Localize to Optimize: 6 Geographical Tactics for IT Services and MSP Marketing Success

Geography is more than just an office location for MSPs—it’s a strategic asset that shapes how they connect with their clients, how they deliver their services, and how they grow. Read on to learn about 6 ways to integrate geography into your IT services and MSP marketing strategy. 

For IT Managed Service Providers (MSPs) and other IT services firms, standing out in a crowded market is no small feat. With businesses of all sizes increasingly reliant on IT infrastructure, the role of MSPs has never been more critical. Yet, in the rush to digitalization, one pivotal factor remains at the heart of effective IT services and MSP marketing: geography.

Why, in an age where cloud, video and messaging, and collaboration tools allow us to work from virtually anywhere, does location still play such a crucial role in IT services?

Many small businesses, the core clientele for countless MSPs, operate without a complete IT team. Whether they have no dedicated IT staff at all or have a small in-house team supplemented with specialized or additional support, many businesses work with an IT services firm in some way, and the IT outsourcing industry is expected to show an annual growth rate of 8.48% through 2029. And while many of these small businesses do offer remote work opportunities, research shows that only 16% of U.S. businesses are fully remote—the majority still have an office or other physical location either for full-time or hybrid in-person work. The combination of these two factors means there is a true need for local, accessible support—not just remote troubleshooting, but hands-on assistance.

Additionally, the IT services industry thrives on relationships and referrals. IT services are fundamentally about people and how we connect—so trust and familiarity often tip the scales. Business owners are often more apt to trust a business in their local area due to shared connections and values.

Given the critical importance of the local angle in MSP marketing, here are the top 6 localized strategies that we have seen work for our MSP and IT services clients.

Note: If your IT services firm already has a robust marketing presence, you may already be deploying some of these ideas, but read on for additional tips to help optimize your localized marketing strategy to drive more leads and ultimately more revenue.

 

1. Local SEO: The Key to Visibility

When a local business needs IT help, the first place they often go is Google (or even Bing)—make sure your company is in the choice set by showing up. Local Search Engine Optimization (SEO) helps make this happen. Make sure you are prioritizing these components of local SEO as a baseline:

• Use local keywords: When performing keyword research, both for SEO and for paid search ads, make sure you’re looking at what is available for location-based queries. Try an assortment of terms mentioning your region or state (or city, if you are based in a larger metropolitan area) to see what has volume.
• Create local content: Content marketing is key to SEO overall—be sure to reference local events, local groups, and other initiatives that you participate in. Create a “location” page on your website—especially if you have more than one location.
• Keep your listings updated: If a prospective customer in your local area searches for “managed service provider” without any location modifiers, listings help the search engine identify that you are nearby them. If you change your company address or contact information, ensure it is updated everywhere you are listed. Since the majority of search comes from Google, the most important listing is Google My Business (More on GMB in the next section), but don’t ignore Bing Places for Business and other major listing sites.

Additionally, make sure your website follows standard SEO best practices. Follow all technical specifications to be sure your site is mobile-friendly and loads quickly. Work to obtain relevant and authoritative inbound links (this should include links from other local sites as well). Regularly refresh and update your website and write long-form content that supports your selected keywords. The SEO landscape is currently in transition given the integration of AI and the fast progression of AI search, and it’s important to keep careful tabs on your SEO performance and stay informed of strategic recommendation changes as the landscape progresses.

2. Optimizing Google My Business (and coordinating client reviews)

Google My Business (GMB) has become a table-stakes requirement for businesses with a local footprint. Your GMB listing is often the first thing potential clients see when they search for your services. By optimizing your listing with up-to-date contact and location information, engaging photos, and relevant service offerings, you make your firm more accessible for potential prospects while boosting your local search engine presence.

Ask your happy clients to leave you a positive review on Google—if they are open to it, you can even draft a review on their behalf and ask them to edit and publish it.

Don’t limit yourself to Google—a lot of different sites accommodate reviews, so select a few that make the most sense for your business and focus there. In addition to Google My Business, we typically recommend that IT services firms explore Clutch, G2, CloudTango, and/or other reputable sites that provide more room and structure for detailed reviews from your best clients. Some of these sites even have sponsored opportunities that can generate leads once your profile is built up. Look to see where your biggest competitors are listed to get more ideas—at the very least, you should have an up-to-date profile on most sites, even if you have to choose your top 1 or 2 sites to focus your reviews.

Your firm should also respond to all reviews (positive or negative) to show you value client feedback and address any concerns. Assign a point person to monitor reviews across your listings and respond with a heartfelt and personalized message.

