Looking for your ideal HR marketing plan and marketing tactics to get more clients in the Human Resources industry?

In this in-depth post, we’ll be walking through a simple four-step framework to develop your optimal marketing strategy plan to get new leads or sales coming into your email box every day:

  1. Use Market Segmentation To Become Super Attractive To Your Target Market
  2. Create An HR Content Marketing Funnel To Attract Business Clients
  3. The Right Marketing Mix For Your HR Business
  4. Create An Easy Marketing Process To Improve Your Marketing Over Time
HR Marketing Plan To Get More Clients In The Human Resources Industry

Before we start, be sure to join my private HR marketing newsletter for consultants and companies in the Human Resources industry.

Please subscribe and share the show with any friends who are busy growing an HR-related business (recruitment, employee engagement, diversity & inclusion, general HR, etc).



If you work as a Human Resources consultant or in an HR tech startup in recruitment, training & development, employee engagement, HR consulting, employment law, employee outplacement – my HR marketing update will help.

A Better HR Business

While you’re here, check out my podcast – A Better HR Business.

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A Four Step HR Marketing Plan To Get More Clients

Here’s the index for what we’ll be covering in this hefty post (feel free to jump ahead).

STEP 1: Market Segmentation To Become Super Attractive To Your Target Market

Trying to work out how use market segmentation to make your HR-related business stand out?

Take a look how this HR business describes itself on its website home page:

We will help you bridge the gap between vision and performance. We will enhance your existing or new business with our practical HR advice and leave you with sustainable HR programs for the future.

How does that make you feel?

Do you feel like you’ve discovered the Human Resources firm that’s exactly right for your business?

Take a few minutes, days, or even months to become laser-focused on the types and categories of clients that you want for your business.

Understand their needs, wants, questions, and concerns.

Also consider what they don’t want or need.

You can spend months on this or you can sketch out a one page outline during a lunch break – both approaches work.

In this section, we’ll look at:

  • How to segment your audience to grow your HR-related business.
  • A simple two-line formula to make your HR business stand out.
  • How to become more attractive by defining who you are not serving.
  • How to use this clarity to change your website and marketing so that it specifically addresses these needs, wants, questions, and concerns.
  • Other such methods of becoming more attractive to your target market.

Stop being all things to all people – connect with your people.

It will pay off for you.

Is Your HR-Related Business Blending Into The Background?

Have you ever been on holiday in a lovely foreign land and visited the local markets?

There were probably whole rows full of stalls selling very similar products.

You’d never been to these markets before so you probably had no emotional attachment to any of the particular shop owners.

How to make your HR-related business stand out

How did you tell them apart or decide where to buy?

I’d say that price was a big factor in your decision on which stall to buy from. 

It reminds me of perfect market competition theory . . .

How to make your HR business stand out from the rest

For all those stall owners, it’s not a great way to do business, right?

Yet why do so many businesses do it this way?

Most HR Businesses Do Not Differentiate Themselves

Bring up those holiday memories in your mind, recall the crowded market, and see all those identical stalls stretched out before you . . .

Now read some meaningless mission statements from real HR firms. 

  • Our range of comprehensive HR solutions address the specific needs of your organisation with the single-minded goal of making it easier for you to create and manage a work environment that delivers results and sustainable commercial growth. 
Business Buzzword Bingo, anyone?
  • Our highly experienced Human Resources Professionals supply advice and add significant value to companies on an as-needs basis.
  • And the one we saw earlier: We will help you bridge the gap between vision and performance. We will enhance your existing or new business with our practical HR advice and leave you with sustainable HR programs for the future.

Comprehensive HR solutions; Delivers results; Sustainable commercial growth; Add significant value; Vision and performance; Sustainable HR programs” – sounds like a round of Business Buzzword Bingo.

If your business looks and sounds exactly like every other one of your competitors, then people can only really judge you based on price or reputation.

The big firms like Heidrick & Struggles, Ernst & Young, and others have reputation all sewn up with their swanky corporate offices, global reach, and huge marketing budgets.

So it comes back to price again.

In other words, if you look and sound like all the other stalls in the market, you’ll have to lower your price and hope that the customer randomly decides to buy from your stall.


Free Business Growth Presentation

10 Tips for Human Resources Consultancies

Looking for more ideas to help you grow your recruitment or HR-related business?

Here’s something that might help . . .

Check out my free presentation (no signup required) on 10 clever ways that successful consultancies are bringing in more business.

You can see the video and download the slides here.


How To Make Your HR-Related Business Stand Out

The first step in my four step process to get new clients could be called Step 1: ‘Become Super Attractive To Your Target Market.’

I recommend taking a few minutes, days, or even months to become laser-focused on the types and categories of clients that you want for your business.

Understand their needs, wants, questions, and concerns. Also consider what they don’t want or need (see the Real Life Story below).

You can spend months on this or you can sketch out a one page outline during a lunch break – both approaches work.

