There’s a reason fishermen bring a tackle box with them — different fish respond to different kinds of lures. If they brought only one lure, they could expect, for the most part, to catch only one type of fish — if they caught any at all.

Although internet marketing is a little more complicated than that, the basic principle is the same. Different types of website visitors convert to customers for different reasons, so an internet lead generation campaign needs to be built with all of the right components in place to ensure it is capable of catching all of them.

Whereas a tackle box is relatively easy to put together, a lead generation campaign is a bit more complicated to assemble. All of the components need to fit together in just the right way to ensure that the campaign works as efficiently as possible and delivers the strongest return on investment.

For example, some website visitors arrive at a site based on search engine results, which means a campaign’s SEO (search engine optimization) and PPC (pay per click) components need to be fine-tuned and optimized for maximum results. Other visitors already have an inclination to convert, but need a nudge to push them into doing so. That’s where content such as customer testimonials or authoritative case studies can solidify their commitment. Some visitors aren’t even thinking about needing a product or service until they see compelling viral content shared by friends in their social media feeds. Keeping tabs on all of these components can be difficult even for an experienced internet marketer.

That’s why we at Straight North created the infographic below. After spending years studying various successful lead generation campaigns and learning what makes them work, we developed a deep understanding of what goes into a successful campaign and how it all fits together. Originally developed as an internal training tool for our professionals, we realized the value this flowchart could have for anyone building a lead generation campaign.

Our illustration of what we’ve called the internet marketing lead generation ecosystem lists all of the components necessary to build a high-performance lead generation campaign. It is a blueprint marketers can use to maximize conversion opportunities for their campaigns.

Whether you are building a lead generation campaign for your internet marketing efforts from scratch or optimizing an existing campaign, take a close look at the flowchart. You might be able to spot some crucial elements that you didn’t know you were missing. That way, you’ll go out for your next “fishing” trip with all the tools you’ll need to land the big one.

About the Author

Brad Shorr is director of content strategy at Straight North, an internet marketing agency that specializes in SEO, PPC and web design services. With more than 25 years of sales and marketing experience, Shorr has been featured in leading online publications including Entrepreneur, Moz and American Marketing Association.