By 2021, almost 79% of internet users in Ireland were already shopping online – and this has continued on the uptrend since then. This is why digital marketing is a crucial component of any modern business’s marketing strategy. As the world becomes increasingly digital, it’s important for businesses to have a strong online presence and reach their target audience through various digital channels. However, as businesses grow and their digital marketing needs become more complex, it can be challenging to keep up with the demands of an effective digital marketing campaign. This is where Marketing as a Service (MaaS) can help.

MaaS is a subscription-based model in which a company outsources its marketing efforts to a team of experts who handle all aspects of the marketing process, from strategy development to execution. This allows businesses to scale their digital marketing faster and more effectively, as they have access to a team of experienced professionals who can handle the workload and deliver results.

For instance, our MaaS services are divided into 4 tiers: Bronze, Gold, Diamond and e-Commerce, each offering different  services such as:

You get to pick the model that you need to plug the gap in your business’s internal operations. 

Reasons to Invest in MaaS in 2023

MaaS is an agile, value-based, and on-demand marketing solution that delivers tailored marketing services to support marketing functions where businesses fall short. These services range from strategy development to execution. Some of the key benefits of using MaaS to scale your digital marketing in 2023 include:

Cost Effectiveness: One of the biggest benefits of MaaS is that it’s a cost-effective solution for businesses, especially small and medium enterprises (SMEs). You only pay for the services you need. You can save money on hiring and training an in-house marketing team by outsourcing your digital marketing needs to a MaaS provider like Salt Marketing. You also won’t have to worry about the costs of marketing tools and software, as these are often included in the MaaS provider’s services.

Access to Expertise: Secondly, MaaS gives you access to a team of experts who have a wealth of knowledge and experience in digital marketing. This ensures that your marketing efforts are being handled by professionals who know what they’re doing and can deliver results. Often, they are industry-trained experts knowledgeable in the latest digital marketing tools and trends. 

Here, you get access to:

Flexibility: MaaS also allows your business to be flexible and adaptable in its marketing approach. If you have a new product launch or a time-sensitive campaign, a MaaS provider can quickly adjust their strategy and resources to meet your needs.

Time-saving: Another significant benefit of MaaS is that it saves your business time. Marketing can be time-consuming, especially for small businesses that don’t have a dedicated marketing team. By outsourcing these tasks to a MaaS provider, businesses can focus on running their core operations while still having a strong marketing presence.

Measurable Results: Lastly, with MaaS, you can easily track and measure the results of your marketing efforts. This allows you to see what’s working and what isn’t, and make adjustments as needed to improve your marketing strategy.

Consumer behaviour, and in turn, marketing needs have significantly changed since the coronavirus pandemic. But limited budgets, outdated technology stacks, and lack of skills in-house among other barriers have hindered the ability of businesses to adapt to the new normal. MaaS enables businesses to overcome all these barriers. It enables access to innovative and data-driven marketing capabilities in the form of a managed service without necessarily having to buy a new technology stack. 

Continue reading to learn how to leverage MaaS to grow your digital marketing fast in 2023.

How to Scale Your 2023 Digital Marketing Faster with Maas

According to consulting firm EY, 84% of organizations are adopting managed services as a way of addressing the shortcomings of their current operating models. Managed services point to a faster, more effective route to transformation as businesses battle rising economic uncertainties, supply chain disruptions, and changing consumer behaviour. Marketing, as a core business function, won’t be any different.

MaaS will only be more prominent in the B2B marketing landscape in the coming years.

Marketing as a managed service will help businesses to focus on data-driven strategies and decision-making and leverage new marketing technology and industry best practices to deliver high-impact marketing at lower costs.

So, how can you use MaaS to scale your digital marketing faster in 2023? 

Unfortunately, most digital marketing agencies will try to squeeze as much money out of you as they can. They’ll try to sell you a new website when web maintenance can revamp your existing one. Or sell you PPC advertising when there are more cost-effective ways to generate leads. As the only MaaS company in Ireland, we do things differently and in an innovative way. We first look at who your audience is, what your digital marketing goals are, and then develop an inbound marketing strategy for your business. We do this using our unique SOS model.

