If you have been following our last few webinars and blogs, you would know that the most common MSP marketing challenge is lead generation. We have been discussing various lead-gen sources last couple of weeks and this week we talk about some lead gen best practices that will help you create a successful leg-gen plan for 2020.
So, here’s what successful lead generation looks like.
Multiple lead sources
The financial investment rule of not putting all your eggs in one basket applies to successful lead generation as well. You must diversify your investment in terms of lead sources and also in terms of the market you look for leads in. Some lead sources that you should dip into include-
- Local trade associations and business groups
- Tradeshows and networking events
Consistency
No matter how big your lead pool, you won’t make much progress if you are not consistent in your sales and marketing efforts. Whether it is a weekly email campaign, or a monthly newsletter or a webinar every quarter, keep at it consistently so your brand and business is on top of your lead’s minds.
Sharing the right content
You need to share the right content with the right audience. The days of one-size-fits-all are over. Your sales and marketing content needs to be tailored to appeal to your leads at the different stages of the buying cycle. For example, if someone is in the very first stages of evaluating their IT needs and a possible vendor, you need to offer them informational content like whitepapers, research reports, etc., and for someone whom you have met with and discussed your services, you might want to send customer testimonials, case studies or discounted proposals. The bottom line is–not all content works for everyone. You need to pick the right type of content to make an impact. A sales and marketing asset management tool can help you with this.
Automate what you can
Automate what you can in order to consistently educate your buyers and provide value through the marketing funnel. Marketing automation can strengthen your marketing process and support your existing MSP marketing strategy. It can help you attract quality leads and make your content marketing more effective. For example, you can use the marketing software to automate your weekly social media posts, run marketing email campaigns or send automated replies to customers who fill a form on your website.
Catch us next week to learn how you can build a successful MSP marketing foundation for 2020.