Blog | W. O'Donnell Consulting, Inc. https://www.wodonnell.com NYC IT Consulting Firm Mon, 29 Jun 2026 20:43:27 +0000 en-US hourly 1 https://wordpress.org/?v=7.0.4 https://www.wodonnell.com/wp-content/uploads/2024/03/cropped-logofavicon-32x32.png Blog | W. O'Donnell Consulting, Inc. https://www.wodonnell.com 32 32 Should I outsource my marketing? https://www.wodonnell.com/marketing-blog/should-i-outsource-my-marketing/?utm_source=rss&utm_medium=rss&utm_campaign=should-i-outsource-my-marketing Mon, 29 Jun 2026 18:23:45 +0000 https://wodcmainsite.wpengine.com/?p=7590 Small and mid-sized businesses face a challenging business environment, making it essential to carefully manage budgets. While you should always handle some tasks in-house, there's a real upside to selectively outsourcing certain tasks. Save time and money by creatively using outsourcing services to drive success at your company.

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Should I outsource my marketing?

Small and mid-sized businesses face a challenging business environment, making it essential to carefully manage budgets. While you should always handle some tasks in-house, there’s a real upside to selectively outsourcing certain tasks. Save time and money by creatively using outsourcing services to drive success at your company.

It-is-time-to-outsource

Outsourcing benefits the bottom line

It’s no secret that there is tough competition for talent. By going with a contractor, your business can access the same high-quality skills tapped by larger businesses while still staying within the budget. Since it’s expensive to locate, hire and retain talent, outsourcing can be a lifesaver.

In addition, an outsourced expert who can quickly get to work and understand the project’s possible challenges is especially valuable for one-off projects. By hiring outside contractors to work on specific projects, you free up your employees to focus on your core business goals. While it can still be challenging to find the right outsourcing partner, it is much easier and cheaper than trying to hire, train and retain full-time employees.

The most important decisions about outsourcing concern the nature of the project. Deciding when to outsource is critical to realizing the maximum amount of savings so do this in the planning stage of the project.

What kinds of tasks can be outsourced? Typically, it depends on the nature of your business and what you need to accomplish. For example, temporarily augmenting your IT team with developers with specific business logic skills or full-stack capabilities can save time and money.

When to use in-house staff

While outsourcing does deliver value, it should be seen as one more tool in your toolbox. You should handle certain tasks in-house. For example, if you are planning a project that will be integral to your company’s core business, then using in-house employees makes sense.

In-house teams offer consistency and reliability, and they are dedicated to your business’s success. Because of their close proximity and understanding of company culture, in-house teams can quickly resolve issues. They can also be relied upon to address recurrent challenges for sensitive projects.

Due to the increasingly strict regulatory environment, your company may be prohibited from outsourcing some projects due to their sensitive nature or the types of data involved.

Just as there are some tasks you can easily outsource, there are some you should either never outsource or only outsource with extreme caution. For projects that are related to the core intellectual property of a business or use proprietary information, you should only outsource with caution or have an in-house team manage it.

Carefully consider projects that require a high degree of continuity too. Hiring an outsourced team that has worked well together in the past might be one option, but hiring individual freelancers may backfire since each individual will have their own design and stylistic approaches. Communication challenges can also arise, especially in contexts where English is not the primary language.

Getting the help you need

A challenging business climate means that small and mid-sized businesses need to think more like a large company. By making informed decisions about outsourcing or using in-house teams, your business can improve its efficiency, cut costs and boost revenue.

There is no need to face these types of decisions alone. The skilled professionals at W. O’Donnell can help you with your outsourcing and in-house needs. Contact a representative now to get insights about how our team can help your business thrive.

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W. O’Donnell Consulting, Inc.
153 West 27th Street, Suite 903,
New York, NY 10001

Telephone: (212) 838-3339
FAX: (212) 838-1611
E-mail: info@wodonnell.com

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W. O’Donnell Consulting, Inc.
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FAX: (212) 838-1611
E-mail: info@wodonnell.com

The post Should I outsource my marketing? first appeared on W. O'Donnell Consulting, Inc..]]> What marketing strategy is right for B2B marketing success? https://www.wodonnell.com/marketing-blog/what-marketing-strategy-is-right-for-b2b-marketing-success/?utm_source=rss&utm_medium=rss&utm_campaign=what-marketing-strategy-is-right-for-b2b-marketing-success Mon, 29 Jun 2026 18:17:56 +0000 https://wodcmainsite.wpengine.com/?p=7735 The internet has drastically changed the marketing environment, leveling the playing field for small and mid-sized companies that serve other businesses. However, while the same types of tools are available to all businesses, not everyone can create an effective marketing campaign. Inbound and outbound marketing are both strategies that work well when they are used right.

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What marketing strategy is right for B2B marketing success?

your marketing strategy choice

Small and mid-sized businesses face a challenging business environment, making it essential to carefully manage budgets. While you should always handle some tasks in-house, there’s a real upside to selectively outsourcing certain tasks. Save time and money by creatively using outsourcing services to drive success at your company.

