I was speaking with someone recently who needed to generate more leads for her new coaching business. She didn’t have a big list or an established brand to have leads readily available. This coach offers a life changing service and her solution for getting more leads was SEO (Search Engine Optimisation).
Now I’m not an SEO expert, however I have multiple websites over the last 5+ years, so I know a little bit about SEO. There are many strategies to generate more leads, with SEO being just one of them. The time frame in which she needed to generate leads was yesterday, therefore she didn’t have the luxury of waiting months for this investment to maybe pay off.
She actually has a very good website, which includes a lead magnet with a free offer to help her convert visitors to her website into her database. I was however a little surprised, despite her focus on wanting to invest in SEO, she actually didn’t have any idea of the current traffic to her website. Not to mention whether there was enough traffic to determine if the lead magnets were working at all.
The cost of acquiring a new customer can be expensive, especially investing in a medium-longer term strategy such as SEO. If the value of the customer is worth it, it may make sense; however in this case, SEO may not have been actually addressing the core issue of her lack of leads. It may in fact have been her lead magnets not converting.
It’s important for all businesses to measure everything that you do and plug the right holes. SEO may be great for lead generation, but be sure that you’re investing your hard earned money into something that will generate the result that you’re looking for and within the time frame that you need.