7 tips to move your leads forward in the purchasing process

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You've probably heard of the 4 phases of inbound marketing : attraction, conversion, closing and loyalty . Of all of them, when you start developing a marketing strategy of this type, the main efforts are focused on capturing leads . However, when you already have a large database of contacts, many companies don't know what to do to make them move through the sales funnel.


This is a common problem, as it is estimated that less than 20% of people who enter a website are actually ready to make a purchase . Therefore, an essential strategy for the conversion and closing phases is lead nurturing . If australia email list you have not heard this term yet, lead nurturing is a technique aimed at maturing leads or, in other words, moving your users along the purchasing process. To do this, it is necessary to understand the different stages of the sales funnel and the needs that buyer personas have in each of them.

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Lead nurturing is a complex process that requires a carefully prepared strategy that must be constantly updated. But as with everything, if the tactics you have tried so far have not worked, there are a number of tips that will help you move your leads forward in the purchasing process. Here are a few.


“Lead nurturing is a technique designed to mature leads or, in other words, to make them advance along the purchasing process”


7 tips to help your contacts move forward in the sales funnel

Lead nurturing strategies must be adapted to the specific characteristics of each company and its buyer personas , but there are a series of tips that can help any company improve this process.



1. Design a content mapping
A content mapping is an essential tool in any inbound marketing strategy , but it can be especially useful in the conversion and closing phases. With it, you can create content adapted to each of the stages of the funnel with relevant information for the buyer persona that the company will send them via email. It is important not to rush when sending these emails , since you will have to have the content of the entire sequence prepared before sending the first email.

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2. Create different campaigns for each phase of the sales funnel
The needs of a user who comes into contact with your brand for the first time are different from those of someone who has already visited your website several times and downloaded some of your content. Therefore, an essential aspect of lead nurturing is to create different campaigns for each phase of the sales funnel , since the content that the buyer personas will need will be different.



3. Segment campaigns based on your buyer personas
Just as the needs of a buyer persona are not the same in all phases of the sales funnel , these will not be the same for companies that have different buyer persona profiles. Therefore, segmented campaigns will have to be designed based on the target audience and appropriate content will have to be created for each of them.

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4. Use an automation tool
Marketing automation tools will help you implement lead nurturing campaigns so that they are sent automatically, thus optimizing your time. When automating your campaigns, it is important to carry out a prior study of the leads to make the most of this option. It is also essential to control the frequency and quantity of emails sent so that they are not considered spam.



5. Use lead scoring
If you haven't heard of lead scoring , it's a technique that allows you to systematically rate the degree of interest a lead has in your services. Thanks to this rating, you can detect business opportunities and pass on to the sales team those contacts that you see as more prepared to make a purchase. Lead scoring must be perfectly aligned with the lead nurturing strategy so that the qualification of the leads is adequate.



6. Be multichannel
The main weight of the lead nurturing strategy lies in email marketing and automation tools. However, the power of other channels should not be underestimated, as they can also be very useful when it comes to getting leads to advance in the purchasing process . Social media strategies , direct sales or web content production should also be involved in lead nurturing in order to obtain better results.

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7. Transmits closeness
People like to deal with other people, so we must try to make our emails as personalized as possible to avoid users detecting that it is an automated process. Some tips in this regard are that the emails are signed by real members of the company , that the name of the person in question appears in the emails and that the language used is similar to that which would be used in a real conversation.

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As we have already mentioned, there is no secret that guarantees the success of your lead nurturing strategy 100%, but with these tips you will surely be able to optimize it and achieve a better lead-to-customer conversion rate .