also repeat this search on Google, adding the word LinkedIn of course for a shortcut. Find someone in your town who’s already connected to the people you want to reach. Connect to them and then connect to their connections. And by the way, there is a setting in LinkedIn that hides your connections to stop someone doing this to you.

Every weekday I recommend you attempt to connect to 10 new people, and yes, you may need a paid LinkedIn subscription to do this. Also maybe only two of them will accept your connection request, which doesn’t sound a lot until you look at the big picture figures. Two connections a day, times five days, times 50 weeks equals 500 new connections a year, every year. And suddenly the power of a marketing system strikes again. This is why you want to turn this activity into a regular, probably even daily task. It’s 10, maybe 15 minutes of work every day, which is nothing but over a year in the grand scheme of things, it compounds and all of those tiny actions turn into something impressive.

If you want to be really smart with this, then you’ll personally not do this work yourself. Go and find a virtual assistant or a member of your team to make these connection requests every day for you. All you need to do is brief this person on the kind of connections that you want to make and then give them access to your personal LinkedIn. You do it all in your LinkedIn. Now, I know that that might make you feel funny having someone else sat there in your LinkedIn, but so long as you find an assistant or a member of your team that you can trust and you put in place some checks, it will be okay. In fact, I’ve been operating this wa