Proper management of your MSP leads can increase your long-term results exponentially. Oftentimes, IT companies focus on generating new leads for their managed services. While this is commendable, you will not earn profit unless you engage the prospective clients and convert them into customers. There are different ways in which you can nurture your leads.
The most effective approach that you should consider for your business is a multi-touch campaign. As implied, this is an engagement strategy where you reach out to your leads with a consistent message using multiple platforms or formats. If you are thinking about revamping your marketing efforts, consider this brief discussion on managing and growing your leads using this multi-touch approach.
Understanding the Multi-Touch Approach
When the MSP marketing department generates leads, the sales team reaches out to them through phone or email. Unfortunately, this initial contact does not always yield results even after multiple attempts. This might be attributed to the fact that most companies which require IT services have numerous issues to deal with, including marketing emails from MSPs similar to yours. Simply speaking, you cannot achieve high conversion rates for your MSP operation by relying on a single channel of communication with your customer.
The multi-touch approach is designed to allow you to reach your target by using the numerous channels available. In a traditional lead management plan, you would be limited to phone, emails and face-to-face meetings. Currently, you have numerous additional options. In simple terms, you can realize your marketing objectives by creating marketing campaigns which use modern online channels to keep you in constant contact with targets, ensuring that your business remains unforgotten.
Benefits of Multi-Touch Engagement
There are multiple advantages of using multiple channels to engage your MSP leads. First, your potential customers will feel more at ease when they are able to interact with you through their favorite form of communication. For example, some will prefer an email sales pitch as opposed to a telephone call. If the pertinent person of contact in the company is not distressed by your approach, the chances of conversion are higher.
Second, when you have multiple channels of contact, you will have numerous ways to generate data. The information acquired is useful in developing future marketing campaigns. For example, you will be able to determine the behaviors of users in specific channels and respond accordingly for more conversions. Finally, when you are attempting to nurture leads through the multi-touch approach, you have an opportunity to increase brand awareness and gain more customers.
Putting Your Multi-Touch Campaign in Place
You should determine the most effective channels that you can utilize for your lead nurturing efforts. The common channels include online advertising, mobile messages, phone calls, email, social media, online searches, webinars, and tradeshows. If you want the best results, you should plan for initial or primary contact and additional exposure. Initial inquiry can be performed through phone, email or SMS. Also, you should capitalize on organic searches, paid searches and online advertising in search engines. For additional exposure, you can use contextual marketing, press releases, and other aforementioned channels.