How to Acquire New Business for Your Staffing Firm
Lead generation has the potential to be both challenging and rewarding at the same time. Working together as a well-oiled machine is the ultimate goal for all staffing firms, and marketing efforts require teamwork in order to nurture leads and create new business. By integrating your branding and lead generation activities, you are working to establish your staffing firm as an industry leader and engage with your target audience. Stimulate interest in your services and guarantee a return on your investment (ROI) by using market research and always starting out with a strong marketing and sales strategy.
Marketing & Sales Strategy
What are your business goals, and how are you going to achieve them? Who are your ideal clients and candidates? Are you doing everything possible to ensure that your whole team is on the same page? Before you even begin to think about acquiring new business for your staffing firm, you need to work with your sales and recruiting staff to develop a marketing and sales strategy. Guarantee a solid foundation for your brand-building efforts by creating an integrated, comprehensive strategy that includes specific goals and timelines. Be sure to hold your team accountable and constantly evaluate which initiatives are working and which ones need to be tweaked.
Lead Generation Campaigns
Lead generation campaigns must be focused on cultivating interest in your services and driving ROI, but what is the secret to long-term success? Do you take random shots in the dark with various marketing ideas, or do you sit down and plan out cohesive lead generation campaigns that build upon each other toward a common goal? Although a single execution campaign that appears to draw in new leads might seem successful on the surface, you need to have an overarching marketing strategy in order to capitalize on those short-term gains. Invest in market research to ensure that you are marketing your services to the correct demographic groups and that the delivery format and media that you are using will resonate with your audience. After your initiative has started, refer to your tracking analytics and adjust future campaign phases as needed.
Tradeshows
While not everyone is on the same page with respect to the value of attending tradeshows and conferences, the truth is that they can be an amazing resource for identifying and qualifying new leads when you invest the necessary time and effort in planning them.. When it comes to lead generation efforts, acquiring new business for your staffing firm demands that you do your homework to select the tradeshows that are best suited to your needs and budget. Just because an event is highly marketed and the attendee list is filled with industry giants doesn’t mean that you are going to find success there. Be mindful of the fact that you always need to represent your staffing firm in the best possible light, and sometimes that light is not going to truly shine unless you are in the right environment. Select events that are geared to your staffing niche and ask your sales and recruiting staff to line up meetings with potential leads in advance. Carefully track your data for each show and use those costs and lead generation analytics to determine the ROI of your participation.
Social Media
Today’s professionals are tied to their smartphones and completely reliant on social media for most of their networking activities, so it only makes sense to tap into the online arena when acquiring new business for your staffing firm. Social media campaigns are not all about getting more likes for your company profiles. Your goal must be to increase engagement with your target audience and draw them into an ongoing conversation. Posts containing meaningful, informative content are required in order to pique their interest and drive them to your website. From there you need to provide them with a cutting edge, responsive site that is easy to navigate.
Website SEO
Do you know what factors are considered by search engines or how a strong search engine optimization (SEO) ranking can ultimately result in new revenue for your staffing firm? Gather market research and work with a website designer to create the overall look and feel that you are going for. Incorporate your logo and brand consistently throughout the site and build landing pages geared toward specific lead generation campaigns. Make use of behind the scenes website analytics in order to identify and fix problem areas where visitors are suddenly dropping off of your site. Boost readership by regularly uploading blog articles and keep a close eye on which keywords are resulting in the greatest influx of website traffic.
Key Takeaways for How to Acquire New Business for Your Staffing Firm:
- Create an integrated sales and marketing strategy for your staffing firm
- Focus your lead generation campaigns for long-term success
- Carefully identify key conferences and tradeshows to guarantee ROI
- Tap into the online, social media arena in order to boost engagement and encourage ongoing conversations
- Generate new leads by keeping a close eye on your website analytics programs and monitoring your SEO ranking
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.