As a cloud services provider (CSP) or managed services provider (MSP) you may be wondering what the trick is to generate more qualified leads?
Most focus on website optimization, pay-per-click advertising, and the use of simplified keywords. Unfortunately, to successfully achieve your goals, it requires a much deeper thought process than focusing solely on these efforts.
The best way to tackle lead generation is to develop buyer personas, long-tail keywords, and content that educates, engages, and builds trust.
The following are three tips to keep in mind when implementing your lead generation strategy.
1- Developing Your Buyer Personas
A buyer persona is a semi-fictional depiction of your ideal customer. Buyer personas are based on market research and data analysis about your previous or current customers.
When conducting buyer persona research, you need to consider customer demographics, purchasing patterns, behaviors, motivations, and goals. The more information you can gather about your market, the better.
The buyer persona profiles that you create will keep you on target as to the exact types of customers you want to reach.The content you create will be geared toward that specific group of people, this will reduce the bounce rate of your website visitors because highly targeted content can be extremely valuable, and your ideal customers will be interested in what you have to say and what else you have to offer.
2- Focus on Long-Tail Keywords
Long-tail keywords are three or four-word phrases which are specific to what you are promoting.
When you use simplified keywords, such as managed services, it is way too broad. Unfortunately, keywords that are too broad are extremely competitive. The only companies that have a chance at using simple keywords are the giants, like Google or Dell.
Joshua Feinberg, Vice President, and Co-Founder of SP Home Run explains that to get exposure through keywords “we need to be a lot more specific, long-tail type variations, long-tail keywords, would typically be a lot more successful.”
3- Create Expert Content
To attract qualified leads, you must create educational content that is engaging and provides expert advice. People want to work with honest and knowledgeable companies. The more targeted content you produce, it will build your reputation as a trusted advisor.
The content that your team creates must apply to each stage of the buyer’s journey. The buyer’s journey includes the awareness, consideration, and decision stages in which a buyer goes through. When a buyer visits your business, he or she may already be in the consideration stage and understand what services you offer.
Most consumers are 70% through the buyer’s journey once they land on your website; this means that every piece of content you create and distribute should be for your buyer personas, as your buyer personas are the ones you care most about.
Feinberg tells us “we need to make sure that we understand the words, the topics, the keywords, the issues that people are searching for before they are ready to look at cloud services, before they are ready to look at managed services; this means we need awareness stage content that attracts them and converts them much earlier on before that 70% point.”
As a cloud or managed service provider are you interested in generating more qualified leads? Let us know in the Comments below.
If you want to learn more about how to generate qualified leads, watch our webinar recording, Attracting Data Center Clients: Step by Step.
Topics:- Data Center Colocation