Smart marketers know that not everyone is going to be a good customer. Smart B2B marketers get strategic about who they want to sell to. They know what industry, or niche, or geography, or company size they are a best fit for. Smart marketers don’t try to be all things to all people. No one wins that way. Even back to Jack Welch’s days at GE. To be successful, purposeful leaders strive to dominate their segment and own their niche market.
And to do this, we marketers need to define our segment, aka our audience. We know which organizations have a need for our solutions. And we get focused on those prospects, or those audiences so that we can create campaigns and messaging that will resonate with that specific segment, or audience.
Smart Recruitment Marketers do the same thing. How a recruitment marketer would attract an entry-level hourly worker, is likely quite different than the plan and strategy to attract a senior executive. Each audience requires a different strategy and plan to attract the best candidates. And that plan should be comprehensive. It’s not just one thing, it’s a strategic approach that coordinates the multi-channels to reach those candidates.
At Talemetry, we work with our customers through the EVOLVE model to help them to identify and create strategic plans to build pipelines for key audiences. Those audiences vary significantly, but all start from the same planning process. Here are just a few tips to get started with audience planning.
#1: Define your most important audiences
What are the roles and departments that drive your business outcomes? Whether that’s revenue, or patient care, or increased productivity. Know which audiences are most important to your outcomes.
#2: Identify what’s important to this audience
Does this audience care about compensation, or your cause, or your employer value proposition? Know what’s important to that audience as you begin to create your plan.
#3: Create a content plan for your key audiences
Knowing what’s important to that audience, create a content plan that will help to sell your organization to the best candidates.
#4: Know where these candidates are and how they consume information
Are they at desktops, where you can reach them with a digital ad or email? Are they on their feet all day, and more likely to see a TXT? What social groups or job boards are you likely to find them on?
That’s really just the beginning of how to master audience planning to attract and engage the best candidates. Stay tuned for upcoming guides and best practices on how to really master strategic audience planning. But if you can’t wait for that and want to start talking now about how to master your audience planning - let us know, we’d love to connect!