You want to attract more clients for your recruiting business but you’re not exactly sure how to do that?
What I’m about to share with you is exactly how I’ve helped Tim Tonella, Katie Kelly, Sally Holland, Leslie Boudreau and Rene Frey be able to generate a sales funnel that gets consistent lead flow for their recruiting business.
The first thing that you want to do is you need to know exactly who you’re building the funnel for. Doing great market research and targeting an ideal target market is going to be crucial to your success because if you don’t have a target market to find, you’re going to dump money down the drain with this entire effort for a confused mind never takes action, clear minds do. When you have a clear market, you can create clear messaging and a clear funnel.
Once you understand what your market is, you need to be asking your market on what do they want and what’s going to actually pique their interest because the top of the funnel is never the call, the top of the funnel is something that can hook them in with an offer that is free so that you can start your relationship and start that conversation.
We usually use lead magnet. Here are the different types of lead magnets there’s hiring guides, salary guides, webinars, trainings, checklists and there’s all different things that you can provide for your market but ultimately if you want to do this effectively, it’s going to people key players ideal customers and figuring out what exactly is it that they need and go to create that for them. Go deliver some value for them and for the lead magnet to be effective you need to impact and deliver value.
One little tip on the lead magnet is don’t do a bunch of how-to stuff, keep everything high-level on the what and the why.
The first step of a good sales funnel is to have a lead magnet at the top of that funnel. What’s going to happen from there is once you kind of get their attention through the lead magnet then you’re going to drive them to a landing page where they can download that lead magnet.
Once they download that lead magnet a couple things happen:
1. What I’d recommend is that you need to redirect them after they put their information in for that lead magnet. You redirect them to a sales page to capture people that are having immediate need right now,so you can get their information get on a phone call and try to go with that call right now reality of it is 99 out of 100 people won’t book right away because they want the guide first so the next thing that needs to be triggered is…
2. An email campaign and that’s the really true next step in your funnel. After you’ve built that lead magnet you’ve driven them to the landing page you’ve captured their information now we want to be able to sell and tell our story through our automated follow-up emails and in those email campaigns you should include the resource that you’re offering further deeper dives on some of the resources that you’re offering then this is really when you want to start to tell your story. You want to share some successes of wins and what your clients and candidates and how they feel about you, you want to dive deeper into specific topics on that lead funnel and then eventually you want to go ahead and go and ask.
When you’re building your email campaign the whole idea is really two things:
1. build value-based authority in the marketplace
2. build a relationship in connection with people
This is a big difference between the outbound email that most recruiters are already doing is they’re basically getting lists of thousands and thousands of people putting those people through direct email campaigns and trying to generate appointments, this is a completely different marketing strategy. This is somebody that’s gone on to our list with their permission wants to hear from us and now we’re going to share more value with these people we’re not we’re going to become less transactional.
All the way at the bottom of the funnel our ultimate goal in these types of things is obviously booking a call and like I said in the email we’re going to book a call or have emails that are aggressive to get people to schedule a call with us.
When you’re doing this really good you’ll have a paid advertisement with some retargeting and in those retargeting ads you’ll also have other plays places and ways for people to get on your calendar now I can tell you that there’s nothing better for a recruiter than waking up and somebody being on your calendar you’re not having a chase to do that and it takes time and it takes a while for you to dial in a funnel but once you get it right you basically have a full-time sales person for your recruiting team that works 24/7 365 and doesn’t complain so it’s a beautiful thing.
