Análisis de las estrategias para generar leads en las microempresas de la ciudad de Guayaquil

Abstract

The lead generation strategy allows to produce key points for attracting customers interested in the products or services offered by microenterprises. The general objective is to analyze the strategies to generate leads in microenterprises in the city of Guayaquil. During the research it was determined that it would be advisable to focus on a microenterprise that is dedicated to a specific service in order to verify the specific objectives of this research and beauty salons were the chosen ones. The methodology used was mixed, quantitative-qualitative, interviews were applied to 5 owners of beauty salons and for the survey the sample of the infinite population was calculated applying the statistical formula, and 384 people were obtained as a result. In the course of the research, it was possible to find the microenterprises that apply digital marketing strategies based on the management of social networks.