6 ways to generate leads for your MSP, VAR or IT service business
It can be frustrating when you’ve worked hard to build your IT business, but the right kind of clients aren’t knocking at your door. What is it that you’re missing that’s keeping them away? You already have the solutions to their problems; you just haven’t found out the best way to tell them that yet.
Well, what if there was a way to generate leads from the clients you want? And all it takes is six steps?
Once you’ve implemented all six of these key factors below into your marketing strategy, you’ll have more avenues to use to attract the clients you really want and achieve the success your business deserves.
Let’s start with the most important one of all…
Start creating content
As the saying goes, content is king. Content marketing should be at the core of your MSP’s marketing activity and it can be incredibly effective when it’s expertly executed. But what kind of content works best for generating leads?
Put simply, content marketing is creating and sharing online materials that your audience will value, such as informative blogs, guides and interactive webinars. These materials don’t explicitly advertise your MSP, but they stimulate interest in your services with your ideal audience and position you as a trusted industry expert. They’re relevant, they’re useful and they will generate leads over time.
In order to effectively execute content marketing, it’s important to have a content marketing plan for your MSP, so be sure to take the time to develop this before you do anything else. If you’re unsure about how to create a content marketing plan or don’t have time to, book a free consultation.
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Give them value upfront
A high-value content offer is something of value you can offer to potential customers in exchange for their email address or other contact information. This could be digital downloadable content, such as an eBook, PDF checklist, template, email video or course, report, whitepaper… whatever you know your prospects will find helpful.
Once they see your business as a source of valuable information who they trust to solve their problems, you’ll be able to build those all-important relationships much faster – it’s all about positioning yourself as an expert IT service provider, a business that they want to work with and who will remedy their problems. If you provide enough value, especially for free, they’ll be more likely to know who to talk to when they need your help.
To decide what your business’ lead magnet should be, think about what your audience really wants – this is what you should give them. A little bit of research goes a long way! You really need to know your target market and we’ll cover how you can get to know them better a bit further down.
Make the decision simple for them
Your ideal clients need your help. For them, IT is confusing. They avoid dealing with it at all costs. To help them make the right decision, you need to make it easy for them to take the next step – a clear call to action (CTA).
The aim is to captivate your target audience and increase conversions, right? And a CTA is a key element in making that happen.
To help them move forward, your call to action needs to be simple to understand and easy to do. Avoid confusion and avoid jargon. You need to create a sense of urgency that will compel your ideal client to take action, but you don’t want to come across as too pushy. It’s a fine line and it’s important to get the balance right, but we’ve created a few basic examples to help you get started.
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Whether you’re offering a free trial, a complimentary eBook or any information they’ll value, the CTA is what nudges your ideal client to take that extra step and sign up or download your offering, and that’s when you can capture their information and get that all-important lead.
A CTA must appeal to people’s emotions – keep it simple and evoke your ideal client’s curiosity. Persuade them to opt-in by showing that you can find and fix whatever is causing them stress.
Optimise your website for mobile devices
Time and time again, mobile-friendly websites are at the bottom of the to-do list. After all, they take time to do. But they are incredibly valuable for IT service providers. Did you know that 80% of internet users have smartphones? And on average, we’ve found that around half of all website visits are on mobile devices. Is this really a market you can afford to miss out on?
It’s time to make the most of your traffic and give your business the best chance of generating leads with mobile users.
Making your content appear well on mobile screens will help you get more potential traffic from Google and will also help with lead generation and reduce the likelihood of people leaving your site too soon.
Even though you may have built your website and then not really touched it since, making it mobile responsive is easier than you think.
Why not go one better and make your website adjust to match any screen size? This will give each individual user the best possible web experience on their smartphone.
– Simplify your menu options and shorten forms
– Avoid large blocks of text and pop-ups
– Make CTAs, search and customer service easily accessible
Want to find out how mobile-friendly your website is? Check here → https://search.google.com/test/mobile-friendly
The good news is, Google will provide you with the exact changes you need to make, and provide guidance so you can easily make the changes you need to, absolutely free of charge.
Turn virtual relationships into real-world leads
Social media is most certainly underutilised as a marketing tool. Many see it just as a platform to gain ‘followers’, but it can become a key part of the marketing you do.
How well do you know your audience? And how often do you engage with them? Social media is ideal for customer engagement as you can speak directly with your prospective clients. And social platforms can be used to generate leads (as you build relationships), too.
To turn social media followers into leads, the first thing you need to do is increase your productivity and therefore, your visibility. Spending just a small chunk of time each day on social media output can make all the difference to getting your IT business noticed. Automated social marketing and scheduling tools are available to help with this.
To know what you need to post, analyse your content. Work out which posts have been most successful, what the best times for posting updates are, which social network generates the most leads and the demographics of your followers. You can use this information to create a plan.
Have a look at what your competitors are doing. Compare your posts to theirs. This will help you to identify what kind of audience you can target for lead generation on each platform.
Interaction is key. Always make sure that you respond to queries, comments and feedback, and when you post, ask your audience to share and comment on your content, as this gives you more reach and impact. Last but not least, keep your content fresh and interesting so your target audience continues to engage.
Give your website some Google TLC
You’ve inevitably heard about SEO. You’ve probably found it too confusing. Don’t worry, you’re not alone.
At first glance, you’d be forgiven for thinking SEO – or the practice of optimising your website for search engines – is confusing. Put simply, SEO helps you to put your website in front of more people who need what you offer, by giving Google the information it needs to do that.
Here’s how you can get started:
- Start by auditing your website to see which pages are performing well and which need a bit of TLC. Your Google Analytics data will give you a great place to start, by telling you what people value most.
- Make sure your pages load quickly enough to offer a positive user experience for people who visit your website. A quick speed test will highlight which pages have slow load times, and some even offer advice on how to make improvements! Find out what is slowing your site down by using Google’s free speed test tool here: https://developers.google.com/speed/pagespeed/insights/
- Carry out keyword research to find out how to target your ideal clients. Guesswork doesn’t cut it when it comes to keywords, so it’s worth investing your time in this area to make sure the job’s done right. Identify what problems you solve and create a list of related terms from there.
- Backlinks (links from other websites to yours) give your website credibility, especially from trustworthy sites with high domain authority (ones that are recognised in your field). Start by reaching out to your existing network who may offer backlink opportunities. Offering to write a guest post or checking through their blog for relevant articles to link to and from are good places to start.
- Check out your competitors – how does their performance compare to yours? If their website is performing better than yours, find out why. Understanding this can be key to making your website as effective as possible at generating leads.
You want to attract more clients online. We know that SEO can seem daunting, but by making the changes outlined above, you’ll put yourself in a more prominent position for potential clients.
You’ve got this
Generating leads takes time and consistent effort and you really do get out what you put in – if you try the techniques above, let us know how you get on! We’re here to offer a helping hand whenever you need it and help you generate those leads your business deserves.
Generating leads is the least your MSP deserves, with great products and services to share with the world – it’s just a case of getting your brand out there and reaching your ideal clients.
Take lead generation out of the equation now so you can focus on conversions and keeping clients happy.
Want to start generating leads even faster? Our team can help you reach that next level sooner rather than later, so you can start reaping the benefits now.
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