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Transcription:
(Please excuse any typing errors.)
Late last year marketingprofessionals.com published the results of a survey of 300 UK and US based digital marketers. What that highlighted was the most important things that digital marketers are focussing on this year.
Targeting
The key element and shift is creating campaigns based on a much deeper understanding of our target audiences. So what does that mean for your recruitment business and your content marketing this year?
There are 3 key things to think about. At the moment you may well be sharing content through social media and on your blog that covers both client and candidate. Moving forward start to think about the 3 following things.
Understand your market
First, spend some time understanding in much more detail who your ideal client is; separately who your most ideal placeable candidates (are).
When we are doing this, when we are working with clients, we have a detailed questionnaire for both client and the most placeable candidate to help clients really identify and nail that down. So invest a little bit of time doing that.
What are their issues?
The second thing is once you’ve got that ideal client and that ideal most placeable candidate, really find out what the 3 biggest frustrations that they have.
When you have done those first 2 things, the final piece of the puzzle is to start creating content that speaks into the frustration of that ideal client and the top 3 frustrations of those most placeable candidates. Then you are creating content that really speaks into some really niched targeted audiences.
Make your content relevant
Many of you may well be thinking, we’ve got 6 or 7 verticals, how on earth do we create content for all those? Our recommendation is choose the most important vertical that’s generating the greatest revenue, the greatest profit and start there. And then over time, gradually build other verticals into your marketing platform and plan.
If this had been helpful, there are 2 things we’d love you to do. Over on this side you can see all the social share buttons, like it on Facebook, please share it on LinkedIn so others can gain value from it.
Secondly over on this side, if you would love to have some digital marketing ideas, then sign up for our 5 Marketing Strategies. There’s some real focussed simple ideas to share there. Just sign up over here and we’ll start sending you that content consistently.
Need help mapping out your marketing strategy? We can help and you might qualify for Growth Accelerator funding. If you want to know more. Call us on 01539 898 698 or fill out the contact form by clicking here and pit marketing funding? In the title.
Show Notes:
5 secs. – Our topic today!
19 secs. – marketingprofessionals.com survey
29 secs. – What does this mean?
1:01 – First, spend some time understanding who your ideal client is and who your most ideal candidates are
1:28 – The second thing is find out what the top 3 biggest frustrations that they have.
1:41 – The final piece of the puzzle is to start creating content that speaks into the frustration of that ideal client and the top 3 frustrations of those most placeable candidates
2:01 – 6 or 7 verticals – How do we create so much content?
2:08 – Choose the most important vertical that’s generating for you the greatest revenue, the greatest profit and start there
2:23 – Click click click! Like it on Facebook! Share it on LinkedIn.
2:33 – Sign up for our 5 Marketing Strategies!
2:53 – Thank you for your time today!
This podcast was hosted by Sharon Newey. Follow us on Google+
Important
To accelerate your marketing at speed, you need to know your starting point and be clear on what good marketing looks like.
That is why we have designed a complimentary Marketing Audit Checklist that you can download here.
As an ambitious recruitment organisation, THE marketing strategy to master is email marketing. It will consistently deliver both candidates and clients.
In a special complimentary training Webinar, we give you the template for writing emails we use for our clients and the exact 4 campaigns that are working now.
You can register here.
