In a recent webinar we ran I talked about a great marketing strategy that will help any business owner maximise their revenue from potential prospects and suspects; in other words your clients and candidates.
It’s about sharing the love, you know TLC (tender loving care).
The jargon name is nurture campaign marketing and it’s the way forward for savvy recruitment and staffing owners. I appreciate it’s not always an easy thing for recruiters to get their head around; lack of patience and going for the kill are words that often spring to mind when it comes to marketing recruiter style.
Now all these attributes do have their place when it comes to business development, however, in today’s market, our prospects are different. And being ‘battered’ into a sale ( a placement or being sold a duff candidate ) isn’t going to deliver as much as you might think.
What is nurture marketing?
Nurture marketing is a strategy where marketers stay in front of their prospects (candidates and clients) by providing relevant, worthwhile content based on the demographics and behaviour of the individual in question. Ideally your client or candidate avatar (AKA ideal client or candidate)
Nurture marketing can get increasingly sophisticated. Taking people down a route where depending on their actions you move them to the next step. All the while they are being ‘nurtured’ to know like and trust you.
It is the new holy grail of marketing because it works, especially when you consider how the general population now live in such an interconnected world.
Ultimately, nurture marketing is your route through the buyer’s cycle and fills the gap between “I might be interested in your service” and “I’m ready to buy.”
How does it work?
The easiest way to make this happen for recruiters is through email marketing. Here your candidates or clients might get a free white paper, then some more useful content, perhaps an invite to connect on LinkedIn then maybe a case study
You might employ this form of marketing through a series of emails. Maybe the first e-mail introduces who you are, links to your social profiles, and offers a free “Beginner’s Guide” to a topic in your industry; a second e-mail, sent a few weeks later, might be a whitepaper; the third could be a link to a template you have, and the fourth could be an offer for a free career counselling session or a recruitment strategy overview. The good news? You can automate all this so it’s running in the background.
What are the benefits?
It works and it’s the ‘modern’ way of marketing that appeals to your clients and candidates. A couple of key things to remember:
- It helps you be ‘present’ in front of potential ‘prospects’ #clients #candidates so that as they move through the buyers cycle you are always front of mind. Result=Mr or Mrs Recruiter who is suddenly different from all the others.
- It can jump-start an action to respond to you. Why? Because unlike cold calling you are in control? Yes you are; in a nurturing TLC kind of way. You decide on the content you send, the frequency and the offer.
When we share our own specific strategies; we do this in detail on our Dominate Your Sector Bootcamp, clients visibly relax. Finally, they get how to put all the pieces together so they can take action with a campaign that actually works.
Ready to take action?
How We Can Help
We have many clients on track for their best year ever because they implement what we teach and utilise the content and campaigns we give them.
Book your call and demonstration here if you want a quick chat to see how Superfast Circle can work for you.
Thanks
Denise
P.S. If you want to join Superfast Circle and would like to find out more, speak to us here.
