Digital Marketing, Social Media Marketing

How to Nurture Leads

Many online marketing campaigns seem to have failed because marketers  do not nurture leads. And do not also  supply their leads with content they need at each stage of the marketing funnel.

Getting leads  is important but what you do with those lead and prospects is more crucial to your brand. People don’t just make purchases online except they are convinced about your brand.

Nurturing leads is crucial to making sales than you may realize. Statistics show that 96% of leads are waiting to be convinced about your brand and products before making a purchase.

The truth is most people visiting the website are looking for a way to solve a particular problem. However, the best way to win such people is to convince them that your brand can meet and solve their problem.

The only way to convert your lead is to create a strategic plan based on where each lead is in the sales funnel.

The good news is you don’t have to know where your leads are in the marketing funnel you only to develop a  good and quality content tailored towards different stages of the buyer’s journey.

Getting familiar with the buyers’ journey stages

Let me start by saying your products and services are worth purchasing. It just depends on how you are able to create value around what you have to offer.


The marketing funnel which is also referred to as the buyer’s journey, sales funnel is a breaking down of customer journey all the way from awareness stage when they first learn about your brand to purchases stage. Marketers use buyer’s journey as a tool to identify where the customer is in the marketing funnel.

Marketing funnel includes the following points;

  • Awareness stage
  • Consideration stage
  • Decision making
  • Purchase

Awareness stage

This is the easier part of the marketing funnel and the most important stage of the stage buyers journey. At this stage, leads have just stumbled on your brand on the internet and they want to know who you are.

At this stage, imagine yourself having an interview, and you are about to introduce yourself and how you can be an asset to them (company).

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What you have to say about yourself determines if you will get hired.  Same goes with this stage of the buyer’s journey. The best way to engage people at this stage is by building your brand and showing your customer who you are.

You can do this through;

Social media marketing

Social media has become the soul of marketing; it has become essential pieces for business marketing strategy. Brands and businesses that want to thrive in the digital era must have a strong social media presence.

Social media is a cost-effective and easy way to boost visibility among potential customer, it helps to reach a wide range of audiences.

Social media was created to connect and reach large audiences and your customers getting to know you is what they need at this stage.

pay per click

This strategy will very helpful at the awareness stage of the sales funnel as it helps you get in front of your clients, not all customers will get to see you on the search engine but with this sponsored ad you can get to introduce yourself to your audience without worries all you need is to pay and bide for specific keywords to be ranked for.


Research shows that internet users don’t look past the first page of the search results,.

The truth is the internet is already crowded and getting to appear on the first page of the search engine may seem difficult but it’s not impossible.

The good news is you don’t have to rank for every word you only have to choose keywords you want to be ranked and create a quality and relevant content around it.

For instance, Digprom is ranked on the first page on the search engine for utility marketing in Nigeria and on the second page all over the world.


At this stage, leads are already aware of your brand and they want to know more about what you do, read your blog post, and also visit your website.

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This stage is an opportunity for your brand to develop a relationship with your leads, while they still very much interested to learn more about you.

You can nuture leads at this stage by using these strategies;

FAQ (frequently asked question)

This strategy is important, you can compile and organized information that your customers often asked. FQA will provide quick information that helps leads make a purchasing decision. This would also help you provide offline support when live isn’t available.

Targeted content

Supplying the right content to your audience at this stage is important, you need to target your content towards the need of your audience.

Decision stage

At this stage, leads are ready to buy. Many a time, at this stage leads, might be considering his or her option and your brand inclusive. However, this is the time to give your best offer.

This offer could be:

Free trial

This would make you gain credibility and doing this shows leads that you are confident of your brand. This will be very effective has everyone loves freebies.

Free consultation

This is another way to nurture a lead at this stage of the marketing funnel. Consultation is an excellent way to pitch your brand and products to lead. This can be in person or online depending on how easy you find it.

Purchase Stage 

Now that you have manoeuvred your leads through the sales funnel and your leads had a purchase  what do you think we bring them back?


Email messages can go a long way to get into the head of your customers. A weekly or monthly newsletter will keep your brand fresh in the minds of your past customers.


current customers need an incentive to come back. If  customers are given a discount over the next purchase they will have a reason to visit your site again.


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