Integrated Computer Services (ICS) is a New Jersey–based managed‑IT provider that delivers cybersecurity, cloud migration, and 24/7 help‑desk support to mid‑market firms across the Northeast. With two decades of experience and a reputation for white‑glove service, ICS had grown largely through referrals and long‑term contracts. By 2024, however, the leadership team recognized the need to amplify inbound demand, showcase deep technical expertise, and position the company as a thought leader in a crowded MSP landscape. They enlisted Marz Agency to modernize their digital footprint and build a lead‑gen engine that matched the sophistication of their service stack.
Client Challenge
Although ICS had a brochure‑style website, it lacked fresh, authoritative content—making it difficult for prospects (and search engines) to see the firm’s full range of capabilities. Blog posts were sporadic, internal linking was thin, and key service pages failed to target high‑intent keywords such as “managed cybersecurity NJ” or “cloud migration services NYC.” Their Google Ads account was running on aging broad‑match campaigns that bled budget and produced low‑quality clicks, while conversion tracking captured only form fills, ignoring the phone calls that represented half of all inquiries. Finally, social channels were dormant, limiting brand visibility among IT decision‑makers who browse LinkedIn for peer insights and vendor validation.
The Marz Solution
Marz Agency began with a content audit and keyword gap analysis, then launched an editorial calendar that publishes two in‑depth articles per month—each mapped to a core service line and interlinked with updated pillar pages. We optimized on‑page elements (schema, meta titles, alt text) and tightened internal linking to pass authority across the site, boosting organic visibility for solution‑specific queries within 90 days. On the paid side, we restructured Google Ads into tightly themed, exact‑ and phrase‑match ad groups, layered in industry and geo qualifiers, and introduced call‑conversion imports from ICS’s VoIP system to measure every lead. This overhaul cut wasted spend by 38 % and lifted click‑to‑lead rate by 62 %. Meanwhile, a LinkedIn thought‑leadership program rolled out weekly carousel posts and short‑form videos showcasing case studies, zero‑day vulnerability alerts, and staff certifications—growing follower count by 4× and driving consistent referral traffic back to gated assets. The combined effect is a seamless, multi‑channel engine that positions ICS as both a trusted advisor and a best‑in‑class technical partner—while delivering a measurable uptick in qualified pipeline month after month.
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2023
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