Stop being all things to all people – connect with your people. It will pay off for you.

Now, you may be thinking that it’s really hard to work out your exact target audience or to work out what to say to them so let me show you a few little tricks you can use.

Segment Your Target Audience – Basic

Whenever I want a business to become super attractive to its target market, I always start by working out who it should be aimed at.

The easiest way is to come up with some ‘buyer categories’.

It might sound difficult but it is just a list of your main customer categories and some background information to guide you.

It’s important to break it up because all categories are different as they all have different needs and pressures and frustrations.

For example, for my HRwisdom business, I divided it into the following categories:

  • HR Professional
  • External Consultant To Companies
  • Business Owner
  • Student
  • Other

Super simple.

I did this because they were all looking for different things and, to be honest, I just put the Student category in there so they wouldn’t mess up my database.

HR professionals are usually in mid to large-sized companies with decent budgets and support behind them.

Business owners like you and I have a lot more to contend with so they are looking for different things – they’ll also want things that are quick, low cost or free so they can solve an immediate problem. They may well spend money on larger services later but they’ve got a lot of things on their plate so it may take time.

HR professionals will know what they are looking for and will be prepared to spend more because they are buying for a large corporation. They will, however, often be quite slow moving as they don’t control the budget – they have to get approval from the powers that be. They also need a lot of proof to back up their choice – their reputation is on the line.

Do you see how that works?

Instantly, I knew, at a very basic level, who was coming to my website and what drove their behaviour.

I could also tag visitors, track their sign-up process, purchases, and so on using Google Analytics and my CRM.

Visitors then had pages, information and special offers dedicated to them so they I look super attractive to them when the time comes to make a purchase

See: 7 Advanced Audience Features in Google Analytics

Why not take a moment and think about how would you divide up your customer/client categories?

  • Where are they based located?
  • What are the typical characteristics of their business?
  • What are their immediate problems and longer term challenges?
  • What have you got to offer in terms of those specific challenges (no generic mission statements or jargon please)?

Welcome to ‘A Better HR Business‘ – the podcast which looks at how consultants and tech firms in the broad Human Resources field grow their businesses; and how they help employers get their best out of their people.

Please subscribe and share the show with any friends who are busy growing an HR-related business (recruitment, employee engagement, diversity & inclusion, general HR, etc).



Segment Your Target Audience – Advanced

Let’s start with the Marketing 101 approach and look at a basic method for segmenting your audience which can be very effective.

Simply think about the different roles and businesses that you want as customers and clients and approach them differently.

The advanced approach isn’t too complicated – it just adds more data to the process.

For example, this might involve putting all your customer/client details into a spreadsheet along with all the revenue each one has generated.  Once they’re in the spreadsheet, you can slice and dice the data in various ways (you can even use a pivot table if you’re feeling brave).

You might look at:

  • Average/total customer revenue by industry.
  • Average/total customer revenue by business headcount.
  • Average/total customer revenue by location.
  • Average/total customer revenue by role in company of key contact.
  • Average/total customer revenue by role in company of project type.
  • Average/total customer revenue by role in company of use case/reason for using your services.
  • And so on.

This will help you to decide who and what to focus on when it comes to targeting the right types of businesses and people within those companies.

I will go into this in more detail in a separate post so make sure you’re on my mailing list to get more on this topic.


While you’re here, be sure to join my private HR marketing newsletter for consultants and tech companies in the Human Resources industry.



If you work as a Human Resources consultant or in an HR tech startup in recruitment, training & development, employee engagement, HR consulting, employment law, employee outplacement – my HR marketing update will help.


What To Do When You’ve Identified Your Target Market

Once you’ve given some thought to the different segments in your target market, there are plenty of ways in which you can play to your strengths and talk directly to these people.

For example:

  • Change your website home page so that the wording, layout, design, imagery, menus and content are focussed on your target market. Below, I’ll share a two-line formula that makes this easy.
  • Add self-selection to your website and menus (“Which of the following options best describes you…?“) to guide people to a tailored page or section of your website. (New post on this topic coming very soon).
  • Create use cases  or case studies that address different segments of your target audience.
  • Create sections or pages within your website designed just for each target segment.
  • Create blog content aimed at each specific target segment.
  • Create webinars and videos that address specific issues for sub-sections of your audience.
  • Share social media updates that speak to different segments on different occasions.
  • Segment your email/CRM database according to the different target audiences.
  • Get more website conversion ideas from industry experts here.
  • And much more.

A Two-Line Formula To Differentiate Your HR Business

If you know your customer categories but don’t know how to express your value to those groups, here’s a handy two-line formula I discovered from business expert Geoffrey James that you can use to work out what’s so good about your human resources business.

For an HR-related business:

Our clients hire us to provide [benefit(s) to the client.]. They hire us, rather than somebody else, because [something unique that the competition doesn’t have but the customer values.]

