What Your Marketing Strategy Needs to Avoid
Don’t fall into the trap of going the wrong way! Having a solid marketing strategy is essential to the success of your business. Your marketing plan is the cornerstone of all of your marketing efforts and thus it needs to be carefully planned and frequently updated to constantly address your organization’s objectives. That being said, you need to stay focused on your strategy and avoid making mistakes that will have a negative impact on your business. Below, we talk about some staffing firm marketing strategy mistakes to avoid and stand your ground in the market.
Going off Track
You need to treat your marketing strategy as a living concept; something that needs to be revisited, updated and adjusted on a regular basis. Most staffing firms put together a plan and bury it in an office drawer, checking off the assignment and sometimes never looking back. Don’t go down that road. Make sure that your marketing strategy speaks to your strengths and the value they bring to the table at all times. Are there areas you need to improve? Are your services still valid or is your competition gaining more ground? Make sure your brand is the number one choice of potential clients and candidates by staying on top of your game plan.
Say What Everyone Else Says
Are you able to grab the attention of your target audience or is your message getting lost in the abyss? Competition is fierce and one of the staffing firm marketing strategy mistakes to avoid is failing to use content marketing to stimulate the interest of your target audience. Your marketing plan needs to include a content development strategy that incorporates an editorial calendar for posting fresh and relevant content on your social media platforms, your company blog and of course, your company website. The best way to differentiate your services and show to your audience that they must work with you is sharing information that is important to them.
Setting Unrealistic Goals
Enthusiasm and pressure to achieve the best possible return on your investment (ROI), sidetrack companies into making one the most common staffing firm marketing strategy mistakes: setting unrealistic goals. Do you ask for input from your sales and recruiting teams before putting together or updating your marketing strategy? Do they define success the way you do? What do you need to do to get everyone on the same page? Are you using your marketing resources the best way possible? Your marketing plan needs to set attainable goals and provide guidance on how to achieve them.
Not Having a USP
Don’t even bother marketing if you do not have a unique selling proposition (USP). This is one of the biggest staffing firm marketing strategy mistakes to avoid. You need to create a USP and include it in all your marketing efforts and materials. You need to convince your target audience to choose and work with you over your competition by speaking to your market niche and your value proposition. If you don’t know what you are good at, how do you expect to stand out and persuade new clients and candidates? Your marketing strategy needs to embrace your USP and separate you from the competition.
Not Tracking Results
You know that your marketing strategy is effective when your marketing efforts produce great results and deliver ROI. But, in order to measure success, you need to track the progress of your actions and determine which marketing initiatives work and which don’t. How many leads did you generate from the last email marketing campaign you launched? How many candidates come in from your website? Did you meet your expectations at the last tradeshow you attended? Avoid making the common mistake of executing marketing tactics and not measuring the effects they have for your business.
- Don’t create a marketing strategy plan and never revisit it
- Refrain from using content that doesn’t differentiate you from competition
- Avoid setting unrealistic goals that sidetrack you
- Do not implement your marketing strategy without a USP
- Don’t make the mistake to ignore of losing track of your marketing tactics results
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.