A lead is a person or company that has shown interest in what you sell and can be contacted: they wrote in DMs, left a phone number in a form, subscribed to a bot, requested a quote or booked a call. A follower who only likes posts is not yet a lead; someone who asks “how much?” is.
For a small business, leads are the bridge between social media activity and revenue. What matters is not only how many leads you get, but how quickly you respond and how many become customers. Leads are often split into “cold” (just curious), “warm” (interested, comparing) and “hot” (ready to buy now).
Example: a kitchen furniture workshop receives 40 inquiries a month from Instagram. After tracking them, it notices that people who send room dimensions right away buy far more often, so it adds a short question about dimensions to its first reply.
In AI SMM, leads from chats, popups and link-in-bio forms are saved to contacts, and chat flows can qualify them automatically.
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