Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow
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The document presents strategies for lead generation and business growth, focusing on three main methods: targeted account programs, website optimization, and referral campaigns. It emphasizes the importance of a measurable approach, effective website design for user engagement across devices, and the potential of referral programs to enhance talent acquisition. Leslie Vickrey, CEO of Clearedge Marketing, provides insights drawn from her extensive experience in marketing solutions for staffing and HR technology companies.
Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow
- 1. Marketing for Where You WANT TO BE 3 Proven Ways to Get Leads & Grow Presented by: Leslie Vickrey, CEO & Founder September 22, 2014 Confidential Information. Copyright ClearEdge Marketing 2014.
- 2. Your Presenter, Leslie Vickrey • CEO and Founder of ClearEdge Marketing, an agency specializing in outsourced marketing solutions for staffing and HR technology companies 8+ years in business Serving clients across four continents Staff from coast-to-coast (30+) • 18 years managing marketing operations or providing consulting services for companies such as Spherion, Harvey Nash, TechServe Alliance, Bartech, CRi, Aon Hewitt RPO and Fieldglass • Co-founder of ARA—a mentoring organization for attracting, retaining and advancing women in tech (www.aramentors.com) 2 CEO & Founder ClearEdge Marketing
- 3. Q&A on Twitter • We want to hear from you during this webinar and after Send us a tweet with the following in front of the message: @clearedgemktg It will show up on our Twitter profile, open for the public to view We will reply during the webinar or after • Follow us at twitter.com/clearedgemktg • Also follow us on… Facebook: facebook.com/ClearEdgeMarketing LinkedIn: linkedin.com/company/clearedge-marketing 3
- 4. Today’s Agenda • Connecting with new buyers with a target account program • Ensuring your website is effective, regardless of the device • Launching referral campaigns that drive connections 4
- 5. Do you have a formal lead generation program? 5 Poll #1
- 6. Target Account Programs: TAPs 6 Inavero Insight “CUSTOMERS EXPECT EXPERTISE. While the right skill match is the number one factor in placement success, clients rank knowledge of their industry as second in importance to ensuring a successful placement.” TAPs offer companies a fun, engaging platform for explaining their expertise. • What Is It? A scheduled weekly mail-based or drop-in program for targeted accounts 4-8 weeks, depending on target and service/solution Branded Components: A weekly postcard and giveaway tied into a campaign theme Calls-to-Action: Get appointments, landing pages playing new role for solutions-based campaign, including online advertising (LinkedIn)
- 7. TAP Benefits 7 • Targeted & Concentrated • Puts business development team in front of key decision makers • Allows teams time to focus on specific businesses and needs • Training for Your Sales Team • Arms sales staff with purpose and materials • Offers a training tool for new sales staff eager to learn the business • ROI Is Easy to Measure • Offers a simple way to measure marketing message effectiveness • Plan on a 30% return (if program and best practices followed!)
- 8. TAP Sample: Campaign Overview – Outreach Cycle 8 Touch Item Follow-up Touch 1 Fold-over Direct Mail Introduction Piece: How Far Will You Go to Source Java Development Talent? Follow-up call & e-mail Touch 2 HTML Email: How Hard Will You Work To Build Your Java Dream Team? Follow-up call & e-mail Touch 3 Drop-off Notecard + Low-end Giveaway How Quickly Can you Access the Java Development Talent You Need? Follow-up call & e-mail Touch 4 HTML Email: How Much Will You Sacrifice to Hire Skilled Java Resources? Follow-up call & e-mail Touch 5 Drop-off Notecard + High-end Giveaway How Long Will You Wait for Java Development Resources? Follow-up call & e-mail Fold-over Direct Mail Introduction Piece HTML Emails Drop-off Notecards + Giveaways
- 9. SAMPLE TAP: Campaign Schedule MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY July 2013 14 15 16 17 18 9 Kick off call/Rep Training 19 20 21 Touch Point 1 – HTML Email 22 23 24 25 LAUNCH! Push First HTML Email to List 26 Follow-up Phone Calls & Emails 27 28 29 Follow-up Phone Calls & Emails 30 Follow-up Phone Calls & Emails 31 Follow-up Phone Calls & Emails 1 Follow-up Phone Calls & Emails 2 Follow-up Phone Calls & Emails 3 August 2013 4 Touch Point 2 – Notecard & Giveaway 5 Prep Packages – Giveaway & Notecard 6 Deliver Package 7 Deliver Package 8 Deliver Package 9 Follow-up Phone Calls & Emails 10 11 12 Follow-up Phone Calls & Personal Emails 13 Follow-up Phone Calls & Personal Emails 14 Follow-up Phone Calls & Personal Emails 15 Follow-up Phone Calls & Personal Emails 16 Follow-up Phone Calls & Personal Emails 17 18 Touch Point 3 – Notecard & Giveaway 19 Prep Packages – Giveaway & Notecard 20 Deliver Package 21 Deliver Package 22 Deliver Package 23 Follow-up Phone Calls & Emails 24 25 Touch Point 4 – HTML Email 26 Follow-up Phone Calls & Emails 27 Push Second & Last HTML Email to List 28 Follow-up Phone Calls & Emails 29 Follow-up Phone Calls & Emails 30 Follow-up Phone Calls & Emails. END CAMPAIGN.
