Watching your ROI for your MSP company decline is one thing that is likely to give you sleepless nights trying to come up with optimisation plans to change that. One way to achieve this kind of marketing turnaround is rechecking your web traffic. However, you should avoid treating all traffic the same way. When treating traffic the same way will give you noticeable results, there will be no maximisation of different segments. As a result, you will be confused when auditing time comes. Instead, consider doing a data segmentation, cross examination across different segments, and then optimise each segment for maximum results. Below are three traffic segmentation methods you should try:
1. Local vs. International
Treating local and international clients the same way when allocating a marketing budget is short-sighted and a huge mistake. In most cases, if not all, more local clients will consult with your MSP company than international clients. With this in mind, you should allocate a higher marketing budget for the domestic market than the international one.
2. Paid vs. Organic Traffic
Doing a deep analysis of your traffic helps you determine which paid ads resulted in highest traffic in terms of new visitors. It will also help you in knowing how many new visitors have registered with you. Consider the ads that resulted in more traffic and registrations as smart investment and put more money here.
Also, consider putting more effort on your SEO depending on the traffic source that results in higher conversion rates. Similarly, avoid wasting resources on paid media for regions whose traffic has high bounce rates. By coupling your geographical analysis with other types of segmentation, you understand the specific levers that help maximise your results.
3. New vs. Return Visitors
If you hope to maximise returns from your web traffic, avoid treating new and returning customers the same. Since returning visitors are familiar with your services, they are more likely to generate good income compared to first time visitors. Your effort here should be to funnel them to register to your database. On the other hand, you need new visitors to know more about your MSP services. You, hence, need to focus on nurturing them before you can even think of selling them anything. Also, give them reasons why they should join your database. If you nail this, then you can rest assured that you have a potential revenue growth in the future.
It is easy to assume that when one aspect of your marketing strategy is not working, then you need to restructure your entire traffic sources. However, this could do more harm than good as we have seen above. Instead, consider doing marketing segmentation for your MSP company and you will get better results. As we have seen, sometimes you might need to eliminate certain audience segment in order to help increase your business growth. By doing a deep cross-segment analysis, you get the best results for your investment.