Yep that is what we said, is marketing really the complicated? Or do those in marketing spread a smoke and mirrors pitch to essential make a logical and simple concept sexy and just a bit unobtainable. Having read through the bullshit we have concluded that marketing means the following:-
- Pick out who your target is, in a clear defined and specific way.
- Research that markets actual needs, instead of your guestimate of their needs.
- Plan what resources are needed to execute a communications strategy, which will let that audience know you have what they need.
- The deliver your products and services in an engaging and rapport building manner.
Simple… OK so why does marketing fail then?
Well in the recruitment space, for which I have been associated since 1993 and training 10,000 plus recruiters before moving to what I do now 10. I can offer the following:-
Step one: Pick out who your target is, in a clear defined and specific way.
OK if I had a pound for every time I saw a recruiter hired into a firm and given a niche market to follow and a target for fees to bring in from that desk based upon a desire to earn that money rather than the market being able to support that income I would have quite a few hundred thousand banked by now. For example at one time there were so many legal recruiters the 16,000 practising solicitors would have had to be changing jobs daily to support the amount of legal recruitment desks.
You need to be clear and specific about your niche, then move on to step 2.
Step two: Research that markets actual needs, instead of your guestimate of their needs.
We all make mistakes, I have made plenty. Like I launched a CV spidering service just in time for the market to turn and recruiters needed jobs more than candidates. Lord Sugar is all about the focus groups and what they feedback to you. No good heading into search if you client wants interims, might sound simple but again I have seen perm desk set up for niches where market demand was 99% contract. Hard to make your desk cover it costs in a 1% market, with 3000 recruiters to compete with.
Step three: Plan what resources are needed to execute a communications strategy ,which will let that audience know you have what they need.
Make a plan for breaking new markets or expanding your market. Then give that budget a plan and test the sources/services. For example we see many times now that you could spend the same on a job board advert as you could in say a Google Adwords promotion for a job. Both methods have their pro’s and con’s but you need to really know what they are by testing the market. Testing costs money, keep that in mind. Good testing makes you a very healthy return, no testing will lose you money every time.
Step four: The deliver your products and services in an engaging and rapport building manner.
The best marketing is the one your clients and candidates do for you, if your service is excellent then the word will spread, with social media if your service is crap it will spread even faster.
Please note I am Dyslexic and in my form I am blind to grammar, and sometimes I get my fors and fours etc backwards. I am not stupid in fact my IQ and EQ are both quite high. Please keep that in mind when you read my blogs. Thanks. You too Google.
Co-founder RecruitWise Technology.