Abstract
Highly competitive environment of start-ups encourages the effective implementation of their marketing and business goals. The key task in this context is lead generation, which supports a start-up’s key tasks, namely strengthening market positions and increasing sales. The key channel of the lead generation is the social media, which is in the best method of performing marketing and business tasks formed within the framework of lead generation. The aim of the paper is to study the channel of social media as a tool of lead generation for start-ups. The paper considers the features of start-up lead generation on the social media platform, and stages of lead generation for start-ups. The paper offers a number of measures focused at enhancing start-up`s position in social media channel in the context of lead generation. A special focus is dedicated to increasing the effectiveness of marketing investments under COVID-19 pandemic.
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