The Business Cycle is the phases of a customer’s journey through your business.
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Leads are the second step in your customer’s journey. This step is where you receive information on a prospective customers.
Leads can come from a variety of sources. They can also vary from time to time. But, to have a steady amount of leads, it is important to develop a strategy to generate leads from many sources. Some lead sources are free while others cost money. The cost of leads should be looked at as a conversion rate. The cost of acquiring a lead should be balanced with the sales that are the results. Free leads are great but paid leads can be a part of your entire marketing strategy.