Inbound marketing builds business relationships

The typical B2B buyer is now a digital native or spends significant time addressing business needs online. Inbound marketing refers to the capture of a specific type of audience through the development of unique content. Blog posts, e-books and social media interactions are created with certain types of needs in mind. The content is related to your business’s products or services and is typically made freely available.

By positioning your business as a trusted source for information, you are able to organically build relationships with interested companies. Inbound marketing content must focus on showing how your company has already solved problems for others. It should also be developed with the idea that the interested party from a business will need to be able to justify the cost to obtain funds for your products or services.

Outbound marketing is the megaphone for your business

Traditionally, outbound marketing has been the main conduit for achieving brand awareness and getting customers through the door. It uses a very broad brush to deliver a message about a product or service. It attempts to either create a need for the advertised item or begin a conversation with potential customers in a general or public place. Companies create billboards, pay for radio and TV commercial time, buy newspaper ads or engage in cold-calling potential customers.

The advent of the digital age has ushered in other types of outbound marketing. These include contextual ads and pop-ups on websites where your targeted business customers typically spend time. All outbound marketing content for businesses should focus on solving the problems of the people at those businesses, not just promoting features.

Integrating inbound and outbound approaches deliver superior outcomes

No one form of marketing will attract every potential customer. The best way to garner more leads and increase sales is to incorporate both types, ensuring you reap the benefits of their strengths while downplaying their weaknesses.

The difference between inbound and outbound marketing lies in their approach. Outbound marketing is general and relies on a basic understanding of what people need from your product or service. Inbound marketing is specific and focuses on delivering a tailored experience for an interested potential customer. You need both to succeed in your strategy.

For example, outbound marketing encompasses some of the best ways to get your company’s message out to a general audience. However, it’s challenging to know how well that message was received. Social media posts are excellent for targeting local consumers, but those individuals won’t link to your site unless they’re aware of it.

inbound and outbound marketing

Distinguishing your company in an increasingly crowded market makes the difference between merely surviving and thriving. However, it’s not always easy to understand how to get the most promising leads or generate the content your customers really want to see. The experts at W. O’Donnell can help you with your inbound or outbound marketing needs and strategies. Learn how its experience can help drive improvements in your business.

Contact a W. O’Donnell representative today.

Free Consultation

W. O’Donnell Consulting, Inc.
153 West 27th Street, Suite 903,
New York, NY 10001

Telephone: (212) 838-3339
FAX: (212) 838-1611
E-mail: info@wodonnell.com

Let's Talk!

Offerings

Blogs

Testimonials

Free Consultation

W. O’Donnell Consulting, Inc.
153 West 27th Street, Suite 903,
New York, NY 10001

Telephone: (212) 838-3339
FAX: (212) 838-1611
E-mail: info@wodonnell.com

The post What marketing strategy is right for B2B marketing success? first appeared on W. O'Donnell Consulting, Inc..]]> Is your B2B marketing plan working? https://www.wodonnell.com/marketing-blog/is-your-b2b-marketing-plan-working/?utm_source=rss&utm_medium=rss&utm_campaign=is-your-b2b-marketing-plan-working Mon, 29 Jun 2026 18:16:40 +0000 https://wodcmainsite.wpengine.com/?p=7801 According to Gartner, B2B companies need to take a different approach when it comes to their marketing efforts. They need to focus on each buyer’s journey for them to get things right. How does that impact your B2B marketing plan?

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Is your B2B marketing plan working?

According to Gartner, B2B companies need to take a different approach when it comes to their marketing efforts. They need to focus on each buyer’s journey for them to get things right. How does that impact your B2B marketing plan?

Marketing to businesses

Marketing to other companies (B2B) is different from marketing to consumers (B2C). One of the most important differences is addressing the need to pay for products or services. A consumer may need to discuss large purchases with a spouse, but can frequently make buying decisions alone. Not so for the business buyer. Usually, the person who is seeking a solution will need to build a business case for the solution, identify the amount of funding needed (and possibly, where that funding will come from) and then convince many people (a board of directors or management) of the need to purchase the solution. This essential difference means that in order to sell to businesses, you must understand and partner with the purchaser to make this journey as pain-free as possible.

Understanding the buyer’s journey

b2b-buyer-journey

The B2B buyer’s journey is not a straight path, but rather a winding trail. Gartner has identified six essential tasks that are part of this journey: problem identification, solution exploration, requirements building, supplier selection, validation and consensus creation. These tasks highlight the types of content and assistance that businesses need from your company to help them complete a purchase. In addition, B2B buyers typically utilize a combination of both digital resources and human representatives at any given stage of this journey. This makes it critical for marketing teams, sales reps and digital content to all be on the same page when it comes to moving the purchaser further along the sales funnel.

Creating an effective marketing plan

Because the B2B buyer’s journey is so complex, it makes sense to develop a marketing plan with these challenges in mind. While every business will have a different marketing plan, there are some tips that can help you build a successful strategy.

