It is to the credit of your MSP business if operations effectively utilize online marketing. Owing to algorithms and technological advancement, it is to be expected that tech companies will be naturally skilled in attaining results through online marketing strategies. The thing is, the “goalposts” of marketing are always moving–what worked last year may not work this year. Sometimes strategy optimization along developing innovations is necessary, sometimes more effectively using existing resources is the key.
What Are Competitors Up To?
A tactic many businesses fail to explore involves the analysis of similar competing businesses to determine where their marketing is superior to theirs, and why. From there, you simply appropriate that which matches your MSP’s needs and objectives. The following three points go into this process in more detail:
- The Process Of Co-Opting Competitive Analysis
- Keyword Gaps: Knowing What They Are, And Filling The Void
- Strategically Applying Intel You’ve Gathered
1. The Process of Co-Opting Competitive Analysis
Initially, your MSP needs to analyze what competitors are doing and why. Are they making video posts? Are they using Pay Per Click (PPC) campaigns? Are they using SEO in a way that you’re not? Are they steadily increasing their local market share through whatever marketing they’ve deemed effective?
Analyzing what they’re doing, and how, will help you find useful answers to these questions. You can then co-opt that information into your own marketing campaign. However, you may need tools like BrightEdge for keyword gap analysis.
2. Keyword Gaps: Knowing What They Are, and Filling the Void
Now what are keyword gaps, and how are they relevant? Well, when your MSP business puts together an SEO outreach campaign, some of the words you use are going to resonate with visibility expansion, some aren’t.
However, you may find competitors finding success with those keywords. Why are your competitors ranking with keywords that you’re using, but aren’t seeing results for? That’s where you need to fill the keyword “gaps”.
3. Strategically Applying Intel You’ve Gathered
Once you’ve performed competitive analysis and determined where you’re under-performing competitors in areas like keywords, it’s time to apply that knowledge. This is a step in and of itself, because you don’t want to utterly reinvent your marketing strategy all at once. Generally, the process is a sort of “phasing”.
Unproductive streams of outreach need to be excised, those which aren’t properly managed need to be optimized. You might want to take it one thing at a time. However, best practices differ per MSP. Find consultation from SEO experts specializing in serving MSPs if you’re not quite sure.
4. Making More Effective Use of SEO Resources
Your MSP business needs to strategically apply competitive analysis revealing things like keyword gaps in existing marketing tactics. Lastly, keep careful track of the changes you make to assure they’re for the better. When you see success in these upgrades, focus future outreach in those areas.