MSP marketing representatives will acquire leads even if they’re clumsily facilitated. A lead is not a sale. There’s no good using a handful of cold leads to establish your business. You can make your business more attractive–“hotter”–if you’re not chasing cold leads. How? Well, if you’re always getting rejected, your marketing might have a tainted, desperate quality. In an almost perverse way, the worse you do, the worse you will do. It’s ultimately a downward spiral. You’ve got to arrest your descent. Strategically alter marketing so that it goes the other way–so that it organically encourages its own forward motion. Several ways to warm cold leads in a way that facilitates such a change include:
- Social media connectivity
- Updating leads on service changes according to their own transitions
- Sending out educational materials
- Giving cold leads a call
Social Media Connectivity
Social media is the “new hotness”, defining cutting-edge marketing efforts. LinkedIn, Facebook, YouTube, Twitter, Gab, Minds, Instagram, Reddit–the list goes on. If you really want to be effective in terms of MSP marketing, you want to utilize this readily available, “free” tool. (It is free in terms of the acquisition, but managing social media does take a little time.)
You want to be strategic in the way you reach out to leads via social media. You might send them a coupon or something, or perhaps you might strike up a conversation. Find what works best for your business, and put that into play with social media.
Updating Leads On Service Changes According To Their Own Transitions
Something else social media allows you to do is keep a close eye on prospective leads. These leads are going to have new advancements regularly. When you see these announcements, send them a message pertaining to how your services can assist them in expediting or enhancing their new change. Additionally, as your own operation changes, update your leads on what new offers have become available. This gives you a legitimate reason to reach out that isn’t pesky.
It’s a lot like courting a lady. You’re looking for excuses to spend time together, but if you seem clingy, you know she’s likely going to give you the brush off. So you must establish a proper contact precept in order to facilitate a working relationship that eventually grows into something more.
Sending Out Educational Materials
Educate your existing clients and potential clients by sending out data regularly. For example, the WannaCry hack of May 2017 made laps around the globe and affected more than 150 countries. A wise strategy might be sending out information to your clients so that they can see what made WannaCry possible and how to avoid it (regular patches and software updates are key, and those are best provided through the services of an MSP).
Give Them A Call
It’s not a bad idea to pick up the phone and have a conversation with prospects, but you must be strategic. First, avoid calling during lunch breaks. Nobody likes sales call on a lunch break. Call at ideal times, such as the afternoon, morning, or evening. Plot out your prospect’s activities as best as you can beforehand so you naturally catch them at a time when they’re most amenable to a phone conversation. Also, if you don’t reach them, don’t leave a voicemail. Move onto the next prospect. People rarely check voicemails nowadays.
More Effective Marketing
A marketing that sends out educational materials, calls prospects, connected on social media, and sends out service updates is more likely to warm those cold leads toward a sale. Test the waters and see what works best for your MSP marketing. Strategies tend to differ per organization, but provided you exercise due diligence in terms of research, you’re likely to find that “sweet spot” of lead conversion you’ve been seeking.