Due to the vast profusion of different ways you can create interest in your products or services online, from content marketing and social media to list building and reward programs, this has become the primary lead generation platform for numerous businesses.

But even thought the extensive nature of the Internet opens up enormous opportunities to attract audiences and convert customers, there are a handful of principles you will need to abide by.

With this in mind, here are 5 rules for online lead generation, which should bring about a range of benefits if adhered to and followed correctly.

1. Understand the digital marketing sales funnel
   
   When it comes to introducing inbound marketing techniques for the purposes of online lead generation, you will need to think carefully about which ones to choose.  This is because your chosen prospects will be at different stages of the digital marketing sales funnel.
   
   The definitions and order of each stage can differ, but are generally considered to be awareness, consideration and decision.  Monitor and analyse your audience’s position and tailor your approach accordingly.
   
   
2. Create engaging and effective content
   
   At the exposure and discovery stages, content can take the form of a blog post, infographic or video demonstration.  Further along the funnel you will need to make use of landing pages or actionable pop-ups and ask for personal information in exchange for a reward.
   
   But in order to cause a stir on social media, get noticed via SEO, and convince your audience to make a decision, content needs to be engaging and effective.
   
   
3. Target the right people
   
   It is all well and good appealing to people with an interest in your brand, products or services, but if these same individuals are not likely to make a purchase, they cannot be considered leads.
   
   Therefore, use audience segmentation to narrow down your target market according to demographics like location, interests and behaviour.  Also factor in the psychographics, the why, in developing your personas.  Use this workbook to help you.  The more you know about your website visitors, the better positioned you will be to meet their requirements.
   
   
4. Don’t forget about the importance of lead nurturing
   
   Once you have a group of consumers that have a good chance of converting, don’t let them slip through the net.  To do this, you will need to collect personal information such as names and email addresses.
   
   Remember to always stay in contact and remind them that you hold the answer to their question or the solution to their problem.  But remember to encourage your leads to make a move as well by providing noticeable calls to action.
   
   
5. Continually test and optimise everything you do
   
   As soon as your online lead generation activity is up and running, you shouldn’t sit back and expect favourable results to simply come to fruition.  You will need to continually test and optimise everything you do in order to end up with leads of sufficient quality.
   
   Thankfully, there are an abundance of inbound marketing tools available, such as automation and analytical software, which can provide in-depth insight and intelligence into how your campaign is performing.

Although there are several other facets and factors associated with online lead generation, these 5 rules should stand you in good stead.