5. How will you nurture relationship with these leads? This is where social media can fit in, but the problem with social media is you don’t have reliable access to these relationships i.e. your posts are destined by algorithms to reach maybe 10% of your followers. If you’re actively engaged on a platform though, this percentage will increase and this may be where you want to send people to cultivate relationships. However, most business marketers would advise you to buy a home for your leads rather than rent a home – in other words, social media is rented property so they ultimately control of your relationship with your fans. They can cut you off. If you have someone’s email, or they’re engaged on your website, or something of this sort – you have total control of the relationship and can therefore reliably cultivate that relationship.