B2B marketing strategies are paramount if you want to increase your revenue. If you are a recruitment business owner you will need either candidates or clients in a regular supply. Here are some simple steps to make that happen.
Here are 7 easy rules to follow for any business owner wanting to sell to another.
1. Have A Marketing And Sales Plan
Logical of course yet many recruitment company owners we speak to still don’t have a marketing plan. What is even worse is they don’t think or work out how the marketing they initiate will create the lead flow they want. Remember the famous saying ‘marketing creates demand and selling converts that demand’. So sit down and focus on your marketing and sales strategy. Decide on your goals and what you want to achieve in any given time period. Look at the inputs and outputs and then take action.
2. Market Sector
No matter what anyone says you can’t sell to everyone. Unless you have infinite financial resources and a huge workforce. In recruitment, many companies go down the niche path and as a result see great rewards. It does not matter what sector you chose. You need to choose one. Ideally if you have knowledge or contacts in that area go that route. If you are well known for your success this is something to focus on and leverage to your advantage.
You can then hone in on this area and all your marketing and sales investment can move in that direction with a greater chance of a profitable ROI.
3. Have An Up To Date Website
Might sound strange and the internet has moved on a pace. Recruiters are quite a “go for it” crowd, as a result when websites first became fashionable! ten years ago most recruiters embraced the concept. The challenge is some still have the same website they started with. That often means the colors and branding are out of date, no social media icons and no content to attract the candidates and clients they want.
Now a days there is no excuse. You can get a great bespoke website that you can control up and running for a minimal investment. Remember the latest research suggests that over 90% of businesses will check you out online before they purchase from you.
4. Mix Up Your Marketing
As a recruitment company you need a website and a LinkedIn presence. However don’t forget all the other avenues open to you. Here are some of the classic ones that work – networking, referral, direct mail, email marketing, social media, Facebook and telemarketing. Online marketing is huge and many people do search online for a service provider. Make sure though, that this is not your only avenue of focus.
5. Email Marketing
Email marketing works. Period. In the B2B marketing environment it must be done ethically. The in the UK you can send unsolicited emails to another business as long as you allow them the opportunity to unsubscribe from future mailings. Make sure you don’t just spam people. It is a waste of your time and resources. Target your emails and make them content focused.
6. Have A System
Systems work, we all know that and B2B marketing is no different. Over time you will be able to work out what is working and what is not. Create some flow diagrams and then implement each stage of the process. Once you have done this you will know what your conversion rates are.
7. Press Go
Once you have a marketing and sales plan for your recruitment company it is all about implementation and monitoring. We would suggest have a number of different sales funnels that will create lead flow for you. Will they all work? Possibly not, though some will and these are the ones that you can then rinse and repeat.
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This blog was written by Denise Oyston. Follow us on Google+!
As an ambitious recruitment organisation, THE marketing strategy to master is email marketing. It will consistently deliver both candidates and clients.