Your managed services marketing needs to produce content which efficiently generates revenue. That revenue generation needs to be consistent, and it needs to be on the increase going forward. You’ll need to have key performance indicators (KPIs) to help reveal which tactics work and which tactics don’t.
Metrics to Consider
KPIs are metrics which are revelatory. There are many to consider, and they’ll differ per MSP. However, there are some which can help give you a general idea of your content’s performance. Consider these areas:
In your managed services marketing, you need to understand how seemingly unrelated information has a direct impact on sales. This story is probably not true, but it’s illustrative: the Chevy Nova didn’t do good in Mexico, because “no va” means “no go” in Spanish. Now that apocryphal tale has been debunked–it isn’t true. But this would be an example of a correlation in content production which could negatively impact sales.
Likewise, some obscure correlations have a positive impact. Salespeople, humor in content, a variety of content, and other factors play a key. Find a way of putting metrics to such obscure content correlations, and work with marketing groups providing solutions for MSPs to find hidden KPI gems.
Success Rate of Content
Look at the visibility of your content. How many visitors does it have? In the same period, how many conversions from such visitors does your MSP manage to acquire? The more conversions per visitors, the more effective your content. Determine means of establishing how successful your content is.
Variability of Client Revenue
If conversions are only to small-time provisions or products from your MSP, they may not be properly substantive. Variability in conversion will reveal where profitable conversions tend to congregate and where they’re rare. This can indicate what areas of marketing outreach may require some additional attention.
Associated Conversion Timetables
How long does it take for those who your content has reached to make a conversion decision? If it takes years, that’s probably not sustainable. Six or seven months is better, but it’s still not great. A month is better, a week better still, and same-day conversion is likely what you and many other similar MSPs are going for.
If you’ve got the right KPIs, you can watch how a piece of content on a given service is performing. You might even try multiple means of content design to determine which specific factors of content make it most likely to initiate conversion. SEO will be a factor, as will value-rich content providing solutions of a tangible kind.
Your managed services marketing will be more effective if you keep metrics on timetables, variability of revenue among clients, content success rate, and curious (though obscure) factors of content. Determining proper KPIs in such areas will be key in helping you know what content to build from and what content isn’t working.