How to Track MSP Performance to Boost Marketing ROI

Businesses relying on managed service providers (MSPs) stand to benefit greatly from implementing KPIs and introducing review best practices. Learn to track MSP performance and get the most out of marketing strategies.

The number of companies who offload their marketing and other functions to MSPs is growing in the post-pandemic digital economy. While a reliable vendor brings a lot of proven benefits to your table, their performance can often be hard to gauge. Moreover, the ever-growing complexity of tools and strategies also makes it challenging to determine which metrics you should focus on during the review process.

Reach shared business objectives with your MSP

The effectiveness of an MSP often takes weeks or even months to get specific numbers on. For example, let’s say they handle your content marketing. Expert writing that positions you as an industry thought leader might sound like something you can easily get numbers on. The content is published, leads consume it and conversions become your main KPI to track from there.

However, as businesses transition to the flywheel marketing model, attributing exactly which piece of content or which touch point your leads came from becomes trickier. This is why companies are moving from business goals they have no control over, such as «convert X leads, generate Y revenue» to controllable systems of routines for MSP performance, such as:

  • Receive X pieces of content a week in a specific niche/keyword cluster.
  • Release a quality press release every X weeks to generate backlinks.
  • Publish content on chosen social media platforms daily/weekly.
  • Produce email campaigns on an agreed-upon frequency.

From there, it’s easy to isolate KPIs for the effectiveness of an MSP in your marketing. Specifically:

  • Date & quality metrics, such as the regularity of delivery and standards matching your style guide.
  • Consumption metrics, such as recurring readers for blogs, social, or email campaigns.
  • SEO metrics, such as ranking on agreed keyword clusters.
  • Engagement metrics, such as social media follows, sign-ups, and requests for interviews for PR.

All of these KPIs should be based on your specific business goals and expectations. Discussing them with your MSP prior to implementation should give both parties objective standards to strive for.

Factors that help guarantee the effectiveness of an MSP

Marketing MSP performance relies on having service-level agreements (SLAs) in place. So, if your vendor doesn’t offer specific standards of service, it’s a big red flag. Furthermore, having established rules in a relationship can spell the difference between forming a successful partnership and being kept in the dark. Here are things to look out for:

  • Direct communication lines – The availability of customer support or account manager.
  • Practices for resolving disputes – Metrics to use as a guide or rules pre-set in place.
  • Standards of delivery – What you should and shouldn’t expect from your deliverables.
  • Liabilities – What happens if the MSP fails to deliver on time or doesn’t pass the agreed-upon standards.

Fundamentally, all of the above are in place for when a potential issue arises. Everyone’s happy immediately after signing the agreement, but consistency is key in partnerships. The question to ask here is: What happens when one of the parties isn’t 100% on board?

Much like a good friendship, the effectiveness of an MSP is often tested in a bind. Above all, they should help resolve problems and have standards in place for guiding you through questions or disagreements.

The key quality in top MSP performance

Everyone loves an employee who cares about the business. They offer solutions, help improve best practices, and volunteer to solve problems you often didn’t even know you had. The same idea can be applied to the effectiveness of an MSP. The key quality to look out for is how proactive they are. That is to say, a marketing MSP should be your ally first and foremost.

Determine whether they:

  • Hold strategic meetings regularly to help achieve your business goals.
  • Scale and improve their solutions to meet your needs.
  • Suggest useful tools and practices to implement in your business.
  • Adopt technologies and new services to better your relationship.

There are always more questions to ask and items to consider, so we suggest creating a list of key priorities for your MSP performance. Finding out that they try hard to reach goals is a good indicator that the vendor is in your court. However, even if the answer to a few of your questions and considerations is no, a proactive MSP will take it as a sign to start a negotiation and improve your relationship going forward.

To summarize, in order to review MSP performance, you need shared business objectives, a clear understanding of the intended level of service, and a proactive approach to the partnership. After that, course corrections will be a piece of cake, giving you a solid trajectory to mutual growth.

Considering whether your business needs a marketing MSP?

Tempesta Media has been in the content marketing space since 2011, and we created a platform to help you reliably assemble a team of expert writers in your industry. In addition, we offer a marketing managed service solution on the highest level – our team has enough experience to serve businesses in a wide variety of industries.

Find out more about marketing in 2021 and beyond, or contact us directly to discuss your case.

