Marketing to HR: Integrating Traditional and Web 2.0 Strategies How to generate more visibility, website traffic, sales leads and improved search engine rankings

Mark Willaman Mark is the founder and president of Fisher Vista, LLC, the owners of HRmarketer.com, HRmarketer Services Group, SeniorCareMarketer.com, SeniorCareMarketer Services Group and ShirleyBOARD.com. Mark has over fifteen years of proven success in the human resource and healthcare industries. In addition to being a pioneer in the use of web-based technologies for the delivery of employee benefits, Mark has a track record of conceptualizing and implementing innovative, creative and highly successful marketing and PR campaigns targeting HR decision makers.

Slides Available Questions? www.HRmarketer.com/chicago Email me: mwillaman@hrmarketer.com Call me: 831-685-9700 Blog: http://hrmarketer.blogspot.com 3

What do I Know? Who is this Mark Willaman guy and why should I listen to him? It works. We’ve witnessed its success many times over. I do it myself. I would never suggest a client spend money on anything we have not done ourselves. Maybe you don’t need to listen to this presentation. 4

Question Who in the audience finds getting media coverage – a.k.a. “ink” – a source of frustration in your marketing efforts? 5

What About These Pain Points? Launching a new company, product and/or service Generating quality sales leads Low search engine rankings Candidate flow (job seekers) and employer leads Standing out in the crowded HR marketplace Slow growth

Publicity. Traffic. Leads. SEO. How to Reach and Engage Human Resource Buyers and Convert Them to Leads. A Three-Step Guide to Achieve: Publicity Traffic Leads Improved SEO www.hrmarketer.com/home/wp_ebook_leads.htm

Summary of Findings from our “Trends in HR Marketing” Research HR Buyer Behavior: More likely to respond to suppliers’ e-mail than a phone call, trade show contact, or a print ad. Increasingly rely on the Internet as a trusted source of information when making purchasing decisions. Participating in the growing popularity of social media/networking and blogs, podcasts, webcasts as sources of information.

Summary of Findings from our “Trends in HR Marketing” Reports HR Supplier Reaction: Growth of direct e-mail marketing and devaluation of print advertising. Growing importance of search engine optimization (SEO). Growth of “Web 2.0” tactics like blogging, podcasting and social networking as a means of lead generation.

We’re all Web Marketers Candidates Employers Job Boards

An Approach for Reaching Employers

Marketing Website Search Optimized Intuitive and inviting GUI Prominent branding/messaging “Lead Capturing” content offers CRM integration Processes for quick updates

Content What are your buyers’ pain points? What are hot trends and issues in your space (and in the news)? Other: data mining, etc.

Ongoing Marketing Activities Feed the information demands of your buyers Be a resource for journalists Demonstrate your expertise and authority by the information value you provide

The Value of a Lead Job boards increasingly focus on lead capture Demos Free Accounts Employer specific value-added content Across industries transactional sales are becoming increasingly complex Longer sales cycles Sophisticated buyers demand more information before purchasing

Prioritization Direct to “buyer” communications should be your focus Traditional media coverage (for most) should be considered a bonus

Search Optimized Releases Embedded Keyword Link Embedded Keyword Link Uploaded Image

Direct Marketing E-mail HRmarketer.com Research Finding: The most popular lead generating activity continues to be direct e-mail marketing with 43% of suppliers attributing between 11% and 50% of their leads to direct email. Direct Marketing E-mail Campaign Drives Traffic to Download Page Prospect Registrations = Sales Leads!

Landing Pages

Social Networking Join the Conversation (not always on your web site) Blog Participation Facebook MySpace LinkedIn Twitter Social Bookmarking RSS Steven Rothberg, CollegeRecruiter.com Eric Shannon, InternetInc.com Chris Russell, JobsInPods 20

Social Networking 21

Marketing PR Lead Generation Process 22

Thank You