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www.clearedgemarketing.com
Marketing for Where You WANT TO BE
5 Proven Ways to Get Leads & Grow
Presented by:
Leslie Vickr...
Your Presenter, Leslie Vickrey
2
• CEO and Founder of ClearEdge Marketing, an agency
specializing in outsourced marketing ...
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 t...
Today’s Agenda
• What You Are Up Against: The Challenges
• Most Effective (and Efficient) Ways to Get Leads:
• Target Acco...
CHALLENGES IT & Engineering Services Firms Face
5
Competition for Talent
+ U.S. IT jobs grew13 percent from 2002 to
2013, ...
OPPORTUNITIES for IT & Engineering Services Firms
6
Skills Shortage
+ High demand for IT in several skills areas—big
data,...
7
5 Proven Marketing Approaches that Spark
Opportunity & Fuel Growth
TAPS & INCENTIVE PROGRAMS
Right or Wrong for Your Business?
8
Poll #1
Does your firm have a formalized
lead generation program?
9
1. Target Account Programs, Sales/Recruitment, Employee
10
• Target Account Programs
 Select a narrow, vetted prospect li...
Target Account Programs: TAPs
11
“CUSTOMERS EXPECT EXPERTISE.
While the right skill match is the number one factor
in plac...
TAP Benefits
12
• Targeted & Concentrated
• Puts business development team in front of key decision makers
• Allows teams ...
TAP Sample: Campaign Overview – Outreach Cycle
13
Prospect
Build
Awareness
Schedule
Meeting
Close Deal
Touch Item Follow-u...
SAMPLE TAP: Campaign Schedule
14
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY
July 2013
14 15 16 17 18
Kick off call/Rep Train...
15
TAP SAMPLE: Mailer (local message)
TAP SAMPLE: Metrics Report
16
Critical Success Factors TAPs
17
• Executive buy-in and oversight
• List quality
 Target “real” buyers of your services
•...
TAPs: Right or Wrong for YOUR Business?
18
• Can your business create and concentrate
on a narrow, targeted list of strong...
Employee Referral Programs
19
• What Are They?
 A program that rewards employees in
cash or prizes for referring new tale...
Employee Referral Program Benefits
20
• Expands the Resources Fueling the Talent
Pipeline
• Talented people are often frie...
Critical Success Factors: Referral Programs
21
• Simplicity. If it’s too hard to refer and get rewards,
no one will partic...
Referral Programs: Right or Wrong for YOUR Business?
22
• Will your business be diligent in following
up on referrals and ...
Sample Referral Programs
23
WEBSITE OPTIMIZATION
Right or Wrong for Your Business?
24
What Is Website Optimization?
25
• Ensuring a Sharp, Responsive Design
 This is more than how the website looks—it’s also...
Poll #2
Is your website responsive?
26
What Is Website Optimization?
27
• Ensuring a Sharp, Adaptable Design
 This is more than how the website looks—it’s also ...
Sharp, Responsive Design
28
• A good, professional we site is the “cost of
entry” in business today
 Poor websites will l...
Optimized Web Design Example
29
Strategic SEO
30
• SEO = Search Engine Optimization
 The art and science of getting online content
traffic from listings ...
Engaging Content
31
• Original Content
 Content that is unique to your expertise and
business will attract an audience
- ...
32
Engaging Content Samples: Surveys & Reports
Critical Success Factors in Web Optimization
33
• Willingness to Invest. A good website requires
time, resource and invest...
Website Optimization: Right or Wrong for YOUR Business?
34
• Do you communicate on your website to
with prospects, job see...
EVENTS
Right or Wrong for Your Business?
35
Using Events to Reach Prospects & Candidates
36
• Event Marketing Opportunities
 Create events for clients/prospects
and/...
Created Event Example
37
Created Event Example
38
Placements in The Wall Street Journal, BusinessWeek, Mashable, eWeek,
Huffington Post, live Tweet...
Sponsored Event Example
39
Critical Success Factors in Event Marketing
40
• Event-Business Alignment. Is the event a good
culture and audience match ...
Event Marketing: Right or Wrong for YOUR Business?
41
• Are there unique event marketing
opportunities in your region or a...
SOCIAL MEDIA
Right or Wrong for Your Business?
42
Poll #3
Is your business using social media
to reach candidates?
43
Poll #4
Is your business using social media
to reach clients?
44
Using Social Media to REACH Prospects & RECRUIT Candidates
45
• Identify, Listen to and Engage Talent and
Prospects
 Trea...