  • Define clear objectives: Think carefully about who you are targeting and what goals you want to accomplish. Business buyers are people who have a job they need to perform, so your goals should encompass how you can help them complete those jobs.
  • Update your website: Business buyers should feel that your site is credible, professional and answers some of their most important questions. The site itself should be easy to navigate and customer-centric.
  • Evaluate your content: How does the information on your site address buyers’ needs? Content should be curated to ensure that it is appropriate and not overwhelming. Is the content written in a professional, friendly tone?
  • Appraise your social media presence: How is your social media presence being perceived? Does the content available on social media support your goals? How does it address the different aspects of the buyers’ journey?

The right marketing plan means BUSINESS

presentation-skills

Your company’s specific marketing plan will look different from that of other companies. Your company has its own strengths, target customers and challenges that make it unique. W. O’Donnell Consulting’s veteran team has helped many businesses and organizations understand their particular situation and prepare a marketing plan that is a perfect fit. Drop us a line today to learn more about how we can help your marketing plan shine. (Want a quick peek at how your competition is doing? Visit our website and try our free competitor analysis.)

Free Consultation

W. O’Donnell Consulting, Inc.
153 West 27th Street, Suite 903,
New York, NY 10001

Telephone: (212) 838-3339
FAX: (212) 838-1611
E-mail: info@wodonnell.com

Let's Talk!

Offerings

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Testimonials

Free Consultation

W. O’Donnell Consulting, Inc.
153 West 27th Street, Suite 903,
New York, NY 10001

Telephone: (212) 838-3339
FAX: (212) 838-1611
E-mail: info@wodonnell.com

The post Is your B2B marketing plan working? first appeared on W. O'Donnell Consulting, Inc..]]> How to successfully track marketing results https://www.wodonnell.com/marketing-blog/how-to-successfully-track-marketing-results/?utm_source=rss&utm_medium=rss&utm_campaign=how-to-successfully-track-marketing-results Mon, 29 Jun 2026 18:10:38 +0000 https://wodcmainsite.wpengine.com/?p=7779 Launching a marketing campaign should achieve certain goals and objectives for your business. If you're not tracking or measuring anything, then you won't know whether your marketing plan is successful. Here are some tips on why measuring the performance of a campaign is important, along with different tracking methods.

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How to successfully track marketing results

track marketing results banner

Launching a marketing campaign should achieve certain goals and objectives for your business. If you’re not tracking or measuring anything, then you won’t know whether your marketing plan is successful. Here are some tips on why measuring the performance of a campaign is important, along with different tracking methods.

Reasons to track marketing

Develop strategic goals

The most important reason to track marketing results is to develop the strategic growth of your entire organization via the marketing campaign. A successful campaign should have specific actionable and measurable goals rather than broadly defined aspirations. For example, “getting website traffic from 10,000 customers” is a better goal than “improve website traffic exposure.”

Tracking results is the other side of the strategic marketing equation. Modern techniques allow your team to gain insight into more than your goal’s progress. Proper tracking techniques let you analyze and segment the types of customers that are coming to your website, where they are coming from and their behavior on your website. This gives you much more power to market your business toward your target audience

Compare marketing platforms

Tracking marketing results also gives insight into the specific performance of one platform or advertising service over another. For example, a social media marketing campaign allows you to analyze the total amount of impressions or unique visitors coming from different sources. This allows you to place a return on investment from each advertising spend.

Different methods of tracking

tracking marketing channels banner

How you track marketing results depends on the specific medium chosen to engage your audience. For example, web and digital marketing platforms offer unprecedented levels of access and marketing data compared to traditional marketing mediums such as print, TV and radio.

Tracking traditional marketing media

For traditional marketing media such as television and radio, one of the ways to measure marketing results is with call tracking. By assigning a unique telephone number to each specific advertisement, call tracking allows your team to monitor the volume and frequency of calls to each phone number and then analyze and compare the overall success of each advertisement.

Tracking digital marketing media

Digital marketing can take many forms, but ultimately tracking online marketing activity accomplishes the goal of improving your digital conversion rate. Many third-party digital services such as Facebook and Twitter provide internal dashboards and tracking services automatically. For content marketing campaigns where you are driving traffic to your website from a multitude of online sources, set up a distinct URL associated for each landing page. Techniques such as A/B testing let you compare how minor changes within your messaging might lead to different results.

Best practices for tracking marketing results

A marketer must think like a scientist when it comes to tracking and analyzing results. Remember that the oft-repeated phrase that “correlation does not imply causation” can absolutely be true when it comes to certain patterns in the raw volume of data you are measuring. Careful analysis and interpretation of results can mean the difference between developing the right vs. wrong marketing strategy.

At the same time, collecting and measuring marketing results should lead to a personalized approach in subsequent communications with your audience. If you notice a large spike in volume from a particular customer segment, you can tailor future content and ads to resonate with your audience.

helping you get results banner

W. O’Donnell Consulting can help you choose and implement tracking software to drive better marketing results. With decades of experience in IT consulting and digital marketing, we will give your organization the ability to transform insights into success.

Free Consultation

W. O’Donnell Consulting, Inc.
153 West 27th Street, Suite 903,
New York, NY 10001

Telephone: (212) 838-3339
FAX: (212) 838-1611
E-mail: info@wodonnell.com

Let's Talk!