Or, for an HR-related product:

Our customers buy from us to provide [benefit(s) to the client.]. They buy from us, rather than somebody else, because [something unique that the competition doesn’t have but the customer values.]

To go back to that example of a Human Resources consulting firm at the start of the main article, it might change from this . . .

We will help you bridge the gap between vision and performance. We will enhance your existing or new business with our practical HR advice and leave you with sustainable HR programs for the future.”

. . . to this (after segmenting the clients into their most common categories):

Our clients in the design & engineering industry hire us to generate faster and more effective staff performance improvement. They hire us, rather than somebody else, because our unique and easy-to-use performance management system is fully operational within days, not months.

Can you see the difference?

The original messages force the customer to figure out what it all means to the customer.

The second version isn’t perfect but it does approach it from the customer’s viewpoint.

Doing this little exercise means you will talk the language of your new customers and clients rather than coming up with generic slogans that don’t mean anything to anyone.

You can then use these targeted phrases on your website, in your ads, in person at networking events, and in all sorts of ways.

A Special Twist For Your Two-Line Marketing Proposition

Unsure what to put for the ‘something unique that the competition doesn’t have but the customer values’ component in the two-line formula above?

You could identify something your previous customers and clients told you was special regarding your:

  • Service arrangements or standards (but avoid slipping into clichés)
  • Pricing or billing arrangements
  • Specialty or area of expertise
  • Personalities and relationships
  • Product packages or service packages.

If you can’t think of something without it descending into meaningless generalisations (such as: “We offer the best service due to our extensive experience”), then coming up with a new product packages or service package could be the way to go.

An example . . .

I once gave a talk at a conference to about 200 people on the topic of employee engagement. The previous week I had won a new client by explaining that the consulting work I could do was like an ‘employee engagement kick-start program’ – it wasn’t a formal package or program and I was only planning to do my usual consulting work but, in the potential client’s office, it was the easiest way to explain what I was offering.

In my conference presentation, I mentioned what smart employers were doing here and in other countries. I mentioned, only in passing, that my ‘employee engagement kick start program’ was based on these principles.

In the weeks after my conference presentation I received a number of emails from audience members. None of the emails mentioned the theories or best practices I’d described, all of them asked for more information on my ‘employee engagement kick start program’ which, until that moment, had never existed before.

Packaging your services works.

It makes broad, generic consulting or ‘professional services’ more tangible. They can help you get your foot in the door with an organisation so you can offer higher-value services down the track.

They’re easier to understand and, therefore, easier to sell.

A Real Life Story

Let’s finish with a story that help address the question of how to make your HR-related business stand out from the rest.

Years ago when CurrencyFair was still only a handful of people, I was madly working all hours of the day setting-up both the HR function and the inbound marketing function.

In theory, this was a combination of 50% HR and 50% marketing but, in the reality of tech startup-land, it was more like 75% and 75%.

After a large fundraising round, our PR people got us wide-ranging press coverage saying that we were cashed-up and ready to hire more staff.

Cue the cold calls from local recruiters.

Now, unlike a lot of people, I have no problem with sales calls. After all, here I am writing a marketing blog. Sales calls win business which means more jobs, more employment, better society . . . and well . . . et cetera.

However, every recruiter that phoned me always pitched the same angle: lower rates. None of them had done any segmentation or research or even used a sales questioning process that allowed for exploration of my needs.

CurrencyFair had recently raised a lot of money (millions) so lower recruitment fees weren’t necessarily my most pressing issue.

My problem was time. I was working two jobs in one (HR and Marketing).

If one of the recruiters had differentiated themselves by presenting a time-saving service rather than a money-saving service, they probably would’ve got the gig.

Instead, some other firm got the job for some minor reason (all pitches sounded the same so it probably did come down to price).

The lesson? Segmenting and understanding your audience can win business and actually let you charge more.

Marketing Strategy Plan

STEP 2: Create A B2B Content Marketing Funnel To Attract Business Clients

The harsh reality is this: most people are tyre-kickers before they buy anything.

It is often reported that up to 95% of visitors to your website are there to research and are not ready to talk yet.

Of these people, up to 70% will eventually buy a product or service but it could be from you or it could be from your competitor.

If you don’t have information to give them right now, they’ll be long gone and they’ll spend their money elsewhere.

B2B Content Marketing Funnel

You have taken the time to understand your target audience so you know what they are thinking about and you understand their major concerns.

Content Marketing For HR Companies – What Content To Produce

People do most of their research online before deciding, so you should provide answers to their questions along the stages (cold, warm, hot) of the buying journey.

Answer their questions with your blog first and then branch out to other methods such as one-page checklists, free ebooks and guides, videos, email series, infographics, or whatever works best for your audience.

Remember, you don’t actually don’t have to produce the information resources yourself.

Spend an hour Googling different topics and see what you can find. Worst case scenario, you could link to a resource from another company if they’re not in your geographic area or a direct competitor.

Content Marketing For HR Companies

You know that most people are not going to buy from you the first time they hear about you.

