In our experience Sales and Marketing departments need to have shared strategies and goals. Sales and Marketing alignment will get your team in front of more qualified buyers. We wanted to share the top tools that we use and find most useful for our teams with their overall efforts.
The best way to deliver results consistently is to have an online marketing strategy in line with your sales message. Your potential clients are online and they are looking for information daily. If you can provide the content they are searching for you are going to position yourself to win their business.
Generating leads - both high in quantity and quality - is a Sales managers most important objective. A successful lead generation engine is what keeps the funnel full of potential clients while you sleep. Surprisingly, only 1 in 10 managers feel their lead generation campaigns are effective. what gives? So what is the big deal with this content marketing strategy that everyone is talking about? Content marketing, inbound marketing, marketing automation and many other content centered marketing strategies are used commonly throughout the staffing industry to not only find new clients but also find candidates as well. Here is 5 ways to increase Staffing Sales Leads
Begin an Inbound Marketing strategy:
Inbound Marketing is described by Joeri Van Overloop founder of Bizwebjournal "...providing quality content to attract potential clients to the products and services you’re offering after which you then get to know those clients personally so that they are eventually left with no choice but to do business with you." You can do this by starting a blog, blogging will allow you to communicate with your prospective clients at the appropriate time. You will be able to gain their trust by giving them free valuable content and they will look to you as a trusted resource for information.
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Start a Blog:
Starting a blog is fun, you get to communicate your ideas to your audience. Blogging should be easily accessed by your prospective clients and should have some design aspects considered. Let people know about your blog. Promoting the blog is crucial to its success. Although grammar and spelling are very important, focus on the readability and don't spend too much time on each blog post. As Susanna Gebauer from The Social M's says "Blog audiences know that you are not the New York Times. They know that you don’t have 3 editors checking every post" So don't freak out about every blog post being 100% prefect. Try to have a constant stream of new content available for your readers. Most importantly if you are thinking that a blog is not for you. A blog will increase web traffic to your company website, helps develop your companies online personality as well as communicate companies events, job fairs, industry news and much more.
Develop Buyer Personas:
Buyers today are savvier than ever before, they consume different content at different times in different ways. Creating semi-fictional representations of your ideal customers will allow you to focus on your best customers. You can also create buyer personas for the customers you don't want to do business with. Having multiple buyer personas will also allow you to tailor your content to a specific niche market. Buyer personas include demographics, age, work role, company size, common issues or problems etc...
Start Email Marketing:
Email is still the most important and cost-effective way to communicate with your customers, but if you are not segmenting your leads and customers based on their buyer personas, you are wasting your time (we will get more into that in the next section). Email can be used very effectively to nurture your leads and convert more new leads. All the industry leaders agree that email marketing is the best investment for marketing and sales. Here are some stats for you.
Email is 40 times more effective at acquiring new customers than Facebook or Twitter. – McKinsey
72% people prefer to receive promotional content through email, compared to 17% who prefer social media. – MarketingSherpa
Email marketing drives more conversions than any other marketing channel, including search and social. – Monetate
Email marketing has an ROI of 3800%. – DMA
Email’s ROI was 28.5% compared to 7% for direct mail. – Chief Marketer
For every $1 spent, email marketing generates $38 in ROI. – Campaign Monitor
The total number of worldwide email accounts is expected to increase to over 4.3 billion accounts by year-end 2016. – Radicati Group