In the earlier days of digital marketing, firms would often consider getting substantial number of likes as success. Now the focus has shifted to companies wanting those likes to materialize as genuine leads. As per research, there are number of techniques to achieve so. Firstly, the brand must be built using the concept of story-telling. Customers must then be encouraged to write genuine yet positive testimonials. Similarly case studies may be built by the firm and circulated. The audience must be engaged constantly with events and offers, but these must be strictly for limited time only. Finally, the potential customers must never be pushed too hard with online promotion. Instead soft conversion methods must be applied.

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