This cutting-edge recruitment agency already had a digital marketing system that was delivering results.
They used LinkedIn very well and had thousands of contacts within their LinkedIn network. They posted on LinkedIn regularly and analysis showed that their posts received a high level of engagement.
Their clients changed jobs every 4 years on average. Therefore, regular engagement ensured that they would be front-of-mind when a client was considering a change of job.
In addition to an extensive LinkedIn network, the recruiter held a very popular event for their clients. The event provided insights into career development and was held quarterly at a CBD restaurant.
However, despite these successful marketing initiatives the recruiter was savvy enough to know that they could improve their marketing even further.
They therefore approached the Marketing Clinic and asked for our help.
Marketing Clinic’s first steps were to recognise the value of the two marketing assets the recruiter had already developed.
With these two assets alone, we knew we could improve their revenue significantly. They already possessed a client list of over 8,000 people and therefore expanding this network through PPC and SEO was less important. We recognised that significant growth could occur by engaging more effectively with the existing network.
Our strategy placed high importance on the following:
(1) Move LinkedIn Client Details To a CRM
While LinkedIn is a very valuable tool, the recruiter was too dependent on LinkedIn for their success. It was important to wrestle back control of their network by moving their client details from LinkedIn to a CRM. This approach avoided the following problems:
We instructed the client to keep using LinkedIn as they were doing. However, in addition, we would set up a CRM and email nurturing sequences to connect with ALL their clients.
The emails would encourage clients to click through to the website which would enable us to tag clients with our Google And FaceBook re-targetting tags.
This would enable us to show adverts on Facebook, YouTube and across a range of websites. These adverts are not as expensive as the LinkedIn adverts and would present the recruiter as a big player in the industry.
(2) Better Utilise The Popular “Million Dollar Biller Breakfast” Event
The recruiter had developed a very popular in-person recurring event called “Million Dollar Biller Breakfast”.
We advised the client to move this event to a webinar online event. The advantages of this included:
We gathered client information from MailChimp, spreadsheets and other sources and uploaded them into SalesStream.
We then sliced and diced the Million Dollar Breakfast recordings into informative bite-sized chunks and produced:
The three initiatives above have helped move client details from LinkedIn to SalesStream and better engage the client network.
In addition, we were able to gather both emails and phone numbers of clients which enables SalesStream’s omnichannel approach to marketing.
Other SalesStream functionality was switched on including the Advanced Google Review Request system, website chat and CRM functionality which sees all communication recorded on the CRM inclusive of emails, texts and phone call recordings.
The marketing efforts have recently been expanded to include Google Ads and Google Organic (SEO) marketing.
Results have been spectacular with: