Category: Digital Marketing Blog

Suitable Keyword Match Types For Your Google Ads Campaign

Posted on by Anastasiia Lavrinenko

Exact match keywords are an efficient brand advertising strategy.

Google is a unique platform where you can offer your products. According to recent Google Search Statistics, Google processes over 8.5 billion product searches per day. In addition, Google has a very relevant advertising service: Google Ads. Users pay for advertising that appears in the search results. 

The focus of Google Ads is keywords. As the name suggests, keywords refer to terms and phrases people enter into a search engine when looking for specific information. So selecting keywords is crucial for your business to grow through advertising. What makes keywords so valuable is that they tell search engines about your website’s page content. 

Google Adwords

Get started with Google Ads

To start using Google Ads, you need to select a relevant list of keywords. This list generally consists of words people would likely use when searching for the product. You bid on those keywords by choosing the amount of money you are willing to pay for that ad click. What determines the ad position on the SERP is the quality Google assigns to ads, combined with that bid. 

To begin using Google Ads, follow these steps: 

  1. Define a goal by heading to the Google Ads homepage.
  2. Select keywords list.
  3. Choose your target audience.
  4. Decide on the billing.

Some of the benefits that the Google Ads service provides is that you can target your ads. This allows you to get to people with specific interests, so you can show them ads they are interested in. Another benefit is that you can control your costs and decide on the billing according to your budget. You can also measure success and manage your business campaigns. 

That is why it is so important to choose the right type of keyword when you create your ad. Each type of keyword has its own benefits and drawbacks. You should find out more about them to create a successful campaign.

In this blog, we will see what exact match, broad match, and phrase match keywords are, their differences, and how to use them effectively for content marketing success. 

Types of keyword matches

Exact match keywords

Exact match is a Google keyword type of match. When a searcher types a word exactly as the word or phrase you are bidding on, your ad will be shown. As the name implies, the terms you are entering are the exact terms that the searcher is looking for when they’re on Google. Exact match keywords, when used correctly, can have a dramatically positive impact on your paid marketing program. 

For instance, if your search term is “gold bar prices,” and you have that term as an exact match term, your advertisement will only appear if a searcher types in that exact phrase into the search box. If they make any change to it, like, even though they may be similar, as a result, your ad won’t appear.

The benefits of targeting your message using exact match keywords are: 

  • Higher click rate and high click-through rate.

Your ad will be very tight on point and have a much higher click rate, which is very important because it directly affects your quality score. In addition, when you advertise on relevant queries, you are attracting the highest number of people to your offering, achieving a high click-through rate.

  • Lower costs and better ad positions. 

Your quality score, that Google assigns, is going to be high since an exact match lowers the search term-to-keyword ratio. Higher quality scores mean lower costs and better ad positions. 

  • Lower cost per click.

Your cost per click is going to be optimized and potentially lower, as you bid for that exact keyword. This match type lowers the amount of traffic your ad produces significantly, which works great for your budget. An exact match produces such extremely targeted traffic that has the highest chance of converting. A reason for this is that users are looking for the exact term related to the product you’re offering.

You might want to start bidding on exact match keywords if your advertising budget is tight. Using exact match keywords can give you a better revenue on your ad budget. 

However, there are also some downsides to going with exact match keywords. The first downside is that you’re going to have fewer opportunities to be able to serve and add up to your potential audience. Other disadvantages are the low volume and that you’re going to need to have different ads. 

Sometimes, there may be a mismatch between the message and what the search was searching for, which could hurt you and require more work. The compromise solution to that is using dynamic ad units, which Google rolled out a while ago, that can potentially help solve that problem for you.   

Keywords improve SEO

Phrase match keywords 

As the name implies, phrase match ensures that you can include a particular phrase in the query. So, let’s say the searcher was doing a question to find the best job posting services in Illinois. That’s the query that the user entered. So, if you set up a phrase match of “job posting service,“ then any search query that includes the exact phrase of job posting service will fire your advertisement. 

The advantages of using phrase match are that: 

  • You get tighter targeting.
  • You exclude a lot of what you would perceive to be garbage queries.

But at the same time, you don’t limit your search volume as much as you would under mapped exact match phrases. So, many times, phrase match can be a happy medium for SEO success. 

For phrase match to be successful, you need to overlay – terms on the ad group for on at the pain level to ensure that the other portions of the query that the user enters don’t go against your objectives. So a phrase match is meant to be the happy medium between an exact match and a broad match.

Broad match keywords

This match type is called broad because it matches your ad with a wide variety of other keyword searches that are similar to yours, which helps you reach a wider audience. An example would be the term “job.“ If that were set to broad match, Google would serve up any queries, including variance of job.

The problem with broad match is that you have your ads served on too many garbage search queries. So what ends up happening is that you spend a lot of money on targeted traffic, and your message will not be on target. On the contrary, you may show up on specific keyword phrases, which harm your brand. 

A positive aspect of a broad match is that it’s an excellent opportunity to get a large number of impressions on your advertisement in a brief period. In addition, broad match phrases sometimes will come in at a much lower cost per click because of their general nature. 

The other benefit is that you can still apply geo-targeting or geographic targeting to the term, further narrowing down who you’re going after, and giving you more control.  

Tips in using exact, phrase, and broad match keywords

The best approach you can do is to use phrase match for most of your keywords with an extensive and well-built term list. 

For those areas that are highly competitive and expensive, where the conversion rate is of critical importance it’s better to use exact match phrases.  

Using broad match keyword phrases should never be applied within a pay-per-click program within Google AdWords. It’s a recipe for disaster.

It is essential to choose the right keyword match type during the PPC planning process. 

In summary

Google is an excellent platform where you can offer your products. And as Google focuses on keywords to show your ads, Google Ads is a perfect option to make your business grow. 

Deciding on which keyword type to choose when start creating your campaign design for the first time may be difficult. But the good thing is that after some period of testing, you will see what works and what doesn’t for you. Continue experimenting to get a mixture of keyword match types that are convenient for you. 

As a managed service provider, Tempesta Media can take over your paid campaign. Our experienced team can develop a new campaign for you or optimize existing one as a part of your overall digital marketing strategy. Visit our managed services page or contact us to learn more.

How to Win With a Strong B2B Content Marketing Strategy in 2022

Posted on by Kristan Manley

Powerful content equals powerful results.

Do you want to build your company’s brand, attract and retain customers, earn backlinks, and improve rankings? Then you are going to need great content. But creating content without a solid B2B content marketing strategy is a waste of time. To win in the B2B marketing space next year, you need tailored strategies and tactics that help your business succeed.

When businesses cannot effectively communicate with potential customers, it creates a pain point. When potential customers cannot find what they need, it also makes a pain point. Every successful B2B content marketing strategy targets and cures pain points by delivering results that your prospects and clients need. There are many ways of accomplishing this:

Answer all your audience’s questions

With B2B interactions, your focus is on informing the audience without them having to ask. Focusing on specific topics they will be interested in can help you quickly create high-quality, authoritative content.

Include testimonials and reviews of the service or product

Testimonials turn into perfect word-of-mouth promotion that is beneficial to being organic. Studies show that audiences respond much more favorably to testimonials than traditional advertising.

Leverage artificial intelligence

AI can utilize machine learning to help reduce the time it takes to create and optimize content. Where traditional methods used teams of marketers to edit and perfect content, AI makes it possible with 90% less need for human intervention.

Go beyond video and articles

Use more specialized content like white papers, case studies, and market analysis. These are highly effective in more technical industries such as chemicals, oil, and gas, aerospace, and electronics.

When you attack pain points with the above B2B content marketing strategies, winning the B2B space becomes much faster, easier, and more effective. But there’s more to consider beyond these four concepts. You have to take on the mindset of a managed content professional and change your workflow to reflect this.

meeting in office

Know who you’re talking to

Knowing your client’s needs can help you maintain a rapid pace when creating content. Learn all you can about your target audience so that the message is custom-tailored for their unique perspective. Research what content is most prevalent in those demographics. It’s not about what they need to hear but how they’ll listen to it. Use keywords that are relevant to the topic and SEO friendly. Ensure that the voice and presentation align with what they expect and are looking for.

Become an expert

Likewise, understand the business values and goals in-depth. Nothing is more deadly to B2B content marketing than incorrect information. If people cannot believe the information they are given, it will be tough to get them to trust the product or service. Remember, you often speak to a highly skilled audience in a given field and will immediately notice any inaccuracies. Therefore, you must be able to present your client’s business content as a trusted resource. It should be accurate, relevant, actionable, and realistic. It should also include a tactically placed Call To Action.

Establish yourself as an authority in the field

The easiest way to do this is to reference subject matter experts (SMEs) in the field of interest. A solid B2B content marketing strategy requires accurate information, so why not take advantage of the tens of thousands of hours of completed research? You can bolster your content with quotes, statistics, and properly cited media. This tactic adds authority to your voice by showing that the leaders in the field support and can back up what your content is saying.

Relevant SEO matters

A staggering 93% of your audience will not look past the first search page when looking for information. Your content will never be found if your SEO strategy is not up to par. Powerful SEO and content marketing work together to increase traffic, boost brand recognition and improve customer retention. Make sure you aren’t making common mistakes that negatively affect your search ranking.

content marketing tips

Distributing the content

Select delivery platforms that synchronize with your audience’s preferences. Placing the content type where it is most likely to be seen gets the highest return on your marketing spending. For example, around 80% of B2B leads come from Linkedin compared with just under 7% for Facebook. Therefore, using Linkedin, even with a smaller user base, will net a higher percentage of potential customers.

Track the costs

Knowing how much it costs to gain a customer is extremely important for growing a business. ROI is thus critical information that you’ll want to be familiar with daily. In one survey, while 80% of marketers measure performance somehow, only 43% track ROI consistently. Tracking this data point and other KPIs will give other companies a substantial economic and performance advantage.

Account-based marketing

Finally, you can use traditional funnels or opt for account-based marketing strategies when working with clients. This strategy treats each account as a single market, with personalized content and a solid personal relationship. Account-based marketing makes it easier to track ROI and offers higher revenue growth, and sales win rates. Usually, account-based marketing is used with larger businesses. However, it can be used in smaller firms with the right automation technologies.

Conclusion

While every B2B content marketing strategy listed here is beneficial, there is one that you should never forget: Above all else, realize that your audience is made of humans. Yes, you can quantify them as clicks, views, or read-throughs. You can also identify them as buyers, accounts, or brands. But all of those metrics represent an individual you are trying to reach. Humanize your content.

As a managed content professional, you shouldn’t just think outside the box. Forget that there is a box in the first place: brainstorm uncommon ideas and ways to translate them into engaging content. Tempesta Media offers advanced automation to help you create the content you need while giving you the creativity to leave the box behind.

Content Marketing Tips to Help Your Business Grow and Thrive

Posted on by Anastasiia Lavrinenko

Increasing conversion using proven tactics.

Now that you’re attracting prospects, it’s time to transform them into loyal customers. The field of content marketing may seem like it’s based on luck, but in reality, it is all about planning and consistency. We will show you some content marketing tips that can tilt the scales in your favor with repeatable strategies for content marketing success.

Speaking of referrals

Referrals make a big difference in conversion rates. Up to 65% of new business opportunities are due to referrals. In addition, a staggering 81% of all purchases are influenced by online posts from friends and family. Whether online or face-to-face, referrals are critical to any business’ growth.

  • Experiential referrals. These are often used when the product or service is vastly different from expected. If a customer purchases a product far better than they anticipated, this can generate an experiential referral. Of course, the opposite is also true where stories of a poor experience can spread like wildfire.
  • Consequential referrals. A byproduct of advertising occurs when traditional marketing spurs discussions and word of mouth about the product. These referrals boost the effectiveness of the advertising.
  • Intentional referrals. When an influencer is paid to extoll the virtues of a product or service, it is considered willful. This individual could be a social media personality up to a Hollywood celebrity. Intentions are one of the least common forms of referrals due to the uncertainty in reception by the audience and difficulty in measuring ROI.

tablet

Creative content is winning content

Your content should not only speak to your audience, but it should be something they want to share. Use catchy, benefit-oriented titles and headlines to draw them in. Make sure the content is entertaining and informative to keep them engaged. The goal is to get your audience to want to take action based on your content. That action could be something as simple as looking for more information. What you’re looking for are steps towards conversion that can be nurtured.

Get social with content

You can leverage social media to educate prospects about your company and product. While detailed blogs and articles are very effective conversion tools, visual media should not be ignored. Videos have a much higher reach in social media than articles, although often at the cost of detail. Interactive videos are another option, where proposals and demos can be pre-recorded and delivered to a prospect. Video proposals have demonstrated a 41% higher close rate than traditional methods.

Create industry-relevant thought leadership blogs

What better way of showing customers that you are an excellent source of information than with articles and blogs? Using a mixture of expert opinions and advice about prospects’ and customers’ pain points, your content can become a trusted resource for the industry. By using public data and customer experiences, you can write fantastic articles that help cement you as an industry leader. When prospects don’t have to wonder about your knowledge level, converting them becomes that much easier.

SEO

SEO savvy

One of the most commonly mentioned content marketing tips is to optimize SEO. But what does that mean? If you think just throwing a few keywords into an article counts as SEO, guess again. Nearly 100% of people do not look past the first page of a search. You are not being found if you aren’t on the first page. You need to understand the algorithms, write and post in a manner that boosts rankings and be ready to update in the event of search engine changes.

Automate

The future of managed content marketing is automation. SEO and many other marketing functions can be made more accessible through AI. Rather than have multiple people working on editing, optimizing and delivery, AI can do the same with a far smaller workforce. You can even have AI respond to prospects’ questions to vet those who are serious and help drive them towards a personal interaction.

Make your website friendly to mobile users

Today, more than half of web traffic comes from mobile users. Unlike a desktop or TV, a smartphone is almost always on our person, meaning you have much greater access to prospects. However, if your website is not adaptive, where it can optimize for either desktop or mobile displays, you’re at risk of losing prospects. If your website still uses frames and tiled backgrounds, it’s time to upgrade to a more flexible interface.

Take action

Adding a call to action (CTA) at the end of the content can often nudge a prospect or lead to a sale. However, CTAs do not have to be heavy-handed. A simple invitation to follow a link, visit a website or connect with someone is all that’s needed. If appropriate, a suggestion to make a purchase can also be utilized. Remember, everything in marketing is about building relationships, not forcing a sale too soon.

Don’t buy leads

You may come across services that offer leads for a specific price. While this may sound like a good idea, there are several reasons why this is not a winning strategy:

  • There is no guarantee the leads are fresh. The leads you bought could have been sold before. And if they have been sold, there’s a high probability that they have been converted already. Do you want to buy a lead that your competitors have scooped up?
  • It is costly. There is no way to validate the return on investment. The money you spend on buying stale leads could have been used to generate your fresh leads organically.
  • Quality is often low. Many of these leads are not validated and are essentially glorified cold calls. Some leads do not even have accurate contact information, wasting your time and money.

Instead of buying leads, work on building genuine relationships through content marketing. While it does take more time initially, the trust it builds helps not only with that lead but with referrals. Studies show that companies that work on growing warm leads spend 33% less and make 50% more sales than those who chase cold leads.

In summary

Converting prospects to leads and then to sales takes work. But with the right tactics, it is far from fruitless labor. In fact, by applying these content marketing tips and staying consistent, you will see your business thrive faster than you expected. Contact us today if you would like to accelerate your success with managed content marketing.

What Will Save a CMO’s Bacon in 2022?

Posted on by Michael Marchese

With CMO corporate tenures again declining, we wanted to squarely recognize the most significant digital marketing challenges you’re likely to face in 2022 and ideas on how to address them.

COVID, at least the version and associated environment we all faced in 2020, is coming to an end. States are vowing to remain open. Consumers are spending more than ever before, and businesses are ready to hit the ground running in 2022.

Against this backdrop, there are two elephants in the room that CEOs and CMOs need to acknowledge and address. Those two issues are price increases and staff shortages. 

Price increases

At Tempesta Media, we expect a bunch of different price increases. One is the cost of vendors and marketing programs. The other is accelerating costs of hiring and retaining staff. With the CPI already at 7.0%, we are bracing for double-digit increases in these areas.  

Despite your 2022 plans being locked in, your company needs to acknowledge that inflation is no longer transitory. If you don’t do this now, you’re going to be caught in an untenable situation later this summer: being forced to improve your marketing program’s performance while effectively facing budget cuts because of the harmful effects of inflation. In short, it’s a no-win situation for CMOs and ultimately impacts the viability of your overall company’s plans.

To get you ready to deal with reality, we’ve come up with four actionable steps that you can take now to insulate yourself and your company.

Automation and outsourcing 

Automation

Your entire c-suite, including your CEO, needs to embrace automation and outsourcing now. This is not some pie-in-the-sky aspiration. This is an immediate action item. 

Automation is getting implemented across all business sectors and industries. Since technology is advancing so rapidly, areas of your business that could not produce sufficient ROI may now be viable. So, CMOS, go back and reassess your marketing team’s responsibilities.  

At Tempesta Media, we underwent this exercise across marketing and the company. As a result, we uncovered many areas that were ripe for automation. As a result, since Q3 ’21, we’ve allocated dedicated engineering staff to do nothing but implement automation. Fast-forward to January ’21, and we already see results.

Here are a couple of specific steps that CMOs take to streamline their operations:

  1. Stop manual lead tracking. There is no reason why marketing departments should manually measure, route, and track leads. Use Zapier to get your different marketing campaigns to talk to each other.
  2. Use smart forms. Intelligent forms can handle multiple inquiries from one “contact us” form. There’s no need to send prospects to all kinds of different formats. Use one and make it bright.
  3. Use a social media management solution. Digital marketing platforms, like ours, intelligently connect your social media networks. Now, you can create, schedule, and track your social media posts from one dashboard. Bonus points if your solution is integrated with your content and influencer marketing programs.
  4. Integrate all your marketing data. This is more than implementing Google Analytics. Nearly all marketing programs and tools have open APIs. Stop maintaining your marketing data in different silos. The more silos you have, the more your staff’s time is eaten up generating reports. Even consolidating one or two data silos will take a lot of burden off of your team. 

team optimizing marketing program   

Outsourcing

Outsourcing is your next low-hanging cost-cutting fruit. Unfortunately, the 2022 digital marketing landscape is nowhere near the same as in 2002. There is simply no way that one person or even a small team can be deep experts across every part of the digital marketing ecosystem. It’s just too complex and requires significant subject matter expertise (SME).

Please stop trying to do it all in-house. Larger enterprises get this and are increasing their outsourcing of marketing SME functions. However, smaller businesses struggle to grasp this concept. So why does the barrier exist, to begin with?  

Once again, it goes back to the early 2000s, when digital marketing was much more straightforward. At that time, marketing generalists did not need to make such deep commitments to learning how to gain proficiency-level knowledge of the marketing tools and programs. Then, it would be hard to justify paying another company to do the work for you. The impression was that there wasn’t much additional value to be gained. 

Today, it’s an entirely different story. Take Google Analytics, for example. If you compare the solution suite of today to what existed even ten years ago, it’s night and day. Employees now need to spend months mastering every aspect of the program – Google Tag Manager, filters, target audience segmentation, attribution, conversion goals, etc. It’s a lot.

I’ve just covered Google Analytics. What about paid search, social media management, content marketing, email marketing, etc.? All of these have become incredibly complex, requiring actual expert knowledge.

At the same time, the cost for SMEs has jumped dramatically. As a result, it no longer makes sense to hire one or more SMEs as full-time salaried employees onto your team, especially when you only need a fraction of that person’s time to do the work required for your company.

For most SMBs over $2M in revenue and lower-middle market companies, building the capability in-house makes neither strategic nor financial sense. So instead, the solution is to outsource SME work and develop your team as a group of company experts, excellent marketing generalists, and superb project managers. Doing so will give you flexibility, cost savings, and, most importantly, better results.

Considering that outsourcing is way more cost-effective, especially combined with automation, it is a great way to handle the price increase of staff and marketing programs.

Here’s a real-life example

A company was considering whether or not to build a content marketing team in-house (writer, editor, content marketing manager, and designer) or outsource the function. Once they began modeling the numbers, it became a no-brainer that the operation should be outsourced and an internal generalist marketing project manager hired to manage the program. Here’s how the numbers worked out (note internal salaries are fully burdened):

marketing teams

The CMO initially attempted to justify the added headcount by claiming that these people would also support other initiatives outside of their content marketing program. However, concerned about the additional fixed cost overhead, the CEO brought in the CFO to provide further insight.

Once the CFO got involved, the CMO’s justification quickly melted away. The CFO found that the outsourced content marketing firm could take on a portion of those tasks for an additional $12,000 per year. Further, he found that nearly all the other extraneous marketing projects could be covered by hiring an outside contractor on retainer for $24,000 per year.

The net result:  The CEO got better output, with reduced costs and overhead. The CFO came out as the hero. The CMO…well, he “exited” the company 6 ½ months later. 

The bottom line

Anything not part of your company’s core competencies (this goes beyond the marketing function) is a candidate for automation, outsourcing, or both!

How Do You Know When to Outsource Content Writing?

Posted on by Anastasiia Lavrinenko

Knowing when to outsource content writing to a professional will help you bring your business visibility to the next level.

Unfortunately, creating content involves an overwhelming amount of work. This isn’t great news if you don’t have a strong content marketing program. Fortunately, you can outsource content writing and let the pros handle it.

The biggest perk to marketing your business online is the amount of money you can make from the traffic you receive. The resulting engagement will lead to more new customers and clients and help you retain existing ones. This is how your ROI grows online. Content gives you the greatest visibility for your brand and business. You want to create a vast amount of meaningful content to keep the flow of visitors high and constant.

But if you are the type of business owner or company who wants to focus solely on building your business and creating unique content, there is hope. You are one of the best candidates to outsource your content production to an agency that works with professional writers.

Outsourcing content writing allows you to focus on other aspects of running a successful company while still producing top-notch content.

If you’re wondering when you should outsource your content writing, keep reading.thinkingWho Should Have the Final Word in Approving Content in Your CompanyWho Should Have the Final Word in Approving Content in Your CompanyWho Should Have the Final Word in Approving Content in Your Company

When should you outsource content writing?

Consider outsourcing immediately if any of these apply to you:

  • Your business is making enough money to hire a professional content team.
  • You want to focus strictly on growing and improving your business.
  • You don’t have a team to dedicate to content marketing.
  • You don’t have time to develop, produce, edit, and publish content.
  • You want to scale your business and increase traffic.

Before hiring an agency, make sure they have the best writers available — regardless of location or experience level.

Top writers are usually in high demand. That means working with an agency that has a first-class writing team gives you access to superior writers to create content for your company — and you don’t even have to look for them.

Outsourcing content writing is less expensive than producing content in-house. When you don’t need to hire full-time employees to handle content production, you outsource only the amount of content that needs to be written and pay for that amount of work.

What to consider before you outsource

When choosing a partner, pick one who:

  • Is reliable and can meet deadlines.
  • Can create original blog posts and other written material representing your business and brand.
  • Knows your industry and can create content that attracts potential customers or clients.

Put your content writing in the hands of professionals

Our team at Tempesta Media has helped many businesses achieve their goals by leveraging our content marketing expertise and providing high-quality blog posts that are optimized for SEO.

Tempesta Media is a one-stop shop for all your content production needs. We serve customers in business services, financial services, healthcare, and more who have chosen to outsource content writing. Our 23,000 continuously vetted professional writers can give you a quick turnaround time on any project from start to finish! We offer results-oriented companies like yours the solutions they seek.

