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Cut Through the Noise: How to Stand Out in the MSP with Content Marketing

Summary

In this episode of Start Grow Manage, co-hosts Jeff Loehr and Joe Rojas delve into the pivotal role of content creation for MSP Marketing. They then emphasize the significance of relevant content in sales and marketing, with Joe highlighting its impact on nurturing leads and closing sales.

They are then joined by guest, Devin Rose who adds depth to the conversation with his expertise in marketing for MSPs, focusing on the challenges posed by ransomware and the importance of industry-specific content.

So, if you are interested in marketing for your MSP with content that really matters and not simply make “noise”, then you should tune into this episode of the Start Grow Manage podcast.

Featuring

Devin Rose, Vice President Operations of eBridge Marketing Solutions [LinkedIn]

Devin Rose works with B2B technology companies to identify their marketing priorities and achieve their marketing objectives.

He’s worked with hundreds of B2B tech companies like MSPs, web hosts, data centers, SaaS providers, and IT security providers, both big and small companies.

He’s a numbers guy who takes a strategic and analytical approach to digital marketing.

What is the problem you solve, and for whom?

We help MSPs, IaaS, and hosting companies grow through digital marketing.

How do you help MSPs

Full range of digital marketing services

Your Company Website/URL

What you are promoting:

A complimentary SEO audit of an MSP website. We’ll analyze an MSP website and share the strengths and weaknesses of its SEO. This audit will help improve the MSP’s online presence, to attract more visitors, and to increase revenue.


​Transcript

SGM Ep 036 – Devin

Jeff Loehr: All right, Joe, how’s it going?

Joe Rojas: Going good, man.

Jeff Loehr: You’ve got a trip scheduled for this afternoon.

Joe Rojas: Yeah, yeah, I’ll be heading out.

Jeff Loehr: That’s exciting. Are you leaving from Austin?

Joe Rojas: I am, I’m leaving from Austin, heading back home.

Jeff Loehr: Did you know that Austin has the highest incidence of near misses in the U. S. by a huge margin?

Joe Rojas: I did not know that. Thanks. I really needed to know that.

Jeff Loehr: It is a very dangerous airport. Because, I don’t know, for whatever reason, planes keep almost crashing into each other. Something to do with the design. So, good luck, man.

Joe Rojas: What I like is that they don’t have the highest thing of incidents. They have the highest thing of mere incidents, which is better than the highest thing of incidents, right?

Jeff Loehr: Until the mere incidents become hits, my friend, right?

Joe Rojas: Well, I just have to now go Google to see “Who has the highest number of actual incidents versus near misses?”

Jeff Loehr: Well, it’s been a long time since there’s been a crash at an airport.

So, wow, Austin apparently is top of the list. So I’m rooting for you, man I hope you make it back and look forward. What would be interesting is to know what the incident rate is at LaGuardia, because I’m sure it’s not zero.

MSP Marketing Tip Content is King

Jeff Loehr: So on what we really want to talk about today is content, and there’s this idea that content somehow has something to do with the internet, blogs, and now we’ve got content marketing and, and all these things, which I think is great fun, but there’s this misnomer that that is the origin of content, that content is news.

Joe Rojas: Content is news.

Jeff Loehr: Yeah, content is news. Suddenly, I need content, and that’s what’s changed now that anybody can put content out there. It used to be a lot harder to get content out there, but you’ve always needed content for your sales and marketing.

Joe Rojas: Look back in 2004 when I had my office. I managed to get my hands on all brochures from like the 60s and 70s from IBM all that stuff. And I had it framed and it was like, yeah,

Jeff Loehr: You go to a sales meeting, and you are going to have to bring content.

And one of the books I found that I’ve had on my shelf for a long time is on strategy by the Boston Consulting Group (BCG). One of the founders of BCG is Bruce Henderson. He used to write these long-winded newsletters and conversations. You see, one of the things that he has here is the four quadrants with the dogs and the stars, and he develops all that here.

I mean, this is decades ago, guys. I’m not even sure when he wrote this, but this is decades ago that he’s writing this. This is well before we’re putting things on the internet. He’s coming up with these strategic models. And you have to write them down.

And it’s that content that drives the conversation. You don’t always have to write it down. It doesn’t have to be in a book, right? But people have always had to have something to say. So, so this is not new. And if you don’t know what your content is, you’re going to really struggle to sell.

