Recruitment Agency

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:

1. 1. Increased Costs – LinkedIn has significantly increased advertising costs over the last 6 years. A click from an advert to a website can easily cost as much as $13 per click.
   2. Poor Communication – LinkedIn does not show your posts to all your LinkedIn connections. Instead,  it shows your post to around 15% of your connections. Then, depending on the engagement levels of those 15%, the LinkedIn algorithm will make decisions on how many more of your clients will see your post.

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:

• • More people could attend from across Australia.
  • We could sell tickets via the website thereby refreshing the remarketing lists.
  • Attendees would be required to submit their email addresses and phone numbers. This would help us populate the CRM and organically move client details from LinkedIn to the CRM.
  • We can slice and dice the webinar content and use it to fuel our Content Marketing efforts.