We introduced examples of our own marketing efforts at HR Pro, which we run, in the column titled “
What is the role of marketing in the human resources industry?
”
This time, I would like to describe the marketing efforts of two new “HR Pro” clients that I recently spoke to.
We will explore the marketing situation in the HR service field through examples of “lead generation,” where “HR professionals” are often utilized.
“Lead generation” measures, exhibiting at exhibitions and seminars
We have a new advertiser, who started offering services in the human resources field last year.
When this advertiser first started the service, they only approached people who had searched for terms related to the service and applied online.
As a result, our customers tended to be biased toward IT ventures and other technology-savvy companies.
However, in order to widely disseminate our services, we realized that we needed to approach companies in a wider variety of industries, so we implemented measures to change our sales and marketing methods.
One way is to speak at seminars like the HR Summit.
We wanted to find out what kind of market we should target, contact various companies and see their reactions, and we were considering holding exhibitions and seminars, so we decided to exhibit at the “HR Summit”. .
Participating in the “HR Summit”
He said that the biggest benefit of participating in the HR Summit was, “I was able to make contact with companies that I wouldn’t normally receive requests for information from.”
“Especially for major companies, we receive a lot of information on a regular basis, and it seems like we rarely receive requests for materials ourselves. I realized that this is a new channel that I had not tried before.
I received a comment.
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“I want more companies to know about it and get them interested.”
The following is an advertiser we have been working with since around 2010, which was founded in 1964 and provides consulting, training, diagnosis, etc.
The reason for using “HR Pro” was, “I want more companies to know about it and get them interested.”
The reason for this was that “Customer requests have become more sophisticated and complex in recent years, so sales are unable to create new customers.”
Due to the characteristics of this advertiser’s services, the main marketing target for this advertiser is human resources personnel at companies, so when the marketing department was considering it, “HR Pro”, a media specializing in human resources, was selected. It became a candidate.
Online and offline measures that allow you to stably acquire leads every year
“HR Pro” has a menu called Site Insight, which creates landing pages for each individual company within the site, and we have been using this plan for several years.
In addition, as an offline measure, our company and clients jointly held seminars.
We have worked together with them several times in the past, and have received feedback that “We are able to attract customers who we would not be able to approach through seminars held solely by our company, and it is a valuable opportunity for promotion.”
When necessary, we offer a wide variety of seminars, such as inviting well-known lecturers from our network, or planning to have a lecturer who provides content from our research organization, HR Research Institute, present on the day of the seminar. I’m doing it.
Through online and offline measures centered on these HR professionals, we have been judged to be able to steadily obtain leads every year, and have continued to do business with us for a long time.
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Utilizing “HR Pro” is a part of “lead generation”
In the column
“What is a lead? What does it mean as a marketing term and how to use it specifically?”
- In order to increase leads through “lead generation,” there are ways to obtain business cards at exhibitions, gather website visitors, and aim for inquiries.
- In this case, you can also use sites for acquiring external leads.
Please take a look.
The measures taken by the two companies introduced here fall under the categories of “obtaining business cards at exhibitions” and “utilizing sites to obtain external leads,” and are part of “lead generation,” which can be considered the start of marketing.
I hope you will remember this when you start marketing in the human resources field in earnest or change your previous methods.
summary
◆ Utilization of “HR Pro” and “HR Summit” is part of “lead generation”
◆By speaking at seminars such as the “HR Summit”, there is a possibility that “you can get in touch with companies that would not normally request information at all.”
◆If you want to be able to consistently obtain leads every year, it’s a good idea to plan a well-balanced online and offline strategy.