How to Do Social Media Right
46
• Have a STRATEGY
 Determine who you want to reach and where
 Choose your sites/tools (L...
Social Media Campaign & Engagement Example
47
• Multi-channel campaign promotion (email, all social channels)
• Pushed Lin...
48
TAP SAMPLE: Social Listening & Engagement Turns into TAP & ROI
49
TAP SAMPLE: Social Listening & Engagement Turns into TAP & ROI
Social Media: Right or Wrong for YOUR Business?
50
• Can leaders within your organization serve
as social media thought le...
PR
Right or Wrong for Your Business?
51
Using PR to Engage Prospects & Candidates
52
• Be Practical
 Share good news: Community events,
acquisitions/mergers/fund...
National PR Example
53
Local PR Examples
54
Multiple Hits, One Program – Cook Systems, FastTrack’D
55
Social PR Examples
56
Live Tweet:
Events & Twitter Chats
Recognize other
People & Companies
PR: Right or Wrong for YOUR Business?
57
• Do you participate in events in the
community that could be communicated in
a g...
58
59
It’s Your Turn…
Questions? Comments?
Need Help? Contact Us Any Time!
60
Leslie Vickrey, CEO & Founder
ClearEdge Marketing
Tel: 312.731.3149
E-mail: lvickrey@cl...
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Marketing for Where You Want to Be – 5 Proven Ways to Get Leads & Grow

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Leslie Vickrey, President and Founder of ClearEdge Marketing, examines today’s top 5 most successful marketing approaches, from social media and target account campaigns to events and the ever-essential website optimization. This presentation is a chance to explore your most critical marketing questions:

- Which marketing approaches are right for my business and which ones are wrong?
- How can I ensure my marketing efforts deliver results in the form of sales leads, candidates and brand building?
- What does successful marketing look like for an IT or Engineering staffing/services firm like mine?
- What marketing tools are most effective for recruiting and what tools are most effective for business leads?

Armed with IT and Engineering services/staffing case studies, a portfolio of marketing solutions and over a decade of experience building marketing strategies and tools for services/staffing firms nationwide, Leslie will guide you through the urgent marketing lessons your business needs to know.

Published in: Business, Technology
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Marketing for Where You Want to Be – 5 Proven Ways to Get Leads & Grow

  1. 1. www.clearedgemarketing.com Marketing for Where You WANT TO BE 5 Proven Ways to Get Leads & Grow Presented by: Leslie Vickrey, CEO & Founder May 14, 2014 Confidential Information. Copyright ClearEdge Marketing 2014. Webinar Series
  2. 2. Your Presenter, Leslie Vickrey 2 • 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
  3. 3. 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 3
  4. 4. Today’s Agenda • What You Are Up Against: The Challenges • Most Effective (and Efficient) Ways to Get Leads: • Target Account Campaigns • Website Optimization • Events • Social Media • Smart PR • Q&A 4
  5. 5. CHALLENGES IT & Engineering Services Firms Face 5 Competition for Talent + U.S. IT jobs grew13 percent from 2002 to 2013, while the number of people who graduated with IT degrees dropped 11 percent in that same time frame (CareerBuilder). Rise of Online Staffing + SIA estimated gross billed revenue in Online Staffing to be $1 billion globally in 2012 and forecasts 40 percent annual category/ segment growth for the next two years. Limited Resources + Mid-size firms typically have small sales and recruiting teams, which limits time for strategic planning and work. Limited Budgets, Tough Buyers + While job growth was up in April, employers remain cautious in their hiring.
  6. 6. OPPORTUNITIES for IT & Engineering Services Firms 6 Skills Shortage + High demand for IT in several skills areas—big data, mobile, security and cloud services. Employers need help accessing these skills quickly. Recruitment Tools Perplex + Job search and talent sourcing mediums have exploded (social, mobile, etc.) making it more critical for businesses to employ talent experts . Employers want and need help.