Therefore, when they visit your website, you should try to get their email address in exchange for some of the useful information you found/developed in the previous step. That way, you can keep in touch with the prospect and continue to educate and inform them so that when they’re ready to start, they’ll contact you.

Further below, we’ll look at:

  • What information to give visitors and how to give it to them.
  • How to avoid the mistakes most HR businesses make with their blog.
  • How to use email properly. It has an extraordinary return on investment but most businesses ignore this powerful tool or get it wrong.
  • How to use retargeting properly. Retargeting (ads that follow people around the internet hopefully in a non-stalking kind of way) continues to evolve. The technology is really quite amazing and can be really effective when done properly.

Most business owners get scared of this step thinking it’s too hard, too complicated – but it can be surprisingly easy to do.

If you get it right, you can have things set up so that you can wake up every morning, look at your phone and see a whole list of new sales leads or sales order sitting there in your email inbox.

It’s a good feeling.


While you’re here, be sure to join my private HR marketing newsletter for consultants and tech companies in the Human Resources industry.



If you work as a Human Resources consultant or in an HR tech startup in recruitment, training & development, employee engagement, HR consulting, employment law, employee outplacement – my HR marketing update will help.


HR & B2B Content Marketing Funnel Guide

Take a look t this classic McGraw Hill advertisement from the 1950s:

“I don’t know who you are. I don’t know your company. I don’t know your company’s product. I don’t know what your company stands for. I don’t know your company’s customers. I don’t know your company’s record. I don’t know your company’s reputation. Now… what was it you wanted to sell me?”

In some industries, it often takes many follow-ups to make a sale.

Email and retargeting can do this for you automatically.

These days, before anyone buys anything, they go online and look around for information on their problem or on what they want to buy.

This means that up to 95% of visitors to your website are there to research and are not ready to talk yet.

Of these people, up to 70% will eventually buy a product or service but it could be from you or it could be from your competitor. If you don’t have information to give them right now, they’ll be long gone and they’ll spend their money elsewhere.

That’s why I’m such a big fan of follow-up, particularly email follow-up.

Email In Your Marketing Funnel

Used properly, email lets your prospective customer or client get to know you. It also allows to keep in touch and top of mind for what can be over seven contact points required before the sale is made.

Email has an extraordinary return on investment. It doesn’t cost much to run and it can bring in some serious business.

However, most businesses ignore this powerful tool or they get it wrong. 

Most business owners get scared of this step thinking it’s too hard, too complicated – but it can be surprisingly easy to do. More importantly, it can be a gold mine for new sales and business leads, particularly when you decide to combine it with advertising on places like Facebook and Google or even your local newspaper.

You might be wondering: ‘How should I use email?’

Start by offering them something of value (in the form of useful information) in exchange for their email address.

Having gone through Steps 1 and 2, it won’t be hard to come up with ways to entice people to give you their email address. You can then send them helpful information, sales coupons, free trials or whatever works until they become a customer or client.

Two Types Of Email (Plus One Other)

There are two main types of email: proactive and reactive.

There is a third type, cold email outreach, which we’ll look at further on in this article. However, Woodpecker (30 days for free) is the tool most commonly used for cold email outreach.

For an explanation of cold email outreach, see this article: How To Use Cold B2B Email To Generate More Sales For Your HR Tech Company.

Proactive messages are the ones you probably know about and may do already: monthly newsletters, coupon mail-outs, special offers, that sort of thing.

Reactive emails are underused but extremely powerful.

Here are just a few types of emails you can send:

  •       Welcome messages
  •       Set-up messages
  •       Coaching messages
  •       Technical advice messages
  •       Inspirational messages
  •       ‘How To’ messages curated content messages
  •       And many more such types of emails.

The thing to love about reactive emails is that they are pre-written and tailored to your audience.

Basically, a reactive email is an email that is automatically sent to a person upon a trigger event.

The most common trigger event is when someone first fills in an online form to join your mailing list. They might instantly receive a welcome message containing a link to the free resource you promised them.

Another trigger event (and, quite frankly, the coolest) is a timed, pre-scheduled trigger such as: ‘Send Email 3 Days After They Join Mailing List.’ That could be followed-up with weekly or maybe monthly pre-written messages.

You could also add key date triggers such as the anniversary date of the person joining your mailing list or (if you asked), their birthday.

This means that you can pre-write a whole year’s worth of high quality advice for prospective customers and clients that gets sent at pre-planned intervals.

For example, when Australia had its big skills shortage a few years back, employers everywhere were struggling to find good staff. They were hungry for helpful tips and advice on how to find and attract great people to their business.

To cater for this demand, I wrote a few short notes with handy tips and then copied and pasted them into new reactive emails to go out every few days.

To bring people into the mailing list, I came up with a lead magnet (as discussed in Step 2) and shared the link to that web page with potential clients in person, by email, and by social media.

It worked like a charm.

