Where Do Your Partners Go for Proven Marketing Help?

Where Do Your Partners Go for Proven Marketing Help?

With the rise of digital, data-based marketing, the marketing world has become more dynamic than ever before. While this opens up exciting new venues for touching potential customers, it also presents a series of challenges that easily become overwhelming to small and medium-sized businesses—including the MSPs, VARs and systems integrators that you support with MDF and CoOp dollars. So, where can your valued channel partners go for help when it comes to navigating the world of digital marketing, as well as achieving results that help them (and you) succeed?

There’s no lack of cleverly-named digital agencies out there, and the list of individuals calling themselves digital marketing gurus/ninjas/Sherpas/wizards/rock stars/etc. grows longer every day. How are your channel partners supposed to cut through the chaos and identify the best company for their specific marketing needs? Chances are, they will turn to you for assistance or referrals. When advising them, here are some things to keep in mind:


Find a Marketing Partner that Thinks Strategically

There’s a big difference between thinking tactically and strategically. Tactical marketing focuses on developing ads, websites, brochures, press releases and more. These are carried out based exclusively with short-term goals or in reaction to business needs. On the other hand, strategic marketing focuses on making inroads toward a set of milestones or a long-term goal. It combines and coordinates tactics into campaigns that are used to target specific audiences and communicate key messages, build demand and grow marketshare. A strategic marketing partner will not only position you for growth but ensure that your mission, branding and value reach the right people via the most effective media.


Find a Marketing Partner that Understands Your Audience

This may sound a bit counter-intuitive, but it’s more important that a marketing partner knows your audience than your industry. While it’s important that an agency or freelancer can create collateral that speaks fluidly and competently about the technical products and services offered, it ultimately does no good if the words, images and delivery don’t resonate with your target audiences. The right marketing partner will have a firm grasp of how to communicate technical concepts and spur audience engagement in a way that appeals to the people out there who have a problem, pain point or predicament you can help them overcome.


Find a Marketing Partner that is Data Driven

Everything in business today seems to be focused on data, and that applies especially to marketing since the world went digital. While there’s still an artistry and intuitive science to marketing, even the more creative aspects of design and copywriting are now driven by analytics. This means the days of “let’s throw stuff against the wall and see what sticks” have been replaced by “insights indicate that these three executions have a 40% higher chance of success.” A data-driven marketer will use research, analysis and statistics to ensure your marketing is correctly targeted and delivered in the most cost-effective way. Additionally, data-driven marketers tend to focus on providing their clients with metrics showing growth, ROI and areas for improvement.


Find a Marketer They Can Work With

Outsourcing marketing to an agency or team of freelancers can feel like a huge risk—after all, you’re handing over a lot of responsibility. That’s why ensuring there’s a good fit between your partner and the outside marketing company is essential. Of course, the agency’s reputation and experience need to be taken into account, but things like company culture, people and processes—on both the client and agency sides—can make or break a relationship. Additionally, before recommending an agency, you should also think of what the channel partner’s budget looks like. It won’t be a long-lasting partnership if the client feels they are being fleeced, or that they’re getting bargain bin services.

Marketopia is a marketing and sales enablement agency created to deliver the knowhow and results that technology service providers, vendors and other IT channel partners need to win more leads, more sales and more profit. If you’d like to learn whether Marketopia would be a good marketing fit for your channel partners, contact us at 844-4U2-Grow (482-4769), ext. 806, or shoot us an email. If you’d like to refer Marketopia to one of your channel partners, please send them a link to our website or have them take a look at our blog for tips, tricks and best practices.


Why isn’t my website coming up on Google?

Why isn’t my website coming up on Google?

I just got this awesome new website, but nobody can find it. What’s going on?

My website ranked on Google a year ago, but now I can’t find it in search results? What’s going on?

I’m on page three. What’s going on?