  7. 7. 7 5 Proven Marketing Approaches that Spark Opportunity & Fuel Growth
  8. 8. TAPS & INCENTIVE PROGRAMS Right or Wrong for Your Business? 8
  9. 9. Poll #1 Does your firm have a formalized lead generation program? 9
  10. 10. 1. Target Account Programs, Sales/Recruitment, Employee 10 • Target Account Programs  Select a narrow, vetted prospect list  Spend 4-6 weeks targeting this short list with marketing materials and contact • Sales/Recruitment Incentive Programs  Sales Incentive Programs and Recruitment Incentive Programs  Award sales and recruitment staff for achieving and/or exceeding lofty targets over a set period • Employee Referral Programs  Provide incentives to contactors and staff for referring top candidates Arm Your Sales & Recruiting Staff
  11. 11. Target Account Programs: TAPs 11 “CUSTOMERS EXPECT EXPERTISE. While the right skill match is the number one factor in placement success, clients rank knowledge of their industry as second in importance to ensuring a successful placement.” TAPs offer companies a fun, engaging platform for explaining their expertise. Inavero Insight • What Is It?  A scheduled weekly mail-based or drop-in program for targeted accounts  4-8 weeks, depending on target and service/solution  Branded Components: A weekly postcard and giveaway tied into a campaign theme  Calls-to-Action: Get appointments, landing pages playing new role for solutions-based campaign, including online advertising (LinkedIn)
  12. 12. TAP Benefits 12 • Targeted & Concentrated • Puts business development team in front of key decision makers • Allows teams time to focus on specific businesses and needs • Training for Your Sales Team • Arms sales staff with purpose and materials • Offers a training tool for new sales staff eager to learn the business • ROI Is Easy to Measure • Offers a simple way to measure marketing message effectiveness • Plan on a 30% return (if program and best practices followed!)
  13. 13. TAP Sample: Campaign Overview – Outreach Cycle 13 Prospect Build Awareness Schedule Meeting Close Deal Touch Item Follow-up Touch 1 Fold-over Direct Mail Introduction Piece: How Far Will You Go to Source Java Development Talent? Follow-up call & e-mail Touch 2 HTML Email: How Hard Will You Work To Build Your Java Dream Team? Follow-up call & e-mail Touch 3 Drop-off Notecard + Low-end Giveaway How Quickly Can you Access the Java Development Talent You Need? Follow-up call & e-mail Touch 4 HTML Email: How Much Will You Sacrifice to Hire Skilled Java Resources? Follow-up call & e-mail Touch 5 Drop-off Notecard + High-end Giveaway How Long Will You Wait for Java Development Resources? Follow-up call & e-mail Fold-over Direct Mail Introduction Piece HTML Emails Drop-off Notecards + Giveaways
  14. 14. SAMPLE TAP: Campaign Schedule 14 MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY July 2013 14 15 16 17 18 Kick off call/Rep Training 19 20 21 Touch Point 1 – HTML Email 22 23 24 25 LAUNCH! Push First HTML Email to List 26 Follow-up Phone Calls & Emails 27 28 29 Follow-up Phone Calls & Emails 30 Follow-up Phone Calls & Emails 31 Follow-up Phone Calls & Emails 1 Follow-up Phone Calls & Emails 2 Follow-up Phone Calls & Emails 3 August 2013 4 Touch Point 2 – Notecard & Giveaway 5 Prep Packages – Giveaway & Notecard 6 Deliver Package 7 Deliver Package 8 Deliver Package 9 Follow-up Phone Calls & Emails 10 11 12 Follow-up Phone Calls & Personal Emails 13 Follow-up Phone Calls & Personal Emails 14 Follow-up Phone Calls & Personal Emails 15 Follow-up Phone Calls & Personal Emails 16 Follow-up Phone Calls & Personal Emails 17 18 Touch Point 3 – Notecard & Giveaway 19 Prep Packages – Giveaway & Notecard 20 Deliver Package 21 Deliver Package 22 Deliver Package 23 Follow-up Phone Calls & Emails 24 25 Touch Point 4 – HTML Email 26 Follow-up Phone Calls & Emails 27 Push Second & Last HTML Email to List 28 Follow-up Phone Calls & Emails 29 Follow-up Phone Calls & Emails 30 Follow-up Phone Calls & Emails. END CAMPAIGN.
  15. 15. 15 TAP SAMPLE: Mailer (local message)
  16. 16. TAP SAMPLE: Metrics Report 16
  17. 17. Critical Success Factors TAPs 17 • Executive buy-in and oversight • List quality  Target “real” buyers of your services • Sales buy-in • Creativity • Track/share results and ROI • Going all the way in terms our outreach  Making all the calls, all the visits. Make the 5th Call 70% of the population needs at least 5 contacts before they'll trust you enough to grant you an appointment.
  18. 18. TAPs: Right or Wrong for YOUR Business? 18 • Can your business create and concentrate on a narrow, targeted list of strong prospects? • Do you have a sales team with the discipline and reliability to follow a carefully designed outreach program? • Are you willing to put some investment into a creative program that will catch the eyes and ears of top prospects?
