We know that times are tough, but that doesn’t mean you can’t achieve efficient growth and boost your sales. In fact, in the face of a challenging economy, it’s even more important to make your marketing work harder for you. To do so, you and your team need to be hyper-targeted and personalize our efforts. Here are five ways you can make your marketing work harder for you. 

Fine-tune your lead scoring 

It seems like a no-brainer, but many marketing strategies still use the “spray-and-pray” method for acquiring leads. However , a more nuanced approach is needed for success in today’s difficult climate. Traditional lead scoring can lead to highly-engaged but poor-fitting leads, leaving the sales team unhappy. To avoid this and ensure you’re targeting the right leads who fit your ideal customer profile from your target account list (TAL). 

To attract and convert the right leads, you need to prioritize fit over engagement in your lead scoring. By targeting your TAL and pushing them to become Most Qualified Leads (MQLs) faster, you can achieve better results and grow your customer base with ease. 

Pay attention to quality over quantity 

Can you or anyone on your team name the top three lead sources you use that consistently produce the highest volume of quality accounts? If you can’t answer “yes,” prioritize this task.  

It can be challenging to identify where your best least come from when you use more than one platform to identify target accounts. If you narrow your focus by managing and optimizing your advertising strategies from one platform, you can save your team some time, streamline your efforts, and see quality results faster. 

Identify low-risk channels that work for you 

Another question, which channels do your current marketing strategy rely on the most, and do those channels have a low (or free) cost? From social media to email marketing to PPC advertising, it’s important to use the right channels to reach your target audience when they are most active, and this includes SEO. Optimizing your website for search engines will increase the likelihood of appearing in front of your target audience when they search for keywords related to your recruiting services.  

Make a note of which channels require the most resources to reach, build, and maintain audiences to save on your budget. 

Reach peak performance 

Now that you have a list of your highest quality channels, look to identify if any of those overlap with your list of high-investment channels. You’ll want to maximize your advertising investments by reallocating budgets to higher-performing channels based on cross-channel performance data. 

Boost spend on select channels only 

After you’ve dug into your above lists and noted overlapping channels, you know when channels are working and investing in during this difficult time. This list can help your firm confidently execute account-based advertising to engage your targeted audiences. Putting those together will help you optimize campaign ROI and conversion rates, drive lower-term impact, and create bigger results from the top of the funnel  

To take this strategy a step further, you can also automate your MQLs. Lead generation experts use account-based platforms, like RollWorks, to implement the following “Auto-MQL” steps” with almost immediate results: 

• Identify titles from your TAL that best fit your goals 
• Create minimum activity criteria that will qualify a lead as an MQL among the previously identified target paid channels 
• Set up automated lead scoring that takes these two factors into account 

Blending Account Based Marketing (ABM) with lead generation is vital 

Account-based marketing, or ABM, is a focused growth strategy in which Marketing and Sales collaborate to create personalized buying experiences for a mutually-identified set of high-valued accounts. 

Blending ABM with demand and lead generation isn’t just a good idea, but essential for success in today’s challenging business environment. By taking a more targeted approach to your “one to many programs and combining it with a higher volume of qualified leads, you can acheive quick and impactful wins. 

— 

Even though times are tough, that doesn’t mean you and your team need to fail or even miss a step in your progress. Working with a team like Recruiters Websites allows you access to the best knowledge, tools, and team in the industry. Contact us today to learn more about what we can do for your recruiting firm.