Inbound Marketing Roadmap for Recruiterstherecruitingfirmownersummit.com/wp-content/... ·...
Transcript of Inbound Marketing Roadmap for Recruiterstherecruitingfirmownersummit.com/wp-content/... ·...
Inbound Marketing
Roadmap for Recruiters
Presented by Mark Whitby
How to Generate Warm Leads on
Autopilot
www.RecruitmentCoach.com
Case Study: Solo Recruiter Wins His First Retainer Worth £35,000 ($56,000 USD)
• Generates 25 warm leads per week
• Built his Interim Desk from zero to £2.5K/week
• Uses email marketing to secure meetings with senior decision makers – he shares the exact wording of the message which gets a 20-30% response!
http://recruitmentcoach.com/case-study-solo-recruiter-wins-his-first-retainer-worth-56k
www.RecruitmentCoach.com
Why the Heck Should You Listen to Me Anyway?• I don’t claim to have all the answers, but I do believe I can help you in
this area because…
• I have been using email marketing successfully for over 10 years
• I get 100% of my new clients from Digital Marketing
• I have studied it intensively and invested thousands of dollars on courses and coaching
• I was the UK’s first Certified Guerrilla Marketing Coach
www.RecruitmentCoach.com
Sidenote
• Inbound vs. Outbound Marketing
• Top Recruiters will need to be good at BOTH!
• I’m all about integrating cutting-edge digital marketing strategies with classic sales and recruiting techniques
www.RecruitmentCoach.com
Here’s What You Need to Generate Inbound Leads & Convert Them into Clients
1. Email Marketing Platform
2. Lead Magnet
3. Landing Page
4. Traffic Source
5. Automated Follow-Up Sequence
6. Ongoing Lead Nurture Campaign
www.RecruitmentCoach.com
Why You Need an Email Marketing Platform
• Please do NOT try to...• Send email broadcasts from your own server
• Send email broadcasts from Outlook or your CRM software (fine for small mail merges)
• There are Email Marketing Solutions that do it for you – and it’s relatively cheap
www.RecruitmentCoach.com
3 Key Factors to Consider When Choosing
1. Deliverability• How do they ensure that your email is delivered and avoid the spam filters,
junk folders, blacklists
2. Functionality• Do they have the features you need?
3. Cost• Does the price fit within budget?
www.RecruitmentCoach.com
Practical Considerations
• Email marketing platforms maximize their deliverability rate by avoiding spam blacklists
• That means the best platforms require confirmed opt-in
• The challenge is that makes it very difficult to upload your existing mailing list
Which Provider?
• Aweber
• Campaign Monitor
• Constant Contact
• Getresponse
• Hubspot
• iContact
• Infusionsoft
• Mailchimp
• Streamsend
www.RecruitmentCoach.com
Choose Carefully!
• Invest the time up front to select the email marketing solution that best fits your needs
• Cheapest is not necessarily the best – neither is most expensive
• Once you start building your list on one platform, it’s difficult to migrate the data later!
www.RecruitmentCoach.com
What is a Lead Magnet?
• An irresistible bribe that offers value to your prospect in exchange for their contact information.
Lead Magnet Idea Generator
• Whitepaper
• Executive Briefing
• Case Study
• eBook
• Special Report
• eCourse
• Checklist
• Cheat Sheet
• Template
• Live Webinar
• Automated Webinar
• Virtual Summit
• Video
• Podcast Series
• Book
• Article
• DVD
• Online Tool
www.RecruitmentCoach.com
Key Take-Away
• Before you invest any time, money or effort creating a lead magnet, make sure it’s one that your target audience will want!!
• Choosing the right topic is essential
• Lead Magnet must help your prospects to solve an important problem, achieve a desired outcome, or BOTH
• Fastest, easiest way to find out is to send an email survey to all your clients and contacts
• Client Resources: Email Template for Survey High Response, Ideal Client Avatar Template
www.RecruitmentCoach.com
More Lead Magnet Examples: Hubspot
https://library.hubspot.com
www.RecruitmentCoach.com
Landing Page Success Checklist
The #1 Goal: Capture prospect’s contact info
Remove anything that distracts from achieving the goal
Attention Grabbing Headline
Image of Lead Magnet (eBook Cover)
Bullet Points Selling Benefits
Lead Capture Form: Single Step vs. Two-Step Opt-In Process What info to ask for
A/B Split Testing
Connect to Your CRM / Database / E-Mail Marketing Program
Landing Page Builder: http://tinyurl.com/langingpagetemplates
Traffic Sources
• Your Email / Contact List
• Social Media
• SEO / Organic Search
• Pay-Per-Click (PPC)• Google Adwords
• LinkedIn Ads
• Facebook Ads
• Twitter Ads
• YouTube Ads
• Banner Ads
• Joint Ventures
• Email Drops via List Owners
• Direct Mail
• Networking Events
• Speaking
• Your Business Card
• Press Releases
www.RecruitmentCoach.com
Automated Follow-Up Sequence
• What’s an Autoresponder?• A series of follow up emails that are sent automatically according to
timescales you’ve specified. Also called an Email Drip Campaign
• Example• Day 0 = Email 1• Day 1 = Email 2 • Day 2 = Email 3• Day 3 = Email 4 • Day 5 = Email 5• Day 8 = Email 6• Day 13 = Email 7
www.RecruitmentCoach.com
Ongoing, Multi-Channel Lead Nurture Campaign Idea ChecklistEmail Autoresponder Sequence
Blog Articles
Videos
PDF Attachments – Case Studies, White Papers, Executive Briefings
Direct Mail – Letters, Postcards, 3D Mail
SMS Messages
Phone! (Your CRM creates tasks / reminders)
Social Media – Twitter, Facebook, LinkedIn
“Two Placements Totaling $78,250 Were the Result of Mark’s Advice”
I have had some pretty amazing success from the new marketing program. The last two placements totaling $78,250 in fees were done strictly with email marketing and no prior relationship with the candidate or the companies.
Mark Whitby has transformed our firm from outbound calls to inbound warm calls and inbound warm emails replies from decision makers that want to talk with us. I hired Mark after the virtual summit last year and it was the smartest money that I spent. Those two placements were the result of his advice with many more placements on the way.
He taught us how to create the "expert in your industry" presence through social media marketing from the inside out. We rebuilt our website with his strategies and then worked our way out to mass email marketing three times per month with a blog and other targeted emailing to decision makers and MPC's.
If you haven't worked directly with Mark I encourage you to book him! It was the best money I have spent. I am continuing to work with him because the new process we developed has only scratched the surface and there is much more ground to be covered.
David JacksonCEOThe Oxford Group, Dallas TX
www.RecruitmentCoach.com
Request a Free 30-Minute Strategy Session(Value £150 / $250)
Let’s get on the phone together and create a customized inbound marketing plan for your business!
www.recruitmentcoach.com/breakthrough