How to pick an easy niche or vertical for your MSP

Lots of MSPs feel that marketing is a slog and they don't enjoy it.

I get that. So here's a way to make it easier for you: Pick a niche or vertical and target all your marketing at that.

Targeting a specific vertical such as CPAs (accountants), law firms or dental practices makes your marketing sharper and more effective.

Why?

Because when you focus on one kind of business, patterns start to appear...

• Their problems are similar
• Their pain points repeat
• And the more you market to them, the more you know exactly what to say and how to say it

Let me explain why this works so well, plus how to choose the right niche for your MSP.

Why a vertical changes EVERYTHING

Back in 2005, I started my first business: a general marketing agency. We worked with all sorts of businesses: Big, small, B2B, B2C... and it was hard work.

Prospects would tell me, “Paul, we love what you’re saying… but what do you know about our industry?”

Sound familiar? MSPs hear the same thing every day: “You’re great with IT… but do you understand our business?”

You and I know that 80% of the technology work you do for businesses is the same regardless of what they do.

The remaining 20%? That’s the bit they feel makes them unique. And that's important because feelings drive buying decisions.

When I finally specialised my business, first in optometrists (opticians), then veterinarians, and dentists... everything clicked.

The business took off. The marketing was hitting home week after week. We almost couldn't keep up with the sales it generated (a nice problem to have). And it allowed me to build up the business to the extent that I sold it in 2016 (which is when I started the MSP Marketing Edge).

None of this happened because I changed my service. It happened because I stopped trying to appeal to everyone, and instead made my message compelling and relevant to specific audiences.

Picking a vertical changed my life because...

• It made the marketing easier
• Which made the sales easier
• Which made growing the business easier

So... should your MSP have a vertical?

Hmm, let's see... the answer is...

And I know that your next question is going to be about whether you target a vertical alongside your general business or go all in on the vertical.

The smart way to start? Build your vertical alongside your general business.

Yes I know that means two strands of marketing. But it is worth it. Many MSPs do this successfully. Some eventually go “all in” on their niche. Others just maintain both and enjoy the benefits of each.

How to pick your niche (the easy way)

Some MSPs are very clear on the kind of vertical they want to work in because they've figured out their ideal client profile. But others don't have a clue.

My suggestion: Start with what you already have.

Look through your current client list. If you’ve got three accountants, congratulations! You’re already in the accounting vertical. If you’ve got two law firms, same thing.

You’ve already done the hard part: Learning their language and understanding their business challenges.

That’s your easiest niche. I would go for that.

Or pick a niche you love

There’s another way to choose: Work with people you like.

Back when I was working with opticians, vets, and dentists, I realised the people in the veterinary world were just… awesome. They were kind, passionate, and LOADS of fun to work with. The dentists, not so much. If I'm honest, I couldn't stand them!

( Side note: It's such an irony for me now that my girlfriend is a dental nurse  )

So we went after vets hard. And that passion showed in our marketing.

If there’s a sector you genuinely enjoy serving... where you find the people interesting and the work satisfying... lean into it. Passion overcomes many problems in marketing.

Or pick a niche that pays (KERCHING)

Finally, you might choose a niche based on potenrtial profitability.

Maybe there’s a sector where clients are highly regulated and must buy lots of cyber security, but they don’t need constant support. High margin, low maintenance... yep, that’s a sweet spot.

So, to summarise then...

Picking a niche or vertical for your MSP isn’t about reinventing your business overnight. It’s about finding patterns and doubling down on what already works.

Start small. Build your vertical alongside your general business. Test, test, test. Learn, and refine.

And one day, you might wake up to find that your "second marketing focus on the side" has become your main source of growth... all because you made the choice to specialise.