3. Local Advertising: Targeted Impact in MSP Marketing

Local advertising campaigns allow you to directly target specific geographic areas. Whether it’s through local publications, targeted digital ads on LinkedIn, Facebook, or local sites, local search ads, or even outdoor advertising, you can increase your brand’s visibility in the local community and share your carefully crafted message. Take your time to explore advertising options in your area—some local options are broad for awareness, while some offer a more targeted segment of local business owners and leaders, and some may even be focused on a specific vertical. You should consider a variety of publications depending on your market and the options that are available and prioritize spend accordingly. A good place to start is well-known local publications—most should have advertising information on their website. Regardless of the avenue(s) you choose, be sure to tailor your messaging to address the unique needs and pain points of local businesses, making your MSP the top choice for their IT needs.

When possible, implement tracking on these local advertisements so you can accurately gauge the impact and evaluate spending for future advertising. With digital ads, you can usually provide a link to your website with UTM parameters to track website traffic and conversions. If you’re doing a lot of print advertising, we recommend adding a “How did you hear about us” field to the contact form on your website so your contacts can self-report.

4. Community Events and Relationships

Participating in the business community through in-person events, either alone or with technology/ecosystem partners or even customers, is a great addition to your marketing strategy and can help drive referrals. Meetups, industry association chapter meetings—attending or hosting, it’s about expanding your network. Depending on the event, they can also be a way to showcase your expertise to build trust with potential clients. Here are a few ideas:

• Host educational IT or cybersecurity sessions for local businesses on hot topics in IT like remote work, AI, cloud, and cybersecurity—require pre-registration to capture attendees’ contact information marketing nurture and future sales efforts.
• Work with your local Chamber of Commerce or SCORE chapter on events, workshops, and other initiatives—and again, ask if you can receive the list of attendees to build your database of quality contacts.
• Participate in career development events and programs at local high schools or colleges—this is a good opportunity to meet other local business leaders while also engaging with the next generation of talent.
• Search for relevant local micro-communities, either online or in person, and build up engagement with these targeted groups. Examples are local business groups, tech groups, and local chapters of national tech organizations like ISACA.

5. Giving Back: “Goodwill” Spending, Volunteering, and Engagement

Go ahead—sponsor that little league team. Brand awareness is a critically important marketing consideration for local businesses, and community engagement is a great way to generate awareness. Investing in the community can take many forms, from educational initiatives to donations and sponsorships to volunteering as a team (don’t forget to post about it on social media!) By aligning your business with causes that matter to your area, you not only build your brand’s image and position your MSP as a local leader, but you also contribute to building a better community for everyone.

Keep in mind that results from goodwill activities can be hard to track, and it’s not likely to drive lead generation directly—community engagement is more of a supporting tactic that humanizes your brand and, when combined with other efforts, keeps you top-of-mind in the local community. For example, a local business leader is not likely to book a meeting with you simply because they saw your logo on a little league player’s tee shirt, but after months of seeing your business’ name around town, when they need IT services, you’ll be the first company they think of. Because of this, we recommend viewing community engagement as a standing line item in the business’ budget versus a marketing effort that is measured by direct ROI and leads generated.

6. Local PR: Crafting a Positive Community Image

Public Relations (PR) can be a very effective tactic for organizations to drive interest and build their brand. While a broad, nationwide PR effort may be overkill (and not to mention expensive) for an MSP with a local focus, carefully engaging local media can pay dividends in marketing.

Local business leaders are reading and watching the news stories, and by engaging with local media and sharing impactful stories, you can increase your chance of being featured and grow your visibility. When a local reporter is writing an article about cybersecurity, for example, they will know just who to call for a quote or perspective—and the business leader reading the news story will see that you really know your stuff. Better yet, see if there are opportunities to write advisory columns for local publications.

Consider these specific components of local PR:

• Build relationships with local media: Connect with local newspapers, TV stations, radio personalities, podcasts, and bloggers to gain coverage as a tech leader and community advocate.
• Share local success stories: Highlight how your services have benefited local businesses and tell engaging stories that resonate with your local audience.
• Participate in community events: As we discussed previously, local events can be a great opportunity to gain visibility, showcase your expertise, and make connections—including with local PR contacts. Invite the press to your events, offer your CEO as a resource for any upcoming stories, or see if you can pitch ‘company profile’ pieces.
• Leverage social media: Amplify your local PR efforts by sharing your media mentions, community involvement, and local partnerships on social media platforms. Don’t forget to tag reporters and partners so they can share with their network.

Localize to Optimize

In the MSP marketing landscape, geography is a critical consideration and strategic input as you plan your go-to-market strategy. By combining technical considerations with community-focused efforts, IT services firms have an opportunity to create an MSP marketing strategy that resonates with potential clients not just as a provider, but as a trusted local partner.

 

Localized marketing strategies are an important part of a comprehensive MSP marketing strategy, and it can be helpful to have marketing experts on your side to support your growth. Learn more about Magnetude’s MSP marketing expertise or contact us for an introductory chat.