If you’re a Managed Service Provider, it’s important to stay on top of your lead generation strategy to attract new customers and appeal to your target audience. But which tactics you should really be using to drive enquiries and ultimately boost sales?
1. Provide educational content as a value exchange
First up, don’t expect a potential lead to sign up for your newsletter or updates without giving them something in return. Whether you’re offering a relevant ebook, an insightful whitepaper or a thought-leading webinar, make sure you provide educational, valuable content in exchange for a database opt-in. Effective MSP-specific lead bait content includes tools to evaluate part of your prospect’s IT setup, and templates (such as an IT strategy template) that will easily translate to their business.
2. Include calls-to-action on blog posts
If a would-be lead has made it all the way to the end of a blog post, don’t waste their momentum and interest by forgetting to include a call to action (CTA). Good, effective CTAs are tailored to a particular blog post (for example, a post about cyber security could promote your email security audit service), adding meaningful value and guiding the reader towards a specific action.
3. Put a chat module on your website
Chat windows are a quick and easy way to let web visitors engage with your business, without going to the hassle of picking up a phone or writing an email. Once they're engaged with your customer service operators, you can offer helpful advice and steer them in the right direction as they get to know your offering. Prospects can even leave messages on your chat pane out of hours, or when the facility is unmanned, so it doesn’t have to be a round-the-clock commitment.
4. Use content-assisted outbound marketing
Whether you’re sending an email or reaching out by phone, your outbound marketing tactics benefit from being backed up by good content. By building a repository of sales assets and collateral to use when reaching out to ‘warm’ leads, you’re demonstrating a real reason for getting in touch, instead of a more generic ‘I just thought I’d check in’.
5. Qualify your leads
Lastly, don’t forget to qualify your leads. Who are they, where did they come from, and do they fit your target persona? If your leads are off the mark, it’s a sign you need to tweak your lead generation tactics, focusing only on prospects who will genuinely benefit from your offering and have a realistic chance of becoming a customer.
For more information on IT lead generation, be sure to check out our definitive 6-Step IT Marketing Strategy