Joe Rojas: The other thing that I see a lot now is irrelevant. Relevant content, right? So, you could firehose the crap out of somebody with content that’s not relevant to them, and you’re still not going to sell.

Jeff Loehr: So, I think this is the thing that actually has changed because I think there was a time when you could just do. Any old stuff. Well, there wasn’t a way to firehose. You couldn’t afford a firehose. The channels to market were so expensive. There was no way for you to get that content out there. But now the channels are cheap.

So there’s plenty of content, lots of content. And, and the question is…

How do MSPs stand out

Jeff Loehr: How do you stand out? And you don’t stand out by being bland and boring and having the same thing as everybody else and being irrelevant and being generic.

You must stand out with stuff that is relevant to the reader. And it’s that relevance that continues to increase. And I honestly think this is going to be one of the biggest changes with AI. I’m not worried about AI generating content because it’s generally not that good.

So I kind of suspect human beings are going to be doing the creating and the development for quite a while. but the AI is going to help cut through the crap. And so you’re going to have to be a lot more intelligent in terms of getting the right content in front of the right audience. So, I think that’s important.

And then, the other thing that’s crucial, one of your, favorite sayings, is the money is in the follow up?

Joe Rojas: The fortune is in the follow up. The fortune is in the follow up. Of course, the alliteration.

Jeff Loehr: How could I miss that?

The fortune’s in the follow up, right? And follow up, again, requires content, that nurturing, content. We tend to think that it’s going out and asking people for the sale, for the sale, for the sale, for the sale. that’s it. But you, you want to nurture them, keep them around, let them know what you’re doing.

I mean, that’s a lot of what was going on here was nurturing the consultants as much as anybody to keep them engaged. That’s so interesting. If you go to anybody and you start selling to anybody, so there’s sort of 3% of the market that’s ready to buy, you know, right now.

And that’s an estimation. I can’t remember exactly where that came from, but there are a lot of these estimates, and it comes from that 2% to 3%, which I think is high. I think somebody’s actually making these statistics look better than they are. But then there’s the other side of it, which just means.

There’s probably 30% that are never going to buy, your ideal target market problem aware. They know they need it. 3% are going to buy. Now 30% are never going to buy. So, the difference is right, 67% if you don’t follow up with some of that nurture content. If you don’t follow up with that content, then you are ignoring 67 percent of your potential sales.

Joe Rojas: And that’s it. And as somebody who’s been selling for over three decades, I can’t tell you how many times it’s happened that I’ve sent somebody a tool, I’ve sent somebody, something interesting that they’re interested in, some, something, some article, some tool, some card, a book, right?

And that’s the thing that gets them to call me back and leads to a closed sale. Right? Because it’s relevant to them. And when they get it, they’re like, oh, Joe, thanks for this thing. Oh, great. Let’s chat. Where are you? Where are you with this, you know, with this problem that I solved for you?

And they’re like, oh, well, now that we’re talking, this is where I am. And then that is the conversation. So, it’s that nurture that, that you, you want access to the fortune. You have to follow up with relevant content that makes a difference in what they are up to in their life. And in their business,

Jeff Loehr: Which, you know, brings us back to the dating analogy where people say that sales is like dating.

1 of the things that we keep saying is it’s like dating. It is dating. So, I mean, it’s the same thing. there’s actually no difference. How do you get to know somebody in a dating relationship? It’s like content. You talk to each other. You have conversations over dinner.

Same thing in business. The challenge is we tend to take all that. We want to automate it and put money into marketing. Look, that’s a different conversation. the automation of it, but content is something that you are going to really must understand in order to make. To make your business work

Joe Rojas: Well, one of the things that I like that you say all the time is to figure out what it’s first, and then you can automate it.

Jeff Loehr: Because we have a passion for automating stuff that we don’t even know what it is. Because you can’t automate a process if you don’t know what the process is because you’re just going to get garbage out of it.

And one of the things that we find is, people are spending so much money on marketing on getting that content out there. and, I always say, you know, you shouldn’t be marketing. If your MSP is less than 2 million, and that’s any business at the end of the day, like marketing in the sense of spending money on bringing in leads, I think there’s an exception to that.

And I think the exception to that is SEO and creating content that search engines can find for you. I want to get results right away. So don’t write an article today and then get a result tomorrow. but I do find the SEO has a couple of benefits and that is when you’re writing content and you start to get feedback as to the relevance of that content, then Google is going to give you that feedback, you know?