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W. O’Donnell Consulting, Inc.
153 West 27th Street, Suite 903,
New York, NY 10001

Telephone: (212) 838-3339
FAX: (212) 838-1611
E-mail: info@wodonnell.com

The post How to successfully track marketing results first appeared on W. O'Donnell Consulting, Inc..]]> How much money to spend on marketing? https://www.wodonnell.com/marketing-blog/how-to-create-a-marketing-budget/?utm_source=rss&utm_medium=rss&utm_campaign=how-to-create-a-marketing-budget Mon, 29 Jun 2026 18:00:01 +0000 https://wodcmainsite.wpengine.com/?p=7774 As marketing budgets leveled off last year, chief marketing officers (CMOs) still face several challenges ahead. Here are some tips on determining an annual marketing budget that works for you.

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How much money to spend on marketing?

Marketing-funnel-to-results

As marketing budgets leveled off last year, chief marketing officers (CMOs) still face several challenges ahead. Here are some tips on determining an annual marketing budget that works for you.

How companies calculate a marketing budget

Traditionally, most companies determine a total marketing budget as a percentage of total revenue. According to the Gartner for Marketers CMO Spend Survey 2018-2019, the average percent of revenue spent on marketing in 2018 was 11.2%,

This calculation will vary significantly depending on the industry and development of a particular company. For example, a start-up company or an established player rolling out a major product will be more likely to incur a higher marketing budget.

Challenges faced by CMOs

Projecting a detailed marketing budget for the future is a difficult task, and justifying an increasing marketing budget to executive leadership is a persistent challenge for CMOs. A successful department must have a beat across the entire organization to ensure that all marketing activities reflect the organization’s goals and vision.

Below are three major challenges currently faced by marketing teams across the industry, with recommendations for allocating a marketing budget to address these hurdles.

Rapid changes in marketing technology.

Marketing technology continues to play an increasing role in marketing departments, accounting for 29% of the budget according to the Gartner Report. New tools and technologies that provide new insights and can automate traditional processes are invaluable. However, organizations must realize the true cost of technology lies beyond the purchase price of a new software package.

Marketing teams must think holistically and budget allocations for all levels of information technology integration, including IT infrastructure, external services to develop marketing applications, on-premises marketing applications, and support from internal IT teams. Failing to consider these ongoing expenses will quickly consume a budget.

Unpredictability of staffing needs.
finding-the-right-people-staffing-problem

In a field such as marketing, anticipating future staffing volumes is quite a challenge. While major campaigns and organizational initiatives might be in motion for years, most marketing functions must be responsive to evolving needs of the business. This results in uncertainty for correctly staffing the right number of employees.

Analysts, digital content creators, managers, and other marketing specialists are a crucial aspect of your marketing team. However, like all employees, the labor costs of marketing professionals does come with a price. Outsourcing or hiring consultants tends to be an immediate reaction to cutting down on costs. Think strategically about pushing the professional development and skill set of your marketing team to take on a greater volume and complexity of projects before rushing to push out a new job description.

Challenge of balancing costs and impact of paid media.
cost-vs-benefit-in-marketing

Advertising is a critical component of marketing and building brand recognition and identity for potential customers. Yet, content creation can eat up a marketing budget when paying for any skilled media service, including video, graphic design, or text content.

With the rise of digital media, a whole new world of media opportunity is open for marketers; some good and some bad platforms. Be sure to carefully monitor the costs and results of paid media such as through URL tracking. From social media campaigns to organic SEO, to traditional advertising, determine which paid media forms are generating the best results for your business. Be open to developing areas such as online video, which is expected to more than double its 2016 investment by 2021.

W. O’Donnell Consulting provides professional assistance to aid the development of a marketing budget and help figure out what is generating the best ROI for your organization. Contact us today to learn more about our professional marketing and digital media services.

Free Consultation

W. O’Donnell Consulting, Inc.
153 West 27th Street, Suite 903,
New York, NY 10001

Telephone: (212) 838-3339
FAX: (212) 838-1611
E-mail: info@wodonnell.com

Let's Talk!

Offerings

Blogs

Testimonials

Free Consultation

W. O’Donnell Consulting, Inc.
153 West 27th Street, Suite 903,
New York, NY 10001

Telephone: (212) 838-3339
FAX: (212) 838-1611
E-mail: info@wodonnell.com

The post How much money to spend on marketing? first appeared on W. O'Donnell Consulting, Inc..]]> Pay-per-click marketing: Avoid flushing your funds https://www.wodonnell.com/marketing-blog/pay-per-click-marketing-avoid-flushing-your-funds/?utm_source=rss&utm_medium=rss&utm_campaign=pay-per-click-marketing-avoid-flushing-your-funds Fri, 26 Jun 2026 20:58:48 +0000 https://wodcmainsite.wpengine.com/?p=7768 Has your business ever tried running Google search ads to guarantee exposure on the search results page? Have you ever wasted $1,000+ in a week's time with job searchers, vendors, or bots clicking your ads and burning up your company budget? It has happened to the best of us, many times. We're sharing our top 5 recommendations to cut costs on PPC campaign that you implement TODAY- in less than 30 minutes.

