From Likes to Leads: Interact with Customers Online
Domain 3, From Likes to Leads: Interact with Customers Online, tests how social engagement becomes identifiable leads and how brands manage those relationships responsibly. Expect questions on lead magnets, landing pages, CRM, lead scoring, social listening, and community management.
Core rules and concepts
- A lead is a person who has shown interest and shared contact information. A lead magnet is a valuable offer, such as a checklist, consultation, or discount, exchanged for that information.
- A landing page should have one goal, a clear headline, proof, a short form, and a visible privacy or consent statement. Remove navigation that distracts from conversion.
- Social listening monitors mentions, comments, and trends to learn what audiences need. Community management replies to questions, handles complaints, and sets tone. Both inform content and product decisions.
- A CRM stores contact details, interactions, and lead status. Marketing automation can send welcome messages, reminders, and follow-ups, but should respect consent and preferences.
- Lead scoring ranks leads by fit and behavior, such as requested a demo, downloaded a guide, or visited pricing. Sales teams can prioritize high-score leads instead of treating all leads the same.
Worked example
A yoga studio offers a free beginner guide. A social post promotes it, and the landing page asks for name, email, and consent. Of 400 visitors, 40 submit the form, so landing-page conversion is 40 divided by 400, or 10 percent. The CRM tags them beginner-guide leads. A welcome email offers a trial class. Ten of the 40 leads, or 25 percent, become trial customers. If the campaign cost 500, cost per lead is 500 divided by 40, or 12.50, and cost per acquired customer is 500 divided by 10, or 50. The studio compares that with customer value before scaling the offer.
Traps that cost marks
Counting followers as leads; buying contact lists; collecting emails without consent; failing to follow up; and treating a high-volume, low-fit lead the same as a ready buyer.