Client Onboarding and Brand Building: Every Step Matters

Client Onboarding and Brand Building: Every Step Matters

In college, I majored in business and communication. I loved the aspects of both and always thought I would do something in either marketing or sales after graduation. Unfortunately, I was one of the many 2020 graduates who were entering the workforce during the worst possible time to find a job. Fortunately, in college, I had a side business painting 21st birthday signs and other commissions, so I decided to turn that into a full-time business. I got my LLC and began promoting my business online and through social media. I enjoyed the creative process and allowing my thoughts to come to life. 

However, I am a very social person and began to get cabin fever quickly. I went from seeing friends in college every day to painting alone in my childhood home, so I was longing for an opportunity that would allow me to use more of my social skills than my artistic skills.  

Career Progression

After a year of doing art full-time, I ended up getting a job at a floral and catering company. I served as a staffing manager and event coordinator before advancing to catering director. During my time in hospitality, I met with clients to plan various events and was responsible for staffing approximately 500 events in 2022. This experience taught me how to work in a fast-paced environment and meet client expectations. After nearly three years there, I felt myself wanting to try something new that involved using my degree and what I wanted to do initially. 

The opportunity to work at The Business Growers practically fell into my lap, and after my first day, I knew I had made the right decision for the next chapter in my life. I won’t lie and say that my marketing knowledge wasn’t a little rusty, but after about two weeks, I was refreshed and ready to get started with clients! I feel so fulfilled getting to help clients and businesses achieve their professional goals while simultaneously achieving my personal goals. 

Past Successes and Achievements

In all of my past ventures, I have been tasked to create/organize something that I wanted the client to approve of. Whether I was painting a canvas for a commission, helping a company plan its annual fundraiser, or now creating websites or social media, I have always longed for the client to be proud of what I have presented. 

One of my first clients as a client success manager here at TBG was receiving a new website and a social media rebrand. I loved the way it looked, and so did he, but even more rewarding was having someone he didn’t even know recognize him based on his social media, and they gave him a compliment for how great and professional it was. That was amazing not only for the client to hear but for me as well. Since this rebrand, this client has had significant success getting new clients and leads. 

Constantly Improving

I am also the onboarding specialist for TBG and would like to think that I have improved this position in some ways. My coworker who did this before me was incredible at this role as well, but with a fresh set of eyes, I could bring new insight as to where we could improve. 

Onboarding is very important, as it’s one of the first things the client does with us after signing, so of course, I want them to have a great experience. With the help of several others, we have implemented a new program that has made the onboarding process better for not only our clients but also our internal team. I am excited to see where this new plan takes us!

Tackling Client Challenges Head On

Brand awareness and brand messaging are very important to a company. One of my clients came in with great successes but most were word of mouth. They realized it was time to make more of an online presence to attract new customers organically. After sitting down with them, they, of course, knew what they did as a company, but each of them explained it in a completely different way. This was when we realized that the company needed to participate in brand messaging to align all of those thoughts so that, when explaining to potential clients, they all gave a clear and concise message. 

Through this, we were able to dig deeper into the company and establish not only a clear one-liner but a tagline that led to a brand refresh. The client’s employees now know the one-liner and are able to explain what their company does in a few short sentences that make sense to anyone outside of their niche. They also now have a new website that clearly describes their company and all of their services so that when new leads come across their website, there is no confusion as to what the company does. 

Accelerating Client Growth

One of my clients came in with a brand new company that was already making moves and closing big deals. Some of these deals were very lucrative and were being done with a PowerPoint she had created and a homemade logo. What she had done looked great, but I knew we could create something amazing for her! We now have created their logo, a PowerPoint template, business cards, electronic letterhead, and new social media profile and banner graphics. 

This took so much stress off of her to be able to focus on building the company. It’s exciting to see your client at the beginning stages of starting a company and knowing that I played a small part in it coming to fruition. 

Looking Forward as a Young Professional

All in all, I feel like The Business Growers has given me a place to plant roots and, no pun intended, grow. I have always been a very self-motivated person and loved working with clients. I find comfort in knowing that when a client is in need of something, I can almost always help them see it through. 

Laura, our CEO, has granted me so much trust that I no longer have to wonder if I am doing the right thing or constantly ask for reassurance. I now have confidence that I have never had before, and it has allowed me to spread my wings and grow in my professional life and in my personal life. My main goal at TBG — and in life — is to create lasting relationships and make an impact on whoever I’m working with, whether it be client-based or co-worker-based. 

