A business that does not invest in marketing and client acquisition is like a country that does not build water plants. A country without water plants has no predictable and consistent source of water and will have to constantly hope and pray for rain.
Some months they’re comfortable and have sufficient water, some months they go without water. Customers to a business are what water is to a country, and every business should have its own ‘water plant’.
Prior to engaging GENIA, Michael Lin, Managing Director of Auston Institute of Management was concerned about a consistent flow of lead generations. He was worried that without leads, there will not be a future for his business.
To generate leads, he invested in content syndication and various forms of paid advertisements across Facebook, Instagram and Google. However, he soon found that the quality of leads varied according to the costs associated with the different seasons. Additionally, if he did not pay for these advertisements, he would not get any leads and the conversion rate was relatively low.
Michael shared that his lead flow previously was akin to, “praying for rain. Every day you go out there and do your dance, burn your fire, slaughter the lamb, drink its blood, and you hope that it drops. Sometimes there is, sometimes there isn’t.”
Building a ‘water plant’ for Auston
Auston Institute of Management competes in an extremely competitive space against schools with huge marketing budgets such as Kaplan, Management Development Institute of Singapore (MDIS) and Singapore Institute of Management (SIM).
Due to the competitive space that Auston Institute of Management operates in and Google getting more advanced in recent years, traditional SEO such as identifying easy keywords, keyword stuffing and spammy link building to manipulate search engine results would not work.
As such, we had to build a ‘water plant’ (Semantic SEO) for Auston Institute of Management. In order to attract the traffic and the right target audience from Google, GENIA provided a detailed review of the business, technical and content flaws that were holding Auston Institute of Management back from being on the first page of Google.
Michael was given tips to revamp his lacklustre website into one that is truly informative, user-friendly and trustworthy. Auston Institute of Management’s website now functions as their 24/7 salesperson where Michael can seamlessly present accurate information in many different ways and choose how he would like to present it.
Prospective students can also easily search and obtain all the engineering information they need in one place, at any time of the day.
Also Read: 3 stages of marketing for your startup that can drive effective results
The Semantic SEO process involves identifying highly searched, relevant keywords to the business (for e.g: engineering degree Singapore, etc.) providing a Semantic Gap Analysis of competing education pages, and providing an analysis of the type of copywriting that Auston Institute of Management should be producing to ensure that they reach the top spot on Google, providing on-page and technical optimisation, as well as editorial link building.
These are 100 per cent actionable information that business owners can take to scale their business right away.
Reaping the rewards
As a result, Auston went from having just 916 traffic and 6 leads at the start,
to 1150 traffic and 36 leads in four months,
and 2300 traffic and 72 leads in nine months,
generating six figures in monthly revenue from SEO alone.
‘Water plant’ for your business, a consistent source of leads and customers
Every business needs a ‘water plant’ that will consistently churn out new leads and customers or they will never be able to consistently grow. The business owner will not have peace of mind but instead be worried about keeping the business afloat.
Every day, there are thousands of people out there who will need what your business offers. Business owners just need to identify the right marketing strategies in order for their business to be seen and actively sought after.
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