Contact us today to learn more about how we can help boost your visibility with content writing.

How to Understand the Importance of MSP Marketing Services

Posted on by Anastasiia Lavrinenko

Attract more customers with MSP marketing than an in-house team.

Managed service provider (MSP) marketing is on the rise, with expected growth reaching approximately $492.15 billion by 2027. According to Statista, projections suggest it could be a $356 billion market by 2025.

With the above in mind, you have only seven seconds to make a good impression and capture the attention of your prospects and clients. You should use standard MSP marketing services as well as creative solutions to make the best possible impression on your audience.

Your constant and ongoing goal is to use that good impression, along with trust and your compelling content, to inspire your audience to become your clients. Then you can rely on that relationship for referral generation to inspire new buyers.

It’s an ongoing role that continues to grow as you build your broadening network base, reinforce those relationships, and keep your long-term clients both now and in the future.

What is MSP marketing?

MSP marketing is about generating interest and leads for your business. You might already use some of the same marketing strategies that an MSP uses, but an MSP takes these to another level. In short, MSP marketing does the following:

  • Combines the best in email marketing, inbound marketing, and outbound marketing.
  • Allows you to take full advantage of social media sites.
  • Streamlines your marketing efforts to save you time and money.
  • Helps you develop and tell your story, which inspires greater trust and reinforces buy-in.

benefits of content marketing

Benefits of MSP marketing services

MSP marketing services allow you to develop comprehensive growth plans and then proceed through the steps predictably. There are so many great benefits of MSP marketing:

  • Content marketing. You can build a relationship with your clients via the content you create and distribute. You also build ongoing trust.
  • Email marketing. You can generate more leads via high-quality and consistent emails. It’s still one of the most appealing channels to many consumers.
  • Search engine optimization (SEO). You can target your ideal audience and use SEO to make your marketing campaigns more visible.
  • Social media marketing. You can generate new leads and build relationships with your clients and prospects.

A full-service marketing agency approaches your audience from all fronts so you can build a comprehensive and effective marketing campaign that reaches and converts them.

But it goes further. It continues to reinforce the buy-in of those leads and generate new clients from the wealth of data you gather from your inbound and outbound marketing efforts.

What about the cost?

Although many marketing methods can lead to some success, MSP marketing services are the best, most cost-effective method to generate leads and convert your prospects into clients. When you compare the cost of hiring an in-house marketing team with the cost of MSP marketing services, you’ll see that you can save time and money by outsourcing those essential tasks. While the in-house solution may offer more on-site availability, you’re faced with higher personnel costs, lack of support during sick or vacation times, lots of downtime, and generally lower levels of expertise.

With an MSP, you can determine your level of preferred service and scale with a broader skill set. You also have access to 24/7 support for your IT systems, so you should never experience downtime.

Besides showing you greater value with an MSP, your cost-benefit analysis will also show how you save money in nearly every aspect of your organization. Relying on a trusted team of experts means getting it right the first time, lowering the amount of time and money you waste. The result is that you not only beat the competition but also succeed and thrive no matter what challenges you face.

man typing

Where do you start with MSP marketing?

After considering the points above, maybe you like the idea of working with an MSP. But you won’t know what steps to take unless you first consider where you’re going, what you’re selling, and how you can tap into your new and developing network.

Once you’ve settled those questions, you’ll need to move forward by asking other essential questions that will allow you to better develop content and target your audiences. Here are some examples:

  • What are you selling? What is the product or service you’re offering?
  • What do potential clients want or need? Why do they come to you for your products or services?
  • Why are you better? How do you stand out in a competitive analysis? What makes you different?

These questions can help you take a thorough inventory of your value proposition. Then, a full-service marketing agency can help you develop a content marketing strategy that interacts with and responds to your clients’ needs and interests.

Which industries does MSP marketing serve?

Armed with a clear value proposition, you’ll want to find MSP marketing services that specialize in your field. MSP marketing spans a broad range of industry verticals, such as:

But MSP marketing is not a one-size-fits-all approach. That’s why it’s so important to find a full-service marketing agency offering custom solutions that will meet your needs, no matter what industry you work in. Your industry has its own specialized knowledge and its own audience, so you need consulting services and advice that will improve your chances of speaking to your target audience, then inspire them to move forward with you.

The takeaway

You can discover the spectacular results that MSP marketing can bring to your industry and your company, and they will inspire you to keep coming back for guaranteed outstanding services and support. You’ll never want to spend big dollars on in-house marketing when you have so much success with MSP marketing.

As a full-service marketing agency, Tempesta Media can help you launch, optimize, and scale your content marketing programs. Our MSP marketing services extend far beyond content production to provide the most comprehensive and reliable content marketing services available.

If your program isn’t performing or delivering the results you need, contact us. We offer several services and content marketing packages to fit your company’s needs.

5 Reasons Why You Need to Hire a B2B Content Marketing Agency to Create Successful Marketing Strategy

Posted on by Anastasiia Lavrinenko

To stay competitive, your business needs to keep up with the ever-changing field of digital marketing.

You know your business and you know your customers. You know marketing is essential to reach those customers and increase their number. But do you know how to optimize your marketing efforts? Business-to-business marketing can seem straightforward, until you do it. B2B marketing differs from B2C in more ways than just audience. The decision-makers may be the same consumers who might respond optimally to your B2C marketing content, but here they are playing a different role. You need to approach them in that role. This is where a B2B content marketing agency comes in.

When your audience is businesses, your marketing objectives change. Businesses must earn more than they spend, or they don’t last very long. Your content must demonstrate convincingly to decision-makers that you can help their business earn more and at less cost. This requires a different approach from marketing directly to consumers. Your in-house marketing teams can be limited by their own biases. They might not have the tools or the time to evaluate competitors properly and devise an effective strategy. Even those with B2C marketing prowess may be likely to commit errors. B2B is the big leagues. The big leagues call for professionals. A B2B content marketing agency brings professionals to your team.

