Grow Your Managed Service Provider through Content Strategy
- Romanthi Fernando
- Jan 18, 2023
- 5 min read
Updated: Jun 21, 2023
Content strategy plays an important role in the success of any business, and especially for managed service provider (MSP) companies that must stay up to date on the latest technologies to provide the best service. Having a content strategy in place not only helps to generate leads, but it also helps to build relationships and trust with potential customers. In this blog post, we’ll explore how to grow your MSP company through content strategy and how to use content strategy to convert leads.
Contents:
1. Content strategy hacks that can help to grow an MSP company:
• Develop buyer personas to better understand the target audience.
• Focus on topics that are relevant to the target audience.
• Utilize SEO and other digital marketing tactics to drive traffic.
• Optimize content for all devices.
• Invest in content promotion to reach more people.
• Leverage social media to increase visibility.
• Test different types of content to see what works best.
8 KPIs needed by a Managed Service provider who is serious about content strategy
1. Organic Traffic:
This KPI measures the number of visitors to a website from unpaid search engine results.
In order to measure organic traffic, you can use Google Analytics to track the number of visits to your website from organic search results. You can also track the number of clicks on the organic search results that lead to your website. Additionally, you can track the keywords used to find your website through organic search, as well as the number of pages viewed from organic search results.
Here are a few destinations on Google Analytics to track organic traffic:
a. Traffic from Social Media:
Monitoring traffic from social media is important if you are growing organic traffic. Now, there is more than one way to monitor this.
b. Google Analytics
On Google Analytics, you can easily view this chart on the Acquisition tab, Traffic sources. If you want further breakdown of the Organic social traffic, unlike in Universal GA, your might have to manually configure it in 'filters' in GA4.
the next important report you need to monitor if you are gorwing your site traffic manually is the pages report. IT's an extremely fun report to keep tab on, because if you have included a conversion goal, you can find out which pages result in a conversion and promote those pages more often. If the table give you higher CTR but no conversions, you might have to re-write the blog and refresh it with more keywords and lead magnets.
c. Wordpress or Wix
Basically most of the hosting site provides you with basic data as well.
d. Similar Web
Free tool, to analyse your traffic sources and your competitor's pretty accurately. It may not be as descriptive and elaborative as Google Analytics.
2. Lead Generation:
This KPI measures the number of leads generated through content efforts.
Where can you measure for leads on your website
Events
You need to manually configure what event is important for your website. This really depends on your objective. If you are looking for awareness and brand building, you should be looking at a 'Page View' event.
But if your objective is conversion, it could be more specific such as 'goal value' or abandon cart'
For Google Ad campaigns, you can set up conversion tracking for website, app, calls or any imported source. You can find out how many conversions were recorded for each goal. To capture data, conversion tracking should be set up.
3. Conversion Rate:
This KPI measures the percentage of visitors who become customers.
Your conversion tracking is based on objectives. If you are running an ecommerce site for laptops, your CVR would be how many added to cart over how many clicked on the product page. Again, how many checked out over how many added to cart.
In the below screenshot of a Google Ads campaign, not how the CVR (blue line) stays lower than the conversions (red line). This is extracted from a 2 week window on a Performance max campaign with a 97% optimization score.
For a content site, your conversion can be segmented to each service landing page with at CTA of schedule a call or learn more. That way, you can find out which pages are more appealing to a user group. And if the CVR on those pages are further lower than expected, the message may not be clear, for which you could easily re-write the content and use a descriptive video explaining the concept.
4. Time on Page:
This KPI measures how long visitors spend on a page, indicating the level of engagement with the content.
5. Social Shares:
This KPI measures the number of times a piece of content is shared on social media. Important if you are running referral campaigns.
6. Referral Traffic:
This KPI measures the number of visitors to a website that were referred from another website.
Types of referral traffic
1. Referral Source Tracking Tools:
This tool can track referral traffic with a website link. It can show the sources of your website visitors, such as organic search, direct visits, email campaigns, and social media. It can also provide detailed information on each source, including the number of visits, time spent on the website, and which pages were visited.
10 referral source tracking tools:
1. ReferralCandy: www.referralcandy.com
2. ReferralSaasquatch: www.referralsaasquatch.com
3. Ambassador: www.getambassador.com
4. Referral Hero: https://referralhero.com
5. Referral Rock: https://referralrock.com
6. Friendbuy: www.friendbuy.com
7. Extole: www.extole.com
8. Growave: www.growave.io
9. Impact: https://impact.com
10. Heyo: www.heyo.com
2. Link Tracking Tool:
This tool can track how many times a specific link is clicked. It can also provide data on the source of the link, such as organic search, direct visits, email campaigns, and social media. Additionally, it can track where the visitors went after clicking the link, such as which pages were visited, how long the visitor stayed on the page, and which links were clicked.
5 Link tracking tools
1. Bitly:
Bitly is a popular link tracking tool that helps brands track the performance of their links. It provides click-through rate, unique clickers, and other analytics to help brands measure the success of their campaigns.
Google Analytics is a free web analytics tool that helps track the performance of links on your website. It provides detailed information such as pageviews, sessions, and conversions to help you understand how users are interacting with your website.
3. LinkTrackr:
LinkTrackr is a link tracking solution that allows you to track the performance of your links across multiple channels. It provides detailed reports and analytics to help you understand the effectiveness of your campaigns.
4. ClickMeter:
ClickMeter is a link tracking tool that helps you measure the performance of your links and campaigns. It provides real-time analytics, heatmaps, and A/B testing to help you optimize your campaigns for maximum ROI.
5. Linkly:
Linkly is a link tracking tool that helps you measure the performance of your links across multiple platforms. It provides detailed insights and analytics to help you optimize your campaigns and maximize your ROI.
3. Referral Analytics Tool:
This tool can track the performance of referral campaigns, such as the number of visits, conversions, and revenue generated. It can also provide detailed information on each source of referral traffic, including organic search, direct visits, email campaigns, and social media. Additionally, it can provide data on the pages that were visited and how long visitors stayed on them.
8 Referral Analytics tools
1. Google Analytics: https://analytics.google.com
2. ReferralCandy: www.referralcandy.com
3. Qualaroo: www.qualaroo.com
4. Amplitude: https://amplitude.com
5. Mixpanel: https://mixpanel.com
6. Referral Saasquatch: www.referralsaasquatch.com
7. Heap: https://heap.io
8. KISSmetrics: www.kissmetrics.com
7. Return Visitors:
This KPI measures the number of visitors who return to a website after visiting it once. Important metric to identify the success of retargeting campaigns.
8. Cost Per Lead:
Cost per lead measures the cost of acquiring new leads through content marketing efforts.
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