Why Business Services Need Managed Services Marketing

Managed services marketing providers can help business service vendors achieve cost savings and access the latest marketing innovations and technologies.

Many business service vendors are familiar with managed service providers (MSPs). For years, they have used them to meet IT needs. But MSPs can be useful for core business functions that go beyond just technology. That’s why so many business services companies are exploring the benefits of managed services marketing.

ROI and cost savings

It doesn’t matter how big or small your business services company is or how many years you have been open. All companies run their operations with the goal of achieving the best ROI for the money they spend.

The largest expense on the balance sheet of most organizations is labor. It can account for as much as 70% of total business costs when you factor in salaries, benefits, taxes, and other expenses. Companies that want to achieve better ROI and cut down on labor costs must find ways to limit the number of full- and part-time hires on their payroll.

Most business services companies only ever consider two rather limited options:

  • Hire more internal employees and build an in-house marketing team. But as marketing expands to encompass more specialized skills, it gets harder to keep costs down and still get the experience you need.
  • Hire a marketing agency. Most traditional marketing and advertising agencies charge high fees and you lose some control. They may also only have a limited understanding of what you do as a business services provider. This makes it hard to target the right audiences with the right messaging.

Managed services marketing is a middle ground. These services can augment your existing marketing team. You won’t need to hire an expensive agency or more employees. The end result is a better ROI for your limited marketing budget and better marketing services.

Access to newer technologies

Marketing MSPs can also help your company access the latest technologies in digital and content marketing. As a business services company, you have to be able to leverage the latest technology and innovations to both keep up with competitors and appeal to the changing needs of your customers (who are also adapting to new tech).

Fortunately, MSPs have invested in tools for creating and publishing exceptional content. This gives you more precise targeting in marketing and advertising efforts. With the right managed services marketing providers, business services get access to:

  • Robust content management and reliable production of new materials.
  • Optimization for targeted B2B customer profiles with unique takes on each.
  • Marketing project management tools and related CRM integrations.
  • Accurate B2B reports and data analysis on all campaign segments.

It would be costly for business services to invest in marketing technologies that aren’t part of their core business. Managed services marketing still allows you to take advantage of the latest technological trends. Moreover, it helps you save on set-up and ongoing costs.

Expertise in marketing

Finally, marketing MSPs give business services companies access to a larger pool of expertise. There are more than 10 different specialty areas of marketing today. If you plan to do all your marketing internally, you will need to hire in some or all of these areas in order to target all of your customers’ preferred platforms and unique needs:

And these are just the broad areas to cover — within digital marketing or content marketing, there are dozens of subspecialties. Hiring a marketing generalist doesn’t help with in-depth experience and specialized skill sets. It’s harder to run your campaigns without the right talent and skills.

A managed services marketing partner can connect you with talented professionals experienced in the business services industry. You won’t need to hire more internal marketing staff. Successful MSPs work in conjunction with existing marketing team members to supplement the work you’re already doing. This allows your team to focus on strategic initiatives that help your business grow.

The bottom line for business services marketing

Whether you’re a small business services provider with no marketing team or you have a team that could use some help, MSPs provide you with the expertise and technology to build effective marketing campaigns. Plus, it can save you money and offer a better return on investment than hiring additional employees.

Find out more about Tempesta Media’s MSP solutions and how much of a difference they can make for your business services company. And download our 100 mistakes e-book to discover common pitfalls companies can make in their programs so you can set yours on the best path forward.

Google Algorithm Update 2021- How to Optimize Healthcare Content

9 MIN. READ

For companies in the healthcare industry that use a content marketing strategy, it’s essential to consider the Google algorithm update 2021. Google is at it again and optimizing ranking based on a new set of criteria.

What criteria might you ask? It’s all based on how the user interacts with your content and their overall experience. Healthcare companies should be well aware of optimizing content marketing for a better page experience for patients.

Learn more about preparing your organization for the Google algorithm update 2021 and ways to optimize your healthcare content for the best results.

Main components of the Google algorithm update 2021

When it comes to optimizing healthcare content for your website, the primary metric to consider for Google’s update is page experience.

Page experience will significantly impact rankings, which includes determining how easily a user can interact with your page. Google will take into account five key metrics:

  • Core Web Vitals (loading, interactivity, and visual stability).
  • Mobile-friendliness.
  • Safebrowsing.
  • HTTPS.
  • Intrusive guidelines.

