marketing for where you want to be: 3 proven ways to get leads & grow

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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.

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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 connections

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Page 1: Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow

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.

Page 2: Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow

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

Page 3: Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow

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

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Page 4: Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow

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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Page 5: Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow

Do you have a formal lead generation program?

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Poll #1

Page 6: Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow

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)

Page 7: Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow

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!)

Page 8: Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow

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

Page 9: Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow

SAMPLE TAP: Campaign Schedule

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MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY

July 2013

14 15 16 17 18Kick off call/Rep Training

19 20

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.

Page 10: Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow

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TAP SAMPLE: Mailer (local message)

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TAP SAMPLE: Metrics Report

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Page 12: Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow

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.

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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?

Page 14: Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow

Is your website responsive?

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Poll #2

Page 15: Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow

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.

Page 16: Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow

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

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Optimized Web Design Example

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Page 18: Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow

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

Page 19: Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow

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

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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

Page 22: Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow

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?

Page 23: Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow

What % of your placements come from referrals?

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Poll #3

Page 24: Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow

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

Page 25: Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow

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

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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

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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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Page 28: Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow

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?

Page 29: Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & Grow

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