marketing for where you want to be: 3 proven ways to get leads & grow
DESCRIPTION
Presented by ClearEdge Marketing CEO & Founder, Leslie Vickrey, at the New York Staffing Association (NYSA) Webinar on September 22, 2014. Topics covered: - Connecting with new buyers with a target account program - Ensuring your website is effective, regardless of the device - Launching referral campaigns that drive connectionsTRANSCRIPT
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.
Your Presenter, Leslie Vickrey
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• 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)
CEO & FounderClearEdge Marketing
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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
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Do you have a formal lead generation program?
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Poll #1
Target Account Programs: TAPs
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“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.
Inavero Insight
• 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)
TAP Benefits
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• 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!)
TAP Sample: Campaign Overview – Outreach Cycle
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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 2HTML 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 4HTML 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 PieceHTML Emails
Drop-off Notecards + Giveaways
SAMPLE TAP: Campaign Schedule
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MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY
July 2013
14 15 16 17 18Kick off call/Rep Training
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21Touch Point 1 – HTML Email
22 23 24 25LAUNCH! Push First HTML Email to List
26Follow-up Phone Calls & Emails
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28 29Follow-up Phone Calls & Emails
30Follow-up Phone Calls & Emails
31Follow-up Phone Calls & Emails
1Follow-up Phone Calls & Emails
2Follow-up Phone Calls & Emails
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August 2013
4Touch Point 2 – Notecard & Giveaway
5Prep Packages – Giveaway & Notecard
6Deliver Package
7Deliver Package
8Deliver Package
9Follow-up Phone Calls & Emails
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11 12Follow-up Phone Calls & Personal Emails
13Follow-up Phone Calls & Personal Emails
14Follow-up Phone Calls & Personal Emails
15Follow-up Phone Calls & Personal Emails
16Follow-up Phone Calls & Personal Emails
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18Touch Point 3 – Notecard & Giveaway
19Prep Packages – Giveaway & Notecard
20Deliver Package
21Deliver Package
22Deliver Package
23Follow-up Phone Calls & Emails
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25Touch Point 4 – HTML Email
26Follow-up Phone Calls & Emails
27Push Second & Last HTML Email to List
28Follow-up Phone Calls & Emails
29Follow-up Phone Calls & Emails
30Follow-up Phone Calls & Emails. END CAMPAIGN.
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TAP SAMPLE: Mailer (local message)
TAP SAMPLE: Metrics Report
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Critical Success Factors TAPs
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• 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.
Make the 5th Call
70% of the population needs at least 5 contacts before they'll trust you
enough to grant you an appointment.
TAPs: Right or Wrong for YOUR Business?
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• Can your business create and concentrate 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?
Is your website responsive?
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Poll #2
What Is Website Optimization?
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• 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.
• 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.
Sharp, Responsive Design
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• 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
Optimized Web Design Example
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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
Top Website Design Trends to Take Into Consideration
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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.
Trends courtesy of HubSpot
Engaging Content
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• 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
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Engaging Content: Surveys, Blogs, Infographics and More
Critical Success Factors in Web Optimization
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• Consider your Audience. Develop messaging and content that 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
Website Optimization: Right for YOUR Business!
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• 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?
What % of your placements come from referrals?
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Poll #3
Referral Programs
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• What Are They? A program that
rewards employees or consultants in cash or prizes for referring new talent to the business
Referral Program Benefits
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• 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
Critical Success Factors: Referral Programs
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• 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
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
“Place Me Maybe” – Email & Social Media Campaign
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Referral Programs: Right or Wrong for YOUR Business?
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• 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?
Need Help? Contact Us Any Time!
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Leslie Vickrey, CEO & FounderClearEdge MarketingTel: 312.731.3149
E-mail: [email protected] Twitter: @lvickrey@clearedgemktg