Lean Into Growth: Solution-Minded Marketing For MSPs

Lean Into Growth: Solution-Minded Marketing For MSPs

Every organization wants to experience growth, right? We focus on helping MSPs grow naturally and perform better by providing a strong foundation for their success.

In some organizations, managers find it simple to identify potential growth opportunities or areas in need of optimization. Some people struggle to look beyond the present situation. They have difficulty examining specific issues within departments. Additionally, they find it challenging to identify ways for the organization to expand.

Organizations often stop at issue identification or wait to address issues until they become urgent. However, organizations should constantly evaluate and develop well-developed solutions to experience organizational growth.

At The Business Growers, we lean into our core values: 

  • We operate with trust.
  • We believe in balance.
  • We lean into growth.
  • We seek solutions.

Our team leans into growth opportunities by maintaining and pursuing a solution-minded approach to marketing. As a Junior Client Success Manager and SEO Support Specialist, I assist with social media, website content, and search engine optimization. I am here to answer any questions you may have and provide you with the appropriate next steps based on strong data and thorough research.

We understand that, in today’s fast-paced digital world, businesses need more than just simple solutions to thrive. Simple solutions are obvious, surface-level, quick fixes that may not add long-term value to your business.

Unlike simple solutions that only offer surface-level fixes, our team takes a long-term approach to marketing. We believe in finding lasting solutions that will add value to your business. We use our client relationships and IT knowledge to make personalized strategies that meet your needs.

We can assist you in achieving your goals by enhancing your online presence. Additionally, we can help drive more traffic to your website and improve your search engine rankings. Our team always keeps up with industry trends and best practices to give you the most effective strategies.

At the end of the day, our ultimate goal is your success. We measure our success by the growth and achievements of our clients. So, let us be your partner in success, and we can create solution-minded next steps for your company. Contact us today to learn more about how we can help you achieve your marketing goals.

Inbound Marketing Strategies to Boost MSP and IT Leads

Inbound Marketing Strategies to Boost MSP and IT Leads

After 20 years in the B2B tech space, we understand the unique challenges MSP or IT companies face when generating inbound leads and acquiring customers. Use these proven inbound marketing strategies to drive growth, fill your lead pipeline, and increase sales without doing any outbound lead gen.

Hand over your inbound marketing to a technology marketing dream team. Schedule a consultation with The Business Growers.

Optimize Your Website for Lead Generation

Your website is often the first point of contact for potential customers, so it’s crucial to optimize it for lead generation. Your site should be easy to navigate, mobile-friendly, and visually appealing. Use clear calls to action throughout your site to encourage visitors to take the next step, whether that’s signing up for a free trial, downloading a whitepaper, or requesting a demo. 

Tip: You should also implement lead capture forms strategically to collect valuable contact information from interested prospects.

Create Compelling Content

Content is king when it comes to inbound marketing. Create high-quality, informative content addressing your target audience’s pain points and challenges. Blog posts, case studies, whitepapers, webinars, and videos are all effective ways to engage potential customers and showcase your expertise. 

Tip: Promote your content through social media, email marketing, and other channels to reach a wider audience and funnel traffic back to your website.

Use SEO to Drive Organic Traffic

Search engine optimization plays a crucial role in attracting organic traffic to your website. Identify relevant keywords and phrases that your target audience is searching for, and optimize your website content to rank well in search engine results. 

Create unique, valuable content that addresses specific search queries and helps position your company as a trusted authority in your industry. Regularly monitor your website’s performance and make adjustments as needed to improve your SEO ranking over time.

Leverage Social Media to Build Relationships

Social media is a powerful tool for building relationships with potential customers. Use platforms like LinkedIn, X, and Facebook to share relevant content, interact with followers, and promote your products or services. Join industry groups and participate in conversations to establish your company as a thought leader and attract inbound leads on social media

Tip: Track your social media metrics monthly to measure the effectiveness of your efforts and make data-driven decisions for future campaigns.

Implement Email Marketing Campaigns

Email marketing is an effective way to nurture leads and drive conversions for your MSP or IT company. Segment your email lists based on factors like demographics, behavior, and engagement levels to deliver targeted messages that resonate with your audience. Personalize your emails with dynamic content and tailored recommendations to increase engagement and encourage action. 

Invest In Paid Advertising

Paid advertising can help amplify your inbound marketing efforts and drive targeted traffic to your website. Consider investing in paid search ads, display ads, and social media ads to reach a wider audience and generate leads for your MSP or IT company. 

Set specific goals for your paid advertising campaigns, such as increasing website traffic, generating leads, or boosting sales, and track key performance indicators (KPIs) to measure the success of your ads. 

