If you’re just starting in marketing – it can be hard to know where to spend your efforts to get the most bang for your buck.
As an agency owner – I’ve been helping small business owners and marketing managers figure out where that effort should be spent for 6+ years now.
I tend to be a little ‘scrappier’ and more practical than other people who have worked in large organizations, out of necessity. You can’t mess around with a 10k discovery that accomplishes nothing when you’re working on small businesses. You need to get the the meat and potatoes of what’s going to create value – A.S.A.P.
When a friend asked me what my top tips for people marketing healthcare recruiting – I wrote out this list as a starting point for daily activities I think if they implemented, they would see significant results:
1. Follow your ‘Competitors’ Followers on Twitter and Instagram
Follow or interact with people who have in some way expressed in companies like this way. (So for instance if you’re in medical recruiting company – follow all those people that have followed your competitors on Instagram and Twitter.) I’ve been doing this for 6 years and it’s helped me meet new people, build an audience, and even close business.
2. Post pictures of your people, and tell mini-stories
Culture posts, and posts that are picture of people in the company are going to naturally do well – because people care about people. Is Dave a former manager for another industry, and is making the transition into yours and absolutely loves it? Does Pam, a single mother of two, find a way to coach little league since she entered nursing and she’s tired but fulfilled? Do a odd coupling of people always eat lunch together, and it’s cute?
Take little human moments and draw them out in photograph / story form whenever you can.
People care about people – if the value proposition about what your product or service can accomplish is subtly intimated within that, then amazing. It doesn’t need to be a promotion all of the time. Create amazing content, and share photos that people can relate to and you’ll get the attention that will relate back to the brand.
3. Really identify a ‘persona’ of an ideal customer – write to solve one small problem for them.
Identify the profile of the ideal customer, and write stuff that’s intended to solve one small problem for them. So for instance, in medical recruiting – it might be: retaining your best talent … 5 tips to help keep your best people around.
5. Regularly post useful information to people that follow you on social.
Use Canva or Photoshop to design cool graphics for social media (perhaps focus in on LinkedIn, Facebook, Instagram and Twitter in order of importance.) Example: Use statistics like “67% of employees report being more satisfied, if they talk to their leadership daily.” Always think about how to give value or entertainment to that ideal customer of your company.
6. Find questions people are ACTUALLY asking, and answer them.
Use Quora.com and AnswerThePublic.com – search ‘medical staffing’ or ‘medical HR’. Quora is a flourishing site where people give and receive question and answers – don’t try to pitch them, just try to curate and give super useful information. Answer the Public is an amazing tool that actually allows you to see what people are searching for on the internet – aggregating questions and inquiries from search engines, so you can create original content on your companies website that helps them with their question, and be there the next time someone searches on Google!
7. Identify what’s working already on your website, and create more content there and get more links to those pages.
In Google Search Console (a free tool to monitor search traffic to your website) you can see under “Search Traffic > Search Analytics” – which terms have a decently high position in search results, a decently high amount of impressions, and not a lot of clicks… You can figure out ways to increase content on those pages, or get links back to those pages, to take advantage of great opportunities. This may need a little further investigation, but is an extremely powerful way to increase awareness for your company – don’t be afraid to research and hone in on those techniques that you identify as the most powerful marketing opportunities for your firm.
Go deep on what works – get better, and become an indispensable marketer.
These tips aren’t exclusive to healthcare recruiting, just switch out the medical HR, or healthcare recruiting keywords with ones in your specific niche. The overarching philosophy here is that any one can jump in and start marketing a company (in this case healthcare recruiting marketing / medical HR Recruiting marketing) if they have the specific actions they should take on a regular basis.
Marketers are just people that figure out where people need value related to the end product or service a company is providing, and create and give that value in the form of content, social posts, and do what they can to get in front of more people – whatever it takes.
Are you ready to do whatever it takes to get in front of people and give more value related to what your company does?