Author : 360 Direct

4Feb
meeting-1015313_640Successfully Engage the Audience You Want, One Event at a Time

Successfully Engage the Audience You Want, One Event at a Time

Whether you’re hosting an event, or simply participating in one, there are plenty of ways to engage your potential customers. Event marketing not only acts as another avenue for brand recognition, it gives prospective customers something to get excited about with your company. As a B2B company, the true success of an event is how many hot leads or actual sales you get from it and engaging your audience effectively is the key to pulling those leads further into your sales funnel.

If You Build It, They May Come

The first step of pursuing event marketing is deciding what type of event you want to do. It’s important that you focus on the wants of your target audience and where you can find them in order for your event to perform successfully. A popular event is only beneficial to you if it’s popular with your target audience. In some cases, a smaller event with a more narrow appeal will work better for you.

Once you figure out the type of event you want to pursue, how do you plan on getting the word out? Events are great opportunities to not only gain the interest of people you haven’t connected with yet, but also to engage with your existing contacts. Through the use of free and inexpensive tactics (examples listed below), there is potential for the marketing of your event to garner tremendous reach.

  • Press Releases – This is a free way to push the relevant information about your event to publications and on your website.
  • Website Landing Pages – Having an event-specific page on your website that has all the details and a contact form for more information is perfect for tracking how many potential leads are interested. Use this in your press releases, emails, and on social media to make sure it garners the attention it needs. Also, using Google Analytics, you can see precisely who your website page is attracting.
  • Digital Advertising – Google Ads and Facebook Advertising are both inexpensive yet highly effective options for pushing event promotion for your company. The reach can be extremely targeted and it is important to utilize channels that your audience is using for professional and personal use.
  • Email – If you utilize email marketing, another simple way to get your event information out to your audience is to include a section in your monthly or quarterly email newsletter on your event. This could simply be a graphic with a description and call to action to learn more on your website landing page.
  • Social Media – Creating an event page on Facebook. This is easy, free, and increases the visibility and reach of your event.

Using tactics like these, you can potentially reach thousands of prospects while re-engaging with your current customer base and keeping them informed of your progress. Targeted landing pages and digital advertising are especially helpful with events because of their trackability and reporting capabilities to analyze the success of the event.

What to Offer – The Importance of Incentivising

You now have a chance to be creative with your prospects so that they willingly give you their information and stick around to learn more about your company. When you are asking a prospect for their email or phone number, they’ll be much more likely to comply if they receive something of value in return. You can raffle a prize, or you can dig deeper and offer them something that relates directly to your company, like a trial of your product or a consultation. That has the added benefit of being typically lower cost to you, and moving them further into your sales pipeline.

SWAG items are often popular. While they aren’t often enticing enough to get a contact point in return, they are a useful tool in keeping your brand in front of your prospects. In order for it to be worth the cost, the SWAG item needs to be of interest or of use to your prospect. How many stress balls does an executive have on his desk?

Engaging your event audience is crucial to the success of your marketing efforts, especially  if it’s executed with trackability and consumer value in mind. Whether you’re unsure what event could be right for you, or have ideas but need help putting everything together, visit our Contact page and get in touch with one of our marketing experts today. Our team has the tools and expertise you need to help you engage the audience you want.

Read More
4Jan
Call CampaignB2B Cold Calling Can Work, and Here’s How

B2B Cold Calling Can Work, and Here’s How

“Cold calling is expensive and doesn’t yield a great ROI.” Unfortunately, we’ve heard this claim from business owners more times than we can count. In reality, cold calling done right can raise the profile of a business, connect sales reps with qualified, interested prospects, and help convert cold leads into happy customers. However, there’s a reason why so many throw in the towel when it comes to cold calling: because it’s easy to make a very expensive mess of a calling campaign. On the other hand, when businesses follow the right formula, cold calling can be exactly the right kind of cost-effective tactic to warm up new prospects in their industry.

Why Traditional Cold Calling Campaigns Fail

It comes down to quality and getting what you pay for. Too many businesses throw together a calling campaign with no real strategy, a poorly vetted list, and an ineffective script because they’re worried about spending a lot of money on a tactic that might not work. To make things worse, a burned-out or overburdened sales team member is often placed at the helm to manage it all.

