At Pure SEO we measure everything. We look at the source of all our inbound leads, the conversion rate of those leads, the cost to acquire them and the client duration. Over the last 9 years this has given us a valuable insight into what actually works, why it works and the value of each source to us.
Being a digital marketing agency, it would be natural to think that our inbound leads are all from digital, however we have tried lots of different channels; radio, print, car livery, signage, cold calling, digital signs, billboards and more.
Over the years, PR has driven a lot of good quality leads with a very high conversion rate. However, not all PR is created equal. The message and the publication really matter.
Nothing beats a personal connection; people buy off people. Networking has to be one of the most consistent lead sources we have had over the last 9 years.
Obviously as an SEO agency you would hope that we get good leads via Google! About 80% of our inbound leads come organically from Google. They are sticky too – these customers generally stay with us for a longer duration than those from most other sources.
These are the image adverts you see that sometime follow you around the internet. These work really well if there is a good offer or call to action. If they have a generic message they will not drive actual customers.
Surprisingly winning lots of awards has driven a large number of clients. This kind of dovetails with number 2 (networking). Often when you win an award and meet someone at the award ceremony, they remember you and either choose you as a supplier or recommend you to someone else. This is one of the reasons we are New Zealand’s most awarded search agency – it works!
This one is really obvious. Do good work for your customers, communicate well and deliver results. The referrals will start to flow in. Interestingly, referrals drive customers that stay with us on average longer than all other sources.
Although these are our top 6 strategies for inbound leads, there are lots of other marketing strategies that bring in leads. I often hear from business owners that think they should only get leads from one source. My answer to that is try other things, measure them – you may well be surprised.