These metrics can affect everything from bounce rate to page security. In an industry that relies so much on trustworthiness and expertise, healthcare organizations must have strategies that address these components.

How healthcare industries can prepare themselves for the Google algorithm update

You should consider each and every user who visits your webpage and the experience that you’re giving them. Thus, you need to consider your content, the components of your content, and the content’s metrics to create a great experience.

Ensure that you have a blogging strategy in place that highlights quality. After all, that will always be a priority for optimizing content for the healthcare industry. You want to show your patients the services you offer so that they want to learn more. Selling aside, quality educational content that covers everything from technological advances to common disease symptoms also encourages patient engagement and trust.

As you strengthen your content to prepare for the Google algorithm update 2021, you’ll get a head start on the competition as well. While others are scrambling to make adjustments after the rollout, you will be ahead of the game, reaching more potential patients and focusing on providing quality care.

Consider the overall page experience and metrics

There are several different metrics to consider when creating content for each page of your website. To ensure you’re optimizing your page experience as much as possible, make sure you’re using these tools and strategies for your content marketing plan.

1. Core Web Vitals

Core Web Vitals are the series of metrics focusing on site speed. When loading your home page and various pillar pages, observe how quickly you can access the information.

If it takes quite some time to load a page, it’s time to consider an alternate strategy. Luckily, you can use Google tools to determine your progress when it comes to measuring these metrics. Some tools you can use are:

  • Search Console report for Core Web Vitals.
  • PageSpeed Insights.
  • Google Lighthouse.

Think about your target audience. When patients search online, they are always looking for answers – possible treatment options, explanations for symptoms, information on insurance, facility contact information, and more. They want solutions, so if their first encounter with your home page is a delay, it will set the tone for their overall experience.

2. Mobile-friendliness

Another crucial factor about page experience is mobile-friendliness. With over 52% of global online traffic coming from mobile devices, you can rest assured that patients are viewing your website on their mobile. Especially in this age of medicine, ensuring mobility without sacrificing quality is critical in offering patients what they need.

You’ll want to optimize each page for a mobile experience and make sure the content is formatted correctly for different mobile devices. A select few individuals don’t use an iPhone, so make sure they can view everything just as well. In addition to the typical considerations like speed and responsiveness, optimize for:

  • Skimmability/readability (think larger font sizes, white space, etc.).
  • Ease of use (make journeys and common traffic areas easily visible and clickable).
  • Brand consistency (don’t forget to include brand colors and style for a seamless experience).

3. Safe browsing

With so much corruption in the digital world, it makes sense that Google would consider any website intending to spam or mislead your users. Simply put, if your patients don’t feel safe accessing your website, they won’t use it. Thus, you need to make sure it’s a safe place for them to browse. Use outside hyperlinks, make sure portal pages are secure and address your communication protocol with HTTPS.

In the healthcare arena, protecting patient data is extremely important. You should never risk having sensitive physical/mental information on your patients getting out. Practices that lose patient info can suffer high fines or other legal consequences.

4. HTTPS

Does your website start with HTTPS://? If not, it doesn’t have a Secure Sockets Layers (SSL) certificate that scrambles sensitive information so hackers cannot intercept it.

With HIPAA privacy laws and other regulations, it is vital to keep information safe and secure. Otherwise, you may face hefty fines, legal issues, and, perhaps worst of all, patient distrust. To effectively optimize your page experience for the Google algorithm update 2021, remember sites without an SSL get flagged.

5. Intrusive guidelines

When including pop-ups on your website, it’s important to note that gathering patient information has legal consequences. Healthcare businesses should be particularly cautious about this component when it comes to the page experience for patients.

So, think twice about collecting a user’s information. Make sure you have compliance, meet all regulations, and that your patient’s information is safe and secure.

Publish quality content that educates your audience

In today’s society, in a post-COVID-19 era, it’s important to keep quality at the forefront of your content marketing process. When creating your plan for your facility, you need:

  • A beneficial purpose.
  • E-A-T, or expertise, authoritativeness, and trustworthiness.
  • Y-M-Y-L, or your money or your life.

Beneficial purpose

When creating your healthcare content, are you sure it is helping your users? Each page should have a clear purpose.

Your patients must be able to easily navigate and learn more about the idea behind the page, whether it be about the services you provide or the scope of your medical background.

