The use of lead nurturing is one of the most effective IT marketing techniques that can help managed service providers reach new customers and experience steady growth. Lead nurturing can be found in various forms but it simply means the ability to build relationships with clients that are not yet ready to buy. The ultimate goal is to maintain contact with these potential clients and eventually convince them to use your services. Here are a few tips on an effective lead nurturing campaign and the many benefits it offers:
One of the most effective examples of lead nurturing is the ability to personalize communications for a specific company. Generic emails are much less likely to receive any response and are usually deleted immediately. On the other hand, writing a personalized email will demonstrate to a potential client that you care about their business and are willing to invest time to reach them.
The next important step in an IT marketing campaign is the ability to educate potential clients about the variety of services that you provide. Clients that are unaware of your specific services are less likely to choose you as their managed service provider. It is a great idea to find out the specific needs of each client and tailor each message around that certain need. In doing so, you are personalizing the message and educating the client at the same time.
Don’t Send Emails Each Day
Emailing leads on a daily basis is a great way to alienate potential clients and have your e-mails sent directly to the spam folder. Giving clients time to digest emails will increase the effectiveness of your lead nurturing campaign and prevent your company from appearing over eager. Typically, it is a good idea to email a company one or two times a week. Setting up a schedule for each email is a great way to maintain steady communication without becoming annoying.
Re-engage If Necessary
Are you struggling to maintain contact with potential clients? Sometimes it is necessary to re-engage with clients that aren’t opening your emails as often or not responding. One of the best ways to re-engage is asking for feedback and if there are any areas that need improvement. You can also add incentives that promote more interaction between you and the client.
Analyzing the various interactions between different clients is a great way to learn and develop a strategy that is unique to each customer. The use of email analytics can show you how often a customer opens an email and how often they respond. It can also show you the click-through rate, and which emails are the most effective. Besides email analysis, you can also use website analytic tools that show you how much time each customer spends on your site. Another good analysis to consider is the use of social media. Do they follow your company on the various forms of social media? Do they ever share or comment on your page? These are all important questions that offer valuable insight into the engagement levels of each customer.
The use of lead nurturing is a great way to engage customers and is an excellent IT marketing technique. As an MSP, you can use lead nurturing to expand their client base and help the growth of their company. The process of lead nurturing may sound complex, but it is well worth the investment. Over time, you will notice the immense benefits of lead nurturing and why it is such a valuable tool. Begin using these tips today and help grow your company through the aid of lead nurturing.