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Transcription:
(This is a direct transcription please excuse any Typo’s.)
As I am recording this there are only so many weeks and so many shopping days left until Christmas! That means that many people are in a frantic buying mode trying to get Christmas presents for family, friends, whatever. How do they do that? Well, they do a number of things – they go out shopping or they go online and some people even recycle Christmas presents. Isn’t that terrible?
They are using a number of different channels and of course, all the e-commerce sites are vying for our business and there are some amazing lessons that you can learn from that. That is the subject of today’s podcast. It’s all around multiple channel marketing and lessons we can all learn from e-commerce.
The thing about e-commerce is, everyone thinks “E-commerce, isn’t it great? It must be really easy to have an e-commerce store. People come online and find you really easily and you just ship things out to them.”
Well, it isn’t quite as easy as most people think so I have a lot of respect for people who work in e-commerce. Within seconds, people can be clicking away from your site to somewhere else because there isn’t that opportunity for somebody to be there to sell them. So somebody’s wandering around online. They are looking for a quick buy, whatever that might be and you have to be able to hook them and engage them.
A lot of e-commerce stores open up their various channels in which they approach you. For instance this weekend I was on Marks and Spencer’s website and I was looking for some nice Santa Christmas cushions and of course what happens afterwards is I bought one particular one but did not buy the other and then it happened as it does with re-targeting through Facebook is I was on my Facebook page and I kept being stalked by these various images from Marks and Spencer because obviously, they had worked out where I ‘hang out’ and they were trying to contact me and pursuing me to buy more.
It’s about utilizing as many channels as possible to access your customers.
When we are talking about recruitment, what might that actually mean? Most recruiters would have a website of some description. Whether that be a brochure website, something they are updating, they might have their jobs on there as well. But there are also other channels. They will probably use LinkedIn. Significantly they may use Facebook advertising or use content marketing. A lot of recruiters contact us to help them with that or they may be using pay-per-click on Google or on LinkedIn or of course using job boards. So all of these are different channels.
As we’d always encourage people, you need to have multiple channels in your marketing mix to make sure you are capitalising on all the opportunities. For instance, if you are looking for specific candidates depending on what market you are in, we just started to work with an IT recruiter and so there are a number of geeky forums out there that he has informed us about. We know that some of his potential candidates will be hanging out there. What can he do there? Is there a banner ad that he can buy? Is there something he can utilise on that particular forum?
Think about the lessons of e-commerce. What ways do they try and hook you in in the nicest possible way? What ways do they present themselves to you? Is it an ad on TV? Is it stalking you on Facebook? Is it a leaflet somewhere? There are all these different ways that people try and get hold of you in a nice way, to market to.
How could you pull this into your business? We are recording this at the end of 2014. You’re thinking -“What am going to do next year? What are the channels that maybe I have not exploited that I have seen my competitors exploit?” That’s the subject of today’s podcast to get you going, to think about.
Obviously, you will be planning now for next year. What are the channels in your marketing that you could leverage and utilise more? Are you using all the job boards that you could? Are you using forums where your niche market might hang out?
Depending on your locality, if you are a local business recruiter, are you going to local networking events? I used to hate them but that’s just my stuff but for particular types of clients they could be really good value for you.
So this is Denise from Super Fast Recruitment. You can download this podcast and get the show notes on the blog at superfastrecruitment.co.uk/blog and I’ll look forward to talking to you next time.
Show Notes:
37 secs. – What this podcast is about
1:26 – Shopping!
1:38 – Everyone thinks it is easy to have an e-commerce store
1:52 – In seconds people could be clicking away from your website
2:06 – You have to really hook them and engage them
2:21 – Found some nice Christmas cushions 🙂
2:38 – For instance, re-targeting in FB
2:55 – The premise of this is utilising as many marketing channels as possible to access your customers
3:16 – What does this mean?
4:00 – Where does your market hang out?
4:24 – Think about the lessons of e-commerce
4:48 – How could you pull this into your business?
5:10 – Start planning for 2015!
5:20 – Ask yourselves if you are utilising these channels…
This podcast was hosted by Denise Oyston. Follow us on Google+
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