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Pay-per-click marketing: Avoid flushing your funds

Has your business ever tried running Google search ads to guarantee exposure on the search results page? Have you ever wasted $1,000+ in a week’s time with job searchers, vendors, or bots clicking your ads and burning up your company budget? It has happened to the best of us, many times. We’re sharing our top 5 recommendations to cut costs on PPC campaign that you implement TODAY- in less than 30 minutes.

In 2019, we’re managing nearly 1 million dollars of ad spend on Google Ads. You could say we’ve earned some valuable insights and learned a thing or two about the IT space. Google Ads can be a beneficial addition to your digital marketing strategy, but this relationship needs strict boundaries to keep your company finances out of harm’s way.

Our Top 5 Google Ads Budget Savers

Here’s what we configure for 90% of our ad accounts, to take proper caution with clicks and keep spending under control.

1- Location settings: You have selected a geographical area for your ads to display in right? Did you know the default settings in Google allow your ads to be shown to people OUTSIDE those boundaries?

Head to Settings: click on the campaign you want to revise < click on ‘Locations’ < click on ‘Location Options’ and change this sneaky little setting to ‘People IN your targeted locations’ and ‘People IN your excluded locations.’

2- Create an ad schedule: Do you think qualified traffic is searching the web for a managed services provider at 2am? It’s unlikely. For many accounts, we see only $100-$300/month spent during off-hours- regardless we’d like an extra $3600 in the bank this year.

Find it here: Ad schedule < hit the blue pencil to create an ad schedule. Only want clicks / potential calls during operating hours? You can make it happen and reduce wasted spend.

3- Call bid adjustments: Do you use any tracking tools to monitor your lead calls? Ever had to pay for an automated click and spam message from PPC? Bot traffic and bot calls are on the rise- not everyone wants to block the option for calls, but it does significantly reduce bot clicks.

Make it happen here: Advanced Bid Adjustments < click the pencil under ‘Call Bid adj. < decrease the % you’re willing to pay for a call.

4- Demographical pruning: You can eliminate age groups that your company deems outside the target market. In many cases, we remove 18-24 & 65+ age groups in demographical pruning.

Check it: Demographics < More, exclusions < choose specs you want to block. *Hint* we don’t EVER block the ‘unknown.’

5- Match type: [We’re here for exact match.] While we do have some campaigns running with phrase and broad match terms, our preference and home base is exact match. Many searchers for terms related to IT services can be extrapolated in Google’s eyes to include far too many terms.

Running the keyword IT Support in “phrase match?” Gee, what kind of search terms are your clicks based on? ‘Apple IT support phone number’ or ‘IT support tech interview questions’ or ‘IT support specialist salary.’ Put the kibosh on that nonsense immediately by changing your match types.

Make the change: Keywords < select all < edit, change match type < exact match.

Bonus: Bid Strategy! Through our testing, the bid strategy we have found most successful is ‘Manual CPC.’ Google’s machine learning and auto-optimizing bid strategies are…. not created with your goals in mind. Automation is a great starting point to get in the game, but if your Google Ads are producing terrible quality leads or instant bounce traffic, changing your bidding strategy can help.

Set it so: Settings < Bidding < Change bid strategy < ‘Select a bid strategy directly’ < Manual CPC. Congrats, you’re now in full control of your click auction.

Google Ads is basically a suite of platforms in one

Many features, attributes, and analytical details of a Google Ads campaign may appear to be locked away in a vault. They are. We have performed account analysis reports and every single time we have identified a list of opportunities for cost savings and increased performance. Straying from the pre-defined settings and customizing your campaign settings can help control costs and extend your reach.

If you fear your business’s campaign on Google Ads is flushing your funds away- have another set of eyes take a look.

Free Consultation

W. O’Donnell Consulting, Inc.
153 West 27th Street, Suite 903,
New York, NY 10001

Telephone: (212) 838-3339
FAX: (212) 838-1611
E-mail: info@wodonnell.com

Let's Talk!

Offerings

Blogs

Testimonials

Free Consultation

W. O’Donnell Consulting, Inc.
153 West 27th Street, Suite 903,
New York, NY 10001

Telephone: (212) 838-3339
FAX: (212) 838-1611
E-mail: info@wodonnell.com

The post Pay-per-click marketing: Avoid flushing your funds first appeared on W. O'Donnell Consulting, Inc..]]> What is remarketing? https://www.wodonnell.com/marketing-blog/what-is-remarketing/?utm_source=rss&utm_medium=rss&utm_campaign=what-is-remarketing Fri, 26 Jun 2026 19:42:18 +0000 https://wodcmainsite.wpengine.com/?p=7763 When you're in the market for a new car, do you buy the first car you see? Do you conduct research on a make or model? Perhaps weigh the options and evaluate your finances? Prospective clients carry out this same process prior to signing a managed services contract. Maybe your business is in the running, maybe even a final contender- how do you stay with your prospects through the buying process to ensure your business lands the contract? Using swift spy tactics and cunning online recon! Well, sort of...

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What is remarketing?