So, you start to get feedback as to the relevance and see who else is talking about these topics and that gives you some insight that right away. But it also helps establish you as a thought leader, as somebody with ideas, and even though you might not get a lot of traffic today, you will eventually get traffic if you keep developing that SEO program, if you keep putting content on your website, eventually that becomes an engine, and then something you’ve got to start very early.

So, I think grabbing content, making sure that it’s relevant to your customer, putting it on your, website. And then just looking to see how relevant that is and what Google’s doing with that content. Even if you’re not getting a lot of responses from it at first, it’s going to help you understand what’s relevant, what’s not relevant, and what you’re up against.

That’s kind of my exception to the no-marketing rule. That’s not really what people think of when you go to marketing, really. Yeah.

Joe Rojas: It’s really because what you said that’s really important about that is that it’s a long game, right? SEO is really about building your reputation such that you are known for that thing.

You’re known for that thing, and how you get known for that thing is that drip of content that you’re always putting out there that always reinforces who you are.

Jeff Loehr: Which reaches back to, like, that’s how the Boston Strategy Group made themselves famous. Content, content, content, you know, that’s how McKinsey does it, content, content, content.

If you want to change the world, if you want to make yourself known, you do it through content.

Introduction to Devin Rose

So we have a nice conversation lined up today with Devin Rose. He focuses on marketing for MSPs, data centers, vendors, and others in the tech space. And while I say don’t spend money on marketing, I do think that Devin has a very measured approach.

He really understands that thing around not wasting money. He’s got this beautiful graphic that we’ll put a link to and that we talk about in the conversation around where to spend your money. And at the beginning, he’s just talking about content creation. And then once you’ve got that solid, then you can go into advertising and, and growing and doing other things, but really starting with content creation.

So I love that approach. and I think he’s got some really good ideas around how to market your MSP, how marketing for MSPs works. And, really he’s had a lot of success, marketing all of these, types of businesses, especially. IT Service Providers, where he’s worked with hundreds, hundreds of them over, ten years, and one of the things that he talks about is, is that there’s usually some pretty good ways to, some fundamental things that people are doing wrong, that you can fix pretty quickly in, in order to make your life better.

Your website works better for you, your marketing works better for you, and your content works better for you. So, let’s go have a conversation with Devin. How does that sound?

Joe Rojas: Let’s do it. Alrighty.

Devin Joins the Podcast

Jeff Loehr: Hey, Devin, Welcome to the Start Grow Manage podcast. It is a pleasure to meet you.

We talked to Hartland a while back and we talked then about how to not sell your company for 14,000, which was Joe’s experience selling his first MSP. You didn’t sell; you got, you sold it for more, but you had debt.

Joe Rojas: I sold it for a lot more, but after I paid all the debt. I ended up accumulating 14k.

Jeff Loehr: That’s a nice dinner in New York City. So anyway, we started talking about marketing and some of the issues of marketing cause that’s key to actually creating a scalable, sellable, MSP. And that quickly led to the conversation with you, Devin. So, we’ve been looking forward to having this conversation, and learning a little bit about how you market, and what is key, for MSPs.

Devin Rose: Yeah, thanks, Jeff. I’m really excited to be on today. I really enjoy the podcast and, I’m glad I could hop on for an episode here.

Jeff Loehr: Nice. So what’s, so, uh, how’s it going in your world?

Devin Rose: Good. we’re very busy. it’s an interesting time for MSPs. There’s a lot of change in the world with how MSPs need to represent themselves.

There’s more competition than ever. all the, changing industry factors are keeping us busy and keeping us on our toes.

What do you see changing for MSPs in terms of marketing

Jeff Loehr: So, what do you see changing there?

Devin Rose: So I think one of the biggest things that we’re seeing is there’s. Obviously, it’s a story that’s been a few years in the making here, at least, but just the increasing role of ransomware and how that is such a big factor for MSPs.

It’s not really our space; you even hear that on the insurance side of things, right? It’s becoming harder and harder. to get cybersecurity insurance is more costly, so that is a big factor for MSPs, and seeing consolidation and kind of the smaller MSPs is kind of struggling to keep up.

Another interesting thing with ransomware from the marketing perspective is that it’s a tricky one because, on one hand, Ransomware is an emotionally compelling thing, right? It’s MSPs sometimes struggle to put a foot forward that is super compelling, and ransomware is that because you can tell the story of a business that has gone under because of a ransomware event.