Here are five reasons to hire a B2B content marketing agency.

team optimizing marketing program

A B2B content marketing agency creates a business strategy for growth

B2B marketing agencies must be at the top of their game. Your B2B marketing agency will take a complex approach to formulating a content strategy customized for your business. This approach will include determining which companies to target, what channels to employ, and what content to use. It can also include stacking efforts by recombining content for new B2B purposes.

To craft an effective business strategy, you have to understand the ecosystem. This means researching competitors, understanding the niche to which target businesses belong, and learning how to reach their decision-makers with the right messaging. A B2B content marketing agency can do all this for you. By engaging a B2B marketing agency, you allow your company to reliably drive results at a known rate of expenditure. This aids your planning and projection efforts.

B2B marketing agencies have teams of dedicated specialists

It’s one thing to have a marketing team. It’s another thing entirely to have a team of marketing geniuses with specific niche or industry expertise and focus. Tempesta Media, for example, specializes in just four industries: financial services, business services, healthcare, and e-commerce. In each of these industries, Tempesta has highly trained teams of experts who excel at their craft. This allows them to focus and deliver superior results to businesses in these segments.

Understanding the business world is only part of what makes B2B content marketing agencies priceless to their clients. Not only do they have teams of dedicated specialists, but they also understand all the ways to reach your audience and prospects.

sales funnel

B2B content marketing agencies understand all the channels of communication

Businesses going it alone often opt for less-than-optimal communication channels. Perhaps the greatest advantage of hiring a B2B marketing agency is that they know and comprehend every possible communications channel. They also know how to optimize and combine these channels to reach your target audiences most efficiently and effectively. This means selecting and creating the right types of content (e.g., white papers and case studies) with the proper delivery vehicles (video, pdf, webinar). A B2B marketing agency understands both the longer-term (SEO) aspects and the shorter-term intricacies of generating targeted traffic streams. Their efforts can optimize your SEO, boost your social media, improve your brand recognition, and generate customer loyalty.

Good B2B content marketing produces targeted website traffic and generates qualified leads

Nothing beats the feeling of creating a successful B2B marketing campaign and seeing the generated traffic come flowing in. But it can be a big disappointment if that traffic fails to represent the prospects you expect. You can get traffic, but it doesn’t help you if it’s not the right traffic.

B2B marketing agencies help you avoid this disappointment by applying their experience and expertise to ensure the quality of your traffic. They know how to drive targeted, not random, traffic to your content. More importantly, they also how to convert that targeted traffic into qualified B2B leads for your business. Their knowledge of targeting, content, channels, timing, and messaging is invaluable. And their intrinsic understanding of how to convert the resulting traffic to qualified leads may well be the biggest benefit of a B2B content marketing agency.

B2B content marketing agencies help maximize your ROI

You always want to use your business marketing dollars wisely, and in the end, it’s all about the bottom line. Maximizing return on your investment is perhaps the most critical piece of what a B2B content marketing agency can do for your business. Your agency will continually test variables against other variables, honing their work over time to maximize the efficient use of your marketing dollars. Having a dedicated B2B marketing agency in your corner helps your business with every aspect of playing successfully in the big leagues. This can mean the difference between a 2:1 and a 3:1 ROI or more.

Takeaway

There are many other aspects that affect your bottom line. By letting a B2B content marketing agency do what they know best, you can rest assured that what they do will generate the best results. There are some very good reasons to do this sooner, rather than later. Consider the state of the economy, for example. In a time when uncertainty abounds, expert B2B content marketers can help you create some certainty for your B2B clients.

Creating a functional and efficient B2B marketing strategy can be a daunting task, but you don’t have to go it alone. A B2B content marketing agency like Tempesta Media can help your business meet its marketing goals effectively and efficiently leading to better returns on investment. Get in touch with Tempesta Media today.

Use Custom Content to Grow Your Business’s Important Relationships

Posted on by Anastasiia Lavrinenko

Routinely publishing custom content helps you to connect with your audience and grow meaningful relationships as you solidify your brand’s expert knowledge.

Content marketing is about much more than sprinkling a handful of blog posts every so often on your website. It involves creating consistent custom content your audience will find useful, interesting, and valuable.

Understanding the importance of custom content and why it matters to your business

It’s impossible to overstate the importance of using integrated content. Today’s consumers are not interested in generic content; they prefer unique information. Since custom content is branded and specifically tailored for delivery to your established customer base, it’s a powerful strategy for maintaining and growing those valued connections.

  • Consumers crave good content.

Statistics suggest 70% of people prefer to learn about a company through content rather than advertising and 82% “feel more positive” about a company after they read custom content tailored to them. Sixty percent of those readers are inspired to seek out products or services from their custom content experience.

  • Content heightens trust levels.

You’ve probably earned a level of trust with your existing customers, but custom content deepens those feelings of trust. Happy customers tend to give 5-star reviews, share content on social media, and generally express appreciation for their favorite brands. If you can earn this level of trust, your reach increases substantially. In a nutshell, with custom content, you can tap into and connect with a wider audience.

  • Offering something for free builds goodwill.

Offering free information builds goodwill with your existing customers. Focus on what they need. Share your knowledge to offer them solutions. A little free advice can go a long way!

A customer’s journey doesn’t end after a purchase. You want them to return, and custom content is a good mechanism to help keep these relationships blossoming.

tablet

Ways custom content drives audience engagement

Custom content offers more benefits than appealing to your audience. It also significantly boosts your website’s SEO, provides links to your pages, and builds a following. All of this helps you improve audience engagement because people know how to find you.

  • Custom content betters your site’s SEO.

The more high-quality content you publish, the stronger your search engine optimization (SEO) will be. Google and other search engines use algorithms to identify content that is useful to readers. Custom content improves your SEO, giving you a much better chance of landing on that coveted first page of Google SERPs which significantly helps drive web traffic to your site.

  • Provides link backs to your website.

Custom-designed blog posts, white papers, and other types of content allow you to integrate links back to your website where you can help customers find your product/service pages and “contact us” page. Rank these pieces of content high enough on search engines and your visibility increases significantly.