E-A-T

To prepare for the Google algorithm update 2021, the content on each page should highlight:

  • Your expertise in the healthcare industry and your specific field of medicine.
  • Your voice and content as authoritative, positioning your company as a thought leader in your industry.
  • The trustworthiness of your content and honesty about what your company provides.

Y-M-Y-L

Your content should always influence readers in some way. In an industry like healthcare, where the patient’s health, happiness, and financial situation are all affected, your content should always strive to address one of those areas to provide the most value.

Y-M-Y-L stands for Your Money or Your Life, and when creating content, you should always address this issue. Ask yourself, “How is my content affecting my patient’s life?” If your answer to that question is that it’s impacting your patients’ lives directly, then your content is doing its job.

SEO strategies for the Google algorithm update 2021

You’re looking to get the most out of your marketing efforts for your healthcare facility. To do so, you need to optimize for SEO and update your strategy so you can rank higher on search engine result pages (SERPs).

For a solid strategy, you need to consider several different ways to optimize your content for your patients. A few key areas to focus on are:

  • Medical-based keyword research.
  • Meta titles, headings, and descriptions for keywords.
  • Google My Business pages.

Medical-based keyword research

When implementing your SEO strategy to prepare for the Google algorithm update 2021, start with keyword research based on your medical niche. For example, let’s say you’re in regenerative medicine. Your research tells you that users search for phrases like “regenerative foot and ankle treatments.”

Use that phrase in the title of an article, subheaders, and the body of the content so Google will recognize that article as a possible solution to that patient’s query.

Meta titles, headings, and descriptions for keywords

You can effectively drive traffic to your website when optimizing meta titles and descriptions. The meta description appears on SERPs, so include a few sentences about the article (and your keyword) to entice users to click on your page. As mentioned above, using the keyword in your headers will also help you rank, showing search engines that the actual content pertains to the topic (and you didn’t just game the meta information for higher rankings).

Create and optimize your Google My Business page

One of the easiest ways to strategize your content marketing plan for SEO is to utilize Google My Business. It’s a free tool to promote your company and website on Google Search and Maps.

You can connect with your customers, post updates, and read reviews about patient experience in your facility. It’s essential to optimize your Google My Business page to appear at the top rankings for the medical-based keywords you’ve researched.

In summary

When it comes to your healthcare facility’s content marketing plan, it’s important to optimize for the Google algorithm update 2021 if you want to prepare and keep an edge on the competition. In an industry that requires expertise, trust and quick answers, fixing up your page experience will increase your patient engagement levels, lead to stronger relationships and more leads.

Solution for optimizing content for healthcare companies

If you’re looking for a solution for optimizing your content marketing strategy, Tempesta Media has a managed services solution for your healthcare facility.

With Tempesta Media, you can optimize your content for Google while also leveraging social and influencer marketing to drive better results at less cost. When you implement a plan that considers the Google algorithm update 2021 and optimizing page experience and SEO, you’ll get the most out of your website and content marketing efforts.

As you prepare for the update, there are other areas to consider to set your content marketing program up for success. Read our latest e-book on 100 mistakes companies make in implementing their programs to learn other ways to improve yours.

Digital Marketing for Financial Services That Drives Revenue at a Lower Cost

Effective digital marketing for financial services capture the attention of potential customers and translate to higher conversions and better customer outreach.

Financial services are something that everyone will need at some point in their lives. Brands must reach consumers that need their services at the right time in their discovery to increase chances of success.

You might be worried about the cost of launching a major marketing campaign. Luckily, even without a big budget, you can reach your target audience. These tips can help you guide people through the buyer journey and towards a sale.

Automate your digital marketing for financial services

Automated marketing provides many benefits to financial service companies, including:

  • Improving the productivity of an internal marketing team.
  • Expediting tasks that your team used to do manually and can now be done with algorithms and AI.
  • Cutting costs for your overall marketing.
  • Increasing access to talent with the costs of hiring internally.

Automated marketing solutions through a managed services provider (MSP) offers access to a team of talented professionals. This reduces the need for more internal marketing team members, thus eliminating the added costs of hiring, salaries, and benefits. These costs can easily top $4,000 for recruiting and onboarding per person.

If you already have an internal team, you can still take advantage of MSP cost savings and expertise. Outsourcing some or all of your marketing allows you to focus on things you do well. It also gives you access to people with a deep knowledge of digital marketing, SEO, and social media.

