If you’re running an MSP or IT business, you know that generating leads is only half the battle. The real question is: What do you do with those leads once you have them?
Let’s break it down using a system that not only helps you acquire leads but also helps you convert them into paying customers. Here’s how to implement this at your MSP business — and why it works so well.
1. The Power of Meta Lead Gen Ads
In case you’re wondering how to get your hands on quality leads, Meta’s lead generation ads are the answer. These ads are a powerhouse for B2B lead acquisition. Why? Because Meta (formerly Facebook) has so much data on users that you can target your ideal prospects with pinpoint precision.
Take this for example: In just the last seven days, we’ve generated 52 leads at an average cost of about £8 to £10 (roughly $10). That’s impressive! But once you’ve got those leads, what’s next?
2. What to Do Once You Get Your Leads
The real gold comes from nurturing those leads — and that’s where our system comes in. At IT Rockstars, we’ve implemented a smart system that automates the process while still maintaining a human touch.
Here’s how we do it:
Step 1: The CRM & Automation
First, once a lead enters the system, it goes straight into our CRM. From there, we use a set of automations to ensure we’re engaging and educating the lead on our services. These automations are designed to provide value right from the start and help build trust.
Step 2: The Education Series
Once the lead is in the system, we trigger a sequence of five educational videos delivered over five days. Each video explains one aspect of our service offering and how it can help the lead’s business. For example, if you’re offering cybersecurity services, this would be the time to educate your lead on why they need it and how it works.
But we don’t stop there. The education process goes hand-in-hand with a unique strategy that is essential to converting these leads.
Step 3: Direct Mail for a Personal Touch
While digital communication is crucial, we believe in the power of direct mail. We automate this process to save time, but our VA checks each lead’s domain and pulls their physical address. This is a simple yet effective filter. If they don’t have an address listed, it’s a red flag that they might not be a great fit.
Once we have the address, we send three pieces of direct mail:
- A book related to the lead magnet they downloaded
- A reminder letter that prompts them to schedule a meeting
- A follow-up letter if they didn’t act on the first reminder
These pieces are designed to be hard-hitting and informative while also providing a clear call to action.
Step 4: The Appointment Setter
Finally, we bring in a human touch. Our appointment setter makes direct calls to the leads who have gone through this process. This final step is crucial, as it ensures that we’re personally reaching out to those who are most interested and ready to move forward.
Bonus: Lead Scoring
To ensure you’re always focusing on the right leads, we’ve implemented a lead scoring system in our CRM. This allows us to track every interaction and determine which leads are the most engaged — and therefore most likely to convert.
3. Why This System Works
This system works because it’s not just automated; it’s personalized. While automation saves time, the added personal touches — like direct mail and phone calls — keep the lead engaged and remind them that there’s a real human behind the business.
If you’re in the MSP space, I highly recommend implementing this type of system in your own business. It works because it nurtures leads through every step of the journey and, most importantly, it filters out the ones that aren’t a good fit. With this setup, you can be confident that you’re spending your time on leads that will eventually convert.
4. Take Action Now
The next time you get a lead, don’t just leave them hanging. Implement this system to nurture and convert them into a paying customer. And remember, this isn’t just theory — we’re doing this ourselves, and we’re seeing real results.