One of the essential keys to marketing is creating interest in the product you are selling, if you can create sufficient interest in your product; that should hopefully lead to successful increases in sales. Developing this interest is called lead generation and is considered the first step in any sales plan. Although a business may sometimes try several plans to generate interest, it has been shown that choosing only one and then concentrating on just that one, produces better results than trying to promote several at the same time. If you can choose a good lead and then place all your resources into backing up that one lead rather than diversifying them to try and back up several, the resultant sales have been proven to be more successful.
Of course though, just having the idea is not going to be enough on its own, you have to fully support that one idea for as long as it takes to work and then continue to support it until it no longer does, at which time you hopefully will have created a new idea for promoting the same product and so switch your support to that. There are basically two different types of lead, sales leads and marketing leads. Sales leads target certain audiences, perhaps by age or by income whilst marketing leads are specific to one time offers on the purchase of the product.
On the internet, these leads can be supported or promoted in several ways. Firstly, as the social media have become as popular as they have, businesses will join these social media and actively take part in them, hopefully being able to find and thereby target, specific groups that are most likely to be interested in their product. Secondly, they can actively advertise online. They can do this in three different ways one, cost per mile (CPM) which is basically pay per thousand people that look at the site that your advertisement is placed on. Two, is cost per click (CPC) which although possibly better as you only pay for the number of times your advertisement is actually clicked on, has over recent years, become increasingly more expensive, as has paying per click on a relevant keyword you may be using on other web sites.
It is the cost of advertising that requires that you have a specific marketing strategy in generating interest rather than paying high advertising costs in a broad stroke fashion, targeted and specific advertising is much more cost effective and if done right, more productive.
Although getting a good lead to create interest is essential, it does not mean that you no longer need some good SEO (search engine optimization) however, that SEO can also be adapted to run using the lead that you choose, enhancing it still further.
Having found and made your choice for what sales and marketing leads you will use and of course resolved to support them, it is unlikely that even the best one will last forever and so you should start thinking of your next lead, perhaps for the following year.