Social media for MSPs… here’s my platform by platform verdict on the best options for your business. Also this week, the comparison trap: why watching other MSPs’ success can sabotage yours, and the most common questions when thinking of selling your MSP.

Welcome to Episode 364 of the MSP Marketing Podcast with me, Paul Green, powered by the MSP Marketing Edge.

Which social platforms should you be on?

There are more social media platforms than ever, and it’s easy to feel a pressure for your MSP to be on all of them. But my view on this is that you should resist that pressure because I believe it’s far better to do really well on one or two platforms than to be average across several. In fact, a half-hearted presence everywhere is worse than a very strong presence on a very specific platform. So right now, I want to give you my platform by platform verdict for MSPs.

We’ll start with LinkedIn. In fact, with LinkedIn, you should go all in. If you’re only going to be active on one platform, make it LinkedIn because this is where the decision makers are. The business owners, the operations directors, finance managers, IT directors, if you’re doing co-managed IT, they’re on LinkedIn every single day. And the platform is actively rewarding consistent, human, non-AI generated content right now. So the kind of stuff that you should be doing because it’s good for the humans is what the platform is rewarding. So I believe that every day on LinkedIn, you should be making connection requests to the kind of people that you would like as clients. And then post at least every 24 hours, and that includes a LinkedIn newsletter once a week. And of course, that newsletter counts as a piece of content within a 24-hour period.

LinkedIn is where you build audiences and grow relationships. And of course, some of those relationships will eventually turn into clients. Now, I’ve been recommending LinkedIn to MSPs for about seven or eight years out of the 10-odd years that I’ve been running the MSP Marketing Edge. And I’m still completely convinced that right now, as we’re heading towards the start of 2027, LinkedIn is the single best organic marketing channel available to an MSP. So if you haven’t got that much time and you know you need to do some marketing, LinkedIn is absolutely the place to throw yourself in. Please don’t spread yourself too thin across other platforms. In fact, I wouldn’t even look at other platforms until LinkedIn is working well for you.

Most MSPs never get to a point of doing LinkedIn really well because they don’t stick at it long enough or put enough resources into it, be that time or cash.

The next platform to look at once you’ve got LinkedIn mastered, have a look at YouTube because YouTube is the world’s most used platform for watching video. And that alone makes it worth you having a presence on. Now, I’m going to be honest with you, building a big YouTube audience as an MSP is genuinely hard, and we’ve certainly found this hard. We’ve put significant time and effort into our own YouTube channel. And if you’re watching this on YouTube right now, you can have a look at our followers, our subscribers, and see that our audience is still relatively small. That’s partly because we are targeting a very specific niche, you, and rather than chasing random subscribers for the sake of it, I only really want MSPs subscribing to this content.

And you would be doing the same kind of thing. I don’t mean in terms of getting MSPs to subscribe, but you would want business owners in your area or within your vertical or your niche, or of course IT directors if you’re doing co-managed IT. So I wouldn’t worry too much about building big subscribers, that’s what all of the professional YouTubers are doing because they make money from having big audiences. The value of YouTube for a...