Tip: Test different ad formats, messaging, and targeting options to optimize your campaigns for maximum ROI.

Build a Referral Network

Strategic partnerships with complementary businesses can help expand your reach and attract new leads for your MSP or IT company. Identify potential partners that serve a similar target audience but offer non-competing products or services. Collaborate on joint marketing initiatives, co-host webinars or events, or cross-promote each other’s offerings to drive mutual benefits. Building strong partnerships can help build credibility, increase brand awareness, and generate valuable leads for your business.

Final Thoughts

Implementing effective inbound marketing strategies is essential for MSP or IT companies looking to boost lead generation and drive growth. Optimize your website, create compelling content, use SEO to drive organic traffic, leverage social media, implement email marketing campaigns, invest in paid advertising, and build strategic partnerships. 

Stay agile, adapt to changing market conditions, and continuously refine your tactics for long-term success. If you need help implementing these strategies or have any questions, talk to our tech marketing experts for guidance and support. 

We can help your MSP or IT company thrive.

What Is a Fractional CMO?

What Is a Fractional CMO?

Maintaining a full marketing plan that drives growth and positions your company for success is not easy. Beyond all the tedious daily marketing tasks, there’s also strategy to consider. Often, it’s too much to do in-house, which leads growth-hungry companies to seek outsourced help. Enter: a fractional chief marketing officer. 

As a fractional CMO-centric marketing agency, we’re here to shed light on the concept of a fractional CMO, their main responsibilities, and why partnering with one could be a game changer for startups or lean businesses.

P.S. Get your very own fractional CMO and implementation team with The Business Growers. Schedule a discovery call to view our marketing programs for MSPs and IT Companies to ensure rapid growth and execution support.

What Is a Fractional CMO?

A fractional CMO is a highly skilled executive who provides part-time, strategic marketing leadership and expertise to companies. They act as a dedicated CMO without the full-time or in-house commitment. 

Their role involves designing and refining marketing strategies to propel business growth based on key goals. They do this while working with a company’s existing marketing team or managing agency partnerships — if those exist. 

Often, a growing startup might only have one or two in-house marketing people who are locked in the daily grind. A fractional CMO supports those individuals and funnels strategy to them so they can execute the details.

TBG provides strategy and execution. No in-house team is required. We bring the team with us.

Duties of a Fractional CMO

From strategy to leadership and budget recommendations, a fractional CMO connects ROI-driven goals with proven methods to achieve them.

  • Strategic Planning: A fractional CMO formulates marketing strategies aligned with the company’s overall objectives, customizing them to deliver revenue-oriented results.

  • Marketing Leadership: Even as a part-time resource, a fractional CMO acts as a leader to the whole marketing team, providing guidance and direction to execute as decided.

  • Market Analysis and Consumer Insights: Staying up-to-date on market dynamics, trends, and competition is crucial. Fractional CMOs conduct thorough analyses to foster data-driven decision-making, enabling businesses to adapt and thrive in a rapidly changing environment.

  • Marketing Budget Optimization: Fractional CMOs manage marketing budgets efficiently and identify areas for improvement with the goal of maximizing returns on investment.

Why You Might Need a Fractional CMO

Every company must market itself, and we’re talking about more than on social media. Marketing is a core business function. How will potential clients or customers know you exist without making your presence known? 

While some companies may eventually need a full-time team on their payroll, startups and organizations running lean can greatly benefit from a fractional CMO.

  • Cost-Effectiveness: Hiring a full-time CMO can be an expensive undertaking, particularly for small to medium-sized businesses. Partnering with a fractional CMO allows access to C-level experience without overcommitting on finances.

  • Expertise and Experience: Fractional CMOs bring a wealth of experience and knowledge from multiple industries while keeping themselves continually current on what’s happening in the market.

  • Flexibility and Scalability: Fractional CMOs offer flexibility to adapt their role as your business evolves, ensuring marketing efforts align with changing demands. Whether you’re scaling up or down, fractional CMOs can ride with the waves.

  • Fresh Perspective: An external viewpoint can inject creative ideas and strategies into your marketing efforts, challenging the status quo and fostering innovation.

Your Fractional CMO + Execution Dream Team

Digital marketing will continue to evolve; that’s a given. Access to specialized expertise and strategic guidance without compounding expenses is a strategic advantage no matter what direction marketing evolves. Fractional CMOs offer cost-effective solutions, expert knowledge, and the ability to enhance your business performance through cutting-edge marketing practices.

