[Please excuse any typing errors. This is a direct transcription.]
Hi, this is Sharon from Superfast Recruitment and Dominate your Sector and I want to ask you a question today. That is, how well is your marketing connecting with your ideal client and your ideal candidate?
Now, when we’re talking with recruitment and staffing business owners we talk about some of the issues that are happening with their marketing. It’s common for them to say that they’re not getting their emails opened and they’re not getting the inbound leads they want.
There’s a reason for this and this is predominantly because they’re not connecting with who their ideal client and who the ideal candidate is.
Today, I want to share with you a little story to highlight this point because you can do something about this.
Last weekend I was out with some friends and we were chatting about various career and business ‘things’. One of them was talking about a course that they’ve just started.
I was curious about what made them decide now to do this particular program. They said, “Well, do you know what? I was sitting at work one day and I was just frustrated. Things weren’t going right and we had some issues with people and a couple of business challenges.”
They said, “There I am and I go into outlook and I open up this email. It was like I was the person that they were talking about in this email. There were three really clear things that they mentioned in this email.
- Are you having this particular challenge?
- Are you feeling frustrated and stressed out?
- Are you having things keeping you awake at night?
It was like every single detail, they’re describing these three bullet points, and it was absolutely me. I just felt compelled to pick up the phone and talk to the company who had sent this email out.”
Now, that got me thinking about some of the business owners that we talk to in the recruitment and staffing sector. The thing is if you’re able to identify, in that same level of detail, what keeps your ideal client and your ideal candidates awake at night. If you’re able to identify what motivates them, what their frustrations are, what their problems are at the minute.
If you can do that, which you can, the more you will understand and know your client and your candidates. The more you will be able to write marketing messages and emails to them that have that same response when your clients or your candidates open your emails.
If you aren’t getting your emails opened in the way that you want, if you aren’t getting the inbound leads, it’s likely because you’re not connecting with people in the way that you could.
Go back and have a think about what do you really know about your clients and your candidates and how much do you really understand them.
Want to know more about how to do this consistently? We cover this particular topic in our Dominate Your Sector Bootcamp. Want to know more? Call us on +44 (0) 1539 898 698
Important
As an ambitious recruitment organisation, THE marketing strategy to master is email marketing. It will consistently deliver both candidates and clients.
In a special complimentary training Webinar, we give you the template for writing emails we use for our clients and the exact 4 campaigns that are working now.
You can register here.