  • Increases the number of your social media followers.

Content marketing expands your digital footprint to build brand visibility. When people share your content, you increase your social media outreach. A growing social media following expands your influence, but you have to stay on top of your content game to remain successful. This means consistently delivering engaging and shareable content. If you can do this routinely, you’ll increase your chances for success exponentially.

Ultimately, creating and publishing content that offers consistent value helps set you apart from your competition.

Content Marketing Budgets

How to see your return on investment with custom content

Generally, it’s five to 10 times more expensive to acquire new customers than to retain existing customers. Those existing customers also tend to spend on average 67% more than new customers. Based on the math alone, it simply makes sense to keep the attention of your existing audience and grow your relationships with them.
Focusing on existing customers helps keep your marketing budget down. Not only do you stretch your budget further, but also, if you partner with an experienced content marketing services provider, you can bring your costs down even more. Content marketing costs roughly 60% less than traditional marketing approaches, but generates triple the leads, delivering you a high ROI.

Start your custom content marketing journey today

Paid advertising campaigns are useful, but once your campaign is over, you lose your reach. On the other hand, the benefits associated with content marketing strategies are long-lasting. However, to succeed, you need to provide your audiences with fresh, up-to-date content.
Tempesta Media is a content marketing agency that offers a full range of managed services. If you’d like to know more about our content creation services, contact us today.

How Does Outsourcing Affect Social Media Management Pricing?

Posted on by Anastasiia Lavrinenko

Social media management pricing is an important consideration when comparing in-house management and outsourcing. However, you should also look at the potential ROI of both options and consider your goals for this channel.

Your social media presence helps you get discovered online and allows you to form a genuine connection with your audience. As part of a broader inbound marketing strategy, a strong presence on social media can contribute greatly to lead generation and sales.

Posting on social media represents an investment of time and resources. You need to decide whether it makes more sense to do it yourself or to get help from a social media management company.

What is a social media management agency?

These agencies are vendors that manage your presence on social media networks. If you don’t already have a presence on social media, they can identify the most relevant networks for your brand and create profiles.

Brands with existing profiles can work with an agency to audit their current presence. It’s usually a first step toward implementing strategic planning to grow your presence on social platforms.

Social media management agencies can also help with creating and publishing content, interacting with followers, or optimizing your profiles to boost traffic. And if you want to go further with social media, social media services can manage paid ad campaigns for you, establish partnerships with influencers in your niche, or use analytics to learn more about your audience and track top-performing content.

social media

Social media management pricing: In-house vs. outsourcing

With 72% of adults using at least one social media platform, it’s not a channel you can afford to overlook.

In-house costs

Managing your social media accounts in-house gives you more control over your online presence. Writing posts yourself and creating video content in-house can give your campaigns a more authentic feel.

However, it requires a significant time investment, both to create content and to interact with your audience. Plus, a strategic approach is a must if you want to use social media to generate leads and sales. A lack of experience in that department could mean you invest time and resources without getting results. Plus, scalability is limited unless you’re ready to incur up-front costs with new hires.

The average cost of an employee is around $36 an hour. If a team member works on your social media campaigns for 173 hours a month, social media management pricing will be slightly over $6,200 a month.

You might have to double this amount to have two full-time employees managing your social media presence and will probably need to add more team members to this project as your online community grows. You should also consider costs linked to hiring, training, and social media campaigns themselves. Your total in-house cost could easily reach $10,000 to $15,000 a month.

Social media management pricing for agencies

Like with any outsourcing project, getting help from a vendor helps you save time and can reduce overhead costs. Besides, you’ll start getting results faster since you’ll be working with social media marketing experts who can leverage their knowledge and experience to identify the best strategies to meet your goals.

Agencies also often use analytics and metrics to track your progress. This analysis justifies investment in an agency since these experts will take a data-driven approach to uncover the best content formats for growing your audience and boost your social share of voice.

Social media management pricing packages can vary from less than $1,000 a month to $10,000 and even more for major brands with millions of followers. The services you need, the scope of your campaign, and the amount you want to spend on paid social marketing can influence pricing.

Choosing the right social media management company

There are different types of vendors to consider, and social media management prices can vary between them:

  • Brick-and-mortar agencies. These traditional full-service marketing agencies can provide a wide range of services, including developing your social media presence as part of a broader integrated marketing project. Because overhead costs are typically high for these agencies, pricing can range from $5,000 to $15,000 a month but can include social media marketing, social media optimization, content marketing, strategic planning and more.
  • Digital agencies. Opting for a digital agency can help you control costs while getting the same high-quality services you would from a traditional agency. It’s the model Tempesta Media has adopted: managed services start at $2,000 a month and include content development, social media post development, follower outreach, SEO, email marketing, and more.
  • Social media management companies. A social media management company focuses exclusively on your social media presence. These vendors can create profiles, develop content, publish it, and interact with your audience on your behalf. They usually rely on metrics and strategic planning, but they will grow your social media presence independently of your other campaigns. You can pay by project or on a weekly or monthly basis; monthly plans cost $3,500 on average.
  • Content creation and publication services. You can find content creation and publication services that will write and publish posts on your behalf. Some plans cost less than $1,000 a month, but they won’t include any strategic planning or efforts to grow your audience outside of posting regularly.

Other considerations

There are additional aspects to consider besides social media management pricing when outsourcing a social media project:

  • Your target audience matters since not every consumer has the same relationship to social media. For instance, 67% of brand interactions happen on Instagram, where around 60% of users are under 34 years old. It’s important to consider demographics and other factors so you can choose an agency that has experience with the niche you want to target.
  • Consider what you hope to accomplish through social media. Some small businesses like to have a presence on Facebook and other platforms because social media searches bring foot traffic to their store, while others want to use social media to tap into a new market via influencer partnerships.
  • You should also look at your budget. Boosting your ROI sometimes means making tough decisions. Determine how much you can afford to invest in social media and whether you want to prioritize this channel over other marketing opportunities.
  • The current stage of your social media presence is important, too. If you have an established community with good word-of-mouth marketing, a service that can grow your following might not be relevant. However, investing in strategic planning is a must if you’re a newcomer in your market.

