As we enter 2025, it’s the perfect time for managed service providers (MSPs) to reflect on their marketing strategies. This past year has brought many lessons, and while we’ve seen some marketing efforts have hit the mark, others have fallen flat. With competition fiercer than ever, avoiding common pitfalls is crucial to staying ahead.
To help you ring in the new year with a stronger, smarter marketing strategy, we’ve highlighted the top five opportunities for MSPs to make in 2025.
Your digital shop window
Your website is often the first point of contact for potential clients, yet in 2024, many MSPs treated it as an afterthought. An outdated design, unclear messaging, or slow performance can quickly send prospects elsewhere. A great website isn’t just about looking professional – it’s about creating an experience that builds trust and drives conversions.
How do we know this? Because we’ve conducted 200+ website reviews this year and consistently see the same mistakes.
In 2025, ensure your website reflects your expertise and speaks directly to your audience’s needs. Think of it as your digital shop window: clean, inviting, and informative. Beyond aesthetics, focus on functionality. Is your site mobile-friendly? Are your calls to action clear and compelling? Investing in these elements will pay dividends as your website becomes a true conversation-starting asset.
Starting marketing without a plan
Many MSPs jumped into marketing headfirst in 2024 without a clear strategy, only to find their efforts scattered and ineffective. Marketing isn’t about throwing everything at the wall to see what sticks; it’s about targeted, consistent efforts that align with your business goals.
How do we know this? Because we’ve conducted dozens of marketing clinics this year and consistently hear the same questions and issues.
Before launching any campaigns in 2025, take the time to create a comprehensive marketing plan. Outline your objectives, define your target audience, and determine which channels will deliver the best results. A solid plan will keep you focused and ensure you’re making the most of your resources.
Think of it as your roadmap for success – a guide to help you navigate the year ahead with confidence.
Attending events but not taking action
Vendor-sponsored events, webinars, and seminars were a highlight of 2024 for many MSPs, but far too often, the insights gained were left to collect dust. The purpose of attending these events isn’t just to network or fill a notebook with ideas – it’s to take action.
Our director at Wingman MSP Marketing, Mark Copeman, has spoken at many events this year and always ends his sessions with the same slide – TAKE ACTION!
In 2025, commit to implementing at least one key takeaway from every event you attend. Whether it’s exploring a new tool, refining a process, or following up with a potential partner, these small actions can have a big impact. Remember, the value of these events lies in what you do afterward, not just in the moment.
Focusing on features instead of solutions
One of the most common missteps in 2024 was seeing copy which read like a laundry list of features. While it’s tempting to showcase all the technical details of your services, prospects care more about how you can solve their problems and make their lives easier.
In 2025, shift your focus to solutions. Tell stories that demonstrate the impact of your services.
Use AI tools of course however you still need that human intervention to make your content unique. The best way to do this is by telling YOUR stories. No one else can replicate what you do. At Wingman, we practice what we preach – we tell stories and anecdotes to clients and prospects all the time. We explain our experiences – we talk about what’s worked and what hasn’t.
For example, instead of listing “24/7 monitoring,” highlight how you’ve prevented costly downtime for a client. Use language that resonates with your audience’s pain points and shows the tangible benefits of working with you. This approach not only engages your audience but also builds trust and credibility.
Relying on referrals until it’s too late
For the majority of MSPs around the world, referrals have long been the lifeblood of their business. While referrals are valuable, relying on them exclusively can be risky. In 2024, some MSPs found themselves scrambling when their referral streams started to dry up, leaving them without a solid plan to generate new leads.
We’ve seen several MSPs sadly go out of business in 2024 – we see this trend continuing, with competition fierce and we don’t want your business to suffer the same fate.
In 2025, it’s time to get ahead of this by diversifying your lead generation efforts. Invest in proactive marketing strategies like SEO, email campaigns, and social media engagement. Build relationships through networking events and expand your visibility online. By complementing referrals with other channels, you’ll create a more sustainable pipeline and avoid last-minute panics when referrals slow down.
Wrapping it all up
With the calendar turned to 2025, it’s time to leave these mistakes behind and embrace a more strategic approach to marketing. Reflecting on 2024’s challenges is an opportunity to grow and refine your efforts. Whether it’s updating your website, crafting a solid marketing plan, or committing to actionable insights from events, every step you take brings you closer to your goals.
Marketing isn’t about perfection – it’s about progress. By learning from the past and setting clear intentions for the future, you can create a marketing strategy that delivers real results. Here’s to a 2025 filled with growth, success, and maybe even a few more leads under your tree.
Let’s make this your year to shine!
This article was originally published at Wingman MSP Marketing.
Photo: Tete Escape / Shutterstock
This post originally appeared on Smarter MSP.