New sales prospects came into the mailing system every day and then the reactive emails slowly them warmed-up until they were ready to become paying clients.

You could definitely do the same.

There are plenty of email service providers out there to choose from and they are generally easy to use.

Check out:

For larger, full-service software options, take a look at:

Whichever system you choose, have a play with it and then, over time, experiment with different aspects such:

  • How often you mail out
  • Plain text emails or fancy image-based versions
  • Which day of the week you typically mail
  • Adding attachments or just links
  • Salesy messages or just information
  • Tone of voice (formal or perhaps chatty?)
  • Length of the message
  • Other such aspects.

Finally, to get the actual form that people fill in to request information or join your mailing list, you need to build it in your email service provider (they all have easy templates to use).

However, there are some excellent new services that take this up a level and increase the odds that the person will indeed fill in the form.

Take a look at services that provide ‘landing pages’ such as:

Instapage  

LeadPages

They are perfect to run with any online advertising you might do on Google Adwords and Facebook and they work well with most of the email service providers that then do the job of sending messages to your new prospects.


While you’re here, be sure to join my private HR marketing newsletter for consultants and tech companies in the Human Resources industry.

 For more, visit SEMrush to see how you get rank higher on Google.

Marketing Mix Option - Capterra

Check out my in-depth article on How To Get More HR Tech Sales Leads From Capterra [See 15 Examples].

Here’s what the article covers:

  • What Is Capterra And How Does It Help HR Tech Companies?
  • How Much Does Capterra Cost?
  • How To Get Better ROI From Capterra?
  • Examples Of Landing Pages From Employee Engagement Companies Advertising On Capterra.
  • Checklist: How To Get More Employee Engagement Software Sales From Capterra

Read How To Get More HR Tech Software Sales From Capterra now.

Marketing Mix Option - Webinars

Check out my Q&A on B2B webinars for lead generation with webinars expert, Kris Sharma.

In the Q&A, we examine:

  • What topic will you choose that will prove attractive enough to your ideal sales prospects?
  • Who will host the event?
  • Who will present during the event?
  • What technology will you use?
  • How will you bring in attendees to the event?
  • What will you do to keep them entertained and informed?
  • How will you produce leads and sales from the webinar?
  • Will you host the event live or pre-record it?
  • Will you re-use any of the content?
  • And more.

Check out the B2B webinars information Q&A.

Marketing Mix Option - Your Company Blog

Check out my article, How To Write A Blog That Attracts More B2B Customers [15 Steps].

I'll also be adding more on this topic very soon.

Marketing Mix Option - B2B Email Outreach

Check out my interview with B2B email outreach expert, Vlad Goloshchuk.

In the article, we discuss:

  • Is cold B2B email marketing worth doing? How does it compare to other marketing channels?
  • What if your HR business or product doesn’t serve one narrow, neatly-defined target audience? How can cold B2B email outreach be applied?
  • What should an HR tech company say in their email messages?
  • How to optimise the performance of a cold email outreach campaign?
  • Which tool to use? He uses this email outreach software.
  • Where to start when setting up a cold B2B email marketing campaign?

Check out the B2B marketing email outreach article.

Marketing Mix Option - Others

Make sure you're on my mailing list as I will be adding more to this post soon.

We'll look at how to grow your business with marketing channels such as:

  • Appearing on external blogs
  • Publicity
  • Unconventional PR
  • Social Display Ads (such as Facebook or Quora ads)
  • Offline Ads (such as newspapers)
  • Search Engine Optimization (SEO - getting found in Google's organic search results)
  • Content Marketing
  • Engineering as Marketing
  • Viral Marketing
  • Business Development (partnering with other companies and organisations)
  • Sales
  • Affiliate Programs
  • Existing Platforms (unpaid activity on sites such as LinkedIn, Facebook, and Twitter)
  • Trade Shows
  • Offline Events
  • Speaking Engagements
  • Community Building

We'll also look at:

  • How to set a budget for paid marketing.
  • How to set up each method.
  • How to choose which methods to try first.
  • How to track which methods brought your customers and clients to your door.

Step 4: Bring Your Target Market To You - Summary

Ok, we’ve covered a lot of ground in this section, particularly Facebook and LinkedIn but the overarching thing to remember about it all are these key phrases:

  • What’s in it for me?
  • Who cares?

Regardless of whether you are doing free or paid promotion of your business, you always need to approach it from your prospective client or customer’s viewpoint. They are busy people with many different options to consider so your ads or information content have to clearly address a problem that bothers them and must lead them towards a solution. We’ve discussed ways of doing this. Remember the buyer categories and positioning statements? Be sure to spend at least one lunch hour working on them otherwise you’ll end up wasting a lot of time and money on irrelevant ads and informational content.

Regardless of which methods you prefer, the trick is to pick only one or two in paid and unpaid and just get started.

You can refine the system and add other methods soon enough.

My recommendation to you if you want to speed things up and you trust that you offer a good product or service is: choose either Facebook or Google Adwords and set up a small trial campaign and see how it goes.

