Transcript here - HRmarketer.com

Marketing to HR: Integrating
Traditional and Web 2.0 Strategies
How to generate more visibility, website traffic,
sales leads and improved search engine rankings
Mark Willaman
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.
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.
Slides Available
www.HRmarketer.com/chicago
Questions?
Email me: [email protected]
Call me: 831-685-9700
Blog: http://hrmarketer.blogspot.com
What do I Know?
Who is this Mark Willaman guy and why
should 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?
What About These Pain Points?
Launching a new company,
product and/or service
Generating quality sales leads
Low search engine rankings
Candidate flow (job seekers)
and employer leads
Standing out in the crowded
HR marketplace
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 marketing
and 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.
Direct
Marketing
E-mail
Campaign
Drives
Traffic to
Download
Page
Prospect
Registrations
=
Sales Leads!
Landing Pages
Social Networking
Join the Conversation
(not always on your web site)
Blog Participation
Facebook
MySpace
LinkedIn
Twitter
Social Bookmarking
RSS
Steve Rothenberg,
CollegeRecruiter.com
Eric Shannon,
InternetInc.com
Chris Russell,
JobsInPods
Social Networking
Marketing PR Lead
Generation Process
Thank You