VAR & IT Channel Marketing

Our Marketing Opportunity Matrix (MOM) uses over 75 complex formulas to arrive at utilization and ROI potential scores based on your current marketing activity.

The YSE team developed these formulas in-house to create our proprietary auditing document. By sourcing numerous marketing studies and our own research within the MSP space, we are able to estimate potential conversions, lead drop-off, and lost opportunities based on what an MSP is and is not doing with their marketing.

Behind the scenes, the scoring is based around a several top-level factors, including:

  • Marketing Intelligence – The amount of information being collected, analyzed, and acted upon to not only produce viable Marketing Qualified Leads (MQLs), but to hone future marketing efforts.
  • Personalization – The effort being placed into targeting specific audiences and communicate to them using tailored messaging.
  • Advertising Competence – The quality of advertising execution, including the production value of design work, UX of the website, and readability of marketing copy.
  • Lead Generation Competence – The adherence to best-practices for digital marketing, including the use of lead generation funnels, rich content, remarketing, and cross-channel integration.

These are only of a few of the factors that are considered during the auditing process. Our goal is to provide an accurate visual snapshot of your marketing that clearly indicates the lead generation opportunities available to you through more carefully-managed marketing.

Strategic Direction

This page of the MOM addresses administrative and logistical facets of your marketing program.

Topics include strategic planning, budgeting, and management of marketing assets.

COMMON ISSUES

  • Lack of a long-term marketing strategy with clearly-defined initiatives, goals, and budget.
  • Minimal awareness of one’s own brand identity and associated messaging.
  • Failure to identify and leverage Unique Selling Propositions (USPs) or differentiators.
  • Use of multiple third-party marketing service providers, leading to a disorganized and inefficient overall marketing effort.

REMEDIATION

  • Commit to creating an intelligent and thorough long-term marketing strategy.
  • Examine your company’s culture, unique qualities, and voice to determine how it can work to humanize your marketing.
  • Carefully craft USPs and audience-specific differentiation and associated messaging.
  • Consolidate marketing efforts as much as possible. Ensure marketing tools are integrated and working together to achieve shared marketing milestones.

Marketing Tools

This page of the MOM addresses the various applications, platforms, and solutions that you may be using to execute your marketing.

Topics include email automation platforms, social media schedulers, form builders, and landing page builders.

COMMON ISSUES

  • MSPs often sign up for marketing tools that they do not use (or do not use effectively).
  • The use of numerous different tools makes it difficult for marketing across multiple channels (email, social media, print, etc.) to work in unison.
  • MSPs often lack the reporting necessary to gauge the effectiveness of their marketing.

REMEDIATION

  • Ensure that all marketing tools/services are being used effectively. Cancel those that are not performing or are not being used.
  • Use a highly-integrated platform (we use SharpSpring) to ensure that all of your marketing channels are working together.
  • Make sure that you’re able to view reports so that you can analyze the effectiveness of your marketing. If you’re paying for any service or tool that does not transparently communicate their actions and results, consider cancelling them.

Messaging

This page of the MOM scores your marketing communication, advertising, and promotion based on aesthetic, production value, messaging, and consistency.

Materials are scored using a variation of the Torrance Tests of Creative Thinking that was developed specifically for the advertising industry.

COMMON ISSUES:

  • An MSP’s advertising may be bland and uninspiring.
  • Advertising may be off-message or may not suit the brand.
  • An MSP may be using templated materials which are often outdated.

REMEDIATION:

  • Don’t use templated marketing materials.
  • Ensure that all creative content is of high quality and suits your brand identity.
  • Hiring marketing professionals with experience in your industry is the most certain way to improve the quality of your advertising.

Reach

This page of the MOM examines the channels you’re using to reach your audience and how well you’re leveraging these channels.

Factors include your use of email marketing, social media, and your involvement in events, webinars, and outbound marketing opportunities.

COMMON ISSUES:

  • Many MSP’s undervalue email marketing and may not be using it to its full potential.
  • Content used in email and social media marketing may be ineffective at driving traffic or converting.
  • MSP’s may be devoting too many resources to channels with low/no ROI.

REMEDIATION:

  • Ensure that you’re using marketing automation to get the most out of your email and social media marketing.
  • Have your emails and social media posts created by marketing professionals with experience in your industry.
  • A-B test your marketing materials and watch your reports to ensure optimal engagement as you execute your long-term strategy.

Website

This page of the MOM addresses your website, the center of your digital marketing efforts.

Factors include design, UX, conversion opportunities, SEO, and content.

COMMON ISSUES:

  • A website may be difficult to navigate, or may not make contact information readily available.
  • There may be no lead magnet offerings to collect email addresses for your mailing list.
  • Design may be uninspired or generic.
  • The website may have back-end SEO issues, poorly-written content, or slow load speed.
  • The MSP may be missing out on search traffic opportunities by neglecting key content on their site.

REMEDIATION:

  • Ensure SEO best-practices are being followed both on the back end of the site and with written content.
  • Place a prominent lead magnet offering (ebook, white paper, etc) to collect email addresses.
  • Update your website with a new custom design if it is out of date or based on a common template.
  • Ensure that visitors can contact you easily if they choose.

Lead Generation

This page of the MOM examines your overall use of digital marketing best-practices throughout your marketing.

Topics include the use of lead generation funnels, landing pages, messaging, and offers.

COMMON ISSUES:

  • An MSP may not be using lead generation funnels as part of their email, social media, or PPC marketing strategy.
  • Failing to use strategic landing pages will cause drop-off, high bounce rates, and lost opportunities.
  • Lead magnet offers may not be compelling or well planned.
  • The MSP may not be targeting specific niche audiences.
  • Messaging throughout the workflow may need to be improved.

REMEDIATION:

  • Effective digital marketing requires audience-specific offers and content. Ensure that you’ve identified and are targeting viable niche audiences.
  • Ensure that your sales funnels are purpose-built and resonate with their intended audience.
  • Use marketing automation to create workflows that send contacts/traffic through the correct lead generation process and score them as they progress toward MQL status.
  • Have a method in place for adding new targeted contacts to your mailing list on a regular basis.
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