But on the other side of it is. You don’t want to lean too much into the fear-mongering with your marketing. So, it’s hard to strike that balance. so that’s one thing that we’re seeing is how to position the company on the ransomware side of things.

How do MSPs stand out in their marketing

Jeff Loehr: Cool. So what do you think is essential for those MSPs who want to stand out so they’re in this ransomware, cybersecurity disaster the world is coming to an end, but everybody is, right? So how do you separate one from another?

Devin Rose: I think it’s industry specific, to an extent as well. You know, I was listening to some of the earlier pods that you guys have done and you’ve, you fit on this notion of having an avatar.

And so I think that is a really interesting point and, to have a target decision maker in mind and have a target industry in mind.

I mean, let’s say if you’re in an industry where compliance is a big part of it, like leaning into that, and when you’re talking about ransomware and like how meeting the compliance requirements will help to mitigate a lot of the ransomware issues, but maybe if you’re more a general small business trying to get across to the client, what’s the cost of the downtime, and also what’s the impact to your brand, because, like these events can be pretty catastrophic for the clients of MSPs. And, that’s when you’re going to start getting things like bad Google reviews.

It’s going to hurt your ability to generate referrals and the strength of your word-of-mouth marketing, which is obviously such a big factor for MSPs. So yeah, I think it depends a little bit on the industry and the persona you’re trying to reach.

And just make sure that your security posture is coming across with your marketing. and make sure your website is touching on how you would approach a ransomware event and how you go about mitigating them as well.

Jeff Loehr: Yeah. it was interesting. you talk about the industry-specific part of it.

I was having a conversation this morning. with someone, you know, is focusing MSP, bringing in the idea of, cybersecurity. It’s got a great solution around integrating and protecting endpoints for medical clinics. And it is interesting when, the point that you make is, when you go out and you say, hey, ransomware is bad, everybody goes, yeah, yeah, yeah.

But when you can say to somebody, we keep your patient information secure so that your patient information doesn’t get out there, so that people don’t find out about your patient. That’s more personal, right? Now it’s not just about ransomware out there in, in the middle of something. It’s really about their patients at this point, and like you say, their brand, and what people are going to say about them, and even how they can get not just cybersecurity insurance, but also be able to charge insurance companies for their work in that case, right?

Devin Rose: Yeah, and the impact on the brand, I think, isn’t thought about enough here, because almost every single MSP I talk to, their leads are coming from word of mouth and referrals, but really what we’ve learned over the years is when you get a lead coming from a referral, they’re still going to Google you first before they reach out.

And the first thing that they’re going to see when they Google you is your Google reviews. If there’s a recent security incident in your Google reviews, that is really, like a catastrophic sort of thing. It could prevent this lead, which would otherwise be very strong, from reaching out.

If you look at the pros and the cons from the person searching you, from their perspective, like the pro is, okay, they’ve had this referral, which makes you come across as credible. But then the con of having a recent security incident with one of your clients and coming across that in a Google review would outweigh that pro.

Joe Rojas: So one of the things that you were talking about and what Jeff was talking about now, you got to get really focused in a niche. When you get really focused in an avatar, even if you have an incident, you’ve got a protocol for mitigating and managing that incident. And when you’ve got a protocol for mitigating and managing that incident, you might have a Google review that says, Hey, we had a breach. And this is what these guys did. These guys, they remediated, they saved our ass. They remediated the breach. The problem is that when you’re across a bunch of different verticals, and you have different compliance and different things that you have to deal with, everything is different.

And you’re small. It just makes it so hard, right? And I know that I’m the guy that’s always, Oh, you got to niche, you got to niche. But there’s a reason for that. It’s not about the marketing. Everybody thinks that it’s about marketing, but it’s not just about marketing.

Niching is key because, it’s easier to communicate when you’re communicating to that ideal person that has the problem that you solve. But it’s also about the delivery. Being able to have protocols to mitigate this kind of risk, which is only getting bigger and bigger every month that passes.

Jeff Loehr: I’d like to bring us back to the marketing, though.

Joe Rojas: What I was going to ask Devin, is like, how do MSPs focus that messaging and think about the whole cycle all the way through?

So, what are some of the things that MSPs need to do as they’re marketing toward this threat response? How do they think about it?

