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www.clearedgemarketing.com Quick! Check That Marketing Blind Spot Explore Valuable Opportunities You Don't Know You're Missing Presented by: Leslie Vickrey, CEO & Founder December 4, 2014 Confidential Information. Copyright ClearEdge Marketing 2014. Webinar Series
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Page 1: Quick! Check That Marketing Blind Spot

www.clearedgemarketing.com

Quick! Check That Marketing Blind Spot Explore Valuable Opportunities You Don't Know You're Missing

Presented by: Leslie Vickrey, CEO & Founder

December 4, 2014

Confidential Information. Copyright ClearEdge Marketing 2014.

Webinar Series

Page 2: Quick! Check That Marketing Blind Spot

Your Presenter, Leslie Vickrey

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•  CEO and Founder of ClearEdge Marketing, an agency specializing in outsourced marketing solutions for IT services firms   8+ years in business   Serving clients across four continents   Staff from coast-to-coast (30+)   8-year TechServe Alliance marketing partner

•  18 years managing marketing operations or providing consulting services for companies such as Spherion, Harvey Nash, TechServe Alliance, Bartech, CRi, Aon Hewitt RPO and Fieldglass

•  Co-founder of ARA—a mentoring organization for attracting, retaining and advancing women in tech (www.aramentors.com)

CEO & Founder ClearEdge Marketing @lvickrey

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Q&A on Twitter

•  We want to hear from you during this webinar and after

  Send us a tweet with the following in front of the message: @clearedgemktg

  It will show up on our Twitter profile, open for the public to view

  We will reply during the webinar or after

•  Follow us at twitter.com/clearedgemktg •  Also follow us on…

  Facebook: facebook.com/ClearEdgeMarketing   LinkedIn: linkedin.com/company/clearedge-marketing

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Page 4: Quick! Check That Marketing Blind Spot

Today’s Agenda

•  Where Is Marketing Heading? •  A Peek at Marketing Trends •  Where Top IT & Engineering Services Firms Succeed in Marketing

•  Top Three Blind Spots in IT Services •  What Are They? •  Tips & Examples: Turning Weakness into Advantage

•  Q&A

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Page 5: Quick! Check That Marketing Blind Spot

Poll #1

What is THE most effective marketing tool/approach your business invests in today? A)  Social Media B)  Website/SEO C)  Marketing Campaigns D)  Events and Conferences E)  None of the Above

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Page 6: Quick! Check That Marketing Blind Spot

Feel Like Your Marketing Is Missing Something?

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WEB

MOBILE

TV RADIO

SOCIAL MEDIA

CONTENT MARKETING

BLOGS EVENTS PR

SPONSORSHIP

SEO

EMAIL MARKETING

STRATEGY

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Excited About New Possibilities?

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Augmented Reality

Marketing

http://blog.bazaarvoice.com/2012/01/30/finally-augmented-reality-with-real-utility-meet-blippar/

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Excited About New Possibilities?

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Marketing Automation

http://www.emailmonday.com/marketing-automation-statistics-overview

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Wondering What’s Next In IT Services Marketing?

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PSYCHOGRAPHICS

BIG DATA

TALENT COMMUNITIES

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What You Need to Do in 2015

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•  Share Your BRAND   Your biggest differentiator is your company and culture

•  Leverage Your RESOURCES   Staff   Recruiters and sales teams   Known candidates

•  Engage CANDIDATES Where They Are: Online   Web engagement   Mobile engagement

Page 11: Quick! Check That Marketing Blind Spot

MOST COMMON BLIND SPOTS IN IT SERVICES MARKETING The Top Three

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Blind Spot #1: Brand Story & Strength

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Page 13: Quick! Check That Marketing Blind Spot

Poll #2

Does your business have a clearly defined vision and mission that your staff, clients and candidates understand and can clearly articulate? A)  YES B)  NO

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The Power of Your Brand Today

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•  People Have to WELCOME Your Brand into their Lives   Consumers of your marketing (candidates or clients) have more choice in whether or not

to engage with your brand ­  Online reviews are helping them choose whether or not to engage with your brand ­  More and more consumers are turning off pop-up ads and paying for ad-free media (think

Pandora and Google Contributor)   Now more than ever your brand must be likeable and memorable

•  Questions to Consider:   Could your brand be confused with a competitor?   Are candidates and clients engaging your business on social media?   Do candidates trust your employment brand/see you as an employer of choice?

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CareerBuilder: A Staffing Industry Story

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•  Defining the Brand •  Targeting the Right Audience •  Creating a Story

  Sales team contest   Create the best pitch

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MMI: Talent Tech Labs

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•  Highlight your DIFFERENTIATORS   MMI is passionate about

innovation and founded Talent Tech Labs to further their mission – driving the industry and their individual business

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Brand Lessons

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•  Know Your Core BRAND MESSAGES   Vision, Mission, Value Proposition

­  Are they well defined? ­  Can they be easily communicated?

