No doubt about it, marketing has made a seismic shift over the last 20 years or so. Gone are the days of effective cold-calling, email blasts you could count on, and print advertising that could be counted on to return a respectable number of leads.
You are busy actually running your PEO. So where do you find the time it takes to learn new marketing techniques, much less implement those?
We can at least get your wheels turning in the right direction. Granted, marketing does take valuable time. But with these 5 Must-Do Steps firmly in place, you will begin to see actual results from your marketing efforts.
Step 1: Develop the Right Content
This is the primary way that you will attract the right types of visitors to your website. Content can take the form of blogs, whitepapers, surveys, webinars . . . the list goes on. With a bit of research, you can create content on a consistent basis that is both valuable to your prospects, and makes others want to promote that content. By talking to your current clients (and creating relevant Buyer Personas), you know that the content you are creating reaches prospects at all of the various stages in which they find themselves: top of the funnel, middle of the funnel, bottom of the funnel. You can then serve up the right content to the right prospect at exactly the right time.
Step 2: SEO (Search Engine Optimization)
The facts are in: you may be creating great content that is highly valuable to potential clients and sets your PEO above all the rest. But if no one sees it, it is wasted. You need to make sure that every piece that your write (from blogs to landing pages to website content) is optimized for search engines. If it’s not, there is a good chance very few will actually see it. By knowing which keywords your target audience is searching, you can get your helpful ideas delivered in front of them at the very time they are searching for it. The longer the keyword you can use (called a long-tail keyword; typically 4 words or more), the greater the chance that you will not only show up well in Google search results, but that the person who is doing the searching is truly looking for what you have to offer.
Step 3: Write Blogs Consistently that Meet Your Prospects Needs
We want to encourage you to think outside the box when it comes to blogging. These don’t always have to be in the written format. Perhaps you have come across (or even own) a video that you know would be helpful to those looking into your PEO services. These can easily be used as blog posts by writing a few teaser sentences, explaining what your reader will see in the embedded video. A bonus is that search engines take special notice of video, so this can help in your optimization as well. Without fail, blogging needs to be an integral part of your marketing efforts.
Step 4: Cross Promote Everything on Social Media
If you are looking to increase the reach of your content to get in front of your target audience, social media is one of the absolute best places to be. Every piece of content that you produce – from each blog post to reports and whitepapers – should be promoted on several forms of social media. It’s important to know where your audience spends its social media time: are they scouring Twitter or mostly residing on LinkedIn? Is your target audience looking to Instagram for ideas and thoughts or can those best be served up through Facebook? When you share your information through social media, it provides the opportunity for others to continue to share, which allows you to reach countless people that you hadn’t been able to before now.
Step 5: Customize All Content
Lead nurturing gives you the opportunity to put customized information in front of a potential client based on the actions they have taken while on your website. For example, if a potential client has downloaded a report from your website, you can now follow-up with them through an automated email with a similar offer of content you have created. If they download this second offer, you have more information on their needs and intents, and can then begin to follow-up in a more customized manner. This allows you to be in front of prospects with the exact content they are looking for at the exact right moment they need it.
Marketing your PEO is a challenging and time-consuming investment. But it is ultimately one that pays huge rewards in the form of continual new clients. By working through these 5 steps, you can constantly be evaluating which of your marketing efforts are producing desired results and which ones aren’t. By looking closely at your results, you can spend more time on the marketing efforts that are successful, and change or drop the ones that don’t get you the desired results.
Want to know more about what works and what doesn’t when it comes to successfully marketing your PEO? Download our FREE report: The 30 Greatest Lead Generation Tips, Tricks & Ideas for PEOs!