Create incentives to share

Word-of-mouth marketing (WOMM) is one of the most valuable tools in digital marketing for financial services, as the industry is built on trust and reliability. Today, WOMM includes digital strategies that encourage people to share information with close friends and family through social media or by leaving positive reviews online.

Trusted associates, family members, and friends are the primary sources of referrals for financial decisions, thus making WOMM crucial to marketing success. Two simple things you can do to improve WOMM include:

  • Offering incentives for referrals. For example, send a unique discount code to someone who refers a friend when their friend signs up or makes a purchase.
  • Encouraging online reviews. More than 9 out of 10 (93%) consumers use the internet to find local businesses, products, and services. Only 48% would consider using a business that had a rating lower than 4 stars. Trust is one of the most important factors in a financial services relationship. Online reviews can build trust with consumers.

Use social media to your advantage

A Putnam study found that 74% of financial advisors who used social media were able to build relationships and onboard new clients. That was during a global pandemic when traditional face-to-face connections were not possible, but the method was still effective. Those that saw the most success used social media as a tool to educate and build trust, and financial services companies in a post-pandemic era can continue using these tactics to create stronger relationships with more people.

To get the most out of social media marketing solutions, you need:

  • A clear strategy for your social media channels.
  • A content calendar for what and when you will post.
  • Content creators who can generate blogs, social posts, and other strategic content.
  • Consistency in how, when, and what you post.
  • A detailed review (reporting and analytics) to improve your strategy.

The most effective platforms for financial services are LinkedIn, Facebook, and Twitter. Some companies don’t have team members internally who can handle this, or they don’t have the right skills. A managed services content marketing provider can help.

Remain relevant with SEO

Search engine optimization (SEO) is another critical piece of the puzzle. Instant access to unlimited financial information online is changing the customer journey. Online search has changed the way consumers find financial service providers.

A Yext survey found that 82% of customers use search engines to ask detailed questions about financial advisors. They look for everything from expertise and years of experience to reviews. Most searches today are grouped around specific intent on the part of the consumer who wants to:

  • Know something.
  • Go somewhere.
  • Do something.
  • Buy something.

The right SEO marketing solutions can help you stand out in a crowded industry. Being at the top of search results can translate to new customers. It can also bring in qualified leads and more revenue.

Leverage influencer marketing

Nowadays every business niche has prominent voices on the internet. In the world of financial services, this could be anyone from a CEO of a Fortune 500 fintech company to a small-time blogger who writes about credits and insurance benefits. These people gathered online followings and created a whole new wave of advertising partnerships – influencer marketing. It’s already on track to be a $15 billion industry by 2022, almost doubling the number from 2019.

Influencer marketing starts with connecting with the right person in your specific financial niche so they can present your product to their audience. Because the influencer rose in popularity due to their expertise, trustworthiness, and personality, this marketing tactic is a great way for you to make those crucial connections with leads that paint you as a reliable partner they can trust with their finance needs.

Here’s what goes into effective influencer marketing strategies:

  • Match with the right audience/influencer combination. You might find the perfect person to represent your lending platform, but if their audience consists of people in the wrong geography or age group, access to their attention wouldn’t translate into a successful campaign.
  • Keep it simple. After finding that perfect match, make their job easy. Offer access to ready marketing materials, affiliate links, and a unique offer for their referrals. At the same time though, allow the influencer some creative freedom to ensure their personality dominates the post. You want to rely on the influencer’s relationship with their followers and not turn the post into a typical sales-heavy advertisement.
  • Develop relationships. Great influencers can turn into brand ambassadors – people who can promote your financial company to fellow entrepreneurs. Unlike traditional sales teams, they work on long-term partnerships and create word-of-mouth marketing, widely increasing your credibility.

Over time, you can create a robust network of influencers who bring paying customers directly to your website.

Learn more: 100 things to avoid in your marketing

Today’s digital marketing solutions offer low-cost options to reach customers. They allow you to automate your work, incentivize customers to recommend your business, and use social media, influencer, and SEO marketing. However, you need a good understanding of how to use these tools to your advantage. A managed services content provider like Tempesta Media can help build a strategic plan and fulfill your content needs.
But these aren’t the only tools to utilize. Download our e-book to see some of the most common mistakes companies make in their content marketing efforts so you can get the edge you need in the financial services world.
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