Should MSPs Bet It All on a Pay Per Click IT Marketing Campaign.
There are a few rags to riches stories circling around the internet about how some IT providers became overnight IT marketing successes with Pay Per Click. As a result, many MSPs are debating in the IT community whether they should go ‘all in’ with Pay Per Click to achieve the same marketing success. In this blog, we will consider if Pay Per Click should play any part in successfully growing an MSP business.
There are some powerful advocates of Pay Per Click like Mike Cooch, who sold Everon in 2010 and later founded an IT marketing firm that provided internet marketing services just for MSPs called Kutenda. He often credited Pay Per Click, in many of his interviews and speeches, as one of the primary marketing tools that enabled him to grow his MSP business into a national company.
Don’t Go ‘All In’
Success stories like the rapid growth of Everon can be as compelling as the attitude that if someone else can do it so can I start to overtake our emotions. However, for every amazing pay per click success story, I have heard from Hundreds of IT providers that have poured money into PPC and lost their shirts, figuratively speaking.
The truth is that Pay Per Click marketing is an art that takes years of practice and discipline to master and most MSPs simply don’t have the time. This means they either go off half cock into the PPC marketing game or try to pick a winner from the oodles of self-described Pay Per Click experts. No matter which marketing direction they choose both will most likely lead to the same dismal failure.
Are you a Copy-writing Expert?
The reason why most MSPs that try their hand at Pay Per Click marketing fail is because this IT marketing technique thrust the novice in to the vastly complex world of copy-writing. Writing successful copy is an art that requires an understanding of humans and their impulses at an intrinsic level. You will enter a world where people debate whether it’s proper to use the word FREE or not. In fact, there are thousands, if not millions, of ways to vary your sales copy, and these bewildering options can keep a neophyte up late at night.
Is Timing & Bidding Up Your Sleeve?
Unfortunately, just having to write successful copy isn’t the only perplexing challenge associated with Pay Per Click marketing. At the very heart of this game is developing a timing and bidding strategy which will ultimately determine when and how often the PPC add show up. Trying to conjure up a successful bidding and timing strategy is so complex that it is probably easier to decipher some ancient hieroglyphs from Egypt. However, what makes this concept even more costlier is that the learning process cost you in clicks! I am not even going to delve into the enigmatic puzzle of devising how to successful convert clicks into IT sales leads.
Getting What You Want Might Be a Problem
Of course, even if you’re able to navigate all these labyrinthine details and successfully start generating IT sales leads from your PPC campaign you will face another conundrum. This is what Brent Whitfield from DCG, an IT Support Provider in Los Angeles, called getting a cattle call from Pay Per Click Leads. This means that the prospect’s that respond to a PPC adds often contact you and all your competitors. This also indicates that these prospects are often just looking for the lowest price and will not materialize into ‘sticky’ customers if you even land the contract!
Is There Still a Role for PPC?
Many readers that are familiar with my blog might not be surprised to hear me talking despairingly about Pay Per Click marketing because we offer an organic IT marketing service. However, those same people might be shocked that I am not going completely throw PPC marketing under the bus. The truth is that while I don’t advocate going ‘all in’ to get rich with pay per click, I still believe that PPC should play a small role in a comprehensive internet marketing strategy.
Just what role should PPC play will be considered in my next article where I will delineate exactly what a comprehensive internet marketing strategy should look like by examining a typical Google search page. I will also expound more on what I mean by saying, just place a chip on PPC. Please stay on this channel to read my next article and get a glimpse of what I call the state-of-the-art SEO strategy for MSPs
About our Contributor
David Walter is the Marketing Director at MSP SEO Factory, a company providing IT marketing to businesses in the United States. Their expertise is creating managed services marketing ideas and turning them into original, optimized blog posts. Their process involves in-depth brainstorming, thorough editing, and effective promotion of fresh and unique articles for their MSP Business clients.
He has 16 years experience in marketing for the IT industry, as well as experience in direct MSP marketing, internet marketing, article writing. David speaks at trade shows, webinars and is a sales trainer for major IT companies. He is also a published author; his latest book is ‘Stratospheric Marketing Secrets’.