Lead nurturing is the latest IT marketing innovation that involves engaging with buyers, building a relationship, and analyzing every stage of their buyers’ journey. The goal of lead nurturing is to engage with buyers who aren’t ready to buy, gaining their trust. Once your leads have confidence in your brand and are ready to buy, they go with you.
Identify Which Leads to Nurture
In order to determine which leads to nurture, you must know your target audience. Through analyzing demographics, desirable characteristics, social media followers, and blog interaction, you get an idea of which leads are worthwhile. Once you know who can actually afford your services, has the need for what your MSP business has to offer, and has the authority to close the deal, then you can nurture the lead. Nurturing is all about building trusting relationships, rather than selling.
How to Engage with Your Leads
Lead nurturing gives you a cost-effective way to interact with your leads through content marketing that appeals to their responses, interests, and behaviors. When you communicate with your leads, you should create value using remarkable content. Gain the interest of your leads with a content marketing campaign that includes compelling call-to-action triggers.
Broaden your reach by communicating with your prospects beyond just emails but through social media channels like Twitter, Facebook, and LinkedIn. Although your leads might be inspired by your emails, they don’t usually respond to them. By taking advantage of social media, your leads can find out about the benefits of your services, engage with you, and share your brand with their followers.
This is a prolonged effort that keeps your business’ brand, expertise and services front and center without being intrusive. Make sure your communications are informative and inspiring, providing relevant details about your services. Offer to help your leads with their problems, business needs and concerns. When you create your content, include any relevant industry tips or news that is interesting and insightful for your target audience.
Ask your prospects questions about their needs to gain more details about whether your services are really what they want. As you collect this data, it helps you figure out which prospects are serious about buying. You can use lead scoring techniques to evaluate if your prospects are marketing qualified leads.
Nurturing Leads Content Toolkit
According to HubSpot, when nurturing leads with targeted content, your sales leads increase by more than 20%. When you create your nurturing leads program, consider the following content strategies to add to your IT marketing toolkit:
• Informative content, such as white papers, research, and analytics
• Blog posts
• Guest blog posts
• Social media posts
• Email newsletters
• Links to landing pages
• Product and services information
• News and innovations about your company
If you want to get a lead nurturing program up and running for your IT marketing program, contact us at MSP SEO Factory. We can help you tweak your content for all stages of your buyer’s journey, resulting in the lead-to-customer stage.