  19. 19. Employee Referral Programs 19 • What Are They?  A program that rewards employees in cash or prizes for referring new talent to the business
  20. 20. Employee Referral Program Benefits 20 • Expands the Resources Fueling the Talent Pipeline • Talented people are often friends and family with other talented people • Insiders have insight into who will work well within the culture • Ties Staff or Consultants Closer to the Business • Employees get to take part in bringing new talent to the business • Reminds Staff of the Value of Talent • Businesses that are always on the hunt for talent, value people and value their culture
  21. 21. Critical Success Factors: Referral Programs 21 • Simplicity. If it’s too hard to refer and get rewards, no one will participate • Communication! Program must be regularly shared with entire business to ensure new staff are aware and constant reminders in place • Monitoring. If referral programs aren’t working, it’s important to know why and adjust Make It Simple
  22. 22. Referral Programs: Right or Wrong for YOUR Business? 22 • Will your business be diligent in following up on referrals and rewarding them? • Is your business willing to invest in giving contractors referral bonuses or awards? • Does your business have effective ways of communicating with former and current contractors to make the referral program widely known? • Do you have the systems in place to track referrals and compare the success to other candidate attraction/placement strategies?
  23. 23. Sample Referral Programs 23
  24. 24. WEBSITE OPTIMIZATION Right or Wrong for Your Business? 24
  25. 25. What Is Website Optimization? 25 • Ensuring a Sharp, Responsive Design  This is more than how the website looks—it’s also about ensuring it performs for users across a wide range of devices: computers, tablets, phones, smart TVs, etc. • Enabling Strategic SEO  Ensuring the website can be found through the search engines’ and online resources key audience use to find information, products/services, jobs, etc. • Creating, Maintaining Engaging, Fresh Content  Providing informative content across the entire site and through a variety of mediums: videos, blogs, whitepapers, case studies, news releases, social media, etc.
  26. 26. Poll #2 Is your website responsive? 26
  27. 27. What Is Website Optimization? 27 • Ensuring a Sharp, Adaptable Design  This is more than how the website looks—it’s also about ensuring it performs for users across a wide range of devices: computers, tablets, phones, smart TVs, etc. • Enabling Strategic SEO  Ensuring the website can be found through the search engines and online resources key audience use to find information, products/services, jobs, etc. • Creating, Maintaining Valuable, Fresh Content  Providing informative content across the entire site and through a variety of mediums: videos, blogs, whitepapers, case studies, news releases, social media, etc.
  28. 28. Sharp, Responsive Design 28 • A good, professional we site is the “cost of entry” in business today  Poor websites will limit business, partnership and recruiting opportunities • Websites that do not adapt with technologies and users limit your audience • Mobile-able websites are critical for engaging with job seekers  77% of job seekers use mobile job search apps – Beyond.com Career Network Survey  3 out of 5 job seekers have searched for jobs on their mobile device in the past year – Glassdoor.com Survey
  29. 29. Optimized Web Design Example 29
  30. 30. Strategic SEO 30 • SEO = Search Engine Optimization  The art and science of getting online content traffic from listings on search engines through your… - Web content - Links - Blogs - Social media • The Benefits of Strong SEO  More visitors  Higher rankings  Increased engagement (downloads, purchases, comments, likes, etc.)
  31. 31. Engaging Content 31 • Original Content  Content that is unique to your expertise and business will attract an audience - SME blogs, articles • Testimonial Content  Content that demonstrates your business’ success and abilities is critical - Case studies, testimonials • Multimedia Content  Websites that tap into multimedia (video, social, chat, etc.) are more engaging to users today
  32. 32. 32 Engaging Content Samples: Surveys & Reports
  33. 33. Critical Success Factors in Web Optimization 33 • Willingness to Invest. A good website requires time, resource and investment. • Ongoing Content, SEO Work. A website is dynamic and must remain so to succeed. • SMEs. The very best websites rely on original content contributions (blogs, posts, articles, videos) from subject matter experts. Ghost writers can help ensure regular cadence. Go Beyond the Basics
  34. 34. Website Optimization: Right or Wrong for YOUR Business? 34 • Do you communicate on your website to with prospects, job seekers, partners and clients? • Does your website work (responsive) across various devices? • Is your content fresh and engaging?