The word that usually comes after sentences like these—and they are more common than you think—is “help”! And, there’s a good reason for that. If your site won’t show up on Google, it seriously damages your ability to compete and win new business. So, if you have poor search engine visibility, it’s vital to determine what’s happening and fix it quickly. Here are some of the most common search engine issues, as well as quick tips on how to increase website visibility.


Google hasn’t indexed your site yet:


If your site is new—that’s 90 days or less—there’s an excellent chance Google, Bing and the other search engines haven’t indexed your site yet. Even though the search engines have greatly accelerated the rate at which their spiders crawl new sites, it can still take a while for things to start popping up in results.


The fix:

Practicing a little patience helps. But, if you feel the need to be proactive you can manually submit your site to Google by informing them you have a new site that needs indexing. Submitting a new site to Google is simple—just pull up Google and type “submit website to Google” in the search bar. A box will pop up in the first position of the results that looks like this:

Enter in your site information, click the “I’m not a robot” box and click submit. To see if Google spiders have crawled and indexed your site, you can type “site:yourURL” into the search box. If you have indexed pages, it will look like this:



The website is “Private”:

There are a lot of reasons why a developer or webmaster might mark specific parts of a website as private. For example, people don’t want password protected areas of their website indexed by Google. Similarly, you may have landing pages with short-term or seasonal promotions that you don’t want Google to show in search results. In these cases, the developer may have added “no index” tags in the code to keep pages private—but it can sometimes have the unintended consequence of hiding the entire site.


The fix:

Reach out to the developer and ask them to check to see what pages are blocked by robots.txt code. Removing this code from pages that should be visible is relatively straightforward and the developer should be able to re-publish the site quickly. After that, it can’t hurt to re-submit the site manually to ensure Google begins indexing everything.


You have lots of duplicate content:

Google isn’t a fan of duplicate content. While there are times when small sections of duplicate content can’t be helped, if Google feels that substantial blocks of content are too similar, it can confuse the spiders and they’ll only index one of those pages. Similarly, if your website’s content is identical to another site, Google may ignore the page or penalize your search ranking. If you syndicate content from another site, Google algorithms decide whether to index the page or not based on the context of the site.


The fix:

If you find repetitive copy is showing up on multiple pages, don’t block Google’s spiders from crawling the pages with duplicate content. Instead, consider reworking the text or consolidating multiple pages into one. When syndicating content, make sure the syndicating website adds a link back to the original content and not a variation on the URL.


Your website is facing stiff keyword competition:

Let’s say your site meta-tags are brilliant, you have tons of backlinks, your copy is keyword rich and your H1 tags are the best ever created. You can still find yourself on page two, three or more. Why? Because the keywords you want to rank for are insanely competitive. We’re not saying it’s impossible to bump the big guys off the top spots, but do you really have to? Google helps millions of users find goods, services and information amid the billions of websites. If you’re an MSP in Chicago, you’re going to face brutal competition for a keyword like “Computer Repair Chicago,” while the term “Business Computer Repair Chicago” is less competitive because you’re not going against home PC repair companies and computer shops.


The fix:

When picking keywords, think like your customer. If I install audio/video and VoIP systems in offices around Orlando, Florida, what words would my customer most likely type into the search bar on Google? Would it be “AV Installer Orlando” or “Office AV System Installer Orlando.” Not only is your target audience more likely to use the second one, but it’s less competitive because you’re not fighting Best Buy, Lowes, home theater installers and a bunch of others. The Google Keyword Planner Tool can help you choose good quality keywords.


Once you’ve optimized your site and watched it climb the Google listings, you can’t just kick back and call it a day. SEO, much like laundry, is a never-ending process. If you’ve made it to the first page, somebody out there will be looking to knock you down with their SEO kung-fu skills.


Marketopia is a marketing and sales enablement agency that helps technology service providers, vendors and other IT channel partners win more leads, more sales and more profit. We specialize in digital marketing, website development, SEO solutions, pay-per-click advertising, lead generation and more. If you’d like to learn whether Marketopia would be a good marketing fit for your business, contact us at 844-4U2-Grow (482-4769), ext. 806, or send us an email.