5 Common Mistakes MSPs Make in Video Marketing (and How to Fix Them)

Let’s be honest, for many Managed Service Providers (MSPs), the idea of video marketing conjures images of awkward on-camera appearances, cringey corporate stock footage, and a budget that could fund a small space mission. It feels complicated, expensive, and far removed from the world of network security and cloud migrations. So, you stick to what you know: blog posts, whitepapers, and the occasional email blast. But here’s the reality: your potential clients are consuming video content more than ever.

Ignoring video is no longer an option if you want to grow. It’s one of the most powerful tools in modern MSP marketing strategies. The good news is that you don’t need a Hollywood production studio to succeed. The bad news is that it’s incredibly easy to get it wrong. Many MSPs dive in without a plan, making predictable errors that waste time, money, and opportunity. This guide will break down the five most common video marketing mistakes and give you practical, actionable advice on how to fix them. This will turn your video efforts from a liability into a lead-generating machine.

Selling Features Instead of Solving Problems

This is the cardinal sin of tech marketing. Your team is proud of your stack, your advanced threat detection, and your seamless RMM tools. It’s natural to want to talk about them. The problem? Your clients don’t care about the “how.” They care about the “why.” They have business problems: they’re worried about ransomware, frustrated with downtime, and struggling to support a remote workforce. A video that just lists your services is a surefire way to make their eyes glaze over.

The Fix: Frame every video around your client’s pain points. Instead of a video titled “Our Cybersecurity Services,” create one called “Is Your Business Safe From a Ransomware Attack?” This shifts the focus from your features to their fears and needs. A study found that 69% of people prefer to learn about a product or service through a short video. Make that learning experience about them, not you. Start by identifying the top 3-5 questions your sales team gets, and turn each one into a problem-solving video.

Prioritizing Production Value Over Authenticity

Many MSPs get paralyzed by the pursuit of perfection. They believe that unless they have professional lighting, a 4K camera, and a scripted masterpiece, they shouldn’t even bother. This leads to either A) never creating any content or B) producing overly polished, corporate videos that feel impersonal and fail to connect with the audience. In a world of social media and live streaming, viewers value authenticity over high gloss.

The Fix: Embrace “good enough.” Your smartphone is a powerful video camera. A simple ring light and a quiet room are all you need to get started. Focus on delivering valuable information in a genuine, human way. People buy from people they know, like, and trust. A slightly imperfect video from your CEO or a lead technician explaining a complex topic can build more trust than a slick, faceless animated video ever could. Authenticity is your superpower as an SMB—use it.

Creating One-Size-Fits-All Content

A common mistake is creating a single, long “explainer” video and using it everywhere—on your homepage, in emails, on social media, and at trade shows. While that video might be great for one context, it’s likely ineffective in others. A prospect in the initial awareness stage has different needs than a lead ready to make a decision. Your video marketing for MSPs needs to cater to the entire buyer’s journey, not just one part of it.

The Fix: Create targeted content for each stage of the sales funnel.

Top of Funnel (Awareness): Short, engaging videos for social media that address broad industry problems (e.g., “3 Signs Your IT Is Holding You Back”).

Middle of Funnel (Consideration): More detailed content like recorded webinars, case studies, or service explainers that position your MSP as the solution.

Bottom of Funnel (Decision): Highly personalized content that builds trust and removes final barriers to purchase. This is where you can truly stand out.

For that critical bottom-of-funnel stage, personalized video is a game-changer. Tools like eoVideo make this incredibly simple. Instead of a generic follow-up email, a sales rep can record a quick, personal video message. They can address the prospect by name, reference their specific challenges, and provide a clear call to action. This small touch makes prospects feel seen and valued, dramatically boosting engagement. In fact, including a video in an email can lead to a 200-300% increase in click-through rates. With eoVideo, you can easily record, send, and even track who is watching your videos, turning valuable data into sales opportunities.

Forgetting the Call to Action (CTA)

You’ve created a fantastic video. It’s authentic, solves a real problem, and is perfectly targeted. The viewer watches the whole thing, nods in agreement, and then… does nothing. Why? Because you never told them what to do next. This is one of the most frustratingly simple common video marketing mistakes. Without a clear, compelling CTA, your video is just entertainment—not a marketing asset.

The Fix: Every single video must have a purpose and a next step. The CTA should be tailored to the content of the video and its place in the sales funnel. For a top-of-funnel social media video, the CTA might be “Follow us for more tech tips.” For a webinar recording, it could be “Download our free cybersecurity checklist.” For a personalized sales video, it should be a direct invitation like, “Click the link below to book a 15-minute call on my calendar.” Make the CTA specific, easy, and impossible to miss.

Ignoring Your Video Analytics

Putting a video out into the world and just hoping for the best is like launching a rocket without a guidance system. You have no idea if it’s hitting its target or burning up on re-entry. Many MSPs upload a video to their website or YouTube and never look at the analytics. They don’t know how many people watched, how long they stayed engaged, or where viewers dropped off. Without this data, you’re just guessing.

The Fix: Regularly review your video performance data. Key metrics to track include:

View Count: A basic measure of reach.

Audience Retention: This is arguably the most important metric. It shows you exactly where people lose interest. If most viewers drop off in the first 10 seconds, your intro isn’t engaging enough.

Click-Through Rate (CTR): Measures how many viewers took action on your CTA.

Conversion Rate: Tracks how many viewers completed the desired action (e.g., filled out a form, signed up for a trial).

Use this data to refine your MSP marketing strategies. If you see that videos on a particular topic have high audience retention, make more content on that subject. If your CTAs aren’t getting clicks, experiment with different wording or placement. Data-driven iteration is the key to long-term success.

Video marketing doesn’t have to be an intimidating, budget-draining endeavor. By avoiding these common pitfalls, you can develop a powerful and effective video strategy that fosters trust, educates prospects, and generates high-quality leads. Start by focusing on solving your clients’ problems, embrace authenticity over perfection, and tailor your content to the buyer’s journey. Most importantly, clearly instruct your viewers on the next steps and utilize data to inform your efforts.

Ready to see how simple and effective personalized video can be? Stop sending emails lost in the noise. With eoVideo, you can create and share engaging video messages in just a few clicks, boosting your response rates and closing more deals.