Hi, it’s Sharon Newey from Superfast Recruitment, and today’s subject is marketing automation.
It seems like when I’m talking to business owners in different parts of the world right now, that this is the topic that everybody wants to talk about. And there’s lots of reasons why which I’m going to share with you.
And I want to also just make you aware of a couple of home truths that we just need to bear in mind.
Why is Marketing Automation Everywhere Right Now?
So why is marketing automation on everybody’s mind right now? Well, of course, we are, many of us, quite time-poor, and so we want to make the most of all this amazing technology that is around.
Now, the beauty of marketing automation is that you can systematise marketing campaigns and different strategies, whether you’re talking about content and social media, email marketing, funnels, the idea that your marketing can be working 24/7 for you.
The Real Benefits of Marketing Automation
Imagine what would it be like if when all hands are on deck because things have just suddenly got really busy, you’ve had an influx of jobs, which is great news right now, isn’t it? That rather than your marketing suddenly sort of deprioritised and coming to a bit of a stop, and then being quite intermittent, what would it be like if you knew that your marketing, was just going on in the background.
And sometimes, you might have a prospective client, and sometimes, you might have a prospective client, who, at 5:00, just as they’re about to start packing up for the day, that their top team member suddenly resigns.
So they go home, and it’s 8:00, 9:00 at night, and they’re checking their emails, they’re having a look around perhaps on LinkedIn, and they come across a piece of your content, or they see an email that’s landed in their inbox, and suddenly they start looking at your company, and they think, “Right, I need to get onto these guys first in the morning.”
How good would it be if that you had marketing like that working for you 24/7?
Warming Up Cold Calling
Now, the other beauty, of course, of marketing is that, now like that person, perhaps who saw my email at 9:00 at night, that they’d be receiving your emails for quite a while because it’s on automation and because you’ve been nurturing them.
Because the reality is that 93% of people, they’re not ready to start working with you and your business and your team right now. And you don’t really know if they’re close or if they’re quite a distance away from making that decision.
But of course, if you’re nurturing people, you’re running different kinds of nurturing email campaigns, and it’s working 24/7, at some point, when that person makes that decision that it’s time to get a new job, it’s time to bring somebody additional into the team, we need a different skill set, that actually they can make that decision, and they can work with you and your recruitment company.
There are other benefits, of course. And I do want to share with you though, a few things that we just need to be aware of when all this great stuff is happening.
Why it Pays to Play the Long Game When it Comes to Marketing
And that is that I know you want quick results, don’t we all as business owners? And marketing automation, it doesn’t work overnight.
It’s not going to be the answer to all your prayers – it will take some time. It’s going to take some investment to get things set up.
However, when you’ve got them set up, you’ve got those systems and processes in place, they can keep working with you consistently, and they will deliver results.
Now, of course, the other thing is that your team, yes, they will still have to make cold calls, but what if those cold calls actually were warm?
Because of that automation, because of that nurturing, you’re warming people up.
They’ve heard about you and your brand, they’ve heard about your services, so they’re more than willing to take a call when one of your team, or indeed you, pick up the phone and you make those calls.
So yes, there are some things we need to be just honest and open about. And when you invest, you put the time into it, marketing automation really will have a great place in your business, and it will deliver for you.
For more advice on automating your recruitment marketing, or if you need help with another area of marketing your recruitment company, head to our blog which you can find here. Alternatively, click here for our downloads page where you will find a range of free resources to get started with your recruitment marketing today.
That’s Sharon Newey from Superfast Recruitment.