Jeff Loehr: Marketing, whatever they’re marketing, in terms of MSPs marketing, what do they need when you see them? Behind this question is we get a lot of MSPs who’ve spent tens of thousands of dollars on marketing and they get zero benefit from it, right? And I know that you’ve seen that as well, and I know that you don’t have that experience with most of your clients. And so, I’m curious, how you go about understanding them and helping them get out there and market themselves with, without these massive fees that lead to nothing.

Devin Rose: Sure. So, you know, one of the tricky things about MSP marketing is there isn’t one specific tactic that works and was going to get you leads in the door right away. It really is multiple factors contributing to a marketing mix.

The first one obviously is having a good website. And it doesn’t have to be the most beautiful website in the world.

It doesn’t have to be super fancy. But have things on there that like content, and elements of social proof. So testimonials and video testimonials are great because I know a lot of MSPs struggle to they don’t want to publish their client names because going back to the ransomware, if you have client names on your website, it could make them targets for ransomware.

But if you have a video testimonial and you anonymize it, it’s much more credible than a written testimonial that’s anonymized. that’s really a big factor. and the case studies as well are a big thing for social proof on your website. And that is where, again, with the ransomware, you can have a case study about how you mitigated the ransomware for a specific industry. That’s great content, and the nice thing about publishing case studies on your website too is you can   utilize them for email marketing.

I see a lot of MSPs who are one-and-done with leads. If they get a lead from their website or a trade show or whatever, they don’t really have any sort of process in for following up with them on a consistent basis.

And, the whole nurturing cycle for MSPs is so important because it’s really hard to get the client, unless there’s some sort of situation they find themselves in, where it is like a data breach or a security incident or whatever. So, the timing of actually reaching out to a new client is so important.

If you’re not nurturing them, then you’re just not going to be in front of them at the right time. So there’s long sales cycles with MSPs. So having that nurturing process in place too, is really important, but of course you don’t want to be, sending out emails that don’t have a lot of value.

So having good content with case studies and white papers and things like security checklists that you can send out. that goes a long way to maximizing the amount of value that you’re going to get from your leads, so you’re not just that one-and-done sort of an MSP.

Jeff Loehr: Yeah, I think that one-and-done thing is a huge issue.

We find that so often that the problem that people face in marketing is has less to do with getting that initial contact and has more to do with just not following up with people, right? And not having that nurturing and not going in the direction of so like long term engagement, I think we get stuck on advertising and “sexy things” instead of the fundamentals.

You’re having a conversation with people, have that conversation and have it over time. Don’t just have one and be done with it, right?

Joe Rojas: Yeah, I think one of the things that MSPs often forget is that you must build trust, right? You have to build trust with that client.

they have to get to know you a little bit, right? So when you’re looking at that, Devin,

What does good content for MSPs look like

Joe Rojas: What does good content look like? How do I engage that prospect over time? What does that look like?

Devin Rose: So, part of the challenge here, which goes into the challenge of creating good content too, is a lot of MSPs are putting out the same stuff.

It’s similar content about a similar set of services, and everybody these days, especially in IT services, gets overwhelmed with so many different marketing messages that it’s really difficult to stand out. and so going back to this idea of an avatar, have content that actually resonates with a particular industry and the challenges that they face.

It doesn’t have to be like earth-shattering stuff because it just has to be relevant to them, and it has to add value. It’s obviously okay when you’re doing email marketing and everything to be promotional. That’s the entire reason why we’re doing this.

We’re not doing this to make friends. We’re doing it to make money. But at the same time, I guess you want to have a call to action. Like most often it’s to ask for a phone call or something like that. but you also want to make sure that in that same promotional message, there is a value add and not to be scared of giving away a little bit of your secret sauce, a little bit of your approach, because realistically, your clients either don’t have the time or don’t have the expertise to implement what you’re talking about anyway. So, add the value and don’t be scared about that. and then, they like what they hear, and it speaks to their challenges in their particular industry and their particular job, then they’re going to reach out.

Jeff Loehr: Yeah.

People are so afraid of giving away the “secret sauce”, and it doesn’t matter how much you give away. People don’t have the time or the inclination to do it.

And especially from the IT front, because I promise you, for some reason, MSPs think that their customers are interested in IT, so they tend to talk a lot about IT and tech.

But what we’ve learned is that the entire reason they’re hiring you is because they don’t care about IT . So, stop talking about IT, start talking about what it means to your avatar and what your avatar needs.

