A lead is not a customer. That distinction governs how you judge channels — one that produces lots of poor leads can look excellent in a report and lose money in reality.
A lead is someone who has expressed interest — left their details, made contact, or added a product to their cart. It's the stage between "aware of your brand" and "paying customer." The conversion from lead to customer is called the Conversion Rate.
Channel A produced 60 leads of which 3 closed; channel B produced 18 of which 7 closed. On lead count A wins three to one; on profit B wins.
Rewarding or judging marketing on lead volume alone. It creates pressure for quantity, almost always at the expense of quality.
Most people think Facebook groups are only for businesses selling to consumers — and they're wrong. Business owners, managers, and professionals sit in groups just like everyone else. This guide shows how to generate B2B leads from Facebook groups without paying for a single ad.
Read the full guideThe percentage of impressions that result in a click
A line that invites the reader to take action
The journey from "awareness" to "paying customer"
How much you got back for every dollar you invested
How many people recognize your brand
The art of persuasive marketing writing
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