Lead Nurturing: A Strategy to Convert Sales Leads

To understand lead nurturing, we must first understand lead generation. Lead generation is the step before lead nurturing and involves taking time to understand the wants and needs of the target group and enticing them to share their information with you. It is the process of attracting prospects to leave their contact information, such as name, telephone number, email, and even personal interests. Marketers can then use this data to create a marketing plan that includes lead nurturing to convert prospects into customers.

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What is Lead Nurturing?

Lead nurturing is the strategy to convert leads or prospects into potential customers who will purchase your products or services. In general, this strategy involves sending news or content that matches the lead’s interests to enable them to discover more about the brand’s offering and keep them front of mind when it comes time to make a purchase.  


The Difference Between Lead Generation and Lead Nurturing

Lead generation and lead nurturing are part of the same strategy to convert prospects into long-term customers. As mentioned, lead generation is the first step in the process, followed by lead nurturing.

Lead generation focuses on collecting data to utilise for further marketing. Lead nurturing is the process after lead generation, and it involves nurturing prospects who have not purchased yet.


How to Build A Lead Nurturing Strategy

Read on to discover our recommended lead nurturing strategy.

Website content

The marketer creates content on the website, i.e. a blog, product review video, e-book, or infographic, to give the customer a deeper understanding of their offering. For example, they might write a blog about their product on their website and then share it on their Facebook page by creating a video with an infographic to expand the customer’s understanding.

Email marketing

Email marketing has been utilised for a long time and still provides good results. It’s an integral part of a lead nurturing strategy. When leads share their email address, you can then send them promotional emails. Moreover, you can use the email data to understand user behaviour better, i.e. whether they open an email or not or which content they clicked on most. This can then inform your future email marketing plans to match the audience’s interests and nurture them for future purchasing opportunities.


Retargeting or remarketing encourages customers or prospects to repurchase your products. Retargeting can be done through social media platforms and search engines like Google, using targeted ads that follow your website visitors. Once the prospects search the keywords again, your ad will appear to convince them to buy again. However, retargeting needs to be done regularly to nurture your prospects effectively.


Marketers need to use personalisation when lead nurturing for it to be effective. For example, you can build trust and convince the prospect to buy by showing specific content that shows how your product or service solves their pain points. 

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3 Easy Steps for Lead Nurturing


Once a lead has been generated, you must focus on creating brand awareness to keep the prospect interested in your brand. 


After creating content to drive brand awareness, you must create content encouraging the prospect to engage with the brand. This allows you to evaluate their level of brand interest and decipher the best course of action to drive a conversion.


The last part is creating content to convert sales via promotions or special offers with time limitations, potentially converting prospects to customers.



As you can see, lead nurturing is an essential marketing strategy for businesses. It helps to keep your brand at the forefront of customers’ minds and also helps maintain customer relationships and loyalty. 

However, if you need help from the experts to create an effective lead nurturing strategy, contact Primal Digital Agency. We have over 150 digital marketing professionals with the expertise to craft a lead generation and nurturing that works. Fill in your information to receive free marketing advice!