  35. 35. EVENTS Right or Wrong for Your Business? 35
  36. 36. Using Events to Reach Prospects & Candidates 36 • Event Marketing Opportunities  Create events for clients/prospects and/or candidates - Learning lectures, lunches, etc. - Networking events - Career fairs (don’t forget about virtual – Twitter chats, Google Hangouts, Facebook, etc.) - Skill-set driven meet-ups  Sponsor and/or present at events - Tech trade shows (host a client event day before and/or during) - Engineering trade shows - User groups, SME groups - Career fairs - Community events (charity, sports, education, etc.) - Partner events
  37. 37. Created Event Example 37
  38. 38. Created Event Example 38 Placements in The Wall Street Journal, BusinessWeek, Mashable, eWeek, Huffington Post, live Tweeting – social/PR strategy
  39. 39. Sponsored Event Example 39
  40. 40. Critical Success Factors in Event Marketing 40 • Event-Business Alignment. Is the event a good culture and audience match for your business? • Balancing Event Content with Marketing Efforts. Marketing and sales need to be secondary to the event (unless it is a recruitment event—Career Fair) • Originality. Success at events hinges on your ability to creativity break through the noise and connect with prospects and candidates. Engage
  41. 41. Event Marketing: Right or Wrong for YOUR Business? 41 • Are there unique event marketing opportunities in your region or area of expertise? • Does your organization have SMEs able to present/share knowledge with passion? • Are you leveraging social tools to host cost- effective recruiting events and engage in conversations?
  42. 42. SOCIAL MEDIA Right or Wrong for Your Business? 42
  43. 43. Poll #3 Is your business using social media to reach candidates? 43
  44. 44. Poll #4 Is your business using social media to reach clients? 44
  45. 45. Using Social Media to REACH Prospects & RECRUIT Candidates 45 • Identify, Listen to and Engage Talent and Prospects  Treat social media like a lead generation tool  Making social candidates with skilled IT/Engineering professionals is critical talent database building today • Target, Target, Target + Use social media sites and their tools for narrowing audiences to improve recruiting and marketing spend + Learn which social media sites are most important to your clients, prospects and candidates and use them. + To find jobs? + To find talent? + To find services? + To gain knowledge? + To network?
  46. 46. How to Do Social Media Right 46 • Have a STRATEGY  Determine who you want to reach and where  Choose your sites/tools (LinkedIn, Twitter, Facebook) • Allocate THE RIGHT Resources  If interns or admins are in charge of social media, ROI may not be reached  Make SMEs your top voices and ambassadors on social media • MEASURE Success/Failures & ADAPT  Sales = new business leads  Recruiters = new candidate resumes
  47. 47. Social Media Campaign & Engagement Example 47 • Multi-channel campaign promotion (email, all social channels) • Pushed LinkedIn (#3), Twitter (#6) and Facebook (#9) as top referring sources to website • Overall traffic increase during campaign period
  48. 48. 48 TAP SAMPLE: Social Listening & Engagement Turns into TAP & ROI
  49. 49. 49 TAP SAMPLE: Social Listening & Engagement Turns into TAP & ROI
  50. 50. Social Media: Right or Wrong for YOUR Business? 50 • Can leaders within your organization serve as social media thought leaders? • Will your business be able to keep pace (check regularly for comments, posts, tweets, etc. and respond)? • Is your ATS (job postings) integrated with your social? • Will you be committed to posting content that is valuable to your users? Job listing and event notices for candidates? Market insights, event updates for prospects and clients?
  51. 51. PR Right or Wrong for Your Business? 51
  52. 52. Using PR to Engage Prospects & Candidates 52 • Be Practical  Share good news: Community events, acquisitions/mergers/funding/growth, new hires and charitable giving updates will win you fans and take little time • Leverage Your TechServe Alliance Resources  Newsletters, surveys, etc.  All information you can use to share with clients and candidates • Use Social Media  Tweeting and posting can be a smart PR strategy and a great way to build relationships with tech savvy reporters
  53. 53. National PR Example 53
  54. 54. Local PR Examples 54
  55. 55. Multiple Hits, One Program – Cook Systems, FastTrack’D 55
  56. 56. Social PR Examples 56 Live Tweet: Events & Twitter Chats Recognize other People & Companies
  57. 57. PR: Right or Wrong for YOUR Business? 57 • Do you participate in events in the community that could be communicated in a good news story? • Are you currently leveraging social media for community and media outreach?
  58. 58. 58
  59. 59. 59 It’s Your Turn… Questions? Comments?
  60. 60. Need Help? Contact Us Any Time! 60 Leslie Vickrey, CEO & Founder ClearEdge Marketing Tel: 312.731.3149 E-mail: lvickrey@clearedgemarketing.com Twitter: @lvickrey @clearedgemktg

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