- 10. 10 TAP SAMPLE: Mailer (local message)
- 11. TAP SAMPLE: Metrics Report 11
- 12. Critical Success Factors TAPs 12 • Executive buy-in and oversight • List quality Target “real” buyers of your services • Sales buy-in • Creativity • Track/share results and ROI • Going all the way in terms our outreach Making all the calls, all the visits. 70% of the population needs at least 5 contacts before they'll trust you enough to grant you an appointment. Make the 5th Call
- 13. TAPs: Right or Wrong for YOUR Business? • Can your business create and concentrate 13 on a narrow, targeted list of strong prospects? • Do you have a sales team with the discipline and reliability to follow a carefully designed outreach program? • Are you willing to put some investment into a creative program that will catch the eyes and ears of top prospects?
- 14. Is your website responsive? 14 Poll #2
- 15. What Is Website Optimization? • Ensuring a Sharp, Adaptable Design This is more than how the website looks—it’s also about ensuring it performs for users across a wide range of devices: computers, tablets, phones, smart TVs, etc. 15 • Enabling Strategic SEO Ensuring the website can be found through the search engines and online resources key audience use to find information, products/services, jobs, etc. • Creating, Maintaining Valuable, Fresh Content Providing informative content across the entire site and through a variety of mediums: videos, blogs, whitepapers, case studies, news releases, social media, etc.
- 16. Sharp, Responsive Design 16 • A good, professional we site is the “cost of entry” in business today Poor websites will limit business, partnership and recruiting opportunities • Websites that do not adapt with technologies and users limit your audience • Mobile-able websites are critical for engaging with job seekers 77% of job seekers use mobile job search apps – Beyond.com Career Network Survey 3 out of 5 job seekers have searched for jobs on their mobile device in the past year – Glassdoor.com Survey
- 17. Optimized Web Design Example 17
- 18. Top Website Design Trends to Take Into Consideration Responsive Design Large Image Backgrounds • When a website is responsive, it means that the layout of your website will adjust to whatever screen size on which you're viewing it. This flexibility allows for a better user experience to get around a website, whether you’re on a smartphone, tablet or desktop. Sample site: www.kcmsolutions.com • We’ve all been to sites that have beautiful, full page stunning images that really make an impression. More and more businesses are putting large photographs as backgrounds of their websites to really give the site visitors an idea of what the company is about (i.e. culture). Sample site: www.psci.com Parallax Scrolling Infinite Scrolling • Parallax scrolling is a technique in which the background moves at a slower rate in the foreground, creating an illusion that looks like it is 3D. • Many websites have started to employ this technique, but if overused, it may look gimmicky. If you consider how this technique will make your website more interactive with the audience, it can be very successful. Sample site: www.shoppertrak.com • You may recognize this technique when you are looking at Google Images. Infinite scrolling means that as you scroll down the page, the website continues to load. • It allows users to remain on the same page instead of hopping between many different pages within your website. Also, it's much faster to continue to load one long page than to load multiple pages. Sample site: www.almazcapital.com It’s important to know the pros and cons behind each trend (from an SEO and development/maintenance perspective) and fully understand the terminology when working on your website project. 18 Trends courtesy of HubSpot
- 19. Engaging Content 19 • Original Content Content that is unique to your expertise and business will attract an audience SME blogs, articles • Testimonial Content Content that demonstrates your business’ success and abilities is critical Case studies, testimonials • Multimedia Content Websites that tap into multimedia (video, social, chat, etc.) are more engaging to users today
- 20. Engaging Content: Surveys, Blogs, Infographics and More 20
- 21. Critical Success Factors in Web Optimization • Consider your Audience. Develop messaging and content that 21 resonates with your diverse audiences. • Willingness to Invest. A good website requires time, resource and investment. • Ongoing Content, SEO Work. A website is dynamic and must remain so to succeed. • SMEs. The very best websites rely on original content contributions (blogs, posts, articles, videos) from subject matter experts. Ghost writers can help ensure regular cadence. Go Beyond the Basics
- 22. Website Optimization: Right for YOUR Business! 22 • Do you communicate on your website with prospects, job seekers, partners and clients? • Does your website work (responsive) across various devices? • Is your content fresh and engaging?
- 23. What % of your placements come from referrals? 23 Poll #3
- 24. Referral Programs 24 • What Are They? A program that rewards employees or consultants in cash or prizes for referring new talent to the business
- 25. Referral Program Benefits 25 • Expands the Resources Fueling the Talent Pipeline • Talented people are often friends and family with other talented people • Insiders have insight into who will work well within the culture • Ties Staff or Consultants Closer to the Business • Employees get to take part in bringing new talent to the business • Reminds Staff of the Value of Talent • Businesses that are always on the hunt for talent, value people and value their culture
- 26. Critical Success Factors: Referral Programs 26 • Simplicity. If it’s too hard to refer and get rewards, no one will participate • Communication! Program must be regularly shared with entire business to ensure new staff are aware and constant reminders in place • Monitoring. If referral programs aren’t working, it’s important to know why and adjust Make It Simple
- 27. “Place Me Maybe” – Email & Social Media Campaign GOAL: •Get at least 500 views on YouTube and generate interest from candidates to apply for open positions RESULTS: •The video received nearly 3,000 views and the number of new candidates Harvey Nash received during the campaign more than doubled http://www.youtube.com/watch?v=oHjUU6rbkwM 27
- 28. Referral Programs: Right or Wrong for YOUR Business? 28 • Will your business be diligent in following up on referrals and rewarding them? • Is your business willing to invest in giving contractors referral bonuses or awards? • Does your business have effective ways of communicating with former and current contractors to make the referral program widely known? • Do you have the systems in place to track referrals and compare the success to other candidate attraction/placement strategies?
- 29. Need Help? Contact Us Any Time! Leslie Vickrey, CEO & Founder ClearEdge Marketing Tel: 312.731.3149 E-mail: [email protected] Twitter: @lvickrey @clearedgemktg 29