In MSP marketing, the concept of lead nurturing involves ongoing communication and interaction with qualifying leads over time. As you nurture your leads, when they’re ready to buy, your business will be the one they remember. Successful lead nurturing requires both creativity and discipline. They work together, creating innovative content, and then have the discipline to apply techniques and methods to reach your marketing goals.
Content managers analyze the best performing platforms that can get the word out about your business. They decide on which type of content appeals to the target audience, its style, tone, and optimization. They develop a content marketing plan for all stages of the buyer’s journey, which results in generating leads. They’re responsible for all the content marketing initiatives that nurture leads, engage prospects and generate responses.
Creativity in lead nurturing involves creating relevant, updated content that emotionally appeals to your target audience. MSP marketing relies on building trusting relationships with prospects and this is the job of content coordinators. They provide you with consistent content for emails, blogs, newsletters, and any other messaging platforms. They understand the importance of regularly updated content that emphasizes the brand and goals of your business.
Discipline to Manage Marketing
The complementary side of creativity in lead nurturing is the discipline to get the job done. This is the responsibility of lead nurturing operations managers. They monitor and control nurturing, moving it in the right direction. Operations managers are data-driven, look at every aspect of the marketing project, and have the discipline to monitor the lead nurturing campaign. They develop marketing strategies, methods of communication and make adjustments when necessary. They’re also comfortable developing insights and recommendations for nurturing optimization.
Their responsibilities also include automating the nurturing process in a consistent, well-structured, and cost-effective way. They monitor data and analyze the effectiveness of the content nurturing program. As they define nurturing strategies and manage the content calendar, the result is a solid lead nurturing plan. This plan includes an automation program that can send content and communications at selected intervals, increasing interaction with leads on an ongoing basis.
Another lead nurturing role that requires discipline is the operations coordinator. This position involves implementing the marketing automation, including reporting on leads. Automated campaign management enables nurturing selected prospects with customized messages using multi-channel platforms. These messages or posts are executed individually, consecutively or simultaneously by direct mail, email, RSS feeds, blog posts, or social media posts.
The operations coordinator also evaluates the responses of the target audience, measuring if the campaign meets the marketing goals. Any problems that arise in the system are reported to the operations manager. These statistical evaluations about marketing results help you understand which methods work and which don’t. You can base your future marketing plan on these insights. Many businesses outsource their lead nurturing automation to managed IT services, saving time and resources.
Collaboration of Creativity and Discipline
The two different approaches to marketing and lead nurturing complement each other. Together, they provide a balanced flow of nurturing ideas and executing the marketing campaign. Each approach must understand the other’s goals, creating a winning team.
The operations side of the team is receptive to the creative side and adapts the ideas to executing the lead nurturing plan. The most successful marketing teams have the confidence to create new ideas, and the ability to transform them into a streamlined lead nurturing process. They also ask each other, “How can we improve?” Creative thinkers plant new ideas and questions, while the disciplined automation workers take the ideas and implement the workflow.
Whether your lead nurturing campaign has a whole team or just one person who coordinates all aspects of creativity and execution, it’s important for MSP marketing to be open to new ideas for communicating with your leads. Then, put the ideas into play with consistently updated, relevant messages that distinguish your services from the others.