Both content marketing and growth driven design for recruitment agencies are equally important.
Growth driven design methodology is the best way to maintain a consistent conversion cycle on your website. If you constantly improve your website based on your visitors feedback and actions, its stickiness will also increase. Lets talk about the benefits of content marketing and then relate them back to your website and Growth Driven Design.
Content marketing will…
Increase Google Analytics and
Create an Online Presence
Convert more Leads
Your Website & Growth
Top candidates today are savvier than ever before, they consume different content at different times in different ways. Creating semi-fictional representations of your ideal customers and candidates will allow you to focus on your most qualified leads. Buyer personas include demographics, age, work role, company size, common issues or problems. Personas should tie into every aspect of the journey map. Most companies will have 3 or more personas.
Plan: Determine the most impactful action items to implement in order to get you to your focus metric goal. Develop a list with your entire team and identify the 20 percent of items that will produce 80 percent of the impact and value for your focus metric. Make a list of “must have” or “nice to have” items, if the item is “nice to have” then it will return back to the main list. The Lead strategist will pick an action item for each cycle, then the team must rally behind the it in order to stay focused and maximize time.
Build: A collaborative sprint to implement the high impact action items as quickly as possible. Make sure to balance speed with quality. Deconstruct action items in order to avoid potential roadblocks. Require all hands on deck to build out the launchpad website. Set up experiments as outlined in the action items. Request anything you need from other teams or the client as soon as possible. Everyone will work at the same time to get quick results. Pre-schedule all time needed to review the action items. The strategist is in charge of removing roadblocks in scheduling and workload. Use time tracking tools like toggle, harvest or gathercontent to keep track of the hours have been spent on each action item.
Learn: Get a deeper understanding of who your users are so you can make smarter decisions and drive more value. Let your experiments run until you’re confident of the results, ask yourself learning questions. Was your hypothesis correct? What did this teach you about the user? Did different personas behave differently? What behavior was unexpected? Further research and brainstorm next steps in order to figure out what to do based on experiment results. Document your findings with an easily searchable wiki with tettra in order to use this knowledge for future reference.
Transfer: Help the other teams improve your efforts by informing them of your user learnings and vice versa. Create a high level overview of what has been done, where you are now and your Global progress goals. Review previous cycle action items, experimental results and user learnings. Determine what recommendations to present at the next strategy meeting, in order to improve the overall performance of the team for the next cycle. You should have a list of user related questions prepared for the meetings.
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