How Is Your Marketing Mix Influencing Your Bottom Line?

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As a savvy staffing owner or manager, you know that marketing is a great way to build your

brand, generate leads, and directly affect your bottom line.

What your may be less aware of is how marketing has evolved. And that what your approach is will be crucial to your business success.

Content Marketing

Content marketing grew as communications directors, sales pros and managers realized that the novelty of getting 100 emails or meaningless pop-ups had lost its luster. What worked in the early, shiny days of the Net wasn’t enough to hold interest any more.

The theory was that with content built into your campaign, you would establish you as a staffing company owner and thought leader, have more returnees to your site and keep them there longer.

A standard definition of content marketing is “a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.” I would amend this to say that mentioning your brand if done in a subtle way is fine with most Web users.

As content marketing has grown, it has branched into two general areas: on-site and off-site.

On-site Content Marketing

On-site content marketing is now a major component of any company’s marketing plan. It’s a great way to introduce your staffing company and your values in a low-key but effective way. The videos, instructional guides, advice and musings you put on your site will identify you as a connected, intelligent brand. As you think about your content, keep these thoughts in mind:

-What interests are top-of-mind with your clients?

-What other local or regional business insights can you share?

-The value your service provides.

This is also where the tone of your posts is so important. It should be non-political and in the voice you want to project as a company.

Beyond the content, a basic tip is to make your site super-easy to optimize.  On-site search optimization includes everything from META tags to titles to the keyword density on your landing page. And of course these days you need to make your site mobile-friendly. For the technical nature of your Web site this is something you may want to contract out to experts.

Off-site Content Marketing

Off-site content marketing is, again, exactly like it seems: Off-site content that you provide to other sites and if, successful, drives traffic to your own staffing site.

This applies to content that you put on third-party sites, whether social media, friendly vendors and customers, staffing sites and thought leaders within (and without) the staffing industry.

There are a few wrinkles to off-site marketing. For example, you may not have full control of your content. Also, you may have to wrangle with limited space (word count) or availability.

But it’s worth these minor issues to drive new eyes to your site and build a backlog of authoritative links, among many other benefits.

Monitoring, On and Off

Whether your focus is on or off site (or a blend of both), there are key performance indicators that you should track for both efforts. These are some of those common KPIs:

  • Organic traffic
  • Domain authority
  • Unique visits
  • Inbound links
  • Social shares
  • “Likes”

Your marketing content plan can be a key part of your growth strategy. Give us a call to see how we can help you today.

Are you looking for strategies that can help your staffing company grow?

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