When it comes to creating customers & long term business partners, there is a process that takes place by you knowing what your idea target audience is in search of to solve a problem that they are currently facing.
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People first become a prospect & then with the correct marketing strategies in place they become a lead and if you learn effective email marketing & set up a good marketing funnel they will become a customer.
This is internet marketing 101 and many peoples are having success by just learning how to create a sales funnel and giving their audience what they want. This is the key to effective lead generation. When using social media it is called social media marketing.
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