Inbound marketing happens when an internet user searches for a keyword related to your specific industry.
When the customer seeks out you as apposed to you seeking out the customer, you can erase the confrontational nature of the sales process. You will become the master of your own destiny! Sound good? It really is amazing the way psychology plays a role in the sales process. When a client or candidate finds you as opposed to you cold calling them, the whole game becomes much more enjoyable. Here is all you need to know about Inbound Marketing for a Recruiting Firm. 16 ways to start today.
The reason that inbound marketing is perfect for the recruitment industry is easily understood. When you create a campaign based on a specific buyer persona you are trying to attract a specific client. This is exactly the same for targeting candidates. Let’s imagine that you are working for a recruitment company who specializes in graphic designers in the manufacturing industry. You would use long-tail keywords which would typically be used by candidates when searching for jobs online. You could try “interview tips for graphic designers in the manufacturing industry”. The specificity of the keywords will increase your ability to rank for your specific keywords. I think you are starting to get it.
Here is the steps for an inbound blog for a recruitment firm.
- Develop a few buyer personas – If you are only looking for candidates, you can create one for each type of position that you are trying to fill. If you are also looking for a new client, you should add a few for your ideal customer as well. (buyer persona worksheet)
- Keywords research and SEO Optimization – Again, you want to be as specific as possible with your keywords. Be sure to use search phrase based keywords (answer the public)
- Create a blog – I say create, because there is more to a blog post than just writing compelling content, it must be optimized with a CTA (connected to a great landing page), Meta data tags, images, backlinks, and internal links to name a few. Shoot for 1000 words or more.
4) Promote your content – Congrats on creating an optimized blog post! Now you have to make sure someone reads it, or better yet clicks on your CTA and converts to a lead on your landing page.
Create useful Content
Let people know about your blog, use Social Media to share your content. Promote your blog with Google analytics and SEO optimization will assist you with visits and conversions. Use long-tail key words for you blog titles and be specific. Although grammar and spelling are very important, focus on the readability and don’t spend too much time on each blog post. As Susanna Gebauer from The Social M’s says “Blog audiences know that you are not the New York Times.””They know that you don’t have 3 editors checking every post”, so don’t freak out about every blog post being 100% perfect.
Try to have a constant stream of new content available for your readers. Most importantly, if you are thinking that a blog is not for you, a blog will also increase web traffic to your company website and help develop your companies online personality. Blogging will allow you to do all this while simultaneously promoting company events, job fairs, industry news and much more.
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