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Welcome to Episode 280 of the MSP Marketing Podcast with me, Paul Green. This week…

• MSPs: You can (almost) never post too much content: Let’s dig into the suggested rules about the frequency of posting content for MSPs and how to do it in a way that you feel comfortable with.


• The best MSP marketing tactic I learned at an event: It was listening to talks from two marketing legends that inspired this new MSP marketing tactic, and I believe it’s one that you should start using.


• Why your MSP must be all over your Google Business Profile: You want more traffic to your MSP’s website and you’ve maybe even looked at how to improve your SEO, but did you know there’s a solid basic that you must get right first?


• Paul’s Personal Peer Group: Have you ever wondered what is being written about your business online? Find out how you can track this in one simple, free step.

MSPs: You can (almost) never post too much content

If LinkedIn is like an MSP goldmine, is there a risk you could over mine it? It’s a valid concern. So many MSPs are worried about this. When you’re looking for new clients and you know that you’ve got access to a gleaming rich source of them, whether that’s on LinkedIn or even in your email list, is there a risk you could annoy them by trying to mine them too often, by flooding them with content and messages?

Let’s dig into the suggested rules about the frequency of posting content, how to do it in a way that you feel comfortable with, and the big opportunity for MSPs that are mining for new clients in 2025.

I’m sure that as a technology expert, you hear the same questions all the time from your clients. In fact, could you list the top three things that people are most likely to ask you? Well, this is my experience as well, and almost every single day of the week I’m talking to a new MSP from somewhere. It could just be a chat on LinkedIn or maybe I’m doing a webinar and answering a question or whatever. And over the years, I’ve noticed that the questions I get asked are often very similar.

People ask like, is LinkedIn still valid? They ask about their websites. They ask about whether or not they should be hiring marketing agencies and salespeople. One of the most common questions that I get is about content. How should content be posted and at what point does your content become overwhelming? Actually, the way that question is normally asked to me is by someone saying that they don’t want to send out more than one email a month or post no more than once a week on LinkedIn, because they’re scared that people will get sick of their content and sick of seeing stuff from them.

Well, let me tell you the answer that I always give them.

I believe as an MSP, you can almost never post too much content.

It just couldn’t happen. Because marketing is not your superpower and to a certain extent it’s a bit of a distress activity for you, right? So you’re never going to do as much marketing as, for example, I might do. You’re simply not going to tackle it with the level of aggression that’s ultimately going to frustrate the people that that content is aimed at.

The cadence that I suggest for most MSPs when it comes to posting content is: to post on social media daily, send an educational email weekly and send something in the post, so ship it to them in the mail no more than once a month. That’s a great cadence and it’s not too much at all. Let me explain why. You might look at all of that and think, well, Paul, that’s an overwhelming amount of content to send out, nevermind the fact that you’ve got to originate it all in the first place. It’s just a huge amount of overwhelm, for someone who has to consume all of that content. But here’s the reality… the only person on the whole planet who’s consuming all of the content that you create is you and your marketing team. The people that you are targeting, they’re only seeing and perceiving a tiny proportion of it.

If you take, for example, posting social media content every day, the vast majority of your connections and followers are simply not going to see it every day. They might see one, maybe two things a week. If you look at educational emails, you can assume that the average person only opens one in four of your emails. So by sending them an email once a week, they’re actually reading one of your emails once a month. So therefore, if you only send them an email once a month, they’re only seeing one of your emails every four months, which is just not enough.

Do you see where I’m going with this? Your lack of marketing aggression and the fact that people simply do not consume everything that you send out, means that you have to send out more content more often as this is the best way to get in front of people. They are doing the filtering for you. Remember, the whole goal with your marketing is to get the right message in front of the right person at the right time. And a good cadence like I’ve just suggested there, will make it dramatically easier for you to do that.

The best MSP marketing tactic I learned at an event

Some say that in wanting to make more money for your MSP, there are no new ideas. Well, there aren’t until you discovered this one. Because you know that one of the most important ways to grow is by building a sales engine, powered by marketing and new clients. And this insanely smart new idea is like a miracle engine component that no one knew existed. So take this incredible marketing tactic inspired by something I heard at ScaleCon, and implement it in your MSP to help you win loads of lovely new clients.

Back in October last year, I was speaking at the inaugural three day ScaleCon 24 in Las Vegas. What an event that was. I’ve read so much of the feedback about it online and 97.4% of that is highly positive. In fact, I’ve agreed to speak again at ScaleCon 25, and I know lots of MSPs who’ve already bought their tickets.

Anyway, back at the last one, I was honoured to deliver the marketing keynote at the end of day one. And I showed a few hundred MSPs how doing just 90 minutes of marketing every weekday builds up over years into creating an epic lifestyle. I also met tons of lovely people, including many members of my MSP Marketing Edge service and some industry giants as well. And many of those people are Zoom friends that I met in real life for the first time.

It was listening to talks from two marketing legends that inspired the new MSP marketing tactic that I want to tell you about, because I believe it’s one that you should start using.

So first off, Nate Freedman of MSP Sites spoke, and for years I’ve been saying that the best CTA (call to action) on your website is to show your live calendar and encourage leads to book a 15 minute video call with you. Nate agrees with me on this and in his talk he said that someone who’s ready to book a call will be motivated enough to fill in a short data capture form first, which makes perfect sense. A lead who’s ready to talk is unlikely to be put off by giving a little data just to access your live calendar. So there we’ve got data capture leading into live calendar.

And then Kevin Clune of MSP Growth Hacks said something in his talk that added another dimension to this. He discussed the long known fact that every extra piece of data you ask for during data capture lowers your response rate. So instead of asking for their full name, their company name, their email, their address, their website, their physical address, their phone number… that’s a lot of data, instead you just ask for their email address. Bingo. You then have zero friction on the data capture form and more conversions. Here’s the really smart bit, then you use something called data enrichment to find the rest of their details. This is where you use a service to automatically find their data and add it into your CRM. Here’s an example, but not a recommendation. It’s called Clay. Go and have a look at that and you can find alternatives to you as well.

Now, if you put Nate and Kevin’s ideas together, you get this flow, you get email address only data capture, leading into live calendar, leading into data enrichment – very smart and very efficient. And that was just one of dozens of smart strategies and tactics that I picked up from this event. So tell me, if you were at ScaleCon last year, what was the smartest thing that you heard?

Why your MSP must be all over your Google Business Profile

Featured guest: Andrew Laws founded the yeseo.io SEO Agency and has been battling SEO for over 25 years.

When he’s not in the office helping clients grow, he can be found in the studio or on stage, making very loud noises.

Andrew loves to talk about mindset, personal growth, business development, neurodiversity and odd music.

So you want more traffic to your MSP’s website a