Episode 239: Why MSPs must do a weekly LinkedIn Newsletter

Paul Green's MSP Marketing Podcast

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Welcome to this week’s episode of the MSP Marketing Podcast with me, Paul Green. This is THE show if you want to grow your MSP.

In this episode I explain why LinkedIn Newsletters are an essential tool for MSPs to effortlessly engage with a wide audience, build lasting relationships, and keep your services top of mind for potential clients. (jump to)

Balancing urgent client issues with important business growth tasks is crucial for MSPs, and I encourage the use of the Eisenhower Matrix to help prioritise effectively to ensure long-term success. (jump to)

My guest this week, Jon Wright, runs a successful MSP where he has systemised the hiring and managing of Sales Development Reps, to effectively drive new business – click here to find out more. (jump to)

Lastly, I tackle a question from Chloe in Sydney, Australia – she asks whether she should be using the “good, better, best” pricing strategy? This model effectively attracts clients by offering tiered options, making the middle choice seem like the safest and most appealing decision. What are your thoughts? (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.

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Why you must do a weekly LinkedIn Newsletter

LinkedIn is the premier platform for MSPs, and LinkedIn Newsletters are a powerful tool to reach a vast audience with minimal effort. Over the past two years, I’ve found newsletters to be an excellent way to build an audience, engage with people, and drive new business.

LinkedIn heavily promotes newsletters, giving them significant algorithmic attention. When you publish an article, it appears in your subscribers’ newsfeeds and their email inboxes.

To start, navigate to the publishing menu in LinkedIn’s article view, write your article, and once published, it automatically becomes part of your newsletter. This isn’t a traditional newsletter with multiple pieces of content; it’s essentially your article distributed more broadly.

Regularly sending out a newsletter helps keep your MSP top of mind. It won’t instantly land new clients, but it builds a relationship with your audience, so when they’re ready to switch MSPs, your name will be the first they consider.

Though setup might seem complex initially, a quick Google search can guide you through the steps. Start leveraging LinkedIn newsletters today to enhance your outreach and engagement.

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Here’s how to stop the tech work interrupting growing the business

MSPs are frequently overwhelmed by urgent tasks, more so than any other business owners I’ve encountered. The nature of your work demands immediate attention to clients’ problems, but how do you balance these urgencies with the important tasks needed to grow your business?

I have the answer. In 1954, U.S. President Dwight D. Eisenhower highlighted a common dilemma: “I have two kinds of problems, the urgent and the important. The urgent are not important, and the important are never urgent.” This is particularly relevant to MSPs, who are often trapped between urgent client issues and important business growth activities.

To manage this conflict, Eisenhower created the Eisenhower Matrix. This simple four-square grid helps you prioritise tasks by urgency and importance. If a task is important and urgent, do it immediately. If it’s important but not urgent, schedule it. For tasks that are urgent but not important, delegate them. And finally, if a task is neither important nor urgent, delete it.

Focus on what truly matters, even if it means letting some tasks fall into what I call the “black hole” – a list of things you acknowledge you’ll never get around to doing. By prioritising effectively, you can ensure that the important work that grows your business doesn’t get overshadowed by the urgent demands of daily operations.

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The MSP that figured out how to get the best from its sales reps

This week I’m joined by Jon Wright, an MSP who’s mastered hiring Sales Development Representatives (SDRs) to drive leads through outbound phone calls. Many MSPs struggle with this, but Jon’s approach has been notably successful.

Jon’s MSP journey began 13 years ago, growing from two to 30 employees organically. Early on, he realised he needed to focus on business growth rather than technical tasks, so he hired a tech on day one. Initially, growth was fuelled by referrals and relationships, but as leads dried up, John knew he needed a more scalable approach.

Their first step was hiring an outsourced vendor for sales calls, which led to a few sales but ultimately lacked quality. They then switched to a vendor who found and managed their first SDR in-house, leading to better results. Inspired by this success, Jon decided to master sales management in-house, hiring an SDR who didn’t perform well initially but learned valuable lessons.

Today, Jon tracks his SDRs’ performance through HubSpot, monitoring call numbers, durations, and discovery appointments. He emphasises hiring experienced, money-motivated individuals and maintains their motivation through regular meetings and upfront commissions.

Jon’s systemised approach ensures consistent results, proving that with the right strategies and tools, MSPs can effectively manage outbound sales and drive new business.

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FEATURED GUEST:

Jon Wright is the CEO of Core Managed, a leading Managed IT Services Provider that specialises in providing IT and Cybersecurity solutions for businesses. With over 20 years of experience in the tech industry, Jon has a wealth of knowledge and expertise in managing complex projects and driving business growth. He has a proven track record of successfully managing large teams and spearheading innovative initiatives that have led to significant growth for his clients.

As CEO of Core Managed, Jon is responsible for setting the overall direction and strategy of the company. He works closely with his team to develop new solutions and services that meet the evolving needs of their clients. He also ensures that Core Managed stays at the forefront of technology advancements by constantly seeking out new opportunities for growth and development. Core Managed was recently recognised as one of the 25 fastest-growing private companies in the area.

In addition to his role at Core Managed, Jon is a sought-after speaker and mentor in the tech industry. He is dedicated to sharing his knowledge and experiences with others and often participates in conferences and workshops to educate business leaders.

Outside of work, Jon enjoys spending time with his family, traveling, and playing golf. He also actively supports the charitable work of Hannah’s Wish, an organisation that provides support to families suffering from infertility, miscarriage, stillborn and infant loss.

Connect with Jon on LinkedIn

Should I use good, better, best pricing?

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

This week, Chloe from an MSP in Sydney, Australia, asks about using the good, better, best pricing model for sales. Surprisingly, this is a hotly debated topic among MSPs. So, what is good, better, best pricing? It offers clients three package options, for example: good at $30/user/month, better at $40, and best at $50, each with increasing benefits. This model, common in SaaS pricing, is psychologically powerful because it provides the illusion of choice.

Despite some MSPs’ reservations, I believe in doing whatever it takes to win clients, even if it means offering a lower-priced option initially and then upselling. Good, better, best pricing lets clients compare packages and choose what they think suits them best. Typically, most opt for the middle package, seeing it as the safest choice. This strategy not only helps clients make decisions but also makes you more competitive. Why is this model controversial? I’m not sure, but I’d love to hear your thoughts at mspmarketingedge.com