Marketing Strategies for 2021: How to Get Results by Targeting Your Low Hanging Fruit

Hi everyone, this is Denise Oyston from Superfast Recruitment.

I’ve decided to create this series of blogs because we’ve been having many conversations with people over the last few weeks about 2021 and what they might do, and some ideas on strategies.

I thought it would be a great idea to map some ideas for business growth in 2021 that you can get going with that absolutely will work. They’ve been working for our clients historically for years, and they continue to do so.

But the first thing you can do if you haven’t already is to download our marketing checklist.

You can find a copy on our downloads page; download it, and then, I would go old school, and print it off. There are 30 questions that we ask you about your marketing strategy and it’s based on what we know works for our clients; we’ve been working with our clients for many years, so we know what works.

Social Media Marketing

The next thing is social media marketing. This is becoming more and more pivotal because if you want to get people into the top of your funnel, probably the first place you’re going to come across them is social media, or they’re going to come across you.

If you’re not completely dialled in on how it will work for you and your recruitment and staffing organisation, then again go to superfastrecruitment.co.uk/smm, and you can download our latest report there. We share various ideas that you can start to implement to start to get your brand out and in front of everybody.

If you haven’t read or listened to last week’s podcast, which was number 263, then go and do that because there I talk about attention marketing and as you are working with people, and wanting to generate more leads, people need to know and trust you first, so go and read or listen to that podcast.

Today I want to go back to basics a little bit here, and I want to talk about leveraging your low-hanging fruit.

Targeting Your Low-Hanging Fruit

Now, as I’m recording this, we’ve just had Black Friday, Cyber Monday – I love our American friends because I think it’s a great idea. Most people think that you can’t do a Black Friday offer in a B2B environment and absolutely you can.

Here’s the thing, the low-hanging fruit sometimes just needs you to reach out to them. To remind them that you are there and then you can start working together again.

It’s not always about having an offer, but it’s really interesting because we have made a couple of Black Friday offers and we’ve also made offers to our current clients in how we might be able to help them work with them next year and surprise, surprise, we’ve had a massive take-up from our current clients.

Also, the people that have been on our database and people that we’ve worked with in the past have also said, “Yes.” Now, this is recognised data.

Connecting With Past Prospects

Let me just share with you some of the stats around this; this data comes from Econsultancy and Statistica, two great portals when you’re doing online research.

It costs five times more to acquire a new customer than to keep an existing one. Here’s the thing, the probability, which I’ve just shared with you, of selling to an existing customer is 60 to 70%. In contrast, the probability of selling to a new prospect is just 5% to 20%.

Now, I appreciate that as you grow your client base, you’re going to have to spend some time acquiring new customers, but just think about that.

One of the things we offer with our Superfast Circle membership is four specific campaigns that clients can run straight away.

Our clients always say, “Wow, it’s amazing. We’re getting loads of business from clients that we used to work with; they’re all coming back to us.”

And you can do this too. If you are looking at your past clients, don’t make an assumption that they don’t want to work with you. People leave, and people don’t convert for multiple reasons. It’s not always about you, and it’s not always about the fact that your service was wrong for them. It’s just; people do different things.

Your Current Clients and Candidates

The first thing I would suggest that you do is to have a look at your current client database and your candidate database because I know that some markets are flooded with candidates at the moment.

The first thing you need to do is get back in connection with your current clients and your current candidates, and I would be doing it now. I would be reaching back out to those people now and having a conversation. People are thinking, “We’ve come to an end of a really tough year.” They’re willing to have a conversation with you on the phone, start talking to them and start thinking about how you can leverage your low-hanging fruit.

The low-hanging fruit are people that you have worked with in the past. They’re people that have said no to you in the past. They’re people that just went quiet. There are people that maybe you sent a proposal out to and it just wasn’t quite right, or somebody else joined the organisation, and another stakeholder appeared. All of these people are a rich supply.

The other thing to think about is also your current subscribers.

Utilising Your Current Mailing List

We always recommend to people that email has one of the highest ROI of any marketing strategy. I do not see that changing. Yes, maybe it’s not sexy in the same way as newer retargeting and programmatic marketing.

However, when it comes to emails, if you are sending regular emails out to your market, you really have a sustainable business, and it’s thinking about how you have built that list. What subscribers have you got that might be ready now to start working with you?

This is a strategy that I strongly recommend that you use either now or use consistently over the next year because so many people do not look and think ‘What have we already got?’

It might be that you are adding a new service, maybe you are changing the service that you had, perhaps you are embellishing it, perhaps it is even better than it’s ever been.

Well, how about talking to your current database, your existing clients about your new service and what your offer is, and how improved it is, and how it might help them.

There are lots and lots of things that you can do, and the first thing to do is leverage what you’ve already got, your low-hanging fruit.

This is Denise saying hope this has been useful, and take massive action now.

Bye for now. I’ll see you on the next blog.

What Next?

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