March 24, 2020
How MSPs Can Generate Leads
Ivan Mladenovic is a serial entrepreneur, and founder of Preemo, the IT Company that he started in his kitchen in 2009. Today, Preemo employs 15 full-time engineers and service staff, and provide IT Support and Technology Consulting to 100+ companies in Miami-Dade and Broward counties. In 2018, Preemo was honored to be part of the INC 5000, and was also recognized by the South Florida Business Journal and the Daily Business Review as one of the fastest growing companies in South Florida. Ivan is actively involved in the community, serving as a board member at the United Way, and the 200 Club of Greater Miami.
At Preemo, a leading Miami IT support company, we know how much digital marketing strategies can elevate your business and connect you with potential new clients. Read on to discover our 5 top tips to make your online presence work for you.
1. Build a Smart, High-Quality Website
When building a website for your business, your motto should be “build smarter not harder.” Your website is the heart of your business’ online presence, and just like a heart, there are basic functions it needs to perform, and perform well, in order for the rest of the body to be healthy. All the elements of your website, from design to analytics, should work in harmony to help you achieve your goals.
Let’s start at the beginning: your home page. Your home page is the first impression that visitors to your site (and potential clients) will have of your business, and first impressions matter. Data suggests that, on average, you have only about 8 seconds to capture a visitor’s attention. Though that may seem like a lot of pressure, but never fear. There are some great and simple ways to make your landing page appealing and effective.
First, consider the part of your home page visitors will see right away, without scrolling. We believe best practices here are a threefold structure: header, subheader, and a call to action. Your header phrase should be simple and include key words (like “IT Support”) that describe your business.
Beneath your header comes your subheader, which can be slightly longer and talk a bit more about what you do. 3-5 words is a good benchmark.
Under the subheader is perhaps the most important piece of the puzzle: the call to action. In marketing terms, a call to action is a phrase intended to provoke the reader to take a desired action. Something like “click here to get a free quote” works well to engage visitors and potential clients.
As your landing page continues and your visitors begin to scroll down, include indicators of quality and of you as a reputable company. This can take the form of listing any awards you’ve won, certifications, an “as seen in” section, or client testimonials.
We strongly advise against multiple images or a rotating set of images on your homepage, as they can be excessive and cluttered-looking. A single, impactful image works best.
For more general website-building tips, we recommend including your phone number on every page (the top right corner draws the eye) to make it as easy as possible for potential clients to contact you. We also recommend keeping your menu concise and ordering your pages from most to least importance. For example, your “services” page should come before your “about us” or blog section.
Our final tip for an engaging website is to invest in quality content for your website. Content is key: each page on your website should have unique, quality content that speaks to the purpose of the page. Visitors AND Google itself read websites. High-quality, readable content will boost your results from Google and help to convert visitors to your site into future clients. In our opinion, investing in your website’s content is a no-brainer, whether it means hiring a copywriter or a dedicated member of your staff to oversee content creation.
2. Traffic and Conversions
Now that you’ve got a quality website set up, it’s time to start tracking your metrics. The two main metrics we recommend tracking for digital marketing purposes are traffic and conversions. Let’s look at these two metrics in greater detail:
Traffic refers to the number of unique people who visit your website. We generate traffic through different channels, including people typing in your website address directly, search engine traffic, traffic driven from social media, and traffic coming from email marketing. We advise tracking not only the amount of traffic to your website, but also the different sources that drove the traffic there.
A great tool we recommend for tracking your website traffic is Google Analytics. Google Analytics is a completely free way to monitor your traffic and how visitors are reaching your site. Google Analytics also tells you which internal pages your visitors are viewing, how much time they spend there, and which links and pages they click on the most. You can then use this information as a guide to modify your site to most effectively draw in potential clients.
This brings us to our second metric: conversions. Conversion, in digital marketing, is the process of converting a visitor to your website into a lead, or, potential customer. Conversion happens in multiple ways. The most basic is a form fill, i.e. when someone visiting your website fills out a form prompting them to “get a free quote” or “contact us.”
Conversions can also occur over the phone, when someone interested in your services calls the number listed on your website. We recommend using a call-tracking software, such as CallRail, to record and keep track of these phone conversions. Recording phone calls is useful because it allows you to track whether the caller is a legitimate lead/customer, an existing client, or merely a salesperson/solicitation call.