The SOS model is a strategic marketing model developed by Salt Marketing to help clients optimize their digital marketing spend. It is an acronym for Situation, Objective, and Strategy:

Situation

This refers to the current state of the business and marketing departments. It includes key factors like the size of the business and its marketing budget. It also includes a summary of the business’s digital marketing spend and efforts, as well as its core digital marketing KPIs. Basically, where are you now?

We will perform customer analysis, digital marketing trends analysis, your strengths and weaknesses, and past and present performance in order to generate insightful reports that can guide you on the next course of action. Some of the checks we perform during situational analysis include:

Identifying problems with your website and receiving a comprehensive list of solutions

Checking for broken pages, links, and problems with basic HTML tags

Detecting complex issues related to international SEO, crawlability, and schema optimization

Evaluating your competitors’ data such as keywords, backlinks, ad campaigns, and top-performing content so you can examine their strengths and shortcomings (360° competitor research)

This was applied to Book a Covid Test, the Irish website used by citizens to schedule appointments to get tested. Such programs were sprouting up during the heat of the pandemic, run by both public and private enterprises- causing there to be stiff competition. Initially, running ads for the platform had a high CPC, at €1.54, which was rapidly depleting the ad budget, and the ROI was further affected by the high 89% bounce rate. This was the first S– the situation the business was in. We undertook a 3-month program to turn things around.

Objective

Where do you want to go? What are you looking to achieve? At this point, we look at your digital marketing goals and key performance indicators (KPIs). The most common digital marketing goals are:

Growing your social media presence

Enhancing your brand visibility

Increasing your lead generation and conversion rates

Improving your ranking on search engine results pages (SERPs)

Once we’ve determined your goals, we’ll also develop measurable KPIs to help us know if we are on the right track and tweak the strategy as needed. 

We ran  such a program for Davis Business Consultants, a firm that provides business and personal mentoring services. Conducting a site audit showed aspects like it only had just above 700 organic keywords and 500 backlinks, so the optimization was lagging behind, impacting its domain score, PPC spend, and number of monthly site visitors. We updated the content on the site with themed keywords – and the digital marketing strategy also included conversion tracking, following the progress of the KPIs through Google Analytics – with UTM (Urchin Tracking Module).

Strategy 

When we have identified your current situation and where you’re looking to reach, we can develop a digital marketing strategy to help you get there. Our strategies are tailored to your unique business needs and goals. This is also the part where we look at the industry best practices you can take advantage of to achieve your marketing goals.

Take our work with PrintSolutions for instance. This is a Dublin-based business that has been in operation for over 7 decades, but over the past years had seen slow growth due to increased competition, and unoptimized socials.  Every business needs to keep up to date with trends in their niche, and tailor the content and marketing to their specific audience. We developed an marketing campaign on Facebook to generate leads – and in just one month these were our results for some of the ads:

Some of the actionable strategies we use for our clients include:

Keyword Research: We use keyword research tools to find new keywords you can target based on competition level, keyword difficulty, monthly volume, related phrases, and user intent among others.

The conceptualisation of Content Ideas: Use the Topic Research tool to discover hundreds of new subjects. Focus on real-world questions, topical headlines, and subtopics.

Rank Tracking with a Sharp Focus:  Track daily keyword rankings by zip code, device, and location in one dashboard. Discover your competition and new SERP Features.

A Full Link Building Process: Run a Backlink Gap research to see who links to other speciality sites but not yours. We also view your competitor’s backlink statistics using Backlink Analytics reports and set up a link outreach campaign in Link Building. 

The primary focus of our digital marketing strategies is how to help you get where you want to be! We don’t force you onto Facebook marketing when you can get more out of YouTube.  

Take the Next Step in Growing Your Digital Marketing in 2023

Marketing as a Service (MaaS) is a cost-effective and efficient way for businesses to scale their digital marketing efforts. By outsourcing your digital marketing to a team of experts, you will have access to expertise while saving time and money. If you’re looking to scale your digital marketing in 2023, then MaaS is the best route to achieving your goals.

Salt Marketing is an established MaaS agency that can provide you with agile and cost-effective digital marketing solutions to make your business flourish. Our top-tier marketing strategies have helped thousands of Irish businesses to find success with their digital marketing. 

Our MaaS expertise will set you apart from the rest. Optimize your digital marketing in 2023.