I also found you’re on LinkedIn. You’ve got a pretty cool matrix with this. So the next thing that comes to mind is this idea of paid advertising and that comes up a lot. Like when do I do paid advertising? And, I found this matrix on your LinkedIn that’s actually interesting where you say, look, if you have low volume and low website engagement, then really focus on your content.

And it’s not until you have a lot of engagement that you even think about. advertising, right? If you cross that threshold and you’re getting lots of users, like you have it over a thousand users, then you go back and worry more about the user experience.

But at first, in that one quadrant, it’s just all about content, right?

Devin Rose: Yeah, exactly. Because the way I look at it is if you’re not converting the traffic that you’re getting organically already, then why would you pay money to send more traffic to your site? Because advertising for MSPs is expensive.

Google ads, for instance, and by the way, Google ads, I’m not, saying that it’s not a good tactic for a lot of MSPs. What’s nice thing about Google ads is you can reach people when they’re searching out when they actually have a problem. so, you have good, relevancy for the traffic, but it’s expensive, especially if you live in a major metropolitan area.

You could be paying $20-25 or more per click to your website. Unless you’re converting that traffic at a good click, there’s just no way that you’re going to have an ROI on that. There are a couple exceptions, but for the most part, you don’t want to be spending that money on sending people to your site unless it’s already converting organically.

How do you get people to convert organically?

And how do you get people to convert organically? It’s the basics, it’s probably the things that the listeners have heard before. So, it’s have good quality content in your site where people are searching for relevant searches, they’re going to pop up, it’s having good conversion optimization on the site, make it easy to find your contact page and convert.

Have that social proof that we talked about earlier, so you can stand out and come across credibly to visit the site, credibly to people who visit the site. And all kind of the things that are standard, but so many MSPs are not doing that. And there are a couple exceptions for advertising though.

We always like to recommend that, MSPs bid on their own branded keywords. and it’s a little bit counterintuitive, but it’s because some people will think, why would I bid on my own branded keywords? Cause I’m probably popping up in Google as a number one result for those anyway. But there’s a couple of compelling reasons.

First of all, it’s to keep your competitors at bay. So, if your competitors are bidding on your own keyword, on your own like branded keywords, they’re going to show up before you on Google.

The other thing, too, is there’s research to show that it actually increases the conversion rate for people who are searching out your company, and it makes the MSP come across as more sophisticated, maybe making some come across as larger than they actually are when they have Google ads set up.

And it doesn’t tend to be a big spend because, let’s face it, most MSPs don’t have a ton of people searching for their brand name or their website. The other thing is just website retargeting. Google, these days they, don’t use cookies, but the idea is still the same where: they track somebody who visits your website, and then they can serve ads to them, as they go, to other websites in the Google network. That’s low-hanging fruit.

When people visit your website, you can assume they’re already somewhat familiar with your company, with your brand, and what you offer. So reengaging with them again is a good idea. But besides that, we don’t really recommend that most MSPs be bidding on things like Managed IT, Security Consulting, or IT Consulting, as those keywords are just too expensive for there to be an ROI.

What does good conversion optimization look like?

Joe Rojas: What does good conversion optimization look like? If you really look at it, what does it look like?

Devin Rose: It’s having forms on your website that are easy to fill out. It’s having a call to action on the inner pages of your site that leads to your contact form or has a contact form right on those pages at the bottom.

It’s not like earth-shattering things, but there are so many MSPs that make it too difficult to reach out.

Joe Rojas: I don’t get that, like no phone number, no forms, no nothing, so what do you have to say to those guys?

Jeff Loehr: My favorite is the guys are like, we’re your local MSP, and then they don’t have their address on the website, so you don’t know local to where.

Devin Rose: The other thing, too, is having search terms on your website that don’t have a great deal of search volume but are highly relevant is also a good idea.

And because that traffic converts is a really high clip. Obviously, a lot of MSPs target themselves geographically, but having a page on your website that also references not only geographic terms, but an industry term too, we’re based in Vancouver, so if we were an MSP in Vancouver, maybe we have a page on our site specifically for, let’s say, law firms in Vancouver, or dentists in Vancouver, and then, so anytime someone searches for, IT services for dental offices in Vancouver, You’re going to pop up number one, and that might not be a lot of people, but that lead who reaches out is going to be so high quality.

