Category: Email marketing

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Why content marketing makes your sales process more effective

By Rachel Allen   March 9, 2020  

As SEO continues to evolve, it’s clear that content marketing is absolutely critical for any recruitment agency that wants to perform well on Google (which is basically everyone).  Content for your website is something that we talk about a lot at Reverse Delta and we’ve built the FXRecruiter platform to make sure that the “technical side” of SEO is all built in to the system (so that your keywords are optimised to drive your audience to your website). Content marketing is also a brilliant way to engage your ideal client so that they get to know, like and trust your recruitment agency. So, what is content marketing and why should it be a major part of your 2020 marketing strategy?

Reverse Delta has recently appointed Rachel Allen as a content and social media specialist. Rachel now writes the Reverse Delta blog and wants to explain more about content marketing and how it can work for recruiters.

“A content strategy is vital for every business in 2020. The ultimate objective is to drive revenue, but it’s a great way to get people into your sales funnel, so that you are ready to build a relationship with them until they are ready to buy from you.”
What does content marketing look like?

A simple blog post or news item on your website.
A case study or testimonial from one of your clients.
Gated content such as a white paper or ebook that people can access by providing their email address. This is a great way to begin to nurture leads.
Videos and podcasts are brilliant content if you’re feeling confident and can be used to generate lots more content.

You can use social media – both paid for and regular posts – to drive people to your website, where they can view your content.  This is the aim of the game for content marketing - to give people a reason to visit your website. It’s really important that you set up your website for conversion too - you want people to take some action on your site. We cover that later in this blog post.
How do you know what content to put on your recruitment agency website?
Adding value is the single most important element of a content strategy. You want your prospects to get to know, like and trust you.  Content marketing isn’t selling. It’s about showing that you understand the prospect’s problem and demonstrating solutions to that problem. Some of the solutions might not even be something that you offer, but if a prospect implements a piece of your advice, and it works, then they will trust that you are an expert in your field when you start to have a conversation about buying a product or service.
How can you make sure your content marketing strategy is effective?

Plan your approach - or you’ll miss opportunities to engage with your target customer
Listen - check out what goes on in your sector but add your own take on your content
Engage - content marketing is about two-way communication so make sure there’s an opportunity to discuss your content
Deliver - promote your content through social media and other blogs
Review - check your stats in your recruitment agency website CMS, Google Analytics and applicant tracking system (ATS)

Examples of brilliant content marketing
Workforce – a blue collar recruiter in the West Midlands created this video and wrote this blog about a very important issue in their sector

Ascendant Recruitment – a Buckinghamshire based recruiter of sales and admin staff, who regularly engage their candidates on clients through their blog and social media.

Birchbox – these guys (sorry not recruitment) do a brilliant job of sharing great advice and guidance through their blog, all the time driving people to their site from a range of social media content

HelloFresh – a ruthlessly ambitious start-up, these guys create their own content but also focus on creating user-generated content which proves to be very effective in this competitive space.
How can an FXRecruiter website support your content marketing strategy?
There are some brilliant features in your FXRecruiter website - so there’s loads of opportunities to deliver valuable content for your audience just by maximising tools that you’ve already got:

Content Management System (CMS) - you can easily add blog posts, video blogs, insight articles and news posts which will be packed full of relevant, recruitment sector keywords. FXRecruiter will make sure its all "SEO compliant" in terms of URL's, titles, page structures etc
Campaign pages - with the CMS, you can easily build campaign pages to support any campaigns you are running
Video job ads - these make for brilliant content for your website and can be easily shared on your social media
Meet the team and consultant profiles - an excellent part of your FXRecruiter website, these areas help clients and candidates see who they will be dealing with and are really popular on social media too!
Client microsites - this extra feature is very popular if you recruit for a particular client. You can build a microsite to support your client’s recruitment process, providing specific information relating to their company, culture and values.
Talent board - you can share (anonymously) lots of information about the brilliant candidates that you’ve got on your books - again great content for your website which will perform brilliantly on Google.

If you want more information about how content marketing can support your sales process, please get in touch with Rachel Allen on rachel.allen@reversedelta.co.uk or you can speak to Reverse Delta’s Commercial Director, Peter Morrow to discuss how you can add some extra features on to your current recruitment agency website on (0)8000 199 737 or by email - peter.morrow@reversedelta.co.uk

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Six things that let your recruitment website down

By Steve Riley   June 21, 2016  
You have a great website, but there’s always room for improvement right? Are there any clunky areas that are easily fixable?The days of “my son in law can build us a website” are thankfully long gone and we all recognise the importance of specialist expertise. But even the professionals have been known to make errors of judgment or let style triumph over usability.Recruitment can be a fickle business and trust is harder to gain than it is to lose. Your website is absolutely key to your reputation – we all overwhelmingly start our job searches digitally these days.Take a look at your own website and see if you recognise any of these: 1. No social links, follows and shares. “You’ve got a job that sounds quite cool, but not quite right for me. Is there a simple way to fire it off to my old colleague Jenn? I owe her a favour.”Can your web visitors easily share your jobs with their own social network? Can they tweet, share on Facebook, send links via email? It’s a secondary stream of traffic you may be completely ignoring. 2. Compulsory CV upload. Or sites that don’t work well on mobile. “Your website looks beautiful, it really does. The trouble is I’m out on site most of the time and mostly just snatching a quick look on my phone. I can’t even apply for jobs properly.”Does your site recognise that your user is on a mobile and become more forgiving of compulsory CV upload? Or better yet, let candidates upload from cloud storage, such as Dropbox or Google Drive. 3. Lazy image choices. “Please, no more carefully choreographed collections of good looking people with impossible teeth. People are shy, we get that. They don’t want to feature on their own site, but at least choose real people doing real work. I’ll trust you then.”You’ve seen them all: office staff jumping in air, woman wearing telephone headset, suited men shaking hands, hardhats and London skylines. You switch off and skip over them …a little bit more trust in the brand is eroded. 4. More about you than them. “X and Y saw a gap in market to do Z, because we recognised our unique ability to…” Subtext: aren’t we great?It’s important to tell a good story and present yourself as engaging people to do business with. But the real story is about candidates and clients, not you. As my first boss used to say (and this pre-dates David Brent) – “Are you broadcasting on WII-FM?”…or “What’s In It For Me?” 5. No email alerts. “You’ve got some nice jobs but I’m not ready to move. Is there a way to keep a weather eye on you for that killer job I might want to apply for?”See above. Your agency covers my niche well but there’s nothing that takes my fancy right now. I don’t want to call you and waste both our times. Can you push out job alerts to me so I can keep an eye on what you have coming up? 6. Load time. “Your site looks beautiful, it really does …when it finally arrives.”You seriously expect me to hang around for the FOUR WHOLE SECONDS it takes to load properly? On the web,first impressions are formed in the blink of an eyelid (and we know you do the same with candidates).The numbers don’t lie: the longer your site takes to load, the more people lose interest.Let us know if we can help. 

Upgrades to our email alert services

By Dave Haygarth   August 20, 2015  
We know how critical email is to running your business, that's why we continually monitor performance and invest to improve services.A stable, reliable service is critical to daily operations, and as part of our ongoing service improvements, we've recently upgraded our infrastructure to give greater reliability and better delivery rates.Email job alerts are a huge source of traffic to our sites and typically most candidates sign up for them, so we know how important this is as a job marketing tool, and hopefully helping you make placements quicker.Each month our clients send half a million job email alerts through our recruitment websites. These emails have a 98.7% delivery success rate — outstanding for our sector (and bearing in mind we don't directly control client email setup). Benefits:Better load balancing on our web services when high email volumes are processing. Eliminating temporary server blacklisting from occasional rogue emails. Improved monitoring of delivery.Tip: Email referrals are one of the single largest traffic sources for client websites. More traffic can only be a good thing, so encourage candidates to register with you and stay up to date with vacancies. Turn job browsers into active job hunters.Technical: You can also add an 'SPF record' to make candidate emails less likely to be spam filtered. Let us know if you want advice on this....and finally It's been a busy summer so far for us, with plenty of new sites developed and continuing product development work to benefit clients. If there's anything we can help with, just get in touch by email, twitter, the support portal, phone ...whatever's easiest.That's all for now, thanks for reading and let us know if there's anything you need.

Recruiters: Online marketing during the recession?

By Dave Haygarth   June 10, 2009  
Alex Strang of HB RIDA has written a thoughtful and interesting article regarding online marketing during these tough times. Improving your own web site's performance reduces your reliance on the job boards and leads to lower (or at least more controllable) marketing spend. By online marketing, we mean SEO, Email Marketing (newsletters and job alerts) and XML/RSS data feeds to job search engines -- anything that gets your jobs in front of prospective candiates. These solutions do not have to be expensive, especially compared to more traditional forms of advertising; and they are certainly more measurable. I'm a little biased, but Alex - I couldn't agree more! Read on...

‘That’ product, email spam and a tale of ingenuity

By Dave Haygarth   April 29, 2009  
We all get the emails. The spam filters luckily pick up 99% of the emails that could hit our in boxes advertising 'that' product... beginning with V... that spam filters are taught to bear down upon at even the hint of a "Viag..."For a number of years, the more innovative spammers have played a game of euphemism ... carefully worded double entendres that imply a product to eradicate erectile dysfunction, but never mention any of those rude words that spam filters so easily spot.Like most of us, however, my colleague Dave has to trawl through the spam box from time to time and we occasionally encounter a spam workaround so much that it makes us giggle. One of note was "Make your snake so iron in could pierce a hole in ceiling..." (so hard to picture!)However, our favourite was one that landed in the spam box last weekend... instead of the usual “grow your big sword” type subject line,  we got one that just said:  “we’ve run out of euphemisms today”Simply superb.  It makes you want to open the email it's so good.  Someone clearly fed up with their innovative spamming job, and has a sense of humour!BUT there is a lesson here too - for all you email marketing people - MAKE YOUR HEADLINES SNAPPY so that people WANT TO OPEN THAT EMAIL!!!

Use Email and Social Media to Market Your Way Through the Credit Crunch

By Dave Haygarth   July 8, 2008  
Catalogue|E-Business - one of the leading magazines for online and catalogue retailers has posted an article about using Email and Social Media as your marketing tools in the tough times ahead. These marketing methods are both cost-effective and measurable.I would also add Search Engine Optimisation into this mix.

(Christmas) Email Marketing Campaign Tips

By Dave Haygarth   November 12, 2007  
The excellent e-consultancy have published a great guide: 12 tips for Xmas Email Campaigns -- and these are not just relevant to christmas.Want help with your email marketing? Let us know - we have email marketing software and have been running successful email marketing campaigns for clients for a number of years.

Email Marketing: More than twice as effective as printing.

By Dave Haygarth   April 10, 2007  
The Direct Marketing Association's 2006 report "The Power of Direct Marketing" has just been brought to our attention again. It's a timely reminder that, amongst other things, research in the US showed that every $1 spent on email marketing has a return on investment of $57.25. This compares to non-email direct marketing (usually printed materials) returning $22.52.Link: Direct Marketing Asociation's 2006 report The Power of Diret Marketing