Industry: Managed Service Provider (MSP)
The SEO Design Chicago team developed a comprehensive digital marketing strategy to help this MSP client increase their online visibility, generate more qualified leads, and establish thought leadership in the competitive IT services market. Our efforts focused on creating industry-specific content, optimizing for technical SEO, and implementing targeted PPC campaigns.
426%
increase in organic search traffic
215%
increase in lead generation from digital channels
187%
increase in conversion rate for PPC campaigns
Challenge:
A mid-sized Managed Service Provider (MSP) was struggling to differentiate itself in a crowded market and attract enterprise-level clients. They faced several key challenges:
- Low visibility in search results for high-value keywords related to enterprise IT services
- Lack of engagement on their website and social media platforms
- High cost-per-acquisition (CPA) for their Google Ads campaigns
- Difficulty in communicating complex IT solutions to non-technical decision-makers
- Limited success in generating qualified leads from their existing marketing efforts
Solution:
Technical SEO Optimization
We conducted a thorough technical SEO audit and implemented the following improvements:
- Optimized site structure and internal linking to highlight key service pages
- Implemented schema markup for services, reviews, and FAQ pages
- Improved page load speeds through image optimization and caching
- Created an XML sitemap and submitted it to search engines
- Fixed broken links and redirects to improve crawlability
Content Strategy and Creation
Our content team developed a comprehensive content strategy tailored to the MSP industry:
- Created in-depth whitepapers on topics such as cybersecurity, cloud migration, and IT cost optimization
- Developed a series of case studies highlighting successful client implementations
- Launched a weekly blog covering emerging IT trends, best practices, and industry news
- Produced video content explaining complex IT concepts in simple terms for C-level executives
Targeted PPC Campaigns
We revamped the client’s PPC strategy to focus on high-intent keywords and specific pain points:
- Developed separate campaigns for different service offerings (e.g., cloud services, cybersecurity, IT support)
- Created landing pages optimized for conversion for each campaign
- Implemented retargeting campaigns to re-engage website visitors
- Utilized ad extensions to highlight unique selling points and certifications
Social Media and Thought Leadership
To establish the client as a thought leader in the MSP space, we:
- Developed a consistent posting schedule across LinkedIn, Twitter, and Facebook
- Created and promoted original infographics and statistics related to IT trends
- Engaged with industry influencers and participated in relevant online discussions
- Leveraged employee advocacy to expand the reach of company content
Email Marketing Automation
We implemented an email marketing strategy to nurture leads and maintain client relationships:
- Developed targeted email sequences for different buyer personas
- Created a monthly newsletter featuring industry insights and company news
- Set up triggered emails based on website behavior and content downloads
- Implemented lead scoring to prioritize sales follow-ups
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Results:
- Organic Search Traffic: The technical SEO improvements and content strategy led to a 426% increase in organic search traffic over 12 months. The client now ranks on the first page for over 150 high-value keywords related to enterprise IT services.
- Lead Generation: The combination of SEO, content marketing, and PPC efforts resulted in a 215% increase in lead generation from digital channels. The quality of leads also improved, with a 35% higher conversion rate from lead to opportunity.
- PPC Performance: By refining the PPC strategy and creating optimized landing pages, we achieved a 187% increase in conversion rate for PPC campaigns. This, combined with more targeted keyword selection, led to a 42% reduction in cost-per-acquisition.
- Thought Leadership: The client’s social media following grew by 310% across all platforms. Their content was shared by several industry influencers, leading to speaking opportunities at two major IT conferences.
- Website Engagement: Average time on site increased by 68%, and the bounce rate decreased by 41%. The newly created resources section of the website became a major driver of leads, with over 5,000 whitepaper downloads in the first year.
Email Marketing: The automated email campaigns achieved an average open rate of 32% and a click-through rate of 12%, significantly above industry averages. The lead nurturing sequences contributed to a 28% increase in sales-qualified leads.
