Leads can be found at any stage of the sales funnel<\/strong>, and the further we can get them to go through the process, the closer they\u2019ll be to making their first purchase. We can break this down as follows:<\/p>\n\n\n\n
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- Cold leads<\/strong>: they can be found in the first phase of the funnel \u2013 the TOFU<\/em> (Top of the Funnel).<\/li>\n\n\n\n
- Warm leads<\/strong>: they can be found in the MOFU<\/em> (Middle of the Funnel). They\u2019ve shown interest in the brand content on more than one occasion and they might have requested information or contacted the brand to ask a question.<\/li>\n\n\n\n
- Qualified leads<\/strong>: these can be found in the BOFU<\/em> (Bottom of the Funnel). They\u2019ve advanced along the funnel and are now ready to make a purchase.<\/li>\n<\/ul>\n\n\n\n
And what information does a brand have on its leads? A contact email? Information about their behavior? Or knowledge of whether they\u2019ve opened the emails they\u2019ve been sent, or of where they\u2019ve shown interest by clicking on links. Learning more about your potential clients will help you to nurture them and encourage them to advance through the sales funnel.<\/p>\n\n\n\n
This is where Lead Nurturing<\/strong> techniques can be used to achieve various objectives:<\/p>\n\n\n\n
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- Identifying the users<\/strong> who are ready to make a purchase.<\/li>\n\n\n\n
- Working with contacts<\/strong> who are not yet ready with the aim of preparing them for the first purchase.<\/li>\n\n\n\n
- Recovering lost leads<\/strong> and giving them a second opportunity.<\/li>\n<\/ol>\n\n\nSurveys help to classify your contacts and identify at which stage of the sales funnel they are. <\/a><\/span>Share on X<\/a><\/span>\n\n\n\n
The primary technique of any Lead Nurturing strategy is, without a doubt, email marketing<\/strong>. By sending emails it\u2019s possible to segment, customize and automatize the campaigns so that more leads become customers. This could mean sending a welcome email when they register, giving away discount offers with the first purchase, and so on. The idea is to gather specific information about the lead, which is where surveys<\/a> can come in very handy.<\/p>\n\n\n\n
Surveys can also be useful in classifying brand contacts and identifying at which phase of the sales funnel they are. In other words, how close to \u2013 or far from \u2013 making a purchase they are. This is known as lead scoring<\/strong> and each brand must define its own classification criteria for those contacts.<\/p>\n\n\n\n
<\/p>\n\n\n\nPromote your Inbound Marketing strategy using surveys<\/h3>\n\n\n\n
Creating a survey can be a very useful way to complement your Inbound Marketing strategy, especially if you personalize the survey to fit your target profile and send it to a specific segment of leads.<\/p>\n\n\n\n
With the information provided by participants you\u2019ll be able to complete the individual profiles of your contacts, obtaining more specific data about each individual. This, in turn, will help you to carry out more accurate segmentation.<\/p>\n\n\n\n
Perhaps you haven\u2019t stopped to think about the potential usefulness of surveys as powerful magnets for attracting leads, but if you prepare the survey properly you can get a lot out of it. Surveys don\u2019t always get the credit they deserve as a valuable tool for complementing your Inbound Marketing<\/a> strategies, but as long as the survey provides some value to the person who completes it, it can help you achieve your goals.<\/p>\n\n\n\n
Here you have an example of a survey which helped the company to obtain leads and find out which kind of information\u00a0were most important to users. In exchange, the company awarded participants with $5000 in Bell Lifestyle products.<\/p>\n\n\n
- Working with contacts<\/strong> who are not yet ready with the aim of preparing them for the first purchase.<\/li>\n\n\n\n
- Warm leads<\/strong>: they can be found in the MOFU<\/em> (Middle of the Funnel). They\u2019ve shown interest in the brand content on more than one occasion and they might have requested information or contacted the brand to ask a question.<\/li>\n\n\n\n
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