Laura Johns, founder and CEO of The Business Growers, is a fractional CMO for tech and MSP companies. If you’re ready to be seen online, schedule your discovery call today to lock in more knowledge, growth, and scalability.

Ultimate Guide to Generating Qualified Leads for MSPs and ISPs

Ultimate Guide to Generating Qualified Leads for MSPs and ISPs

In the highly competitive tech industry, leads are the lifeblood of businesses. Managed service providers (MSPs) face the critical task of generating qualified leads to fuel their growth. 

MSPs must implement a targeted lead generation strategy that maximizes return on investment (ROI). By narrowing their efforts, businesses can maximize their ROI and utilize their resources effectively.

As an MSP-focused digital marketing agency, we’re putting our insight on the table. Here’s how to develop an effective lead generation strategy.

Psst. Do you want to skip straight to a strategy conversation? Book a call with CEO Laura Johns to discuss vetting leads for your MSP.

Understanding Your Target Audience

Defining the ideal customer profile for MSPs is crucial. Understanding the target audience’s characteristics and evolving with the ideal client allows businesses to tailor their marketing efforts accordingly.

Start by identifying the pain points and challenges potential customers face. This helps MSPs position themselves as problem solvers.

Also, defining the unique value proposition that MSPs offer to their target audience differentiates them from competitors. Articulating this proposition effectively is essential in capturing the attention of qualified leads.

Developing a Lead Magnet

Skip cold calling. Build a lead magnet instead. A lead magnet is a valuable piece of content offered in exchange for a website visitor’s contact information. It serves as a powerful tool in the lead generation process.

Tailoring lead magnets specifically for MSP customers can greatly increase the chances of attracting qualified leads. Consider offering free guides, checklists, or templates that address common pain points in the industry.

Businesses can position themselves as trusted authorities by understanding their challenges and offering practical solutions.

Once you have your lead magnet, you can drive traffic to it through paid ads to start bringing in leads who are qualified to buy.

Utilizing a Solid SEO Strategy

Search engine optimization (SEO) is critical in generating qualified leads. It ensures that MSPs are visible to potential customers when they search for relevant keywords in their markets.

Key SEO strategies for MSPs include conducting thorough keyword analysis, optimizing on-page elements such as meta tags and headings, and building high-quality backlinks.

Local SEO is particularly important for MSPs targeting specific geographical areas. Optimizing for local keywords and creating location-specific landing pages can greatly enhance lead gen efforts.

Harnessing Digital Content Marketing

Creating content is a proven marketing strategy for attracting and nurturing qualified leads. For B2B, content may include blog posts, whitepapers, email newsletters, case studies, LinkedIn thought leadership articles, and eBooks. Each type serves a unique purpose and caters to different stages of the buyer’s journey.

Regardless of your medium, create high-quality and informative content that educates, engages, and solves the target audience’s problems. The content should prioritize providing value rather than solely promoting products or services.

Leveraging Paid Advertising for Lead Generation

Paid advertising presents significant opportunities for MSPs to generate qualified leads. It allows businesses to target specific audiences with precision and reach a larger pool of potential customers.

Different advertising platforms like Google ads, Facebook ads, Twitter ads, and LinkedIn ads cater to unique objectives and audiences. Display ads or social media ads may prove fruitful for building brand awareness, leaning into video ads or visuals. 

Create compelling ad copy that resonates with the target audience and speaks their language. Paid ads must also target the right audience based on demographics, interests, and job titles.

Maximizing Referral Programs and Partnerships

Referral programs can be powerful. By incentivizing existing customers and partners to refer new leads, businesses can tap into their networks. They can then gain access to potential customers who are already pre-qualified.

Create a referral program that offers rewards or benefits to both existing customers and partners, encouraging active participation on both ends of the referral funnel.

Tracking and Analyzing Lead Gen Metrics

Tracking and analyzing essential lead generation metrics is crucial for evaluating the effectiveness of marketing efforts. Monitor your ad campaigns, social platform metrics, and real-time website analytics. KPIs such as conversion rates, cost per lead, and lead quality provide valuable insights into lead gen campaign success.

By continuously monitoring these metrics, MSPs can identify areas for improvement, optimize their strategies, and drive higher returns on their marketing investments.


Effective lead generation is a vital component of success for MSPs in the ever-evolving tech industry. Start by understanding the target audience, then lay a plan for:

  • Developing compelling lead magnets
  • Utilizing SEO techniques
  • Harnessing content marketing
  • Leveraging paid advertising
  • Maximizing referral programs and partnerships
  • Tracking and analyzing lead generation metrics 

As a specialized tech digital marketing agency, we know how to help MSP businesses best. We’ll help you navigate the complexities of lead generation and achieve your business objectives. 

