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Generating leads is the first step in creating long-term customers. To generate these leads one must be aware of variables like demographics, visibility, and cost of promotion. 

A few of the things you'll need are an intuitive website that is easy to navigate, and quality content to provide value and share with your viewers.

When a particular piece of content gains momentum it's advantageous to repackage it across different mediums and platforms.

If a written post on your blog does well, the same topic may flourish as a webinar on your youtube channel, or as an infographic on your Pinterest.  In this step, it's important to consider where your target demographic congregates. 

Pinterest may work for a more visual brand like a clothing company, whereas in-depth blog posts may work better for a software brand that is looking to offer value through industry expertise.

Collecting personal information is paramount in turning a potential customer into a substantial lead.  With increased awareness and annoyance of spam and data mishandlings, consumers are more hesitant than ever to give up their personal information. A method of obtaining and collecting personal information without creating animosity is to build rapport with your users and offer them real value. 

To establish that link, you may have to offer a deal to capture the attention of your target demographic.  If you have an established client base, you may already have a foundation of supporters who will share your content with other potential consumers. 

Hosting a promotion that prompts customers to generate their own content and email the content to your team with the promise of a deal or prize is a great way to generate user excitement and engagement while also collecting authentic content for you to share on your own platforms.

Image via Dealsplus.com

Brands offering discounted deals for certain items on specific dates works as a lead generation tool as well. Smashburger capitalized on National Cheeseburger Day this past October and offered a buy one get one free promotion.

To redeem this deal, users had to download the free Smashburger app and present the code upon purchase. To sign up you have to submit your email address and general information, two valuable assets for Smashburger to have. 

Now, Smashburger has a way to notify participants of that deal about future promotions through notifications on their phones while tracking their order history and preferences.

Amazon has announced that it is considering splitting its second headquarters between two cities, each totaling around 25,000 workers.  The top two cities in this hunt are Long Island City in New York and Crystal City in Virginia, just outside D.C.

Amazon received almost 250 proposals from cities across the country vying to be chosen by the e-commerce giant.  While nothing is set in stone, it seems now that the two eastern hubs have edged out Dallas, possibly due to their ease of access to ports and Interstate 95 which runs north to south on the East Coast.

Jet.com is countering Amazon's storefront feature with branded pages itself, with Nike and Bonobos taking the first plunge on the site.  

These branded storefronts will be less catalog-style and more curated, and with such large brands getting in on it, Jet may soon force Amazon to allow merchants the ability to further brand themselves as well.  

Pinterest's new carousel ads are making a splash, with brands like Covergirl and Cheerios diving into the new feature head-first. 

The new ads move away from the single-image pins that the sight is known for and allows multiple images to be promoted in one sponsored pin.  This is something that allows a brand like Covergirl to show a full line of makeup colors without having to cram.

More thoroughly monetizing Pinterest seems to be steps to boost ad revenue and value for their upcoming IPO, which many are expecting to come in 2019.