When you’re in the market for a new car, do you buy the first car you see? Do you conduct research on a make or model? Perhaps weigh the options and evaluate your finances? Prospective clients carry out this same process prior to signing a managed services contract. Maybe your business is in the running, maybe even a final contender- how do you stay with your prospects through the buying process to ensure your business lands the contract? Using swift spy tactics and cunning online recon! Well, sort of…

Remarketing, also known as retargeting, is a method of advertising only to your previous website visitors. Yes, you read that correctly- you can set marketing campaigns SPECIFIC to your warm website traffic. Retargeting ads strongly utilize visuals via display advertising. The most important aspect of launching a remarketing campaign is website traffic- if you have low web traffic, you don’t have an audience to remarket to. As your web traffic grows and you begin remarketing the options available to segment your audience are brilliant.

How does remarketing work?

Prior to growing your website traffic, a mandatory first step is installing tracking pixels on your company website. Even if your business has no immediate plans to remarket, these pixelated audiences are invaluable to any future online marketing endeavors and we HIGHLY recommend installing tracking pixels. Today.

By installing a tracking pixel, code snippet, or website tag on your company’s site, you compile and store data based on visitors to your website. This data does not provide names or email addresses, but it does allow your campaigns to reach these users again through paid campaigns.

There are several main tags to install:

  • Google Analytics: this is the most common web tag, as many webmasters use the tools GA provides. This grants you access to remarketing on the Google Display Network (ahem, 90% of sites on the internet today), search remarketing, and YouTube retargeting.
  • Facebook Pixel: Your company isn’t really active on Facebook? No problem, we still recommend installing and building audiences! This allows you to reach users on both Facebook & Instagram when you’re ready.
  • LinkedIn Insight Tag: Is LinkedIn the social platform for B2B? With increasing numbers of CEO’s and owners using the app, it’s the professional networking site to reach decision-makers. LinkedIn has the most advanced retargeting capabilities by far- but with steep audience requirements.
  • Secondary tags, if you’re so inclined: Twitter website tag and Bing Universal Event Tracking are also available options.

Depending on your company’s monthly web traffic and required audience size of the platform you intend to use, it can take anywhere from 30-120 days to become eligible to initiate a remarketing campaign.

What are the benefits of retargeting?

With all the time it takes to set up and monitor these efforts, what’s the payoff? Let’s be fully transparent- remarketing is NOT a form of lead generation, this is full-fledged lead NURTURING. Remarketing campaigns keep your business top of mind throughout the buying cycle, in between prospect calls and first-time site visits, and solidify your brand as an authority to your current clients. #worthit

Here’s a scenario.

Perhaps your business actively conducts SEO, spending time each month creating and optimizing new web pages for search engines. Maybe you send out quarterly email marketing campaigns. Or perhaps you run Google Ads for several key search terms. You’ve piqued some interest and seen an increase in web traffic, but no new leads- what gives? Consider this: with retargeting in place, your company will STAY in front of web traffic after they leave your website.

We’ve found many web users conducting research for IT services reach out to multiple companies. Maybe a prospect tried to call you after hours or submitted a ‘contact us’ form and never heard back. It’s also possible that companies begin researching IT services several months prior to executing a new project.

Growing website traffic, promoting your business, and performing consistent digital marketing efforts is time-consuming and difficult, sometimes disheartening- we know! Your marketing team works diligently to deliver leads and increase your web traffic. Remarketing is a proven method to engage with your soft leads. If you invest time, money and energy into helping prospects find your website wouldn’t it be great to continue to nurture those prospects? You can!

Remarketing in action

One MSP we work with decided to launch a remarketing campaign for the first time. The team didn’t really know what to expect, or if it would be of any benefit to their business. We get it, marketing ventures that don’t yield ROI are unfortunately the norm. This particular provider is like many MSPs we’ve worked with, they are up for trying anything once to reach new leads.

We installed their tracking tags, created the display ads, and pressed ‘GO.’ A month later they called us, BEAMING as remarketing had substantially helped establish brand authority and familiarity. They had several new client site meetings that month, and when they walked in the door they were familiar faces. Real-life: ‘You guys are everywhere, on the radio, on billboards, I’ve seen you all over!’

Was this MSP running radio and billboard ads? No, but the result of consistent, subconscious brand impressions created that feeling.

After clicking on the site and an initial phone call, this prospect gained awareness of the MSP until the first site visit via remarketing ads- and had the MSP feeling famous when they walked in the door. Marketing status: Bond, James Bond.

Needless to say, this MSP has continued and expanded their remarketing efforts.

Once again, this isn’t lead generation, it’s lead nurturing. Remarketing supports your brand authority and awareness with current and potential clients.

Bonus: Remarketing is INEXPENSIVE

Our highest CPC on record for Google search ads is, drumroll please….. $120! One click, over a hundred buckaroos. Ouch. And no, that click didn’t land a managed services deal. The costs associated with paid media online, inbound or outbound, are excruciating. On average we see costs-per-click of $35-$75. Although these prices can still provide ROI, the pocketbook pain is real.

Remarketing CPC’s are substantially lower! We earn clicks as low as .77 on a regular basis, ranging up to $8.

We’ll repeat that: we earn clicks from warm website traffic as low as .77 per click. Ninja.