Everything from script writing to the cold calling itself takes a high level of skill, time, and energy in order to pull off. When you haven’t invested in the guidance of cold calling experts, it’s virtually inevitable that a business will spend a lot of money on a brand damaging venture with next to zero ROI. This is just one of many examples for why cutting corners in marketing is more expensive and less effective in the long run.

This doesn’t mean we’re suggesting that a business can simply outsource their calling campaigns to self-proclaimed experts and expect measurable rates of success from any service provider. Another common mistake business owners make is relying on underpriced telemarketing companies to run their cold calling campaigns. These agencies often use inexperienced calling talent who can’t connect well with prospects, and are more likely to do brand damage than serve as effective brand ambassadors.

As with any type of marketing, an ineffectively executed tactic will result in a waste of resources. With calling campaigns, enviable ROIs don’t just happen – you have to work for them.

Modern Cold Calling Campaigns Done Right

First things first: a successful cold calling campaign begins with a strategy and a high quality list, which should include direct mail addresses, company names, the names and titles of individuals at those companies. Narrow down your target market with appropriate demographic information like SIC codes and revenue stats. Using a more narrow, targeted list prevents you from spending resources on lists dominated by unqualified leads and helps your callers make the most of the time they spend reaching out to prospects.

Be cautious when attempting to utilize email in conjunction with a calling campaign. Most email automation services won’t even allow you to upload or email a purchased list. Work with an expert of using email ethically and responsibly.

The next step is writing a script that aligns with your overall strategy using tried and true script writing styles. A quality script provides answers for all likely contingencies and customer responses to prevent the conversation from actually feeling scripted. This requires writing scripts for leaving a message on an answering machine, for speaking with a skeptical customer, and working your way past skilled gatekeepers. The primary focus of an effective cold calling script should always be on the needs of the potential customer first, while providing just enough information at the right intervals to keep a lead engaged without overselling. With the aforementioned components finessed throughout a script by professional script writers, a cold caller can actually start to build relationships out of cold leads and prime them for later conversations with your sales talent.

However, even with a professionally written script, an inexperienced caller is set up to fail at a cold calling campaign. Professional calling talent dedicate all of their time to working around rude, angry, or disinterested individuals on the phone and won’t get discouraged or timid after being turned down a few times. Using professional cold callers also allows your sales team to maintain their enthusiasm and put their skills and energies towards nurturing qualified leads and actually closing sales.

If all of that information seems like a lot to digest, there’s no need to worry. Our team of marketing experts, script writers, and calling campaign developers is here to provide additional guidance whenever you need it. To get in touch, visit our Contact page here.

Read More
23Nov
Marketing Campaign DevelopmentHow To Make Your Next Marketing Campaign Succeed

How To Make Your Next Marketing Campaign Succeed

Launching a marketing campaign doesn’t have to be a nail-biter. Set yourself up for success by covering fundamental campaign bases using a little preliminary market research, tactical coordination, and strategy.

Employ Multiple Tactics To Achieve Your Goal

Every campaign needs to start with a focused goal. Not all of your marketing campaigns will necessarily have the goal of immediately resulting in new sales. Many are designed to help prospects a little further down the sales funnel, making them easier to convert. Motivate your prospects to move down that funnel by providing value to them at each touchpoint using a clear call to action. For instance, if your goal is growing your email newsletter, offer coupons or free downloads when they provide their email address.

Whatever your goal is, you aren’t likely to reach it without taking a multi-tactical approach to a marketing campaign. It can take up to seven touchpoints for a lead to convert, meaning a one-off radio ad or single sponsored social media post will not generate overwhelming results on their own. Instead, stay in front of your audience with a series of corresponding tactics for better total ROI.

Know The Audience Of Your Marketing Campaign

The success of a marketing campaign can be dictated by how well you know your target audience. Narrow down your demographic and craft language, imagery, and offers that speak to their needs and values. The preliminary research is worth the effort, because dollars spent on anything ineffective is still wasted resources, even if the marketing tactic is low cost.

In that same vein, choosing ad platforms and mediums that your audience frequents or will respond positively to is essential to the success of a marketing campaign. The tactics you choose depend entirely on how your target market wants to be approached, which may require mixing both traditional and digital marketing tactics in the same campaign.

