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Lead Fluctuation

A good SEO strategy encompasses more than simply ranking for the best keywords. After all, a website can be more than simply a tool for information, it can be used to convert traffic into leads.

What is Lead Generation?

When it comes to your website, what do you want to measure? If a business has an e-commerce platform, its ideal leads are orders through their shopping cart. For businesses that do not sell products online, they generally count a lead as a contact, whether that comes in the way of a form fill-out, a newsletter sign-up, an email, a phone call or a business visit.

At 1st On The List, we know that the majority of a website’s good leads come from organic search traffic. The process of ‘SEO’ allows us to find out what people are searching for online that relates to your products or services, lead them to your website, entice them with good content and then convert them to a lead.

Our SEO is backed by a tried-and-true process that includes extensive and regular keyword research, content that helps people with what they’re looking for, and clear calls to action.

How Many Leads Should I Expect to Receive?

Well, the answer to this varies depending on your industry, the volume of searches and your target audience. In fact, it can often take a website visitor three or four visits before they fill in a form, contact you or sign up for your email newsletter. In addition, they often visit a few other websites as well.

In order for a person to ‘give up’ their contact info, they expect something in return. In most cases, a healthy dose of industry advice and content is a good start.

Why Do My Leads Fluctuate?

So, let’s say you’re getting a lead a day for a couple of weeks and then all goes silent again. You might jump to the conclusion that your website is broken or that you’ve fallen off the search results. But more often than note, leads fluctuate because of something entirely different.

Conversions are dependent on customer intentions. If a website has a relatively low traffic volume, they are very susceptible to lead fluctuation based on a website visitor’s intentions.

Time of the day, week or year. Some businesses see a typical cycle of lead generation. For some they will notice most conversions happen at night or in the morning, or at noon while people are on their lunch breaks. Others might notice they get nothing on Wednesdays. And others find certain months, time of the month or even times of the year will generate more conversions than others.

Here’s What You Need To Know

Our team regularly audits your conversions, your website tracking and functions and your rankings in the search results. Drops in conversions are rarely due to website function or ‘SEO’. In fact, almost 100% of the time, it’s due to the visitor and their intention.

Often, when we notice conversions have gone quiet for a period of time, it picks right back up a few days or weeks later. Once again, this is because not all visitors will ‘buy’ on their first or second visit. In fact, if you open up your conversion window to a wider timeframe, you may even notice an increase in visits, rather than the decrease you’ve noticed in the short term.

Getting a predictable flow of new business online can be challenging, especially for some businesses and industries. The best source of new business does come from organic search results, which means an SEO plan is the ideal way to ensure steady, targeted traffic to your website.

About 1st on the List

Located just outside Vancouver, BC, Canada, 1st on the List is a boutique SEO Company that has been offering search engine optimization, pay per click, and SEO web design services since 1997.

To learn more about our services, please call us Toll Free at 1-888-262-6687 or send us an email.

 

The Rise and Fall And Rise of Keyword Rankings

Keyword rankings are not always stable. In fact, especially when a website or piece of content is initially launched, the page will move around in the search rankings for various popular and related keyword phrases.

You may notice that eventually, you settle a few pages in, only to move page by page fairly quickly, until you get to the first couple of pages of ranking results.

Once you’ve landed in the top 10, 20 or 30 for a popular, competitive keyword phrase, moving further up the ranks can be slow-going.

Generally, the top results are usually employing an SEO strategy, have the benefit of being their longer, and have tried and tested content that visitors seem to like. Generally, you’ll have to work harder to take their spot.

Patience, a solid multi-channel marketing campaign, excellent content, ongoing SEO edits, and even more patience is what it takes to move to the top.

Tip: While you’re waiting for the slow-moving keywords to break the ceiling, work on content optimized for long-tail keywords or less competitive searches. Cumulatively, these can work together to increase your traffic which can also help any stagnant or slow-moving keywords, too.

What is the Average Cost Per Lead?

When was the last time you sat down to determine your average cost per lead generation?

Do you ever question whether this is in line with other companies of your size, in your industry, or earning a similar revenue?

A recent study published by HubSpot surveyed over 350 companies in order to compile cost per lead data. Here are the numbers to use as your own cost per lead benchmark for 2017.

Average Cost Per Lead

The average cost per lead $198.

Average Cost Per Lead by Industry

IndustryAverage Cost Per Lead
IT & Services$370
Healthcare & Medical$286
 Financial Services$272
 Industrial & Manufacturing$235
 Media & Publishing$191
 Consumer Products$182
 Marketing Agencies$173
 Education$66
 Non-Profit$43

 

Average Cost Per Lead By Company Size

Company SizeAverage Cost Per Lead
 1,001+ Employees$349
 201 – 1,001 Employees$212
 51 – 200 Employees$180
 2 – 50 Employees$147

 

Average Cost Per Lead By Company Revenue

Annual RevenueAverage Cost Per Lead
 $500M +$429
 $10 – 500M$179
 $1 – 10M$185
 <$1M$166

 

Key Takeaways

  1. Large enterprise organizations with 1,000+ employees are paying the most per lead.
  2. In a similar trend, companies with large annual revenues (greater than $500M) are paying the most per lead.
  3. For companies with revenues less than $500M per year, the average cost per lead is fairly similar.

