Inbound Marketing Roadmap for Recruiterstherecruitingfirmownersummit.com/wp-content/... · •Inbound vs. Outbound Marketing ... Connect to Your CRM / Database / E-Mail Marketing

Inbound Marketing

Roadmap for Recruiters

Presented by Mark Whitby

How to Generate Warm Leads on

Autopilot

Attract 5-25 Warm Leads per Day (or More) on Autopilot

Say Goodbye to ‘Feast and Famine’, Hello to PredictibleRevenue

Become a Recognized Authority in Your Chosen Market Niche

www.RecruitmentCoach.com

Case Study: Solo Recruiter Wins His First Retainer Worth £35,000 ($56,000 USD)

• Generates 25 warm leads per week

• Built his Interim Desk from zero to £2.5K/week

• Uses email marketing to secure meetings with senior decision makers – he shares the exact wording of the message which gets a 20-30% response!

http://recruitmentcoach.com/case-study-solo-recruiter-wins-his-first-retainer-worth-56k

http://recruitmentcoach.com/case-study-solo-recruiter-wins-his-first-retainer-worth-56k


Why the Heck Should You Listen to Me Anyway?• I don’t claim to have all the answers, but I do believe I can help you in

this area because…

• I have been using email marketing successfully for over 10 years

• I get 100% of my new clients from Digital Marketing

• I have studied it intensively and invested thousands of dollars on courses and coaching

• I was the UK’s first Certified Guerrilla Marketing Coach


Sidenote

• Inbound vs. Outbound Marketing

• Top Recruiters will need to be good at BOTH!

• I’m all about integrating cutting-edge digital marketing strategies with classic sales and recruiting techniques


Here’s What You Need to Generate Inbound Leads & Convert Them into Clients

1. Email Marketing Platform

2. Lead Magnet

3. Landing Page

4. Traffic Source

5. Automated Follow-Up Sequence

6. Ongoing Lead Nurture Campaign


Here’s the Roadmap…

Step 1. Email Marketing Platform


Why You Need an Email Marketing Platform

• Please do NOT try to...• Send email broadcasts from your own server

• Send email broadcasts from Outlook or your CRM software (fine for small mail merges)

• There are Email Marketing Solutions that do it for you – and it’s relatively cheap


3 Key Factors to Consider When Choosing

1. Deliverability• How do they ensure that your email is delivered and avoid the spam filters,

junk folders, blacklists

2. Functionality• Do they have the features you need?

3. Cost• Does the price fit within budget?


Practical Considerations

• Email marketing platforms maximize their deliverability rate by avoiding spam blacklists

• That means the best platforms require confirmed opt-in

• The challenge is that makes it very difficult to upload your existing mailing list

Which Provider?

• Aweber

• Campaign Monitor

• Constant Contact

• Getresponse

• Hubspot

• iContact

• Infusionsoft

• Mailchimp

• Streamsend


Choose Carefully!

• Invest the time up front to select the email marketing solution that best fits your needs

• Cheapest is not necessarily the best – neither is most expensive

• Once you start building your list on one platform, it’s difficult to migrate the data later!

Step 2. Lead Magnet


What is a Lead Magnet?

• An irresistible bribe that offers value to your prospect in exchange for their contact information.

Lead Magnet Idea Generator

• Whitepaper

• Executive Briefing

• Case Study

• eBook

• Special Report

• eCourse

• Checklist

• Cheat Sheet

• Template

• Live Webinar

• Automated Webinar

• Virtual Summit

• Video

• Podcast Series

• Book

• Article

• DVD

• Online Tool


Key Take-Away

• Before you invest any time, money or effort creating a lead magnet, make sure it’s one that your target audience will want!!

• Choosing the right topic is essential

• Lead Magnet must help your prospects to solve an important problem, achieve a desired outcome, or BOTH

• Fastest, easiest way to find out is to send an email survey to all your clients and contacts

• Client Resources: Email Template for Survey High Response, Ideal Client Avatar Template


More Lead Magnet Examples: Hubspot

https://library.hubspot.com

https://library.hubspot.com/

Step 3. Landing Page


Landing Page Success Checklist

The #1 Goal: Capture prospect’s contact info

Remove anything that distracts from achieving the goal

Attention Grabbing Headline

Image of Lead Magnet (eBook Cover)

Bullet Points Selling Benefits

Lead Capture Form: Single Step vs. Two-Step Opt-In Process What info to ask for

A/B Split Testing

Connect to Your CRM / Database / E-Mail Marketing Program

Landing Page Builder: http://tinyurl.com/langingpagetemplates

http://tinyurl.com/langingpagetemplates

Step 4. Traffic Source

Traffic Sources

• Your Email / Contact List

• Social Media

• SEO / Organic Search

• Pay-Per-Click (PPC)• Google Adwords

• LinkedIn Ads

• Facebook Ads

• Twitter Ads

• YouTube Ads

• Banner Ads

• Joint Ventures

• Email Drops via List Owners

• Direct Mail

• Networking Events

• Speaking

• Your Business Card

• Press Releases

Step 5. Automated Follow-Up Sequence

iStock-533255348


Automated Follow-Up Sequence

• What’s an Autoresponder?• A series of follow up emails that are sent automatically according to

timescales you’ve specified. Also called an Email Drip Campaign

• Example• Day 0 = Email 1• Day 1 = Email 2 • Day 2 = Email 3• Day 3 = Email 4 • Day 5 = Email 5• Day 8 = Email 6• Day 13 = Email 7

Step 6. Ongoing Lead Nurture Campaign


Ongoing, Multi-Channel Lead Nurture Campaign Idea ChecklistEmail Autoresponder Sequence

Blog Articles

Videos

PDF Attachments – Case Studies, White Papers, Executive Briefings

Direct Mail – Letters, Postcards, 3D Mail

SMS Messages

Phone! (Your CRM creates tasks / reminders)

Social Media – Twitter, Facebook, LinkedIn


Here’s the Roadmap…

“Two Placements Totaling $78,250 Were the Result of Mark’s Advice”

I have had some pretty amazing success from the new marketing program. The last two placements totaling $78,250 in fees were done strictly with email marketing and no prior relationship with the candidate or the companies.

Mark Whitby has transformed our firm from outbound calls to inbound warm calls and inbound warm emails replies from decision makers that want to talk with us. I hired Mark after the virtual summit last year and it was the smartest money that I spent. Those two placements were the result of his advice with many more placements on the way.

He taught us how to create the "expert in your industry" presence through social media marketing from the inside out. We rebuilt our website with his strategies and then worked our way out to mass email marketing three times per month with a blog and other targeted emailing to decision makers and MPC's.

If you haven't worked directly with Mark I encourage you to book him! It was the best money I have spent. I am continuing to work with him because the new process we developed has only scratched the surface and there is much more ground to be covered.

David JacksonCEOThe Oxford Group, Dallas TX


Request a Free 30-Minute Strategy Session(Value £150 / $250)

Let’s get on the phone together and create a customized inbound marketing plan for your business!

www.recruitmentcoach.com/breakthrough

http://www.recruitmentcoach.com/breakthrough

Inbound Marketing Roadmap for Recruiterstherecruitingfirmownersummit.com/wp-content/... · •Inbound vs. Outbound Marketing ... Connect to Your CRM / Database / E-Mail Marketing

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