How to advance leads in the conversion process?

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So far, we have defined how to get quality leads with a content strategy based on the inbound methodology, but now we are going to delve deeper into how to warm them up and convert them into customers.

As we saw earlier, it is essential to understand that leads are classified according to the stage in which the user is: TOFU, MOFU and BOFU. Therefore, to convert contacts into qualified leads you must create offers for each of them.

At any stage, it is essential that you have a clear idea of ​​the profile of chile phone number data your ideal client or buyer persona . Both demographic aspects such as their age, gender, profile, as well as those that refer to their behavior, preferences, challenges, qualities, etc.

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TOFU Stage - Recognition
This is where you'll find users who are just discovering their problem or need. Often, even if they download one of your offers, they can be considered cold leads , since there is still no real intention to buy.

To convert these visitors into contacts, you need to empathize with their situation, understand their characteristics and behaviors, and distribute content that interests them on the digital channels they prefer.

Similarly, since this is the first stage of the conversion process, to attract traffic to your website you must use the keywords that your potential customers use to search for solutions to their problems.



MOFU Stage - Consideration
To advance leads through the funnel, at this stage you must offer content that helps them evaluate options. Since they have already named their problem, it is time to establish the alternatives that your company offers to solve it.

For example, articles where you go into more depth about your products or services, the advantages they offer, or some interactive offer such as videos or webinars are more attractive and allow you to push the potential client towards closing.



BOFU Stage - Conversion
In the final stage, it may happen that the contact has already educated themselves on their need, knows your product or service and requests contact with sales, or has directly downloaded one of your BOFU offers.

In this case, we are talking about demonstrations, consultancies, success stories, which salespeople use to scale the sales process or which the lead themselves requested.