When you do it - do two of everything. Namely: two ads, two headlines, two landing pages (where they go after clicking your ad).

After a while, you’re likely to find that one ad brings in more qualified sales leads, one headline performs better than the other, one landing page gets more sales or bookings than the other one.

Then, keep the winner, scrap the loser and start the test again with a new ad to go up against the winning ad, new headline against the winning headline, etc.

Sounds like a lot of work? It’s really not.

When it comes to Google Adwords or Facebook Ads, it’s just a few extra clicks on the mouse and a few taps on the keyboard. And if you’re too busy, there are a bunch of different ways of getting it done so it doesn’t take up your time, including outsourcing it at low cost.

You can keep track of things with a nice, simple spreadsheet containing:

  • Your daily spend on Google Adwords
  • Google Adwords Conversions (phone calls, sales, service requests, Contact Us forms completed, email address submitted, etc.)
  • Your daily spend on Facebook
  • Facebook Conversions (phone calls, sales, service requests, Contact Us forms completed, email address submitted, etc.)
  • Total Spend
  • Total Conversions

If you want to get more advanced, you could add a few more columns to a simple spreadsheet:

  • Google Adwords Cost Per Acquisition (the amount you’ve spent divided by the number of leads or customer acquired - you choose)
  • Facebook Cost Per Acquisition (the amount you’ve spent divided by the number of leads or customer acquired - you choose)
  • Total Cost Per Acquisition

After a while, you’ll see which channel is producing the best results for your business. You can then continue to refine your online marketing campaigns to get even better results.

STEP 4 - Create An Easy Marketing Process To Improve Your Marketing

This marketing process step is great as it gives you an excuse to just get started and not get stuck waiting for everything to be perfect.

Get small things done quickly and then take small, light touch steps to improve them bit by bit as you develop your own marketing strategy plan.

It takes the weight off your shoulders and it adds significant value to your business.

In this marketing process section, we'll look at:

  • How to improve your website conversion and marketing by measuring and improving in small steps.
  • Free Google tools to improve your marketing such as Google Analytics, Google Data Studio, and the Google Search Console.
  • Productivity tips and tools.
  • Marketing tools that make life easier.
  • What you can outsource and how to do it.

If you feel up to it, I’ll show you a couple of nifty things you can do with various marketing tech tools that will get you thinking (don’t worry, I’m a real technophobe so the things I’ll show you are very easy and maybe even a little fun).

Marketing Process Overview - Move Quickly & Improve As You Go

This final step is great as it gives you an excuse to get started and not worry about making sure that everything is completely perfect. But first, a story . . .

A Quick Story

I discovered this fable on my favourite website (Quora) recently:

“An old teacher of mine told me a story that stuck with me the rest of my life:

A pottery teacher split her class into two halves.

To the first half she said, "You will spend the semester studying pottery, planning, designing, and creating your perfect pot.  At the end of the semester, there will be a competition to see whose pot is the best".

To the other half she said, "You will spend your semester making lots of pots.  Your grade will be based on the number of completed pots you finish. At the end of the semester, you'll also have the opportunity to enter your best pot into a competition."

The first half of the class threw themselves into their research, planning, and design.  Then they set about creating their one, perfect pot for the competition.

The second half of the class immediately grabbed fistfuls of clay and started churning out pots.  They made big ones, small ones, simple ones, and intricate ones. Their muscles ached for weeks as they gained the strength needed to throw so many pots.

At the end of class, both halves were invited to enter their most perfect pot into the competition.  Once the votes were counted, all of the best pots came from the students that were tasked with quantity.  The practice they gained made them significantly better potters than the planners on a quest for a single, perfect pot.”

In life, the best way to learn a skill, is to make a lot of pots.

What’s this step about?

In a nutshell, this step is not for sitting around over-thinking things.

This step is all about getting small things done quickly and then taking small, light touch steps to improve them bit by bit.

It takes the weight off your shoulders and can help your business start to scale up faster.

Find Out What Your Website Visitors Are Doing

You might have a nice website but have you wondered how much good it’s doing you?

Check out: How To Convert Website Visitors Into HR Clients – Quick Tips From Experts

If you feel up to it, there are some handy things you or someone can do for you with Google Analytics that will help you get more business.

Don’t worry, I'm no computer programmer so if you’re shuddering at the mere mention of the words Google Analytics, I was the same but there are things that are very easy and even a little bit fun while you do some detective work.

By getting someone to install the free Google Analytics' tracking code or doing it yourself, you're in a great position to start answering some really important questions where the answers could bring in more business.

