If you’re an MSP, you’re probably used to fielding a steady stream of questions from clients—everything from “How much does managed IT cost?” to “What happens if my server goes down at 2am?” These questions might feel routine, but they’re actually the key to your marketing success.
The “They Ask, You Answer” philosophy, made popular by Marcus Sheridan, is simple: put your clients’ questions at the heart of your content strategy. By openly and honestly answering what your clients want to know—on your website, blog, and social channels—you position yourself as a trusted advisor, not just another IT provider.
Why Answering Questions Matters
Let’s face it: IT can feel like a black box to most business owners. With so much jargon and so many providers making similar promises, clients crave clarity and transparency. When you answer their questions directly and honestly, you show you’re listening and you care.
This approach also builds trust. Prospects are far more likely to choose an MSP who’s willing to tackle the tough questions—about pricing, support, security, and more—than one who hides behind vague marketing speak.
How to Find the Right Questions
Start by listening to your clients and prospects. What do they ask during sales calls, onboarding, or support tickets? Common examples include:
- How much does managed IT cost?
- What’s included in your support packages?
- How do you keep my data secure?
- What’s your response time for critical issues?
- How do you help us stay compliant?
- If you hear a question more than once, it’s worth answering publicly.
Turning Answers Into Content
Don’t keep your best answers buried in emails or phone calls. Turn them into valuable content:
- Blog Posts: Write detailed articles addressing each question.
- FAQs: Create a dedicated page for the most common queries.
- Videos: Record short explainer videos for complex topics.
- Case Studies: Show how you’ve solved similar problems for other clients.
Be honest and transparent. If there are limitations to your service or areas where you’re not the cheapest, explain why. Clients value candour—and it sets you apart from competitors who dodge tough questions.
The Benefits for Your MSP
By making your website and content a go-to resource for answers, you’ll attract better-qualified leads—people who are already educated and more likely to convert. You’ll also reduce friction in the sales process, as prospects can find answers before they even pick up the phone.
Most importantly, you’ll build long-term trust. Clients want to work with MSPs who are open, approachable, and ready to help—not just sell.
Ready to make your MSP stand out? Start by gathering your clients’ top questions and answering them openly on your website and blog. Not only will you build trust, but you’ll also position yourself as the go-to expert in your field.
If you need help creating content that answers your clients’ most important questions, get in touch—we’re here to help your MSP grow.
