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Let’s talk about nurturing our client and candidate groups. [By the way, this is a direct transcription, so excuse any crazy typos.]
Content is something we are known for here at Superfast as we have been writing content for clients in the recruitment and staffing sector around the globe for years.
Our prospects and subscribers often ask us, what sort of content do I need? Or we have organisations that come to us and say the content they have written is not working.
When we complete the analysis for them, we can see they are using the same piece of content with everybody, wherever they are on the journey, which will not work.
What Do You Need to Consider When Creating Content?
Let me tell you what you need to consider when nurturing prospects. There are four groups. Let me share them with you first. Then we will do a slightly deeper dive into each, and I will give you some suggestions on what you ought to be thinking about.
The first one is clients that are paying you money. I know that probably seems a bit strange because you think, “Well, they’re already working with us, Denise. Why do we need to create more content?”
To keep them working with you, that’s the reason!
I will talk a little bit about that in a second.
The second one is clients who are almost ready to say ‘yes‘. They are a long way down the buyers, cycle; they are sitting on the fence. As the old saying goes, it is a very painful place to sit. They are sitting on the fence, and they are debating whether they should work with you or not.
The third group are probably people like yourselves, maybe on this podcast. I know many of our clients listen to this podcast as well. It’s those individuals who know you.
They may have been searching for some support or some help. They have come across you on LinkedIn or a Facebook group or whatever. They are just starting to engage with you. That individual, again, needs a different type of content and interaction.
Then finally, some people have just stumbled across you. Somebody might have mentioned you, or one of their connections has liked a comment or shared something on social media. Then suddenly, you have come into their awareness, and they are thinking, “Who is this person? How can they help me either get a job or build my talent pipeline?”.
You have got these four specific groups, and each of them needs a slightly different type of content.
Let us get into sharing what you want to consider for each of these prospect groups.
1. Your Current Clients
Let me start with clients who are — actually, I love to use the word clients because that is the intention I am setting, that no matter who they are, they will eventually become a client.
Let’s look at clients that are paying you money. Now in our Superfast Circle Programme that we have, we have a training platform with over 120 training videos. It takes people through the journey of how to market their recruitment company alongside weekly coaching.
So, in addition, we run bonus pieces of training for people. Every month we will create additional training when we see a need, and we deliver it at no additional charge. We also run ad–hoc events. We will do private coaching. We do all sorts of different things for our clients that keep them engaged, keep them with us, and cement our position in their minds.
For example, today, we spoke with a client who asked us about some profiling tools, and we gave him a full list of all the tools that we would use and would recommend. This is additional content for him and his business that helps him.
If you think about the clients you work with, you want a sticking factor; you want always to be helping them solve their problems. You also want a natural movement in your relationship to recommend you to other people that they might know that you could also work with.
Because of the experience they get, because of the customer service they get from you.
Think about what content can you create that is going to help your existing clients. Maybe a special podcast that you record. It may be a special video that you create for them that is hosted somewhere different that your clients can see as you maybe deconstruct what is going on now.
For instance, as I record this, there are many iOS updates for Facebook and Facebook advertising. I am going to record something additional for our clients to help them navigate this situation. Think about it; remember to keep producing content for your clients.
2. People Almost ReadytoBuy
Now, the second group is those people that are almost there; they are almost ready to buy. We need to be thinking about content that makes them see that they have a career or talent problem that they need to solve. We can do this in multiple ways; we can do this by handling their objections.
We can also create content that demonstrates to them what will happen if they do not use our service. From a recruitment perspective, what will happen if they do not work with you. If they go ahead and try and do their own recruitment without any thought or process, that will not work for them.
This is about objection handling and here for this group as well. I will be sharing regularly with them. What specific individuals you have worked with have found good about your service and how you have helped them. Classically, if you do not have case studies and do not have testimonials on your website or that you use within your marketing collateral. This is where that extra convincer can push them over the edge in a positive way so that you can start working with them.
3. People Who Are Engaging With You
The next group is people that are starting to engage with you, who want more guidance on how you work with companies or, if it is a candidate, how can you help them find a new role.
This is a classic way to use the content on your website to inspire and inform. This is where a webinar would be useful, or a Facebook live or a report or guide; we create these for our Superfast Circle members. We create a report with a campaign every month that they can use to nurture their candidate and client database.
This is a great way for our circle members to nurture these groups. After all, this third group, those that are just getting to know you, just starting to engage – this is where the profit is made because very few people are ready to convert straight away.
There is a huge cohort of people here that you are pulling through that journey, to the point where they then make a buying decision. All the work you have done here, the content you have created, the videos you have shared, and the webinars you delivered to them will make that difference.
Remember, we are in an environment where this is a ‘high-ticket‘ item you are selling for recruitment. People will not convert straight away. They like to get to know you, like you, and then they trust you. That is where you can use things like your blog post. That is where you use the cluster, for instance, that we create for Superfast Circle members.
4. People Who Find YouforThe First Time
The final group are those people that ‘stumble‘ across you for the first time.
They want to know who you are, what you do, what you can help them with, and who you work with.
When we are talking to recruitment owners for the first time during one of our complimentary coaching calls, which you can book here, we ask:
- Have you got a value proposition for you and your service on your website?
- Do people know which specific sector or subsector you serve?
- Is it director roles, is it manager roles, or is it worker bee roles?
- Whatever your recruiting service or products, are they clearly defined on all your marketing channels?
Do you have case studies or testimonials available about how you solve problems for people you work with? Because people will not know you and who you are. You must communicate that.
This is where it is key to have a presence on different social media channels. Because if people come across you on Google and have multiple links to your website — you have a Facebook page, you have an Instagram page that they can see, you have got your LinkedIn company page. Then people know you are a real entity, and they will go and check you out. They will go and have a look at who you are and what you do. Therefore, you must have content regularly shared on social media.
Download Our Social Media Guide
By the way, if you have not downloaded our social media guide, then head over to superfastrecruitment.co.uk/smm. Here, a free social media guide will help you hone your social media, especially post the pandemic.
We reveal the eight pieces of content you need to share and develop your tone of voice.
How We Can Help
We have many clients on track for their best year ever because they implement what we teach and utilise the content and campaigns we give them. If you want a quick chat to see if what we do can work for you, book your call and demonstration here.
Thanks,
Denise