Follow Through On Your Marketing Campaign Tactics

It isn’t enough to simply execute your tactics and expect your leads to convert. Following through with your marketing tactics requires coordinating each one in a timely way, tracking them, and touching base with new leads at the end of the campaign.

Following through also means staying the course. Don’t change tactics mid campaign, even if results are slow to trickle in. Remember that it takes several marketing touchpoints for a lead to convert, so don’t get discouraged by low response rates early on. Wrapping up before your marketing campaign has run its course only deprives you of useful data.

Whenever possible, measure the efficacy of your tactics by checking analytics, recording the number of inquiries received, or emails collected. This valuable insight can be used for a retargeting campaign, or an entirely new campaign down the line. The more data we have, the greater our chances for success.

For more information on how to craft a successful marketing campaign, connect with an expert here.

Read More
24Oct
Evergreen content is shareableWhat Makes Content Shareable?

What Makes Content Shareable?

How can we be sure that the blogs, newsletters, videos, and case studies we produce will get any traffic? In marketing, ROI is everything, and time and talent spent on ineffective content creation is money down the drain. The good news is, valuable, shareable content doesn’t have to go viral, it just has to connect with the target audience, and be both immediately and continuously useful to them.

Shareable Content Is Evergreen Or Topical

What is “evergreen” content? It’s digital marketing in the form of blogs, case studies, white papers, ebooks, infographics, podcasts, videos, or Q&As that is perpetually relevant long past its publication date. Evergreen content is indefinitely reusable and recyclable, increasing its total ROI over time. Evergreen content can also be indefinitely linked to or referenced in new content, providing additional context and educational information for the audience.

Beyond its recyclability, shareable evergreen content with smart SEO strategy deployed throughout will continue to build your digital footprint with Google over time as more visitors accumulate.

Topical content, though not evergreen, is also powerful when deployed in a timely way. Marketers can take advantage of current events or new technology featured by mainstream media to increase their own visibility for a finite amount of time. As long as your contribution to the conversation is relevant to your business and your target market, providing your business’ take on a hot topic can pull in a wider audience for a finite amount of time.

Shareable Content Is Practical

In a study by the NYT Insight Group, 94% of of content consumers assessed the usefulness of the content before sharing it. Shareable content is such because it provides the target audience with immediate value, prompting the audience to spread it around to others who might also find it helpful. So what makes content useful or practical? Shareable content provides action items, tips, or tools that require little additional research and exploration. Product demos, video tutorials, reports, or step-by-step guides are great examples of this.

Additionally, shareable content needs to be industry-relevant in order for it to draw in an audience with the potential to convert. Instead of producing content you think will go viral amongst general internet users, create content that your specific target audience is most likely to appreciate.

Shareable Content is Easily Digested

If a given article or web page doesn’t immediately provide internet users with information relevant to their search query, they are likely to exit that content without having read or viewed the majority of it, which doesn’t bode well for your marketing ROI or conversion rate.

To create well-organized content, use bullet points, lists, explanatory headings, and bold or otherwise visually isolate important takeaways. Concise, organized content helps your audience to quickly glean more of the information you want them to know about your product, company, or industry.

For larger pieces of content like in-depth blogs, articles, white papers, or case studies, highlight and organize the most valuable nuggets of information with descriptive headings, chapters, or content pages. For the right target audience conducting technical research into a product or service, they will expect to spend more time with your content and appreciate content organization that makes their research less tedious.

Bottom line: the more time a digital content consumer invests in your content, the likelier they are to find it useful, leading to a higher number of shares and exposure for your business.

Creating shareable content doesn’t have to be rocket science, but it should always have a strategy behind it. For more information on maximizing the efficacy and ROI of your digital content, connect with one of our content marketing experts.

Read More
26Sep
SEO StrategySEO: What It Is & How To Build It

SEO: What It Is & How To Build It

We’ll start with the bad news first: there is no silver bullet tactic for getting found on Google. No one can become searchable overnight with a single widget, tool, or paid service. The good news? Leveraging Search Engine Optimization (SEO), the organic process by which a business can increase the number of unique visitors to their website using keywords, can absolutely help the right people find your business over time. Many companies specialize in SEO, for example, someone like Victorious covers SEO for different business types.

