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Digital Authority + Face-to-Face Marketing Fuel MSP Success

By Laura Johns | February 20, 2025

I’m the biggest digital marketing cheerleader you’ll find anywhere. However, I have also experienced how powerful real-world relationships are in B2B tech sales. While your digital marketing builds your brand 24/7, combining digital plus connecting face-to-face accelerates your success. I like to think of it as amplifying your online authority with the irreplaceable power of human interaction.

Your content marketing and online presence should be doing the heavy lifting by establishing your expertise and attracting potential clients. Create a decisive advantage by adding strategic in-person touchpoints that convert interest into long-term relationships.

Maximize Your Speaking Opportunities 

One of my favorite business mentors has always said, “Stage time is money time.” Don’t assume the only work for speaking is preparation in advance. What happens after you speak is what can maximize your speaking engagements:

  • Focus on content that helps solve problems (not a boring sales pitch that makes it all about you)
  • Share real client success stories with stats and quotes 
  • End your presentation with exclusive content just for attendees that drives them back to your digital resources (and captures their email)
  • Immediately start a series of emails to keep things personal yet show how you can make their life easier
  • Record your presentations to create premium content for your online platforms

Measure Actual ROI from Industry Events

Events are one key area where the ball gets dropped. According to the Trade Show Bureau, 80% of exhibitors never follow up on their show leads. This creates a perfect opportunity for MSPs who plan ahead. By setting up value-packed follow-up automation before the event, your continued outreach begins when you connect with them in person. Why not start serving helpful content to their inbox while others are still sorting through their stack of business cards? 

Build Community Leadership That Amplifies Your Digital Authority

I always ask my MSP clients to keep a mindset of “give more than you get.” This is especially true when it comes to community leadership. There are dozens of natural opportunities to showcase your expertise while building meaningful relationships in your community. Lead local business technology initiatives and host executive roundtables. Give each attendee an incentive to scan for a free resource or giveaway and capture their email address in person. Take advantage of the opportunity to continue valuable touchpoints with digital marketing until they become a paying customer.

The Power of Integration

The most successful MSPs understand that digital and face-to-face marketing aren't separate strategies but force multipliers. Every in-person connection can amplify your digital presence, and every piece of online content can make your real-world interactions more impactful.

I challenge you to take your outbound marketing strategy up a notch in 2025 by combining IRL with digital. Find where you excel, amplify those strengths, and make the connections that matter, then keep nurturing those opportunities with good digital marketing.

Your Next Steps

If you're serious about up-leveling your outreach, you must start with a solid digital marketing foundation. I invite you to take our free 360° Marketing Audit. If you qualify, we will identify the key areas to focus on in 2025 to impact your business significantly.

Laura Johns, CEO of The Business Growers, will speak at two Channel Partners Conference & Expo Reputation Management strategy sessions in March at The Venetian Las Vegas. The sessions are on “Creating a Top-Notch Value Proposition for Tech Advisors” and “How to Establish Omnipresence and Gain IT Customer Confidence.”

Laura Johns