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Today I’m talking about one of my favourite topics, KPIs, because I’m a fan of KPIs. They have served me well over a long period of time. However, before I get into that, welcome if you’re new here.
First, go to superfastrecruitment.co.uk/clf. That stands for consistent lead flow- something that all business owners want for their organisation.
Sharon and I recently recorded a video series. If you’ve been on any of our webinars or master classes, you’ll know they are always content-rich, with actionable content.
In this video series, we share with you two of our proven roadmaps and frameworks that we use with our clients that work every time, provided you take action on them, of course.
They are our seven pillars and R.M.S framework.
This all might sound jargon, but it’s to pique your interest to go along to superfastrecruitment.co.uk/clf. There’ll be a video of Sharon there. She explains more.
Pop your name and email address in there, and winging its way to you will be a link to a page, and all the videos are listed out for you on the page. They’re not going away anytime soon, so you can go and watch them and learn some of the ideas you want to action to build lead flow this year.
Now let’s talk about marketing KPIs and how they might work for you and your business.
Why Use KPIs?
As many of you know, I have a background in marketing, but I started as a salesperson. Many of you are very used to B.D. and selling, and you will have had KPIs. One of the reasons why we have KPIs is that KPIs work.
It’s very interesting when you look at sales and marketing because when it comes to marketing, sometimes it’s not always easy to know what piece of content made the difference.
- Was it the blog post?
- Was it social media?
- Was it the emails that I’m sending?
Unless you’re making a direct sale, it’s not always easy to know and understand that. However, if you are consistent in your inputs, that can deliver very different results.
From my days as a sales representative, one of the things that we had to do was see so many doctors a day.
The more doctors we saw, the more we could potentially sell, assuming that you can sell, by the way.
Working for a very large pharmaceutical company, they knew their data and contacts equalled business…… Here is a top tip; always know your data.
Know Your Data
They knew that if the sales force saw six doctors a day on average, they were likely to make X number of sales. If they saw seven doctors a day, they would make more sales.
They probably wouldn’t make as much if they saw three or four doctors a day.
It’s the same in everything that we do. I’m sure you have data around how many C.V.s /resumes you want to send out for a role. I don’t know your numbers, but let’s say you send out four C.V.s. When you send out four C.V.s, you know that if you do that, it’s likely that they’ll take a minimum of two through to interview. You might know that if two go-to interview, one of them is expected to get the job. You can work back those numbers. Not always the case in marketing; however, the principles are the same.
KPIs Shows You What You Should Focus On
One of the marketing challenges, particularly if you don’t have a marketer or you’re trying to juggle multiple tasks, is thinking about what KPIs you should have in place and what you should be doing every day. That’s the reason for this post and podcast to give you some suggestions on your focus.
A great way to think about KPIs, as you will do, I’m sure, with your consultants and your B.D. and resourcing, KPIs (key performance indicators) need to centre around the outcomes you want to achieve.
Identify Your Goals First
Your KPIs are aligned with the goals you set for the year.
- What do you want to achieve?
- How many new clients do you want,
- How many more candidates do you want to register and have on your database?
- What do you want your brand awareness to be like?
- How many people do you want to download reports or visit your website?
All of these are goals that you want to achieve.
To hit those goals, it’s quite simple; you need to decide what you can do around these particular areas that will make a difference? Some of it might be being on the phone, but let’s look at marketing as an aspect of what you want to do. That will help you to agree and decide on some specific KPIs.
One of the leverage points, for instance, for us as a business and for many of our clients is the more email subscribers that we have, the more we can interact with people, the more we can have a conversation with people where we have a demonstration.
From that demonstration, we make people an offer if we’re a fit and a match, and we’re not working with somebody else in that sector or that geography. That’s how our business works. Sometimes it’s very easy to overcomplicate businesses.
That’s what we do, and I’m sure you will have your ideas. You might know that the more candidates you register, a percentage of those candidates will be right for the role. If you then send an email to a number of these candidates and get on the phone with them, you will convert a number that wants their CV sent to a client.
Here is an example from our marketing that demonstrates the process.
For instance, we drive people to our website to opt-in to our email list from our podcast. We always record our podcasts. Two or three weeks ago was the first time we missed a podcast in literally over 12 months.
As a general rule, you will get at least 50 podcasts from us a year, and every single Friday morning without fail, we will send you an email alerting you to the podcast. There might be an offer; there might be a suggestion in there. We know that is one of our key lead generation mechanisms. From that, people then book a call. That is one of the things that we have down as something that we want to measure and track.
We also know that people follow us on social media, watch our videos, and download reports. All of these are things that we need are in play.
Even Sharon and I have KPIs for ourselves. I know, every morning, before I do anything else, I will always write a post, and that post will be shared, or it might be that we’ve recorded a video, and I’ll share a video snippet.
I will write a social media update in our private Facebook group. If you’re not a member of Recruitment Marketing Mastery, come and join us because we will be delivering a lot of training in that group this year.
Sharon has KPI’s too, based around her role in the company.
Consistency Is Key
If you want to make sure your business delivers the results you want, set consistent goals and KPIs; it makes life much easier!
We have a client doing his own marketing at the moment. On a call with us today, he said that he spends half a day marketing during the month. He’s a member of Superfast Circle; he gets blog posts from us, and he gets templates.
Half a day that month, as he says, bish-bash-bosh, does it all, everything’s done, and it goes out to his market, and he’s doing very well because of it.
That’s his KPI.
KPIs don’t have to be something you need to do every day, but what I’d advocate for you to do this year if you want to move the needle is to be seen online.
You need a brand that people recognise. You have to do things consistently. If people don’t see consistency, they will not trust you because “Oh, they’re here one week and then I never see them for six or seven months. What’s going on?”
Make sure that you come up with some ideal things you want to do—posting on social media, sending email campaigns, picking up the phone and talking to people downloading your reports and seeing if you can help them.
Think about the marketing KPIs you want to have for your business this year, and then start to plan how you will deliver on that. You will be amazed at the results that you’re going to achieve.
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.
Book your call and demonstration here if you want a quick chat to see how Superfast Circle can work for you.
Thanks
Denise
P.S. If you want to join Superfast Circle our 2021, prices will be held until January 27th. To find out more, speak to us here.