For the full study with data including number of leads, sales opportunities, and customers generated, please download for the study here.

If you are wondering how to increase your monthly leads without breaking the bank or are considering alternate marketing methods with lower average cost per leads, contact our SEO Experts by calling 1-888-262-6687.

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What To Do If You Are Not Getting Leads From Your Website

I know that you want to see results from your website project.  And I know it can be disappointing when you don’t start getting results soon after you have launched the website.  It is natural to want to give up on the whole idea and conclude, “You can’t get leads for your business from the Internet”.

That’s fair, because you really should expect results from any advertising.  If it doesn’t work, you should stop using that promotion.

But there is another aspect of Internet marketing that you should consider.

I’m not trying to convince you of anything but, as a businessman, I know you have been asking yourself one question since the day you started and will continue to ask the same question for as long as you are in business.  I chose to be in this business with the same question in my mind.

Every businessman is always asking:  “How can I grow my business?”

When you boil it down, there are only two options:

  1. Referrals – When you start out you don’t have much of a budget so you somehow find a few clients to get started with, treat your clients like gold, and hope they will recommend their friends and family to help you grow.
  2. Advertising – At some point, every business person finds that referrals don’t grow the business fast enough and there are never really enough referrals to make a good living.

After struggling to make a living for a while, every businessperson turns to advertising to try to achieve the success they see others achieving in the same business.

Advertising sounds like a great idea, but pretty quickly you find out that it is easy to blow away thousands of dollars with little or nothing to show for it.

Even the cheapest of advertising can cost $1,000 to $2,000, with no guarantee of return.  In most cases, even after you spend the money you may never see any results.

I have clients in the roofing and driveway paving business that spend $20,000 to $30,000 at a time on a flyer campaign, four or five times a year to get a handful of new clients each time.  I asked them “How much do you spend, on average, to get a client?”

The answer was, “Well, over $500 … You never know if you will get any clients even after all the money has been spent.” 

Every single business person is in the same situation.  They spend a bunch of money and “hope” they will get clients.  Sometimes it works, many times it doesn’t.

This is where the Internet comes in.

In a scenario where every little magazine and promotional flyer requires a minimum of $500 to $2,500 with no promise of returns, what can a small businessperson do to grow his or her business without going broke?

Until the Internet came around, there was never a good answer to this question.

On the Internet, you can spend $500 to $1,000 per month and you will attract qualified prospects to view your proposition.

Every month that you promote your business online, you get more and more qualified prospects viewing your business.  Some of these people start picking up the phone and calling you.  Your business grows with new clients from the Internet and from the referrals they send you.

On the Internet, the longer you continue to promote, the more exposure you get for the same small budget of $500 to $1000 per month.

There is no other advertising medium that builds and builds your reach, the longer you keep advertising like SEO can.

If you decide to stop promoting your website, you will still face the same question, “How do I grow my business?”  You will have the same options you always did:  spend, spend, spend on advertising that produces little or no results.

After seeing and living through many different marketing programs, my conclusion is this:

SEO is by far the cheapest way to promote your business and get new clients.

When I start promoting a website, there is usually little or no traffic.  After a two or three months they start getting several hundred qualified prospects coming to their website every month. And frankly, this is just the beginning.

In the next six months the traffic builds and builds with the plan I implement.

I have a client where last month he got four people who filled out his website’s contact form.  I bet a few people phoned him as well, but they didn’t mention his website.  I also bet a few people saw where he was on the map on his website and stopped in without telling him they saw his address on the website.

How many clients will it take for you to break even with spending $500 to $1,000 per month?

If you got 10 new clients in the next 12 months would that cover your advertising expenses and more?  In my opinion you should be able to get 10+ new clients every month once the online marketing campaign matures.

Over time, a properly SEO’d website gains “Equity”.  It produces more and more business for you.

As you consider your options for “How do I grow my business?” I hope you will keep these points in mind.

I can help your business grow… slowly at first, and then faster and faster and faster as your website builds “Equity”.

If you feel that you want to work with me and 1st on the List, I would be happy to evaluate your situation.  If it looks like we can do something for you, we’ll let you know.  For some businesses Internet marketing on its own is just not enough. You may have to combine Internet marketing with other techniques to get good results.

The first evaluation is free.  Most people get a lot of value from the investigation we do initially.  Give us a call today at 1-888-262-6687 and let’s get your business growing!