So, another way to increase the conversion rate is just to make sure that you’re smart with your SEO in specific.

Joe Rojas: It sounds like you’re talking the customer journey itself. And I see a lot of MSPs with a lot of websites with a lot of forms.

Sometimes they got 10 forms, they got a form on every page, they got a form on every blog post, but there’s no journey. So all the content is different, is disparate, and is plain. So, I think that there’s two aspects to it, right? You have to think about the journey itself. How do you get the person to want to fill out the form?

And you have to have the form. If you don’t have those two things, then you’re in trouble.

Devin Rose: Also remember the part of the customer journey which is about following up on that lead quickly. That’s another thing I see MSPs struggle with quite often, and other IT service providers might not respond for two or three days to a lead coming in.

You can probably assume if they reached out to you, they probably reached out to a couple of other MSPs as well in their area. they’re doing the due diligence; they’re finding multiple options, right? You might have already lost out on that lead because they’ve been inclined to go with somebody else they’ve already spoken to.

So responding quickly is really crucial.

Jeff Loehr: Responding quickly to those leads and we also find quick response throughout the process to be so key because it’s that response to a lead and then the response to a proposal and MSPs, and not just MSPs really, lots of companies have a tendency to just put things off and I’m busy so it takes a long time and then it doesn’t get done and that can be a real issue.

And I think you said something that’s really important. A little bit earlier as well, you talked about, hey, you may only be ranking for dentists in Vancouver. One of the things that we find is everybody’s looking for; where can I find 10,000 people to talk to when really they only need a couple of dozen to get to that critical mass to build your MSP.

So there are probably plenty of dentists, accountants, lawyers, street vendors, I don’t know, whatever industry you want in Vancouver for you to build a business around them and you can take it anywhere else.

But I wanted to end with the last thing, you’ve got a really cool SEO audit on your website, so we’ll put a link to that SEO audit. That’s how people get started with you, right?

Devin Rose: Yeah, it’s an offering that we have out there. If there’s any listeners who want to get the lay of the land for how their website is in terms of technical SEO, and if there’s any hindrances that might prevent Google from showing your website up in relevant searches, we can look at that and, also look at your backlink profile and see how you’re stacking up and there as well.

I would be happy to go through that with anybody who would like to see how their website is stacking up with SEO currently.

Jeff Loehr: I think when we talk about SEO, people talk about the fact that it takes time and it’s hard, and it’s like fundamentals instead of going out and getting an ad and somebody coming and me getting a customer tomorrow.

But I think that’s the reality of it. It takes a little bit of time. It’s back to that content. You have to have good content. If you have good content, you set it up technically well. You should be able to rank for some of these things, and you should be able to stand out. You should be able to get some traffic and some conversions, and it’ll take a little while, but once you have that and it’s solid, back to your two by two matrix, once you have something there, that core, then you can drive ads, then you can expand it, then you can go into other directions, but you really have to have that core.

So I actually think that your SEO Audit is a brilliant place to start. I think anybody listening to this should take you up on that and really understand where their SEO is. I think there’s more opportunity in SEO than people appreciate. and I think that’s a valuable offer. So, if you’re marketing in the MSP market, you’re wondering where the customers are, how you can enhance that journey, and how you can attract them more effectively, then go check this SEO audit.

I’m sure he’ll give you some great advice and a good path forward. and on that, Devin, it’s been a pleasure.

Any advice for MSPs

Jeff Loehr: Anything, any parting words of advice for, for MSPs and what they should be doing? Any thoughts to anybody out there struggling with marketing who’s hearing this now and you think, ah, I wish they just knew that one thing.

Devin Rose: I would say the biggest thing is there’s no silver bullet of MSP marketing. It really is about doing a bunch of things well, and then you’ll start seeing a cumulative effect where if you’re doing all the little things, it will start adding up into good lead generation. You’ll start converting those leads.

It does take a little bit of time to build it up, but if you have a good website, good SEO, good referrals, good social proof, doesn’t have to be the best in the world, but just be solid in all those aspects and you’ll start to see results.

Jeff Loehr: Yeah, I think that sounds great. and from some of the websites that we see out there, it really doesn’t take all that much.

It’s just getting the fundamentals right. Go check out the free SEO audit, and have a chat with Devin. And like I said, it’s been a real pleasure having you here. Thanks for joining us. Joe, any last words?

Joe Rojas: Remember that You Are Loved. See y’all soon.

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