What is Always-On Marketing, and How Can My MSP Use It?
If you haven’t heard of always-on marketing, there’s probably a good reason for that: the term is a relatively new one, and represents something that we really haven’t seen before. Let’s try to explain what it is, and how you can take advantage of it for your benefit as a managed service provider.
First Off, What is Always-On Marketing?
It can be very easy to hear the term “always-on marketing” and immediately associate it with the kind of content marketing that we often promote. While this isn’t technically wrong, it’s a vast oversimplification. In this context, always-on marketing refers to the kind of marketing that you can put in place once and it continues working for you over time—the things that you put on your website behind a form for people to download, for instance.
However, true always-on marketing is more than just making something available. It’s ensuring that there’s always another means of communicating with your prospects, another channel to reach them through. If you’re constantly planning new initiatives to help pull in new business opportunities without the need for you to take a super active role, you’re engaging in always-on marketing.
Always-on marketing includes efforts like:
- Search marketing, including pay-per-click, search engine optimization, and collecting backlinks.
- Social media marketing, including both paid and organic social as well as earned mentions.
- Digital advertising, including programmatic display ads, native advertising, and sponsorships.
- Digital press releases, including guest blogging, influencer outreach, and advertorials.
- Digital partnerships, including affiliate marketing, co-branding, and co-marketing.
- Digital messaging, including emails from publisher pushes, in-house pushes, and partners.
In short, always-on marketing simply means having a strategic approach in place that ensures continuous activities between you and your contacts, from the very beginning of your marketing funnel to the retargeting and retention activities you direct towards your existing clientele.
How Can You Start Using Always-On Marketing?
There are a few approaches you can take to adopt always-on marketing in your own business. For instance:
Identify Your Most Valuable Buyers Journeys
Where do your most lucrative leads come from, the ones most likely to sign up for your services, or the ones who sign up most quickly? The paths they took need to start somewhere, and follow a certain route. By mapping these routes, you’re able to figure out which approach tends to work the best to convince your prospects to go with your services.
From there, you can both adjust your other efforts and channels to more closely emulate your most successful journeys, as well as really promote the channels that have already proven to perform well.
Enhance Your Engagement Opportunities
When do your marketing efforts really resonate with your prospects—or, in other words, which of your marketing initiatives tend to move them along the funnel most rapidly, that your prospects seem to respond well to? This is a useful metric to collect, as it can help you figure out how to enhance the rest of your efforts to match.
This also enables you to more consistently engage with your prospects, helping you to form the kind of relationship that you want with them…one built on trust and confidence.
Clarify Your Current Capabilities, Based on Your Resources
Of course, there’s only so much you can do based entirely on the funds you have available to commit to these efforts, so it’s important to ensure that you don’t outpace or overreach. Sustainability is key to successful marketing, after all, so make sure you strategically design your marketing in such a way that your efforts match your abilities to maintain it.
We Can Help You Put Always-On Efforts in Place
Give us a call at 888-546-4384 to find out more about how we can help you with marketing efforts of all kinds.