•  Give Clients and Candidates Ways to ENGAGE WITH YOUR BRAND   Reach them in their worlds

­  Skill communities ­  Social networks ­  Events

•  PARTNER WITH COMMUNITIES AND MOVEMENTS that Compliment Your Brand   Talent communities   Causes/Outreach –Where do employers volunteer? Where does the company give?

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Blind Spot #2: Internal Marketing

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Is Your Internal Team Part of Your Marketing Engine?

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The Importance of Internal Communication

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•  Staff Members Need to Understand WHAT’S HAPPENING   To contribute to success they need to understand what

success means for the business ­  Do team members know how the business is doing? ­  How are goals and milestones communicated?

•  Staff Members Need to Know HOW THEY ARE DOING   High performance needs to be cultivated and recognized

­  How are achievements shared? ­  Is their regular recognition of team and individual achievements?

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CSI: The Pit

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•  GOAL   To integrate all employees –

including full-time consultants/bench employees – with company culture and happenings

  Connect branch offices with headquarters

•  Result: THE PIT   A community and destination for

all things CSI   Includes social, file sharing,

internal communications, collaboration, recognition and networking tools

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Internal Communication Best Practices

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•  Underscore Vision, Values & Goals   Remind staff of brand attributes—what makes your

business unique

•  Reach out Regularly   Give staff the certainty that comes with regular

communications

•  Share Stories   People like to read about other people—their

successes and challenges

•  Be Concise   Remember that people have little time to read—keep

content succinct, clear and informative

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Sales/Recruiting Contests: The Opportunities

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•  UNITE & MOTIVATE   Get staff members excited and united behind a goal   Push performance

•  TARGET CRITICAL NEEDS   New Accounts   Existing Accounts   Skill Gaps – Java, .NET, etc.

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Poll #3

When was the last time your business ran an internal sales or recruiting contest that was planned, measured and achieved ROI ? A) Within the last month B) Within the six months C) Within the last year D) Within the last two years E) We don’t run sales/recruiting contests

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Sales/Recruiting Contests: Common Issues

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•  Roll Them Out & Let Them Fizzle   No follow up   No encouragement   No recognition of winners   No transparency

•  Too Ambitious   Targets are set too high   Staff are overwhelmed and uninspired   Challenge is good but make it attainable

•  Too Long   Attention spans are short   A few short contests are more effective than one long one

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Best Practices

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•  Be Consistent   Have a theme   Communicate weekly   Start and end on time   Make part of daily stand-ups

•  Praise Winners   Make a big deal about those who win and contribute   Profile winners, share their stories

•  Reward   In competitive contests, rewards do matter   Offer worthwhile prizes

Vacations Stay-cations Events

Training Cash

Gadgets

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Blind Spot #3: Online Candidate Engagement

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How Strong Is Your Online Presence?

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Poll #4

How much of your online content is candidate focused? A)  More than 50% B)  25%-50% C)  10%-25% D)  Less than 10%

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The IT Services Web Problem: Candidate Content

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•  SIA Report: “Which Website Design Attributes Drive Staffing Firm Business Success?”   IT staffing firms have the least effective websites in terms of

contributing to their company’s success   IT staffing firms stand out as having more client-focused websites, and

the lowest level of average satisfaction   The staffing companies that had ‘candidate focused’ websites reported

having a higher level of satisfaction with their website than those that had ‘client focused’ websites

  Candidates in general are more likely to visit a recruiting website than prospective clients

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Increase Candidate Engagement on Your Site

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•  Develop and CALL OUT CONTENT AND FEATURES that will attract candidates   Job postings   Salary insight   Candidate blogs and success stories

•  Go MOBILE   Make mobile job search and application processes

easy

•  Make ACCESS Easy   Provide easy access to recruiters   Share job placement insights and consultant stories

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Thompson Technologies

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Candidates Want to See Jobs

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•  Job search and office locator are the first thing that a visitor sees

•  Opportunities to

connect on social media to help validate front and center

•  Spotlight content that

engages and helps generate interest and leads

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In Summary

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•  Erase Marketing Blind Spots:

  Be Clear in Your BRAND

  Be Strong in COMMUNICATIONS

  Be CANDIDATE Focused

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Q&A

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Questions?

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Need Help? Contact Us Any Time!

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Leslie Vickrey, CEO & Founder ClearEdge Marketing Tel: 312.731.3149

E-mail: [email protected] Twitter: @lvickrey @clearedgemktg