I’m sure as a MSP, you have been using lead nurturing for some time now. However, with regular use of lead nurturing, or anything for that matter, some best practices can fall by the wayside.
To ensure that you are making the most of your lead nurturing campaign, we have made a quick list of 10 things that you must do to stay on top of your game. If these steps are new to you, feel free to use them and see the difference for yourself… 
Let’s get started–
1. Always use a permission-based list
This is the number one rule of lead nurturing. With countless promotional messages in their inbox, your prospects are most likely to get turned off by unsolicited emails. Reporting your emails as spam obviously spells disaster for you. Hence, it’s best that you always, I repeat, always, nurture only those prospects who ask for it.
2. Don’t forget what lead nurturing is about
Remember: The aim of a lead nurturing campaign is to educate, converge and then convert (strictly in that order). Do I need to say more?
3. Know what you’re going to talk about
Educating prospects is a responsibility. You’ve got to ensure that you are giving them information about things that matter to them. Your leads will have different needs and you’ve got to respond to each of them with personalized messaging.
Sounds tough? Not with an intelligent marketing automation software system. When you have a 360-degree, real time insight into what your prospects are looking for, It is easier to identify what they want and cater directly to them.
4. Are your emails/posts value-adding?
Another important thing that you need to remember is the reason for lead nurturing. Nurturing is about providing information to your prospects: information that is beneficial for them and that will help solve a problem. For instance, as a MSP, You can send your leads Day Zero alerts and tips on staying safe virtually. These will be things that your prospect finds value-adding which will make them look forward to your next contact with them.
5. Personalize your content
Personalization is key if you want to hit the right note with your prospects. Personalize the content of your lead nurturing/drip campaign based on prospect behavior and persona. A personalized message says a lot about how much you care about their needs and are willing to offer them a solution. Plus, it makes you look like a well-informed adviser.
6. Be conversational
Be sure your campaign uses a conversational style and doesn’t sound like a one-way broadcast. Personalization need not be limited to what you offer. It can also be applied to the tone and style of your messages. It is always easier to connect with a person who is friendly instead of preachy.
7. Space your emails evenly
The effectiveness of a nurturing campaign can be seen only when the emails are evenly spaced out. Sending too many emails is always a strict no-no. At least maintain a space of 2 days between emails. Having too large a gap between two emails, however, means your prospect may completely forget your message.
8. Add contact details
Ensure every e-mail that goes out shows your contact information clearly and makes it easy for your prospects to contact you. At the end of every email, make sure you enter your contact details in case they want to get in touch.
9. Be sure your links are trackable.
In your lead nurturing copy or social media posts, always include trackable links. This way you get an insight into which of your prospects showed further interest in your content.
10. Use lead scoring wisely
Score every activity related to the lead nurturing campaign, so you know clearly which lead is ready to meet you and which ones need more time. Set a scoring model that gives you a proper picture of the level and area of interest in your content. Set a drip campaign for those who meet these requirements.
Research by The Annuitas Group states that businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. What does your research say? Let us know…