Let’s talk about a tough truth that the marketing world doesn’t want you to know: SEO alone is massively overrated.
Sure, ranking number one on Google may sound great, but the reality for local IT firms like yours is that obsessing over SEO is holding you back from real growth. Instead, try combining relationship-driven marketing with micro-content to keep your audience engaged.
Here’s the truth: SEO can help get you visibility, but it won’t close deals on its own.
Ranking on page one for managed IT services in your area isn’t helping you build trust with your audience; it just puts you on a list with every other provider.
Most prospects need seven to 13 touch points before making a buying decision, and SEO alone is just one touchpoint. By not actively nurturing leads across other channels, you are making yourself invisible to potential buyers.
So, what’s the alternative? It’s all about relationship-driven marketing. Instead of competing for Google rankings, you should be focusing on staying top-of-mind. That’s how you build trust and win deals.
Expanding your reach means finding more ways to connect with your prospects. Here are three steps to building more intention touch points:
Grab the low-hanging fruit first. Reach out to existing clients and partners, co-host a webinar or an event with a vendor that complements your services, or even create referral partnerships with local businesses that may need IT support.
If most prospects need 13 touch points before they buy, why are you giving up after just three or four? You can leverage automation to keep your message in front of your prospect. Not everyone is going to be in their buying window all the time, so being consistent with your outreach is what will win.
Short, insightful LinkedIn posts can have more reward for the effort that you’re putting into them. Quick YouTube videos answering common tech questions can also shine. This type of content keeps you visible and valuable without waiting months or years for SEO results to kick in.
Micro-content is effective because it creates consistent touch points. A single blog post optimized for keywords might get you a few clicks a month, but a couple weekly LinkedIn posts sharing tech tips could help you reach more potential ideal clients on a regular basis.
Here’s the kicker: Your competitors are most likely not doing this consistently, which gives you the opportunity to stand out from the crowd.
If you’re still not convinced, here’s an example:
One of our MSP clients shifted their focus from SEO obsession to relationship marketing. Instead of chasing Google rankings, they started using personalized videos to build a relationship with potential clients. They started enrolling 20 to 30 new decision makers per week into their outreach efforts, and used LinkedIn to share micro-content and connect with prospects on a regular basis.
The results? More leads without even touching their SEO strategy.
It’s time to stop obsessing over Google rankings. In a world of AI, they’re starting to matter less and less. But AI isn’t here to kill SEO; instead, business owners can use AI in conjunction with SEO to maximize reach.
According to a HubSpot study, 84% of bloggers and SEO specialists reported that AI and automation influenced their SEO strategy in 2023. Additionally, marketers who use AI save an average of 12.5 hours per week. Those numbers show us that the impact of AI is significant, and it should be a key consideration in how you approach SEO.
Remember, relationship-driven content humanizes you and helps you make an authentic connection with your prospects. SEO is just one tool, but consistent, relationship-driven marketing is how you dominate your niche.
If you need help building a strategy for your MSP, we specialize in growth strategies for IT firms just like yours.