Your MSP company needs to effectively nurture its leads for maximum possible conversion. If you’re unfamiliar, lead nurturing is basically a process of automation which checks in on prospects who’ve given you their information, but who haven’t made a conversion decision yet. Sometimes you’ll nurture leads along with non-automated outreach, but these are usually “bigger fish.”
There are a lot of different steps you can take to nurture your leads, using an email marketing campaign that’s strategically optimized will make a lot of sense. Doing so with the following tactics in your outreach playbook can be worthwhile:
Design an Outreach Messaging Strategy with Multiple Lines of Approach
Your MSP company needs to have multiple tiers of email outreach. For example, the first lead nurturing tier could be an email welcoming a potential customer to your newsletter. The next might be a check-up in a few weeks.
You might send out a promotion. Some outreach messages will be more or less effective than others; consulting with an SEO group catering primarily to MSPs can help you get started in the right direction.
Send Messages at Strategic Intervals to Avoid Spam
You don’t want to oversaturate the inbox of your prospects. This isn’t likely to make them think positively of you. What makes sense is figuring out the best time to send them a message. You might tier it like a pyramid. Send a message when they give you their information, then a few weeks after that, or months— depending on what works best.
Measure the Success of Varying Nurture Techniques
It’s absolutely integral you keep tabs on your lead nurturing techniques to determine which ones work the best, and which ones could serve to be tweaked. Know what KPIs (key performance indicators) to watch.
More Nurtured Needs
An MSP company that measures lead nurturing effectiveness, sends interval messages at the right times, and carefully sends out messages conforming to different lines of approach, such as greeting or discount, is more likely to capture leads.