[This is a direct transcription please excuse any typing errors.] How to write a marketing plan? Isn’t necessarily a question we get asked. The conversation normally goes along the lines of what should I be doing and when! And yet if MDs and business owners started out with a marketing plan its likely they would get better results for their marketing investment. Logically if you want to create demand for your recruiting service (marketing= creating demand) and dominate your sector by having your recruiters then convert this demand (that is what sales is!) then you will need a plan to create demand that attracts:
- ….. and depending on your growth plans; talent
Carry Out a Marketing AuditNot very sexy I know and yet if you want to move forward you need to know where you are unless you want to relive Groundhog Day repeatedly. Think about the following key areas.
- What is working?
- What isn’t working or hasn’t produced results?
- What are we doing?
- What has worked in the past that we have stopped doing?
- How many candidates/clients are on our database and LinkedIn profiles (all our consultants)?
- What sales process are we using and where is this recorded?
- How many visitors to our website and our content?
- How many emails are opened and how are our consultants following this up?
Start With The End In MindIt’s impossible to create a plan for something unless you know what you want to achieve. One of Stephen Covey’s 7 habits of success is start with the end in mind. Therefore what do you want to achieve in the following time frames. I find with SME recruitment companies its preferable to think in these time frames.
- The short; think 90 days
- Medium; think 6-12 months
- Long term; think 12 -36 months