This is truly one aspect of digital marketing we encourage businesses to embrace, even for IT companies! We can’t wait to see your business all over the web after you implement your first remarketing campaign!

Free Consultation

W. O’Donnell Consulting, Inc.
153 West 27th Street, Suite 903,
New York, NY 10001

Telephone: (212) 838-3339
FAX: (212) 838-1611
E-mail: info@wodonnell.com

Let's Talk!

Offerings

Blogs

Testimonials

Free Consultation

W. O’Donnell Consulting, Inc.
153 West 27th Street, Suite 903,
New York, NY 10001

Telephone: (212) 838-3339
FAX: (212) 838-1611
E-mail: info@wodonnell.com

The post What is remarketing? first appeared on W. O'Donnell Consulting, Inc..]]> Search Engine Optimization: What MSPs need to know. https://www.wodonnell.com/marketing-blog/seo-what-msps-need-to-know/?utm_source=rss&utm_medium=rss&utm_campaign=seo-what-msps-need-to-know Fri, 26 Jun 2026 19:24:05 +0000 https://wodcmainsite.wpengine.com/?p=7758 Does SEO actually work? Have you ever heard 'SEO is dead?' Optimizing your website for search engines, more than anything else in marketing, is surrounded by a veil of secrecy and confusion. The work required to perform SEO correctly is time-intensive and requires a hefty amount of research. Well, call us crazy because we do it differently and we have for years! We know how to make your website relevant- you don't need authority to play this game.

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Search Engine Optimization: What MSPs need to know.

Does SEO actually work? Have you ever heard ‘SEO is dead?’ Optimizing your website for search engines, more than anything else in marketing, is surrounded by a veil of secrecy and confusion. The work required to perform SEO correctly is time-intensive and requires a hefty amount of research. Well, call us crazy because we do it differently and we have for years! We know how to make your website relevant- you don’t need authority to play this game.

Can people find your business on Google?

Maybe you’ve hired an SEO agency to help you rank for top terms like ‘IT Support’ and ‘Managed IT Services’ but you never experienced any results… How do you know where your business ranks in Google for the services you offer?

There is one very simple way to learn your business’s visibility on Google- use it! Try googling a service you offer plus a city in your service area.

For example: IT Consulting Manhattan, Office 365 Support Manhattan, Network Security Consultant Manhattan, etc.

Does your business show up in the search results? If your website listing doesn’t appear when you are searching, how would a potential client find you? Are your competitors showing up on Google for the services your business wants to rank for?

I paid an SEO agency to rank #1 for 'IT Support'...

And it didn’t work? No surprise here, unfortunately. There are thousands of SEO agencies out there trying to sell you on their services. Ranking on the first page in Google is invaluable for your business and your marketing team needs to include an SEO plan in your marketing strategy!

To rank #1 for ‘IT Support’ could take an SMB 5+ years and tens of thousands of dollars to achieve, only to stay in the #1 position for a couple of months. This isn’t an ROI positive means of performing SEO. There are too many competitors in the IT space for MSPs to rank #1 for the necessary short-tail umbrella terms.

There is another way. By targeting intention-based search terms and services your business can rank #1 for THOUSANDS of terms. This isn’t a smoke and mirrors show- you will be able to search for services your company provides on Google and SEE your website in the search results!

If you can find your site, potential leads can also find you.

How does SEO work?

H1, H5, Metadata, B7, backlinks- Have you heard of these terms in your practice or research of SEO? What do they all mean? Which do you need to focus on to be #1? Are these buzzwords fact or folklore?

The landscape of Google has changed greatly throughout the years as machine learning and user experience have become paramount to search results. Maybe you’ve heard of penguin or panda updates? These are several of Google’s strides toward ranking and showcasing the top sites in the SERPs (search engine results page). A variety of over 300 factors help to determine which websites own the top real estate, winning more website traffic and potential leads.

Let’s mythbust the most common SEO buzzwords we hear:

  • Headings (H1, H2, H3, H4, H5): These CAN help you provide contextual relevance, but not in most use cases that we have seen.
  • Metadata: Drafting a relevant meta description can show searchers that your business is the right one to get the job done. We create metadata for every page on every site.
  • Backlinks: They can be hard to come by, but the right backlinks are 100% necessary to rule the world. Here’s the thing, you don’t need 1,000’s of backlinks to have a shot at ranking. You need a handful of relevant, earned & trusted, do-follow backlinks on your website.
  • Mobile Responsive: With over 60% of search taking place on mobile devices, your business is on the sidelines if your site isn’t mobile-friendly.
  • HTTP v. HTTPS: Another non-negotiable. If your site isn’t secured with an HTTPS certificate, it’s later days my friend. (Google may even show a warning to every user visiting your site!) With security on the frontlines in this day and age that’s the LAST thing you want as a first impression.

SEO is an investment in your business.

SEO is the trusty steed to carry your business into the future. Yes, this is a long-term play, BUT there is no other strategy to win more leads for your business and gain market share from your competitors.

Whether you are actively performing SEO or you’ve never attempted it, the universal starting point is to assess your current standings and website health. We work with companies to support their internal SEO efforts and can help you identify opportunities. If you are currently working on SEO and are doubtful of results, reach out. Let’s unpack what’s going on behind the scenes.

