Is Your MSP Marketing Consultant Making Excuses?
Cutting Through the Double-Speak
You’ve got to read between the lines sometimes when it comes to MSP marketing. Sometimes you’ll have an ineffective SEO consultant. You’re not top-ranked, and these individual spins a yarn about how competition is incorporating some illegal black hat maneuver. There might be noise about aging websites who’ve already built a following. You might even hear the “pay-per-click” cop-out; where your consultant claims sales on competitors’ PPC campaigns facilitated an advantage out-of-proportion to what he or she can do for you.
If you’ve heard anything like this, understand those consultants may not have a good grasp of internet marketing, and at the very least have the wrong attitude. You want consultants that will win above anything else, not who implode at the slightest bottleneck. Find a group who has the right attitude and understanding of this new marketing field, and you’re more likely to get top-ranked.
Incidentally, there are many strategies MSP marketing operations can provide tech companies which are known to be successful, and benefit greatly from professionalism that’s already cut a trail; for instance:
• Swap Content Marketing for Traditional Outbound Techniques
• Incorporate Interactive Elements into Your Content
• Get in On The Ground Floor With New Social Media Outlets
• Design Content Based on Readers, Not Algorithms
• Determine Top-Performing Content and Use It Again
The Outbound/Content Switch
Many outbound marketing techniques will be less effective today than perhaps they were. Also, with outbound marketing, there’s usually a low rate of returns compared to the level of work involved sourcing clients. Or put it another way: the uphill climb is steeper. With content marketing, you’ve still got a climb, but not such a steep gradient. Done right, you’ll make more sales, and you’ll keep making them. You may find that by substituting the one for the other, rather than just adding an additional marketing angle, you’ll experience the same and better ROI without paying too much for a less than predictable outbound strategy.
APR calculators, quizzes, FAQs, comment sections, and even games are all effective ways of incorporating an interactive element in your content. Especially if you provide something useful, you may find that your page becomes a regular resource for certain potential clients.
New Social Media Outlets
Social media is not static. MySpace came, it saw, it imploded. Facebook has had its own controversies in recent years, as has Twitter. There are new social media platforms in the air today, like Minds.com. They’ll keep coming, get involved with them early. Not all will be successful, but if you’re diligent or have the right support from an effective consultancy, you’ll likely find a good one; or even several.
You’re Not Writing for Robots
Algorithmic awareness shouldn’t be rejected, but it shouldn’t be your primary concern. Instead, focus on what your readers want, need, and are interested in. Write for humans, not machines.
Re-Purpose Previously Successful Content
If something worked well find a way to use it again. It can be as simple as: “We still feel this is relevant if you missed it, here’s this article…”
About the Contributor
Mark McGarvey is president of OneClick Solutions Group, a managed IT services in San Francisco and security provider serving small and mid-sized businesses with 20 to 100 employees in the Bay Area. Mark began his career in IT consulting in the 90s as a senior support technician for a then-small company in Austin, TX called Dell. After working for a number of organizations in desktop support/management and systems administration, Mark realized a passion for two things: Ensuring computer systems ran smoothly and keeping the people that used these systems happy and productive.
This passion helped him get his IT services business started in San Francisco! As a small business owner, Mark empathizes with other business owners that need IT Support in San Francisco and understands the things dearest to them: Increasing productivity and efficiency and keeping costs low and ROI high.