Contact us today to discover how we can support your lead gen efforts and grow your business from the ground up.

10 Proven Ways to Scale Your MSP Business Through Marketing

10 Proven Ways to Scale Your MSP Business Through Marketing

Struggling to grow your managed services provider business? Want to scale rapidly but need help figuring out where to start? You’re not alone. 

Many MSP owners waste time and money on ineffective marketing tactics that don’t deliver results. Without a proven framework, it’s impossible to attract more qualified leads and boost sales.

With the right MSP marketing strategy, you can see real, tangible growth. Here’s a 10-step marketing checklist the most successful MSPs use to drive sustainable growth and profitability.


#1: Optimize Your MSP Website for More Conversions

Your website is the first touchpoint for prospects ready to research MSPs. To convert more visitors, ensure your website:

  • Uses appealing designs and clear navigation
  • Contains strong calls to action above the fold
  • Loads quickly on all devices
  • Is optimized for target keywords

Improving your website foundation boosts conversions cost-effectively. Why? Among all places to begin conversion optimization, your website is “low hanging fruit.” Often, a simple button placement change or slight layout tweak makes a significant difference.


#2: Create Valuable Content Offers to Capture Leads

Lead magnets like eBooks, templates, and tip sheets capture prospect information for your email list. Send tailored, automated email nurture tracks to build relationships with different groups.

For example, you could offer:

  • Cybersecurity Incident Response Templates
  • The CIO’s Guide to Optimizing IT Spend
  • 5 Ways to Strengthen Your IT Infrastructure

Email automation nurtures leads with relevant content over time, driving conversions. Even in 2024, email marketing will provide an ROI to the tune of approximately $36 per $1 spent. 


#3: Laser Focus Marketing Spend on Highest ROI Activities

Regularly analyze metrics like cost per lead and lifetime customer value. The purpose of analyzing these metrics is to determine the most and least effective marketing channels and campaigns. Doing so, you can refine spending to maximize ROI by doubling down on top-performing strategies and eliminate waste.


#4: Develop & Repurpose Engaging Content

Create blog posts, videos, case studies and more valuable content you can reuse. Answer common customer questions and address pain points within the content. Repurpose content across formats and channels to extend reach and cross-promote. The best repurposable content is evergreen — always relevant to your ideal audience.


#5: Build Your MSP Brand Through Social Media

Stay active on the social platforms your prospects use, like LinkedIn, Twitter, and Facebook. Share content, respond to comments, advertise occasionally, and analyze performance. A consistent social media strategy strengthens brand visibility and relationships for MSPs.


#6: Prioritize SEO to Boost Organic Traffic

Data shows that nearly 68% of online experiences begins with a search. Optimizing website copy, metadata, links, and more for target keywords earns higher organic search visibility and traffic over time. Conduct keyword research and use the findings to produce long-form content on topics prospects search for.


#7: Run Targeted Paid Ads

Create focused paid search and social media ads based on buyer keywords and demographics. Google dominates paid search, controlling 92% of the market. Though a solid platform for advertising, Bing is also worth exploring to potentially reach a nicher audience. Continuously track conversions to refine strategy and messaging on the ad and on landing pages.

#8: Cultivate Customer Reviews and Case Studies

Leverage satisfied customers to provide testimonials, referrals, reviews, and case studies. Promote these to build credibility and authority as an MSP. Also, display these on your website and on relevant landing pages to build trust with first-time visitors.


#9: Align Marketing and Sales Workflows

Your marketing only works as well as your workflows and systems allow. Document handoff processes between teams. Also, define follow-up cadences and lead qualification criteria to create an easier sales process. Tight alignment improves conversion rates from leads to customers.


#10: Continually Test and Refine Packages, Pricing, and Offers

Run A/B tests on service packages, pricing, and lead magnet offers. Adjust based on the data to maximize recurring revenue. Ongoing testing ensures maximum conversion rates and keeps your business on a steady growth path.


Grow Your MSP With Proven Marketing

This strategic marketing checklist is crucial for any MSP looking to scale rapidly. Focus your time on high-impact tactics that attract and convert qualified prospects. Track KPIs closely to refine efforts over time.

Are you ready to dig deeper? Download our Complete Marketing Framework for Scaling Your MSP Business with more proven MSP marketing strategies. 

If you’re ready to level up your marketing, our team is ready to help. We’ll analyze your current initiatives and build a high-performance marketing plan tailored to your goals.