What is SEO Strategy And Why Do We Need Keywords?

SEO strategy is how marketers make Google your friend. For example, when a web user searches for “Milwaukee pet grooming,” all web pages with a keyword strategy for that search term will pop up in their results. Google’s bots use keywords to find and index your digital content, raising the SEO, or search rankings, of the highest quality, keyword-relevant content. What keywords a marketer chooses depends entirely on the business and their target market.

Unfortunately, legitimate SEO building does not provide instant gratification. With a multi-faceted SEO strategy, it can take several weeks to months to see a substantial impact on your web traffic. This is because Google’s bots (known as crawlers) need time to find new web content and index it. SEO building should be a process that marketers engage in continuously, adding new relevant content over time using keywords the target market is most likely to search for. This is why, if this is something that you are unsure about, then it might be a good idea for you to check out something like this seo audit guide.

Tactics For Building Your Website’s SEO Using Keywords

Choose Keywords Wisely. Simply going with the most popular search terms for your industry may or may not be the best strategy for you. Your chosen keywords should depend on the kinds of content your target wants and the words they use to describe it, whether that’s layman’s terms or technical seo vocabulary.

Write Useful Content. Fill your web pages with informative, helpful content, and intersperse your keyword naturally throughout. Google’s algorithms are designed to punish websites that try to game the system, or awkwardly stuff keywords into irrelevant surrounding content.

Strategically Insert Keywords. We can place keywords in more places than just the plain text featured on a web page. When used in web page headings and URLs, those strategically placed keywords help flag Google’s crawlers in finding the keyword-relevant content featured on the page itself.

Label Your Images. Marketers can make images function like SEO building tools by labeling them using alt tags. Search engines won’t otherwise register images as relevant content if we don’t tell them what they depict using alt tags.

Submit A Sitemap. We can tell the search engine which pages you want it to crawl by submitting a sitemap. This ensures that Google is able to find your newly written content more effectively, and properly index everything else on your site.

Keep in mind that SEO building is a marathon, not a sprint. Results won’t happen overnight, but measurable improvement is possible with the right keywords and the right strategy in place. For more info on SEO and how to build yours, contact us.

Read More
29Aug
Hit Your Target AudienceHow To Connect With Your Target Audience

How To Connect With Your Target Audience

You know your business and your industry better than anyone, but to really maximize your marketing, it’s not enough to know your products and services inside and out. You have to know your customers inside and out. Effective marketing goes deep and gets inside the heads of your target audience, and speaks to their likes, dislikes, values, priorities, and lifestyles.

Learn How To Talk To Your Audience

Marketers figure out how to speak to a target audience by constructing Buyer Personas — a general description of what characteristics define your target audience. Though Buyer Personas won’t describe absolutely everyone in a target market, they’re useful for narrowing down the tone, content, and tactics used in the marketing campaigns we employ to reach the majority of those ideal customers.

We start building a Buyer Persona by asking basic questions about the demographics of a businesses’ target audience, like age, industry, geographical region, education and income level. If you could describe your customer, what types of clothing do they wear? What kind of car do they drive? A customer who goes to work in a fuel-efficient Prius and yoga attire will likely have different preferences, needs, and motivations than one who drives an extended cab pick-up truck and carries a Leatherman. Small details form a complete picture of your target and can help you understand how best to communicate with them. (Don’t forget, this should be based on actual customers you are attracting, not who you believe you should attract. For example, incorrect assumptions are often made about genders so make sure you educate yourself with articles such as this she-conomy.com which explains some common pitfalls and how to avoid them. Many marketing campaigns have fallen flat because advertisers missed the mark on who they appealed to.)

How To Start Connecting

When it comes to choosing between these marketing modalities, the purchasing behaviors of your target audience should dictate the tactic. A full analysis of your target audience provides the necessary insight into the shopping and buying behaviors of your ideal customers, and helps businesses make informed decisions when choosing between digital and traditional methods. Some examples include:

Social Media: Choose social media platforms your target audience is most likely to frequent. While younger age groups are particularly active on SnapChat and Instagram, a target audience of professionals in the prime of their career would more likely be found on Facebook or LinkedIn.