With Google Analytics data, you’ll be able to answer questions such as:

  • How many visitors am I getting to my website?
  • Which pages are they most interested in?
  • What actions are they taking? Are they clicking on the Contact Us page but not following through? Are they requesting some of our free information?
  • Where are our website visitors coming from? LinkedIn, Facebook, somewhere else? If you set up a simple thing called Goal Conversion, you'll be able to track which sources brings website visitors that turn into sales or prospective customers and clients.
  • Which blog topics get more interest from online visitors? If certain topics are more popular, is there a product or service we could create to address this obvious need in the market?
  • Are your pages targeted enough towards your different buyer personas or customer categories that we discussed in the first step? Product or service pages with an unusually high ‘bounce rate’ could indicate that you haven’t focused that particular page accurately enough (a bounce is when they come to a page and click straight back out).

This may sound a little scary or over the top but the good thing is that there are template reports that Google lets you connect to your website to answer these important questions easily. I won’t lie to you: if you’re not good at tech stuff, you’ll probably want someone else to connect these for you. It’s just a few clicks of a button but I don’t want you to miss out on the benefits of these free reports just because of a little overwhelm.

You can browse the free Google Analytics report dashboards in their free gallery.

A few other handy technical tools can help you make constant small improvements.


While you're here, be sure to join my private HR marketing newsletter for consultants and tech companies in the Human Resources industry.



If you work as a Human Resources consultant or in an HR tech startup in recruitment, training & development, employee engagement, HR consulting, employment law, employee outplacement - my HR marketing update will help.


Helpful Tools & Services

In the spirit of ‘Move Quickly & Improve As You Go,’ here are some of the tools and services that can make life a lot easier for you. Many of these tools and services will enable to largely set your marketing to autopilot.

  • Is your website fast enough? Website speed is a big factor in getting found on Google. You can test your website with the Google developer tool.
  • Supermetrics is a fantastic online data tool I use to automatically pull in all the data I need to keep track of progress.I initially used it to automatically report on my Google Analytics results but quickly added Adwords and others.
  • Put your email outreach on autopilot with this email outreach software (their blog has good information on copywiting, GDPR, average reply rates, how to manage the sales outreach process, and more).
  • Usertesting.com is a paid service that allows you to capture videos of real people talking out loud as they use your website. You can ask these people questions or set them tasks to complete. Last time I checked, you could get five minutes of free UserTesting review time.
  •  A nice easy way to see what people are clicking on your site and which sections are more popular than others without having to delve into actual data is by using a paid ‘heat map’ service like CrazyEgg or Clicktale. You’ll be able to visualise who is doing what (in aggregate, not individual visitors) and be able to make changes as a result. Google Analytics does have a free heat map option but I find it’s not as good as CrazyEgg for the sheer simplicity and ease of use.
  • Fiverr, Elance, Upwork, and VA (virtual assistant) companies are all ways to get work done quickly at low cost without you having to get too involved. One resource I highly recommend is this: your local university. As an ex-HR person, let me tell you that university interns offer an excellent way to get much of this marketing system implemented. Don't wait for summer vacation time, if the academic year has commenced then contact them now. Offer an unpaid opportunity for specific projects that will look good on their CV (not photocopying and making coffee all day). I don't know where you are I the world so I can't comment on the employment law on your area but, as a general guide, you are allowed to have students do unpaid work if it helps their studies and if they are part of a university program (if in doubt, just ask the university). I have had some amazing work done by students who have had the opportunity to gain excellent jobs after university because of the work experience they had on the CV (same for me when I was a student).
  • PPC and Facebook companies. If you want to get busy growing your company with Google Adwords and Facebook Ads but you’re feeling overwhelmed, don’t worry, there are many outsourcing options just a quick Google search away. I highly recommend Carl Buckley - we’ve worked together on various projects and his support really is first-rate.
  • There are a lot of methods for taking notes or keeping work organised. The big ones are things like Evernote, Trello, Dropbox, Slack, Pocket, Google Drive and more. They're all excellent and I use some of them in different ways. One web app that I love is Workflowy. When working on different projects and tasks, not everything is nice and linear or falls nice and neatly into a box. So when I am working on one of the 5 steps, I need to be able to go deep into one topic but be able to come back out quickly and easily move into another area. Using Workflowy, I keep all my notes in a structured way and the easy sub-lists allow me to brainstorm or delve into areas within topics. I often make updates or notes or add in new articles I’ve read whilst on my commute in the morning and I’ll do that on my phone. Five minutes later when I fire up my laptop, there are all my Workflowy notes - completely updated with the additions I made just a few minutes before and they can be shared with other people easily.
  • There are plenty of companies that provide email and marketing automation software such as Hubspot, Marketer, Spokal, Mailchimp, Mailerlite (I use Mailerlite for this site), and others.
  • Need website development support? There are many providers that provide good quality support to free up your time. 
  • If you want blank document templates to use for your free guides and documents for potential customers and clients, I’ve used Powered Templates, Creative Market, and Google Docs templates.

Start Experimenting

There’s a strong, consistent habit that all the high-growth tech companies around the world have - they are constantly experimenting to find small improvements.

Now, I know we are not large tech companies with endless resources and staff to call upon to develop a marketing strategy plan.