Free Consultation

W. O’Donnell Consulting, Inc.
153 West 27th Street, Suite 903,
New York, NY 10001

Telephone: (212) 838-3339
FAX: (212) 838-1611
E-mail: info@wodonnell.com

Let's Talk!

Offerings

Blogs

Testimonials

Free Consultation

W. O’Donnell Consulting, Inc.
153 West 27th Street, Suite 903,
New York, NY 10001

Telephone: (212) 838-3339
FAX: (212) 838-1611
E-mail: info@wodonnell.com

The post Search Engine Optimization: What MSPs need to know. first appeared on W. O'Donnell Consulting, Inc..]]> Is Your Marketing Failing You? https://www.wodonnell.com/marketing-blog/is-your-marketing-failing/?utm_source=rss&utm_medium=rss&utm_campaign=is-your-marketing-failing Fri, 26 Jun 2026 19:14:55 +0000 https://wodcmainsite.wpengine.com/?p=7753 Is your marketing failing to drive leads and revenue? Are you spending heaps of money each and every month without the phone EVER ringing? Why do bad things happen to good people?

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Is Your Marketing Failing You?

Is your marketing failing to drive leads and revenue? Are you spending heaps of money each and every month without the phone EVER ringing? Why do bad things happen to good people?

We’ve been highly experimental in our marketing endeavors- if we’ve heard of it, you can bet we’ve tried it. Bad news: most things don’t work well in B2B, even strategies we’ve been over the moon excited for. Good news: What does work will continue to work, now and in the future!

Read on for our top 4 recommendations to assess your digital marketing.

Tip #1: Digital marketing requires time and consistency.

We hate to be the bearers of bad news but in B2B marketing, there isn’t a strategy to crank out leads like turning on a water faucet. If it was out there, we would have found it.

What DOES work is a consistent, long-term strategy that your business maintains and monitors consistently. Marketing efforts in this sector compound over time, you have to think FORWARD. Where do you want your business to be this time next year? Long term approaches will grow your revenue.

Tip #2: More than analytics: Utilize website tracking tools

We’ve worked with over 150 MSPs on their digital marketing strategies and campaign executions. We noticed in our first year of partnering with MSPs on marketing efforts there was an informational data gap. The phone would ring for an MSP with a lead on the line and they would busy their team on setting a meeting and drafting a proposal. But how did that lead FIND your business? Which efforts work and which are a financial drain?

We enlist a custom set of website tracking tools to sort and identify the sources of incoming web traffic. After setting up and using these tools for several months we could quickly identify which platforms were beneficial and which we reconsidered.

When your business receives a new lead you MUST learn how they found you!

Tip #3: Align your goals with your campaigns.

Another idea to consider among marketing strategies is the end goal your business wants to achieve. Are your company’s efforts solely focused on lead generation? Then a LinkedIn campaign probably isn’t for you. Are you trying to solidify your business in a new service area or vertical market? An outbound display advertising push may be exactly what you need!

Some activities are spectacular for brand awareness, while others are better suited for lead generation. To grow revenue and generate leads, SEO is the ticket. Email marketing is an excellent channel for warm prospects already in the funnel. Social media platforms are great for tertiary goals like networking and brand building.

Your company’s specific goals play a role in which marketing strategies to use; analyze your efforts and restructure as necessary.

Tip #4: Learn what delivers ROI.

Of everything we’ve tried, SEO has consistently delivered the highest ROI! Surprising? We think not- every day millions of consumers search on the internet for services their business needs. When your business has the power of Google on its side, the internet is your oyster.

The first 8 months were absolute crickets. We saw website traffic to our pages slowly increase but we didn’t close a single deal. We started truly reaping the benefits just after the 1 year mark. The time and money it took us to optimize our site finally paid off and we’ve been hitting the SEO juice ever since.

Don’t get discouraged if your business’s digital marketing isn’t delivering the leads you want. The B2B space is a highly competitive and confusing arena to attempt ‘learn as you go’ marketing.

  • Realize this is a long-term play, it may take up to 1 whole year to reap the benefits!
  • Utilize website tracking tools. There are a variety of affordable options to learn how your prospects found you.
  • Hone in on your end goal- Are you aiming for lead generation, brand awareness, or networking?
  • Think about your ROI. What are you spending money on and what is actually working?

Most importantly, don’t give up! Whether your business handles your marketing in-house or you outsource to an agency, your business can’t afford to miss out on the opportunities awarded through digital marketing!

Free Consultation

W. O’Donnell Consulting, Inc.
153 West 27th Street, Suite 903,
New York, NY 10001

Telephone: (212) 838-3339
FAX: (212) 838-1611
E-mail: info@wodonnell.com

Let's Talk!

Offerings

Blogs

Testimonials

Free Consultation

W. O’Donnell Consulting, Inc.
153 West 27th Street, Suite 903,
New York, NY 10001

Telephone: (212) 838-3339
FAX: (212) 838-1611
E-mail: info@wodonnell.com

The post Is Your Marketing Failing You? first appeared on W. O'Donnell Consulting, Inc..]]>