Get help with social media management

Social media is a valuable channel for businesses. You’ll get better results with the right strategy in place, which means considering social media management pricing and asking yourself whether you should do it in-house or get help from an agency. Learn more about the managed service offered by Tempesta Media and get in touch with us if it sounds like something you could benefit from.

What Social Media Optimization Can Do for Your Social Media Marketing Strategy

Posted on by Anastasiia Lavrinenko

Social media optimization is a strategic and purposeful approach to growing your presence on this channel. Read on for some of the top strategies you can use to optimize your social media accounts.

Social media marketing allows you to connect with your audience like few other channels can. It’s also a significant investment of time and resources. Focusing on social media optimization will help you get more out of what you invest in this channel.

What is social media optimization?

Why is your brand present on social media? If you joined Facebook because your competitors use this platform or if you share tweets because your audience expects it, you’re not optimizing your social media presence.

Instead of simply existing on social media and posting occasionally, optimization is about taking a strategic approach and turning this channel into a powerful agent for growth. It’s the difference between being proactive and reactive.

Your business has goals. Social media can support these goals by helping with brand awareness, outreach, sales, and other aspects of your mission. With optimization, you’re adopting the strategies that make the most sense for achieving these goals.

social media like

The basics of social media optimization

There are four key areas to focus on to optimize your presence on social media.

Adopt a strategic approach

Social media optimization begins with goals. These goals need to be measurable and aligned with your broader business objectives. If applicable, you should also think about these goals in relation to the other channels you use and to your paid social campaigns.

Everything you do on social media should support your goals. A common mistake is to focus on vanity metrics such as the number of followers your Twitter account gets. With optimization, your focus shifts to metrics and actions that translate into results.

Establishing clear goals will inform the way you grow your social media presence. It can help you identify the platforms to join. For instance, LinkedIn is one of the fastest-growing platforms for B2B marketing, but Facebook is the best social network for reaching out to men between the ages of 25 and 34.

If you want to schedule your publications to get as many impressions as possible from your target audience, your goals can also inform your post-development strategy and help you with automated social media marketing.

You can go further by using social media analytics. Tracking things like which platform results in the most sales, which network brings in leads that spend the most, or what type of content generates the most engagement will help you fine-tune your efforts.

Achieving continuous improvement through goal-setting and analytics can be technical. It’s something a social media management partner can help you with, and social media management pricing is justified by the results you’ll get.

Build a strong profile

The purpose of a social media profile is to tell users at a glance what you do and what differentiates you from other businesses.

A strong profile should be immediately recognizable, which is why it’s important to integrate your social media marketing efforts with your other campaigns. Consistent branding with your copy and graphics will increase brand recognition and awareness.

You’ll also need a compelling description of your business with some strong keywords to capture traffic from social searches. Don’t forget to add a link to your website, your contact information, and a name, address, and phone number (NAP) mention to support your local SEO goals if applicable.

Optimize your activity

Posting content is at the heart of your social media presence. You can write posts specifically for a social network, curate posts with links to third-party sources, or integrate your social media presence with your content marketing efforts to share links to your own blog posts or news stories.

Just like with every other platform, content quality matters. Write content that solves problems and delivers value. Use strong calls to action to get conversions and craft eye-catching headlines that will make users want to click. Then optimize the copy, keywords, hashtags, and visual components of each post.

However, your activity shouldn’t be limited to written content. There are other avenues to explore:

  • A growing number of brands are using social media as a customer service channel thanks to chat features.
  • You can also interact with your audience by liking their comments or responding to them.
  • Visual content, like photos and infographics, can grab the attention of your audience and generate engagement.
  • Video is another interesting format to use. There were 2 billion video views on Twitter this year, a number that increased by 67% compared to the previous year.

social media engagement

Boost audience engagement

Social media optimization should extend to your follower outreach efforts. The more you know about your audience, the easier it will become to engage them on social media and inspire loyalty.

The first step is to get your content noticed. Brevity is important since users often scroll and skim on social media. Eye-catching visuals, clear formatting, strong headlines, emojis, and hashtags are things that can make a difference.

Speaking of hashtags, they’re important for three reasons:

  • They make your content discoverable for users who explore hashtags related to topics they’re interested in.
  • They allow you to spark conversations related to your brand and products by creating branded hashtags.
  • The existence of branded hashtags will encourage more people to create user-generated content (UGC), which can act as social proof for your online reputation. You can extend the scope of UGC by launching an employee advocacy program and having employees join the conversation on social media.

Hashtags will also help you get a feel for the trending topics your followers care about. Being timely is crucial on social media since there are plenty of opportunities to join existing conversations and bring something new to the table. Examples of trending topics on Facebook for 2021 include conversations about education, racial inequalities, sustainable living and gardening, banking, and self-care.

Audience engagement is often about small things that people will remember, whether it’s responding to a comment, creating shareable content, posting regularly, or adopting a voice that is human and relatable. You should also leverage word of mouth from your top fans and look into establishing partnerships with influencers.

The takeaway

Social media optimization makes your presence on this channel more purposeful. A social media management price is an expense you’re going to incur whether you decide to outsource or invest in in-house resources.

With optimization, you can get a better ROI thanks to the following benefits:

  • Increasing your outreach and brand awareness.
  • Building a community of loyal fans.
  • Getting more traffic for your blog or site.
  • Contributing to existing conversations and positioning yourself as a thought leader.
  • Supporting your SEO and content marketing efforts.
  • Having the resources in place to mitigate potential PR issues.

Do you need help with social media optimization?

Social media is one of the areas Tempesta Media can help you with as part of our managed service. From post-development to follower outreach, we can ensure you get better results with this channel. Contact us to learn more!

Company
Managed services
MSP modules
Industry solutions
Resources
Content Creators
© Tempesta Media, LLC 2011-2023. All Rights Reserved. All marks are the properties of their respective owners.