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

2. 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.

3. Slides Available Questions? www.HRmarketer.com/chicago
me:
Call me:
Blog: 3

4. 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

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

6. 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

7. 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

8. Summary of Findings from our “Trends in HR Marketing” Research
HR Buyer Behavior:
More likely to respond to suppliers’ 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.

9. Summary of Findings from our “Trends in HR Marketing” Reports
HR Supplier Reaction:
Growth of direct 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.

10. We’re all Web Marketers
Candidates
Employers
Job Boards

11. An Approach for Reaching Employers

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

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

14. 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

15. 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

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

17. Search Optimized Releases
Embedded Keyword Link
Embedded Keyword Link
Uploaded Image

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

19. Landing Pages

20. 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

21. Social Networking 21

22. Marketing PR Lead Generation Process22

23. Thank You