Marketing for Recruiters. Mark Whitby. Mark Whitby. All Rights Reserved.
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1 . All Rights Reserved.
2 As a low-cost marketing method, nothing beats You get your message out at the push of a button It's a cheap, fast and efficient way to communicate with both clients and candidates You reach more people with less time and effort
3 Generate warm leads and follow up with prospects automatically Nurture relationships by keeping in regular touch with all your contacts on a consistent basis Increase brand awareness and stimulate demand for your services
4 You use every day... BUT if you're like most recruiters, you're probably not using to it s full potential And you could be losing out on lots of extra placements as a result!
5 an MPC candidate to their client database a hot job to their candidate database That s a good start, but that s only the tip of the iceberg! There s so much more you can do...
6 Build a targeted list of prospect addresses Produce professional looking campaigns Find a reliable and cost-effective marketing platform Automate your lead capture and follow up process
7 Write subject lines that break through the clutter and get your s opened! We ll show you sample subject lines that have produced the best open rates in split tests Source great content for your newsletter with the minimum time/effort
8 Adopt best practices that protect your reputation, and enhance your relationships
9 I don t claim to have all the answers, but I do believe I can help you in this area because I have been using marketing successfully for almost 10 years I have studied it intensively and invested thousands of dollars on courses and coaching I derive a significant percentage of my revenue from
10 HOW? Platform WHO? List Lead Capture WHAT? Campaign Series Broadcast
11 Please do NOT try to... Send broadcasts from your own server Send broadcasts from Outlook or your CRM software (fine for small mail merges) There are Marketing Solutions that do it for you and it s relatively cheap
12 Deliverability How do they ensure that your is delivered and avoid the spam filters, junk folders, blacklists Functionality Do they have the features you need? Cost Does the price fit within budget?
13 marketing platforms maximize their deliverability rate by avoiding spam blacklists That means the best platforms require confirmed opt-in The challenge is that makes it very difficult to upload your existing mailing list
14 Provider Trial for 30 days Price per month 1shoppingcart $3.95 $29 flat Aweber $1 $19+ Constant Contact Free $15+ icontact Free $10+ Infusionsoft Set-up Fee $199++ Mailchimp Free $10+ Streamsend Free $19.90+
15 Provider Trial for 30 days Price per month 1shoppingcart $3.95 $29 flat Aweber $1 $19+ Constant Contact Free $15+ icontact Free $10+ Infusionsoft Set-up Fee $199++ Mailchimp Free $10+ Streamsend Free $19.90+
16 Evaluate 2-3 before deciding My favourite is Aweber:
17 Flat Fee or Increasing? Increase based on list size or volume of s sent? What is the true cost based on your estimated list size / volume? Support included or extra? Telephone vs. ?
18 Invest the time up front to select the marketing solution that best fits your needs Cheapest is not necessarily the best neither is most expensive Once you start building your list on one platform, it s difficult to migrate the data later!
19 Step 1 Create your client magnet Step 2 Install a lead capture form Step 3 Select your routes to market Step 4 Promote your lead gen offer Step 5 Keep in touch until they become a paying client!
20 Create a lead generation product ( ethical bribe ) as a free giveaway White paper Results of a Survey Webinar or Teleseminar Article or Special Report Book Online Video CD or DVD Podcast Series Consultation / Presentation / Analysis / Review / Critique / Audit
21 Next you need a way for people to join your list in exchange for your free information Squeeze page, or shy yes page Privacy policy Minimum = First Name and Primary Optional = Job Title, Company, Phone, etc.
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25 Permission Based: Lead capture form on your website / blog DHTML pop-up Joint Ventures with list owners By telephone every new contact (provided you ask permission) Paid broadcast via list owner (they send for you) Lead gen advertising
26 Permission Based: Your signature Your business card Your LinkedIn Profile Direct mail letters and postcards Speaking Networking events Writing articles (offline / online)
27 The prospect knows you: Your existing client and candidate database Historical records from meetings, events, correspondence, business cards, online or offline research, existing files, referrals, etc. Your contacts in Outlook Social media e.g. LinkedIn
28 The prospect doesn t know you: Internet research tools e.g. Zoominfo, Jigsaw, Broadlook, CardBrowser Automated data mining tools - e.g. egrabber s ListGrabber Online trade directories Purchased or rented lists? These leads are best contacted individually
29 Definition of Spam? Unsolicited commercial Anything the recipient doesn t want! Recruiters are notorious spammers Clean lists get best response with minimum blowback
30 Spam CAN work if executed carefully, but consider the cost to your reputation / brand Be prepared for angry replies and complaints to your web host You can find companies to do it for you Safest route = don t do it!
31 Newsletter Surveys (surveymonkey.com) Articles and blog updates Industry news Company news Invitation to special events Remember WIIFM!
32
33 Text Pro: No graphic designer Pro: Quick and easy Pro: You can DIY Pro: Better deliverability Pro: Illusion of a one-toone communication Con: Doesn t look as nice HTML Pro: Looks professional Pro: Stands out / grabs attention Con: Cost to create a custom design Con: Takes more time to set-up Con: Might need tech help
34 Website Traffic Direct Mail Mailing to 3 rd Party List Opt-in Form
35 Opt-in Form Lists Cold Calling
36 What s an Autoresponder? A series of follow up s that are sent automatically according to timescales you ve specified Example Day 0 = Here s your free course... Day 3 = Join me on LinkedIn Day 7 = Can I get your feedback? Day 14 etc.
37 Privacy policy on your website Unsubscribe option How often to send? Once per month MINIMUM Once per week IDEAL Twice per week MAX Daily = only if they sign up for a daily service e.g. Recruiter Daily, Recruitment International, etc.
38 Always spell check Always send a TEST before sending your broadcast avoid embarrassing mistakes Most importantly = ADD VALUE Send stuff that s valuable, helpful, beneficial, interesting to the recipient
39 AVOID recruiters sending untargeted blasts to the same clients! Owner / Marketing Manager controls the distribution list Recruiters can only to their OWN CONTACTS Must seek permission to mail to a wider selection or whole list
40 You now have everything you need to get started with marketing If you want more advanced training, or to work with Mark 1- on-1 to get your marketing campaigns up and running:
41 Go ahead and ask us a question! Bill Radin and
Copyright 2011 Smart VA Ltd All Rights Reserved.
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