MSP marketing should have an integral quality that facilitates staying power in the long term. With PPC (pay per click), you’re going to have a pumpkin problem. Remember Cinderella: her fairy godmother gave her glass slippers and made a carriage out of a pumpkin. But at midnight, that carriage turned into a pumpkin again and lost its value. Well, that’s a lot like PPC advertising.
It works like this: Google puts an ad up on popular sites where it is likely to be seen and you only pay when that ad is clicked on. For a while, and while you pay, it tends to do some statistical good for your business. But the moment you stop paying, the ad is gone, just like midnight and the pumpkin. At the stroke of “no more payment,” your PPC campaign turns into an orange Halloween squash and is no more. That’s why it makes sense to consider marketing solutions which return continuous ROI and represent a better investment.
In terms of ROI, there are very seldom going to be any cases where a targeted marketing campaign full of rich content does not outperform a PPC campaign. One reason for that is staying power. PPC doesn’t have the staying power that an MSP marketing using content aimed at a business’s target demographic does.
There are many reasons for this— and don’t totally dismiss PPC just yet. Here’s the thing: with online marketing, your goal is to establish something online which has some level of permanence. With the internet, you’re able to get more bang for your marketing buck than ever before, precisely because data does remain online perpetually, and can always be searched. So, you want to write “evergreen” material, that is: content which focuses on some core, fundamental, absolute truism related to the products or services you’re selling. If you do this, people are always going to be led to your site, because they’re always going to be searching for certain aspects of your business which are fundamental to it.
For example, binary code is fundamental to computational technology. An article about programming which includes this reality will get a statistical number of viewers simply because they searched for “binary code” in a search bar for one reason or another. This is a shallow example, but you begin to see the picture.
Now, where PPC can come in handy is as a catalyst, as it were, to help your business gain momentum. The ideal way to go about this is to start a PPC campaign in conjunction with a traditional marketing campaign incorporating written content as well as visual content, if you can swing it. You maintain the PPC campaign until you reach a certain level, then cut it off and let your marketing engine “switch gears” to the content-model, which is kind of like a “cruise control” on your forward-moving marketing machine.
Of course, this is only true provided you structure content correctly. This is best done through a content agency who understands the market, and how to best design writing so that it properly appeals to a target demographic, and so that it is properly visible via search engine. To that end, several qualities are often encouraged by professionals marketing for MSPs:
• Proper length
• Correct keywords
• Proper size of sentences
• Long-tail keywords (keyword phrases)
• Quid-pro-quo arrangements
Basically, your content needs to be the best length, it’s got to be relevant, and you want keywords that are short as well as long-tailed depending on content. Sentences shouldn’t be too long, and should be written at around a level of education which matches your target demographic. Go more or less in-depth depending on this.
Pictures and video are great, and you want to ensure that whatever you’ve written gets its proper place in a guest post. Also, you want to re-post relevant evergreen material wherever and whenever possible— maximize that content. Finally, be open to work with other similar agencies regarding marketing. Let them post on your blog so you can post on theirs, etc.
An MSP marketing campaign employing these kinds of strategies is likely to become more effective in the long run.