Traditional Media: Instead of focusing on platforms with the largest reach, focus on where your audience is. For example, a top 40 radio station may have the largest reach, but if your audience is listening to talk radio, that may be best platform. Likewise, newspapers with the largest reach may not be the same publications your audience reads cover to cover.

Content (White Papers, Case Studies, Blogs): Where long technical papers may be too detailed to catch the interest of a CEO, they could be perfect for an engineer who needs to know that your product meets his specific requirements. Some consumers may appreciate humor, memes, and hyperbole, where other demographics prefer you to get to the point.

No matter what method you choose, all language, imagery, and offerings should reflect the needs and desires of your target market. The better you know your ideal customer, the more effective your marketing will be.

Read More
31Jul
Tracking ROI MarketingTracking ROI With Digital Marketing Tools

Tracking ROI With Digital Marketing Tools

It’s easy to know whether or not you’re hitting your revenue goals. Equally important, however, is understanding which marketing tactics or strategies are helping you hit those goals, and which ones aren’t. Luckily, there are several ways to measure the ROI of your marketing campaigns.

Using Landing Pages

When you create a website, you don’t know who will find it or by what means. With a landing page, you can dictate both of those variables. Instead of visibly anchoring it to a navigation menu, include the landing page link on marketing pieces connected to a campaign targeting a specific audience, allowing you to determine how well individual campaigns are working. Since you control who has access, it’s also the perfect opportunity to tailor messaging just for that audience. An added benefit of using a landing page is the ability to use Google Analytics to track the behavior flow of that specific audience as they navigate your site.

Of course, web traffic alone isn’t a strong indicator of ROI. Hopefully your landing page has a call to action leading to a contact form, RSVP portal, or a white paper download. In addition to generating a new warm lead, you may be able to track a future sale to that specific marketing campaign.

This strategy works for nearly any campaign. When using targeted marketing, you want to direct website visitors to specific content that’s relevant to them. Landing pages are particularly useful for targeted direct mail, radio, and PPC campaigns with a narrow marketing message.

Using Promo Codes

Businesses often use promotions to add urgency to their marketing campaigns. With a little extra planning, promo codes can teach you a lot about your audience! Rather than provide one code across many different tactics, use different codes so that you can measure which tactics or what types of messaging worked.

One thing to remember: make sure that you don’t mix your promo codes. Try to ensure that no single lead ends up with several different promo codes. This requires precise management of your direct mail and email lists, as well as careful consideration if you plan mass marketing tactics like radio or billboards. If you choose to use both mass marketing channels and your existing customer base, ensure that your current customers receive the better deal for being loyal!

You can use this strategy when employing several tactics within a campaign – like some people getting postcards and others getting emails. This would help determine which tactic had the better ROI. You can also divide up your lists and test out different messaging, and use the different promo codes to track which marketing messages connected more with your target market.

Using landing pages and promo codes are just two effective components of an overall marketing strategy geared towards measurable, calculated growth. In pursuing this end goal of calculated growth, businesses make both their marketing and their dreams sustainable. Want to chat more? Visit our Contact Us page and get in touch with one of our experts today!

Read More
9Jul
target-with-people-620x350-539x350Grow Smart With Targeted “A” List Marketing

Grow Smart With Targeted “A” List Marketing

At some point in their growth cycle, most companies learn through trial and error that not every paying customer will generate a positive impact on their business. Growth in the wrong direction can cause any business to stall or even regress. Smart, sustainable business development requires targeted marketing aimed at your most profitable customers in order to attract more of them. This is called finding and marketing to your “A List”, which involves strategically crafting services and messaging around the specific needs of your most ideal clients.

How to Identify Your A List 

Start by mining your existing customer list for the types of businesses that make the most profitable purchases or have the potential to make them. For a manufacturer, that could be a repeat customer that puts in the most lucrative product orders with the most reasonable turnaround demands. For a B2B service-oriented business, that would likely be the type of customer that signs up for a continuous program or contract. While we hope your most profitable clients are the ones spending the most with you, that may not always be the case. There are instances where your biggest customer may strain your resources, leaving you with a razor thin profit margin, in which case you don’t actually want more customers with similar orders. Even if you you consider yourself a “one-stop-shop” for a variety of industries and applications, identify customers who purchase the products and services with the highest profit margins.

