1) Know Your Search Terms
Part of the beauty of the Internet is the ability to search for exactly what you want, when you want it. Consumers take advantage of this all the time, so it's important to know what people are searching for when they find your business. What do they want, and how can you give it to them in such a way that they'll choose you over your competitors? Familiarizing yourself with the search habits of potential customers will help you optimize your business website for ranking in organic search or build an effective PPC ad campaign.
2) Monitor User Behaviors
Once people find your site, what are they doing? How many stick around for longer than a few seconds? How many click through from the home page to other pages, and how deeply do they navigate into the site? Using an analytics service such as Google Analytics will help you to keep track of this and see which pages are the most popular among potential customers. This way, you'll know what interests them and be able to use that interest to generate sales.
3) Use Social Media
Just about everyone is on social media these days, and your business should be too. When you establish a Facebook Page, Google+ Page, Twitter account or other social media profile for your business, you have instant access to a wide and varied customer base. Some services such as Facebook ads let you target specific users with sidebar banners that catch their attention as they're checking their social media sites.
4) Offer Quality Content
Status updates and tweets can be hot lead generators, but only if people recognize you as a consistent provider of interesting, quality content. Articles, white papers, e-books and other tangible content pieces generate interest among potential customers and can be targeted to specific markets that relate directly to your business. But make sure that what you write is useful and important. If all you offer is fluff, you'll find your potential leads slipping away.
5) Follow Up
Don't let the customers you've worked so hard to attract forget about you. Make sure to keep a contact list and follow up with people who have expressed interest in purchasing your products or services. People can be easily distracted in the fast-paced world of the Internet. But if you make the effort to reach out, customers will keep your business in mind and come to you when they're ready to buy.