marketing to hr: integrating traditional and web 2.0 strategies how to generate more visibility,...
TRANSCRIPT
Marketing to HR: Integrating Traditional and Web 2.0 StrategiesHow to generate more visibility, website traffic,
sales leads and improved search engine rankings
Mark Willaman
Mark has over fifteen years of proven success in the human resource and healthcare industries. In addition to being a pioneer in the use of web-based technologies for the delivery of employee benefits, Mark has a track record of conceptualizing and implementing innovative, creative and highly successful marketing and PR campaigns targeting HR decision makers.
Mark is the founder and president of Fisher Vista, LLC, the owners of HRmarketer.com, HRmarketer Services Group, SeniorCareMarketer.com, SeniorCareMarketer Services Group and ShirleyBOARD.com.
Slides Available
www.HRmarketer.com/chicago
Questions?
Email me: [email protected] me: 831-685-9700Blog: http://hrmarketer.blogspot.com
What do I Know?
Who is this Mark Willaman guy and whyshould I listen to him?
It works. We’ve witnessed its success many times over.
I do it myself. I would never suggest a client spend money on anything we have not done ourselves.
Maybe you don’t need to listen to this presentation.
Question
Who in the audience finds getting media coverage – a.k.a. “ink” – a source of frustration in your marketing efforts?
Who in the audience finds getting media coverage – a.k.a. “ink” – a source of frustration in your marketing efforts?
What About These Pain Points?
Standing out in the crowded HR marketplace
Launching a new company, product and/or service
Low search engine rankings
Generating quality sales leads
Candidate flow (job seekers) and employer leads
Slow growth
Publicity. Traffic. Leads. SEO.
How to Reach and Engage Human Resource Buyers and Convert Them to Leads. A Three-Step Guide to Achieve:
– Publicity
– Traffic
– Leads
– Improved SEO
www.hrmarketer.com/home/wp_ebook_leads.htm
Summary of Findings from our “Trends in HR Marketing” Research
HR Buyer Behavior:
More likely to respond to suppliers’ e-mail than a phone call, trade show contact, or a print ad.
Increasingly rely on the Internet as a trusted source of information when making purchasing decisions.
Participating in the growing popularity of social media/networking and blogs, podcasts, webcasts as sources of information.
Summary of Findings from our “Trends in HR Marketing” Reports
HR Supplier Reaction:
Growth of direct e-mail marketingand devaluation of print advertising.
Growing importance of search engine optimization (SEO).
Growth of “Web 2.0” tactics like blogging, podcasting and social networking as a means of lead generation.
We’re all Web Marketers
Candidates Employers Job Boards
An Approach for Reaching Employers
Marketing Website
Search Optimized
Intuitive and inviting GUI
Prominent branding/messaging
“Lead Capturing” content offers
CRM integration
Processes for quick updates
Content
What are your buyers’ pain points?
What are hot trends and issues in your space (and in the news)?
Other: data mining, etc.
Ongoing Marketing Activities
Feed the information demands of your buyers
Be a resource for journalists
Demonstrate your expertise and authority by the information value you provide
The Value of a Lead
Job boards increasingly focus on lead capture– Demos– Free Accounts– Employer specific value-added content
Across industries transactional sales are becoming increasingly complex– Longer sales cycles– Sophisticated buyers demand more information
before purchasing
Prioritization
Direct to “buyer” communications should be your focus
Traditional media coverage (for most) should be considered a bonus
Search Optimized Releases
Embedded Keyword Link
Embedded Keyword Link
Uploaded Image
Direct Marketing E-mail
HRmarketer.com Research Finding: The most popular lead generating activity continues to be direct e-mail marketing with 43% of suppliers attributing between 11% and 50% of their leads to direct email.
DirectMarketing
E-mail Campaign
DrivesTraffic to Download
Page
Prospect Registrations
=Sales Leads!
Landing Pages
Social Networking
Join the Conversation (not always on your web site)
Blog Participation
MySpace
Social Bookmarking
RSS
Steve Rothenberg, CollegeRecruiter.com
Eric Shannon, InternetInc.com
Chris Russell, JobsInPods
Social Networking
Marketing PR Lead Generation Process
Thank You