Those customers are your A List. The rest of your customer list may still provide some business, and there’s nothing wrong with continuing to serve their needs when those less ideal customers find you, but your marketing resources should be primarily devoted to campaigns aimed at the top tier. The idea of targeted marketing isn’t to shrink business, it’s to grow in the most profitable areas with the most cost-effective strategy.

Use Targeted Marketing to Grow Your A List

When we retool messaging, recalibrate your Adwords strategy, or venture into new digital spaces in ways designed to reach your most profitable customers, not only do you keep those existing high-value customers engaged, more of the same tier will start to find you. By contrast, a business that directs resources towards less desirable customers will become swamped by their least-profitable customers and stunted in their ability to provide exceptional services to the customers they want the most of. That strategy not only drains business resources, it can damage your brand in the eyes of your A List.

A successful A List marketing strategy focuses on connecting and reconnecting with those specific businesses. Potential tactics could be as simple as sending your A List a targeted email campaign pertaining to the specific products or services they want, or offering them a referral discount. This is the easiest, least exclusionary way to market to your A List. Other tactics may involve retooling the aesthetics of your website and social media presence to reach your ideal customer. If your A List is a bulk-buying budget conscious customer, a minimalist, no-nonsense website makeover could be more appealing to them. When your A List is comprised of individuals with advanced degrees, taking an elevated tone to your messaging will likely give you more credibility in their eyes. These types of tweaks may not be appealing to D and C List customers, but it’s ok to allow your targeted marketing to filter out those who won’t benefit the long-term growth and viability of your business. As a matter of fact, that’s the point.

For more information on how to reach your A List and letting go of the customers you don’t need, connect with our team of marketing experts via the Contact page.

Read More
8Jun
analyticsDo You Know How Well Your Website Is Performing?

Do You Know How Well Your Website Is Performing?

In today’s high-tech world, there are so many ways to capture, track, and analyze hundreds of varying pieces of data, so where do you even begin? Luckily, there are analytical tools available to ease the headache that big data can leave you with. As an added bonus, many of them are free! In this article, we will be focusing on the power of Google Analytics.

Why spend a ton of money on focus groups and market research to understand your customers? There is a wealth of knowledge at your fingertips and it’s 100% free – your website. Your website not only provides your customers with information about your business, it also provides you with a wealth of analytical knowledge. With the help of Google Analytics, you can turn all of this knowledge into higher customer retention, more conversions, and overall success for your business.

I Have A Website, But How Do I Know If It’s Working?

First thing’s first. Before you can start tracking you will need to implement the Google Analytics code into your website’s backend, so that the program actually knows what to track. Once all of that is done, the real fun can begin!

There are a lot of pieces of information that Google Analytics will pull from your website, so the easiest thing to start with is measuring traffic. As a side note, do keep in mind that it will take at least a week or so for the program to pull any useful data after you first implement the code. To start taking a look at who’s visiting your site, how often, through what channel, etc. you will need to navigate to Behavior → Overview. This will give you a very high level overview of how your visitors are interacting with your site.

The information on this page, and every sub-category underneath the “Behavior” menu option, will explain how many new and returning visitors you have, how they are accessing your site, how long they stay on your site (and each page), which pages they visit, and so on.

Metrics To Get You Started

As we have mentioned earlier, the number of ways Google Analytics can pull data for you is overwhelming, so we will get you started with just a few of the more common metrics that are extremely useful. Here are also a few ways to use Google Analytics when you’re first getting started:

  • Behavior Flow: You’ll want to know what paths your visitors are taking when they come to your site. What information are they looking for and how can you help?
  • Channels: This will help you see where your site visitors are coming from. You can easily check the search queries to see what people looked for when they decided to click on your site.
  • Meaningful Time Frames: It’s also very helpful to use Google Analytics as a way to inform and measure other marketing efforts. Have you done a direct mail campaign recently that shared your website address or a specific webpage? Set the Google Analytics time frame to reflect when the campaign would have taken effect to see if there were notable differences in the amount of traffic and where those visitors came from. This also works around the time of going to a trade show. There we would expect a larger, more national audience, perhaps.

What Does It All Mean?

Once you get all of these basic metrics under your belt, you are now tasked with making sense of it all. This part of the process is highly dependent upon your unique business goals and what you ultimately want from your customers, however we pulled together some common conclusions based on certain pieces of data to give you an idea for how to get started.

