Our company’s “HR Pro” is a media with approximately 67,000 users who mainly belong to the human resources departments of companies, but due to the nature of the media, we also use it to collect information from so-called human resources vendor companies, which can be our customers. It is used by .
Therefore, “Isn’t it already known to the target user?”
“I don’t think the base will expand any further.”
Because of this belief, I did not engage in full-scale marketing activities until 2016.
This time, I would like to tell you why I started to get serious about marketing because of this situation.
“The importance of marketing” learned from our client’s efforts
Similar to the way media works in general, the role of the “HR professional” was to accumulate methods and know
-how on “how to obtain quality leads from the target group,”
and to provide support to customers by providing this knowledge.
After that, we leave the stage of “how to turn the acquired leads into projects and convert them into orders” up to the customer.
As a result, we have clients who are “HR professionals” who are able to achieve results (=orders), and unfortunately, there are also clients who have problems such as “although they can get leads, it is difficult to convert them into orders.” .
What are the ways to achieve results?
In the spring of 2016, I realized that the key to achieving this goal was marketing, which was commonly practiced by HR professional clients who were seeing results.
“Marketing” has a return on investment (ROI) of 1000%, and we have succeeded in making a profit of approximately 10 times the investment amount!
Therefore, in the spring of 2016, we decided to start marketing “HR Pro” ourselves and see its effectiveness.
Even before that, we were fortunate enough to receive a certain amount of inquiries, but we started with general lead generation (
).
We mainly acquired leads through public relations and external placements, and as a result, inquiries from public relations and external placements doubled in about 9 months after we started.
In addition, as part of lead nurturing (
What is lead nurturing? Please refer to the explanation for the meaning, method, and 4 processes
), we will publish about 3 new projects per month regarding trend information in the human resources field and advertisements and information of “HR Pro”. – Content such as campaign information was sent via email.
Then, from the 4th month onward, more than one case per month was awarded through this flow.
The return on investment (ROI) was 1000%, and we succeeded in generating a profit of approximately 10 times the investment amount, producing results that far exceeded our expectations.
We were also able to significantly reduce the man-hours for sales staff, which was another big discovery.
Released new “HR Pro” derived services such as “Content Creation” plan, which is essential for “Content Marketing”
In our second year, 2017, we expanded our budget and introduced marketing automation.
There is still no one in charge of marketing, but two to three people are working concurrently with other duties and continue to produce results.
In addition, as a result of this initiative, we have released new “HR Pro” related products.
“HR Marketing” is not limited to advertising on “HR Pro” but also supports marketing activities.
Among them, the “Content Creation” plan has been popular since the service was released, as it is useful for “Content Marketing”, a marketing method that distributes valuable content to users and encourages actions that ultimately lead to profits.
Taking advantage of our unique position as a media company that operates HR Pro, we help people who want to create content but don’t have the resources.
▼Click here for the “Content Creation” plan for “HR Pro”
In the future, I would like to be actively involved in cases like this, which are related to the 4Ps* of marketing strategy.
Through marketing efforts, I wanted to create new services and be closely involved in the growth and management of companies.
*4P: Product, Price, Place, Promotion
summary
◆If you try putting marketing into practice, which you were initially skeptical about, you may find that the results far exceed your expectations.
◆There is no specialized marketer and it is worth working on “marketing” even if you start small
◆When “marketing” efforts extend to the 4Ps, which is the concept of marketing strategy, they become closely involved in management.