Potential clients naturally follow the ebb and flow of technology development cycles. To keep things at a steady level, your MSP company needs more qualified leads. To get more qualified leads, you need solid lead generation forms and a means of obtaining qualified contact information. Obviously, you want to be contacted by those who are within your target market, and you only want to reach out qualified leads. Qualifying leads should be part and parcel of your lead generation form. Additionally, you want to be strategic in where you place forms. A few places that might be good are:
- Your website’s homepage
- On landing pages of your website
- Your About Us page
You shouldn’t make the forms too complicated. A wise way to disqualify or qualify clients right off the bat may be to have a little algorithm designed to demonstrate savings on the form. Doing so, potential leads have to put in their email address to see the result. You get the savings score in conjunction with their email address automatically afterward and can decide whether or not you should follow up on them based on the hypothetical score. Of course, this is a bit simplistic, but these are the kind of things you want to do. You want these forms to be convenient for your potential clients. Nobody likes filling out forms. If you can demonstrate simple value through such a form while reaping appropriate information, everybody wins.
Also, you do want to give leads options if possible. Perhaps give them the option to get in contact with you via text, email address, or other means. This is convenient, and likely to make your MSP company more positively regarded.
The Submit Button
It may make sense to change your submit button so it doesn’t say the word submit. Submit has a subconscious authoritative connotation.
You might change the button to “Apply”, or “Enter”, or “Send”, or even something related intrinsically to the brand image of your MSP.
Visitor, Offer, Marketing Goal
These are the three primary tenets of any effective lead generation form. You want to keep in mind the individual to whom you’re most likely dealing. Is it a CTO, a CEO, a CIO? Does your MSP specialize in a certain kind of client? Structure yourself accordingly. If it’s more of a “professional” market, then have “professional” forms put together. If it’s less professional and more casual, have a few jokes somewhere on the form provided they’re appropriate. You get the idea. Pictures, color schemes, etc. – no detail is too small.
After that, you want to guarantee you’ve got a good offer— that’s what is of value to your potential client. Now the marketing goal, that’s not something that is directly communicated to the potential client. Rather, that’s what should inform your creation of such lead information acquisition devices.
Provided you construct your efforts with these three things in mind, you’re more likely to see success in your outbound lead acquisition efforts.
A Unique Opportunity
Something else to consider here is if you’re careful to keep numbers, you can statistically determine which lead acquisition efforts are most effective. How? Well, have slightly different forms at different locations, and see how your potential clients respond. If it’s more positive to one kind of form than the other, give preference to that form. Look at length, available options, etc.
A last considerable tip for lead generation is being careful to strategically contact leads at least five times at proper intervals; provided they are properly qualified.
The Lengthy Process of Lead Conversion
Even the best lead generation forms are just an initial step in a continuous process for your MSP company. Once leads have a positive initial perception of you and decide that you’re the kind of company they want to work with, they want to be your customers.