  • Extremely high/low bounce rate: When you notice a bounce rate of 100%, this often means that something is not firing correctly with your GA code, or your website isn’t working properly. Same thing goes for an extremely low bounce rate, as well.
  • Low new user count with high avg. session duration: You might be thinking, “Drat! I have barely any new visitors to my site,” but fear not! Many times this metric is paired with a long average session duration count. You might not have many new visitors, but the ones you are getting are spending time actually looking around your site, possibly finding the answers to their questions.

What Now?

When you’re just getting started with Google Analytics, it is also a good idea to make a list of goals. You can then transfer these right into the program and use those to track if your potential customers are actually doing what you want them to, while also identifying potential problem areas of your site. For example, you can tell people are reading your blog, but then they always leave the site right away afterwards. Are you giving them a strong call-to-action? And what if people are visiting a lot of pages, but not for very long per page? When this is the case, your website might be too difficult to navigate. Use goals and goal conversion to help pinpoint exactly where you need the most website work and make sense out of your data results.

As inbound marketers, our goal is to make sure we are providing you with the knowledge to succeed, whether it’s through analytics or conversion strategy. But know that we are also here to help you because we know all of this takes a lot of time – time that you don’t always have. Let us make your life easier by giving you insights and suggestions for how to make your website work for you. Want to chat more? Visit our Contact Us page and get in touch with one of our experts today!

Read More
2May
recruiting new graduatesMarket to Your Talent Pipeline Year Round

Market to Your Talent Pipeline Year Round

Like many companies, manufacturers often begin workforce development initiatives in the spring, hoping to reach graduating seniors in either high school or college with an interest in engineering, welding, machining, or technical work. If this sounds like your current talent acquisition strategy, there are some other factors you may want to consider. Making recruitment a continuous part of your marketing strategy, rather than an annual event, will yield better results in both quantity and quality.

Why It’s Always the Time For Student Recruitment

The primary reason why you should be working to build your talent pipeline continuously is because both graduating and prospective students are making critical decisions about their futures much earlier, not just before they graduate. Driven, career-minded students are making decisions about their future as early as sophomore year of high school, and regularly take standardized tests that indicate where their aptitudes lie. Students deciding between a four-year college program and an apprenticeship, or a Master’s degree and a few years working in the field will want to know what you have to offer them. By making recruitment a perpetual component of your overall marketing strategy, not only will you connect with more potential candidates, you will be able to inspire much younger students still learning about their passions and show them what the world of manufacturing has to offer.

It’s entirely possible that your business isn’t able to build the talent pipeline it needs because prime candidates don’t even know that you exist during the time when they’d be the most receptive to your recruitment efforts. Recruitment is just another form of targeted marketing, and all marketing ventures sink or swim based on timing.

How to Build a Continuous Talent Acquisition Marketing Program

Many manufacturers don’t view recruitment as an arm of marketing, but we disagree. Instead of marketing your products or services, you are marketing a lifestyle, a work atmosphere, and your company culture. And when looking at the student demographic, it’s often just as important to market to the parents as it is the students. To do this effectively, students need to see the manufacturing jobs you have to offer as realistic alternatives to traditional higher education tracks.

With the heavy burden of national student debt, innovative training strategies in technical fields are becoming increasingly attractive to America’s youth as they plan their futures. If you are able to provide in-house training or some form of certification that allows for continued upward mobility, then make those growth opportunities central to your messaging.

That’s a lot to convey, and it can’t be done in an interaction that only lasts a few minutes at a job fair. In order to reach new recruits, meet them where they’re at. Younger generations spend more of their time online than any other, which makes a digital marketing strategy essential to reaching the most eligible young candidates. One of the easiest ways to accomplish this is to dedicate some website space to describing your company culture and some of the benefits your company provides, particularly in additional training opportunities. Some additional methods for leveraging the internet in your recruitment strategy could involve social media advertising, video marketing, content marketing, career-centric podcasts, and online classes or programs geared towards educating high school and college students about manufacturing technology.

Recruitment is a lot more than career fairs and job postings. For more information on how to make the most of your talent acquisition efforts, get in touch with one of our marketing experts via the Contact page.

Read More