You want to attract people that will potentially become leads. Attract your ideal customer or Buyer Personas by creating content that’s valuable and easy for them to find.
Once you’ve got visitors to your site, the next step is to connect with those visitors and convert them into leads by gathering their contact information. In order to get this valuable information, you need to offer something up in return. Some examples are eBooks, slide decks, infographics, case studies, or whitepapers. The value of the offer must be commensurate with what kind of data you're trying to collect.
Once you’ve attracted the right visitors and converted the right leads, you need to engage those leads and convert them into customers with targeted, automated email nurturing and social media interaction.
Using context and personalization to deliver tailored messages, continue to engage with, delight, and (hopefully) upsell your current customer base into happy promoters of your company.