However, by far the most important element in converting leads is your website itself. Your website itself must be highly convertible, meaning it has all the necessary elements to convert visitors into leads and customers. Ensure that all the forms on your website are high-quality and work to get the leads’ inquiries to you effectively. And, once again, quality, well-written content is your friend in converting website visitors into leads.
3. Paid Search Services
Another digital marketing strategy we find effective at Preemo is paid search marketing. Paid search marketing involves purchasing ads on search engines related to a specific set of terms, for example “IT Support Miami.” When people search those terms in a search engine like google, your ad will appear at the top of the page.
Paid search services typically operate via a “pay per click” model. This means that you (the advertiser) only pay for the ad space on the search engine when someone actually clicks on your ad. This makes paid search marketing more cost effective than other more traditional marketing methods. For example, if you buy a newspaper ad, you have to pay for it whether people actually engage with it or not.
We typically find that paid search marketing is effective: it can generate 1-3 qualified leads per week. Because it is so effective, we generally advise that an IT MSP company spend 2-3,000 dollars per month on pay to click services. This may seem expensive, but, in our experience, this type of marketing really pays off by generating quality leads for your business.
In addition to being lower cost than search engine ads, Facebook ads also use more aggressive targeting. In digital marketing, the word “targeting” refers to the process of directing ads towards people with specific traits desirable to the advertiser. These “traits” can be anything from geographic location, to job title, to purchase history. For example, if you run a business in Miami, Facebook can deliver your ad specifically to people in the Miami area.
The final piece of the paid search puzzle is retargeting. Retargeting simply means that you are serving your ads back to people who have already visited your website. This is done through a “pixel,” or a bit of code that is dropped into someone’s browser, marking that they have visited your site. You can then “retarget” your ads to them for a specific duration of time, for example, a week. Retargeted ads are extremely effective in generating quality leads.
4. Local/Organic SEO
SEO, or Search Engine Optimization, is a vital part of any effective digital marketing strategy. SEO strategies aim to harness the power of search engines like google to make sure that interested internet users can find your information online. Creating SEO content involves knowing what search engines “like” and catering your content and information to those particular “likes.”
Many of us are focused on providing services to businesses within a specific geographic area. It is extremely important to make sure that services like google maps are working in your favor. A great way to do this is to use a software tool like Yext, which manages information about your location across the internet. Because so many google searches are local (for example, a “near me” search) it is also in your best interest to make sure that your name, address, and location (NAP) are listed consistently and accurately everywhere.
Organic SEO is the process of generating traffic through effective SEO content, as opposed to through paid advertisements. Search engines “like” to see unique content on your website and that people “off-site” are linking back to your website. Some examples of Organic SEO content include a unique blog post on your own website or a review of your business elsewhere on the internet that links back to your site.
5. Email Marketing
Our last tip for generating leads through digital marketing is to use email marketing. The first step in email marketing is to build a high-quality, non-spammy email list. Build your list from people who have actually shown interest in your services, such as clients, event attendees, those who have downloaded resources from your site, or users who have signed up for your newsletter. A quality list like this will generate far more leads than a list of random individuals.
Next, it is important to make sure that your marketing emails have quality and value. They should not just be sent for the sake of sending; they should have actual content and useful information for the recipients. It is also a good idea to email existing clients directly about what is going on in your business.
Though it is an excellent idea to have a dedicated person within your organization to cover digital marketing, you do have other options. There are great MSP-specific digital marketing companies, like Proper and Co that can handle your digital marketing for you if you’d prefer to focus on other aspects of your business or do not have a dedicated marketing employee.
At Preemo, we believe that digital marketing is a marathon and not a sprint. It requires time, effort, and dedicated resources. The internet is fast-paced and ever-changing, so we also urge you to evaluate your digital marketing successes on a weekly or monthly basis, rather than quarterly or biannually.
The world of business is moving increasingly online. Use the power of the internet to your advantage with these 5 digital marketing strategies.
About Preemo: Preemo is a Miami Managed Service Provider, which provides IT Support, Cybersecurity, and Cloud Hosting services to businesses in South Florida. We focus on three major areas in South Florida - Miami, Fort Lauderdale, and West Palm Beach, and we specialize in providing IT Services to law firms, medical offices, and accounting firms. Check out more tips and tricks on our MSP blog.