Core Principles of a Successful Staffing Firm Marketing Strategy
Don’t make the same mistake! Most organizations out there will claim that they have the perfect marketing plan in place to outperform competition and conquer the market. The truth is that they only think they do. Creating a booklet called marketing plan doesn’t mean that the world is yours. A solid marketing strategy needs to take into account your unique selling proposition (USP) and generate return on your investment in order to help you promote your niche in the market. When putting together your staffing firm marketing strategy, carefully consider the following points.
Know Your Audience
You are not a jack of all trades! You are simply not everything to everyone. You offer services that are useful to a specific target audience and you need to keep this in mind when you create your staffing firm marketing strategy. Trying to serve everyone is going to dilute your message and ultimately get you off course. Perform market research to identify your target audience and try to uncover their attributes. By doing so, you can focus your efforts around markets that your competitors fail to penetrate. Determine who you need to go after and make sure your team is on the same page with you.
Craft Your Content
Understanding who your target audience is, brings you to the next stage of putting together your staffing firm marketing strategy; the content. No marketing initiative is going to be fruitful without the right narrative to support it. From your website, to email campaigns to marketing collateral to blogs to your social media, it is more than important to produce high-quality content that speaks to your unique selling proposition (USP) and gets the attention of your target audience. Your marketing strategy needs to rely on good content that tells your staffing story and persuades clients and candidates to work with you.
We live in the era where mobile devices are heavily used to access the Internet. In addition, it is reported that more than half of the online searches performed by users are with a mobile device. To add to the equation, search engines give websites that have a responsive design a higher SEO ranking and penalize those that do not. No staffing firm marketing strategy that wants to succeed can ignore these facts. With that being said, make sure that everything from your website to your digital marketing initiatives to your email marketing campaigns has a mobile-friendly look and is easily accessible on the go.
Use Your Data
In order to know whether your staffing firm marketing strategy pays off, you need to be able to measure its success. This means keeping a close eye to analytics and using it to adjust your marketing tactics accordingly. Did the last email campaign bring in the leads you expected? Is your website experiencing an increase in visitor traffic or your content needs to be revisited? When was the last time you performed market research to see what your competitors do differently and has a positive impact on their brand? Your marketing plan is not only about execution; it is also about tracking results and identifying points of improvement.
A common mistake that organizations make when it comes to their marketing strategy is failing to follow the plan. Remember that the objective of a marketing strategy –your marketing strategy as well– is to achieve specific goals and stay focused on delivering upon specific business needs. This is not something companies should digress from. Unless something dramatic happens that calls for a revision, make sure that neither you nor your team deviates from the master plan. You know where your company needs to go. Marketing strategy is about getting there. Stay focused.
- For your marketing strategy to be successful you first need to identify your target audience
- Produce high-quality content that speaks to your unique selling proposition (USP)
- Your marketing strategy has to incorporate a mobile-friendly version
- Use data to see what pays off and take corrective action
- Make sure that your marketing strategy stays focused on the goals you are trying to accomplish
About S.J.Hemley Marketing
S.J.Hemley Marketing is a marketing and sales consulting firm focused on driving tangible results for professional services firms. Brand matters, but not without ROI. With over 20 years of sales and marketing experience within staffing and recruiting, we have helped to drive successful branding, sales training, lead generation activities as well as defining marketing strategy for top organizations.