Our team comprising a group of talented copywriters, designers, developers, search experts and data analysts will take ownership of your digital marketing.
In an ever changing market, a well defined marketing strategy is essential to for your HR company to stay ahead of the curve.
When putting together a digital marketing strategy, your HR company will need to consider the following:
The first part of any campaign is to conduct extensive research into the target market.
The HR sector has changed a lot in recent years, and with disruptive technologies such as AI and machine learning only now starting to have a real impact, the only thing certain for the next decade is that there’s plenty more change to come!
The market research process should begin with deep investigation into the business in question, including a SWOT analysis and interviews with all major stakeholders. A thorough picture must be developed not only of how this HR firm is viewed internally, but also externally by customers both past and present.
The next stage is in researching the audience. Is your HR company selling into large businesses or small, owner managed companies, and is there an industry focus? What are the job titles of these prospects, and what are the key rational and emotional drivers behind their actions?
From a more tactical perspective, lots can then be learnt from the competition. What channels are they spending their money on and what content/influencer activity seems to be working for them? At a more strategic level, where are these HR companies positioned in the market, and most importantly, where are the gaps?
Finally, a broader analysis of the surrounding market needs to be conducted. What are the key economic, social and technological factors that are likely to shape the HR market over the next 10 years, and how does this need to be built into the strategy?
There is no shortage of HR firms creating perfectly professional, interesting and informative content, so for yours to have any chance of cutting through the noise it needs a clear strategy, and this should be dictated by your overarching brand identity.
So, if your brand planning process identified a particular sector or other audience as your target market, we need to consider what kind of content these specific people are interested in. Typically we would create 4 or 5 different themes (also known as “pillars”) for the audience, which would start with the content of the greatest interest to the audience, and work back to the HR services and products you are hoping to sell.
This framework should also define where these people are active, both online and offline, and how success will be measured, in turn driving the channel activity which we will come onto next.
Having a clear framework for your content, however, is still not enough. HR is a seriously competitive space so unless you are speaking to an extremely specific audience, it’s likely you’re going to have to set for yourself an ambitious and compelling vision for your strategy that acts as a guiding light for all of your content. That could be to write a book, or host a large event, or use some other tactic to develop your audience into a highly engaged “tribe” that buys into you on a more personal and emotional level.
When people think of influencer marketing their minds typically leap to Instagram and YouTube, but the truth is that every market has its influencers and often they can be found in much more traditional environments.
HR companies need to consider the kind of people that influence their markets. For example, if you are selling to COO’s of large organisations, you need to think about who these COO’s look to for information and guidance. If you are selling into a particular sector, such as the tech space, you need to think about who the key influencers are within that market.
By aligning this influencer strategy with your content strategy, you can capture content from these influencers that supports the pillars defined earlier. This is the absolute mecca of B2B content marketing. Not only does it significantly raise the credibility of your HR company’s brand, but it also produces the best content you could ever dream of, and all while extending your reach via the audience of the influencer in question.
To take your campaign to its fullest potential, you do need a clear sense of the priority channels and the different role each plays in building up your sales and marketing funnel.
The two most important channels are typically:
Email – Building an email list of targeted decision-makers is perhaps the single most strategically significant thing you can do from a digital perspective. Not only is this a key driver of action and brand building, but it’s also an asset you own that grows in value over time.
– Search engine optimisation – the other key channel for most HR firms is the relationship between their website and the search engines, particularly Google. The vast majority of B2B sales journeys begin with a search into Google, so ensuring that you are well-positioned for key terms that represent likely queries by your priority audience, is essential to ensuring you’re extracting full value from your web presence.
Other important channels will include YouTube for video content, and the key social platforms, particularly LinkedIn and Facebook. There is a misconception that Facebook is purely for consumer brands but of course, every business decision-maker is also a consumer, and just as likely to be active on Facebook as they are on LinkedIn, if not more so.
Any digital campaign is only ever as successful as the metrics it tracks. One of the challenges for any HR firm is understanding which metrics will drive the right action. We would suggest that the headline KPI’s an HR company should be tracking on a really regular basis, are likely to include:
– Enquiries, whether over the phone or email (monitoring the former may require additional software beyond standard Google Analytics).
– Engagement via email, as this effectively tracks both new email acquisition and open rates.
– Traffic to key organic landing pages
Secondary metrics that the company may wish to track less frequently are:
– Search engine rankings for key terms
– Website engagement stats, such as page views and time on site
– Social media stats, such as page growth, reach and engagement
Frequently Asked Questions about our SEO Services for B2B Organisations
Social media platforms are a great way to connect and engage with clients, share valuable and informative content, manage your online reputation and showcase your company’s values and work environment.
If you focus on creating localised content, optimise your Google My Business listing, and encourage positive reviews from local clients, your website will become more visible to those searching for services in your area.
Paid advertising allows you to target specific demographics, increase brand visibility, and generate leads faster than organic methods.
Mobile optimisation is crucial as a large portion of your audience will use mobile devices to search for your services. Ensuring your website and emails are mobile-friendly improves user experience and engagement.
A blog is a great opportunity for HR companies to share valuable and informative content, boost SEO, and establish themselves as industry experts.
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