The one marketing habit every MSP should obsess over

If there’s one marketing habit I wish every MSP would build into their marketing rhythm, it’s this: Collect social proof. Obsessively.

Nothing builds trust faster than a client telling the world they’re delighted with you.

So, let’s talk about why social proof works, the three types you should collect, and the right way to ask without it ever feeling awkward.

Why social proof works (the psychology bit)

Back when humans were still figuring out fire and trying not to get eaten by dinosaurs, survival meant sticking with the group.

If the herd ran, you ran. That ancient instinct is still wired deep into our brains.

Even though we think of ourselves as rational adults, we’re still sheep at heart. And by that, I mean most people prefer to do what most other people are doing.

That’s why testimonials and reviews are so powerful. They’re proof that “people like me” trust “businesses like yours.”

The three types of social proof every MSP needs

1) Reviews

Reviews are your most powerful form of social proof because they live on third-party platforms you can’t control, such as Google.

They’re credible. Public. And harder to fake. Which is why I recommend focusing on getting reviews rather than testimonials.

Here’s a simple trick: Ask clients to review you on Google, then screenshot the review and reuse it in your proposals, website, or social posts.

An alternative to screenshotting is to get your website designer to recreate the review for your marketing. It's the exact same words and looks the same as it does on the review platform, but by recreating it you have full control over how it looks on different-sized screens, compared to just using a screenshot.

There are three great times to ask a client for a review:

• During the first 90 days of working together (the honeymoon period). You could automate this with a standard email
• Just after you’ve successfully completed a big project
• Or right after you’ve saved them from something big

Just be careful not to ask for reviews if you're currently having any difficult conversations with the client. Sounds obvious I know, but it's worth saying.

2) Testimonials

Testimonials are similar to reviews, but they come directly to you: A video clip, a short quote, or a written note.

Because you control them, they’re easy to polish and use across your marketing.

And yes they still work, they just don't have the power of a review left on a public platform (because everyone knows that you can edit the testimonial).

In my view, one great video testimonial (especially from a well-known local business), can be absolute gold.

3) Case studies

If reviews are the match, case studies are the bonfire.

A case study is simply a story that bakes social proof into a narrative. And because our brains are wired to love stories, case studies seem more real and engaging to us.

Here’s the structure that makes them work:

1. Demonstrate relevance: Show that this client is just like your ideal prospect
2. Describe the problem: From their point of view, not the technical one
3. Poke the pain: Describe how that problem felt or what it cost them
4. Introduce the solution: Explain what you did, but keep it non-technical
5. Show a happy ending: Demonstrate how your client was able to achieve new success because of what you did for them

Video is ideal for this. Even a quick Teams recording works. Once you have it on video, you can repurpose it into text, clips for LinkedIn, and content for your website.

That single case study can feed your marketing for months. Imagine if you got a new case study every couple of months? You see why I suggest this should be a habit? You can't have too much social proof.

So then... your challenge this week is...

Go get one new piece of social proof. Just one.

• Ask one client for a review
• Or record a 60 second testimonial over Teams
• Or write your first case study using the structure above.

You’ve already done the hard work of delighting clients, right? Now let those clients help you prove it, so you can attract even more clients and delight THEM! Oooohhhhh.... it's the perfect feedback loop.