However, you can easily get into the habit of running small experiments to improve your business marketing and bring in more sales and leads.

You might choose to:

  • Test two versions of wording on your home page. One can be more ‘salesy’ and the other more low-key, casual. You can use Google's free testing tool (Google Optimize) to do this or perhaps paid tools (like VWO - Visual Web Optimizer), or you could simply put version A wording on your site for a month and then version B for the following month and see which performs better. I won’t go into concepts of ‘statistical validity’ but do consider whether there have been enough visitors to the page you’re testing. You may want to send traffic from Google Adwords or some other method to help speed up the test results.
  • Try different ways of getting people to join your email list. You might test the power of offering a comprehensive free guide versus a one-page checklist. You might be surprised to find that a simple list that took you a lunch hour to create brings in more subscribers than a big fancy guide that seemed to take forever to write (that’s the voice of experience talking there).
  • Test different ways of moving people through your website. You might change your ‘calls to actions’ on your various pages to all point to your Contact Us page or you might point them all to your Features page or somewhere else and then see which brings in more of the outcomes you want for that test period.
  • You should look to test paid advertising. Start with Google Adwords or Facebook and run two ads at the same time and compare their performance. You could send the traffic to specific product or service pages or you could send traffic to an email subscription offer like we looked at in steps two and three. Start small, test it out and see what happens.
Marketing Strategy Plan For Human Resources Companies

Summary

There are plenty of other ways to get this sort of thing done for you at low cost.

By the way, this step of improving as you go doesn't have to be all about the tech stuff. I just include this step so you can give yourself permission to get stuff done quickly that's not perfect but is bringing you a lot faster to your goal than sitting around thinking about it ever did.

For example, this step might be to quickly get more information up on your website for your prospects. You can then share this on Facebook, LinkedIn, Twitter, and other such places.

Overview of the Four Marketing Strategy Plan Steps

After realising that randomly bumping into people on the street is not the best way to regularly bring in more high-quality leads for a business in the Human Resources field, my mind turned to developing a simple framework to use.

Here is the four step marketing strategy plan and flow that I use to get new sales leads or purchases coming into my email box every day:

  1. Use Market Segmentation To Become Super Attractive To Your Target Market
  2. Create A B2B Content Marketing Funnel To Attract Business Clients
  3. The Right Marketing Mix For Your HR Business
  4. Create An Easy Marketing Process To Improve Your Marketing Over Time

Step 1 involves taking a few minutes to become laser focused on the types and categories of clients that you want for your business.

Step 2 - The harsh reality is this: most people are tyre-kickers before they buy anything. This means that up to 95% of visitors to your website are there to research and are not ready to talk yet. Of these people, up to 70% will eventually buy a product or service but it could be from you or it could be from your competitor. If you don’t have information to give them right now, they’ll be long gone and they’ll spend their money elsewhere.

Most business owners get scared of this step thinking it’s too hard, too complicated - but it can be surprisingly easy to do. More importantly, it can be a gold mine for new sales and business leads, particularly when you decide to combine it with advertising on places like Facebook and Google or even your local newspaper.

This is where the word ‘autopilot’ comes into its own. You can have things set up so that you can wake up every morning, look at your phone and see a whole list of new sales leads or sales receipts sitting there in your email inbox. It’s such a good feeling. And again, it can be really easy to do. The big one here for me is email - it has an extraordinary return on investment but most businesses ignore this powerful tool or they do it completely wrong. Another new and powerful tool in this area is retargeting (ads that follow people around the internet hopefully in a non-stalking kind of way). The technology is really quite amazing and can be really effective when done properly.

Step 3 - This is where you’ve everything in place and now you’re just scaling it up to bring in predictable revenue. You can use both free and paid methods but all of them will bring more sales and potential new clients and customers streaming to your business. These sort of methods are how all the big tech companies are growing so quickly but there’s absolutely no reason why you can’t do it too. There are things like: Google Adwords and Display Ads, Affiliate programs, Website Sponsorship, Print and Radio, Social media (Google+, Twitter, Facebook, and LinkedIn), Blog, Email, Press coverage, Refer a Friend scheme, TV, and more. With any of them, you should always try to find a way to track which method brought your customers and clients to your door. However, the key is to pick only one or two in paid and unpaid and just get started. You can refine the system and add other methods soon enough.

Step 4 - This step is great as it gives you an excuse to just get started and not get stuck waiting for everything to be perfect. Get small things done quickly and then take small, light touch steps to improve them bit by bit. It takes the weight off your shoulders and it adds significant value to your business. If you feel up to it, I’ll show you a couple of nifty things you can do with Google Analytics that will get you thinking (don’t worry, I’m a real technophobe so the things I’ll show you are very easy and even a little bit fun).

Next Steps

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My intention is to make it easy for you to better target your ideal customers and clients and bring them in faster.

As always, just hit Reply to my emails and let me know your thoughts.

All the best,

how to market your hr firm