Marketing doesn’t have to be complicated. Just remember these 3 simple rules!
Imagine this: you’ve been tasked with getting candidates to attend an event to learn more about opportunities with your company. This might be an in-person event, a webinar, or an online event — whichever it is, you have to get people there.
Since the world doesn’t work like Field of Dreams (“If you build it, they will come…”), how do you get people to show up and engage?
When you’re not a marketer by training, building a marketing plan for a task like this can feel like an overwhelming undertaking. To help you get started, here are three basic rules of marketing for non-marketers (bonus: this applies to anything you might need to market):
1. Know Your Audience
When you’re thinking about what marketing channels to use and how to develop the message, put yourself in your audience’s shoes and ask yourself the following questions:
- What’s the demographic profile of your target audience? (Age, gender, race, ethnicity, education level, etc.)
- What social media channels are they active on?
- What’s the first thing they do in the morning — check their email, read the newspaper, turn on the local news?
- What does their day look like? Are they at a desk or out and about? (This gets at mobile vs. desktop.)
- What kind of information are they craving and how does this need align with what you’re trying to market?
- Is there specific language or jargon that they use that will lend authenticity to your messaging?
There are many more like this, but you get the idea. Build on this list as it applies to your audience and what you’re trying to market. The bottom line is to meet your audience where they already are rather than trying to get them to create new habits of how they consume information.Meet your audience where they already are rather than trying to get them to create new habits.Click To Tweet
2. Only Create Good Content
Most marketers have their own variation of this rule, but it builds off of the first rule. The goal here is to ensure that whatever content or messaging you create resonates with and is valuable to your audience.
When I worked in content marketing, our litmus test was, “If you strip the piece of content of any brand mention, would the reader want to read it?”
If yes, publish — brand association with great content is powerful stuff. If no, back to the drawing board.
Last month, I had the pleasure of attending the recruitDC Fall Conference. Celinda Appleby (@celindaappleby), Head of Global Recruitment Branding at Oracle, gave a fantastic keynote (seriously, this woman is hysterical…and really smart). Her take on this is genius and concise, so I’m going to borrow it:
See? Simple! Oh, and don’t forget a call to action.
3. Track, Measure, Test, and Optimize
This can be the most intimidating, but there are a lot of resources online (and if you’re a Brazen customer, we’re here to help!) to help you navigate how to get started.
Ultimately, everyone’s working with limited resources in the form time and money. In the long term, you can’t afford to do everything. Take a deep breath and start here to figure out your:
- Track your marketing by using unique links.
Unique links tell Google Analytics and other platforms information about where the link originated using snippets of code called UTM code (don’t worry — it’s way less complicated than it sounds). By identifying a piece of content’s source, campaign, and medium, you can determine which pieces of content brought users to your website and from which channel. Google makes an easy URL builder you can use or, if you really want to get sophisticated, check out this great post by social media company Buffer, The Complete Guide to UTM Codes.
- Measure your marketing.
Determine the reach (how many people saw the marketing) and impact (how many conversions or engagements did it drive) using the information derived from your unique links Marketo put together this nifty marketing measurement cheat sheet to get you started.
- Test messaging, targeting, timing, etc. to see what works best for your audience.
You can (and should) testeverything from website design to email send time. Testing will help you figure out what works best for reaching your audience.
- Optimize your marketing.
Finally! Use the information you gathered from tracking, measuring, and testing to make informed decisions about what drives the most conversions and how best to allocate those scarce resources.
While it might feel daunting, you can get started in small and meaningful ways — just dive in! If you stick to these three rules, your marketing will yield huge returns for you and your organization.
We’d love to hear from you about your recruitment marketing strategy and most effective tactics (leave us a comment below). And of course, hit us up with any questions you might have.
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Erica Pyatt is a Senior Account Manager at Brazen, where she works with enterprise customers. When she’s not being Brazen, you’ll find her in the kitchen, at the yoga studio or being silly with her baby girl. You can find her on LinkedIn here or on Twitter as @ericapyatt.