Know Your Audience Before Starting Any Campaigns
Manufacturing executives should know that employer brand value comes into play, but there needs to be coordination between both customer marketing campaigns and the sales efforts. If sales & marketing teams are using two completely separate sources of information, this will create frustration and inefficiency for all parties involved in the process.
You have to understand who you're reaching out to before you start creating any campaigns. The answers to the four below are key to knowing what type of content to create and how you'll measure its success.
- Who are you trying to reach?
- What problem are you solving for this person?
- What do you want this person to do next (i.e., apply, make contact)?
- How will you determine whether your campaign was successful?
A production supervisor looking for employment has very different wants than a purchasing manager researching suppliers. Even though both are utilizing resources from the same organization, their target audiences differ; therefore, so too will the messaging used to speak directly to those audiences.
Sales Should Be Involved in the Process
Every day sales teams hear customer questions, objections, price concerns and competitor complaints. This is exactly the kind of insight marketing should utilize when developing customer-facing content. If marketing doesn't receive this information then what they create will likely be nice-looking, but not necessarily helpful in a sales context.
Here is a simple way to achieve this:
- Sales provides customer insights.
- Marketing develops creative based upon the direction provided by sales.
- Agency creates the final piece of creative.
- Review results together.
Measuring Success
Success metrics for employer branding typically include applicant tracking numbers, qualified candidate flow, employee retention rates, etc. Success metrics for customer marketing require a different set of KPIs. For example, leads generated, opportunities created, meetings scheduled, customers acquired and ultimately revenue generated all provide a clearer picture of whether or not your campaign achieved its objectives.
Employer Brand
- Applicant tracking numbers
- Qualified candidate flow
- Employee retention rates
- Time-to-hire
Customer Marketing
- Leads generated
- Opportunities created
- Meetings scheduled
- Revenue generated
Engagement & Views Matter — Attention Matters More
While views and engagement are important aspects of measuring the performance of a campaign, attention is only valuable if it relates back to achieving the objective of your campaign.
Attention without objective alignment is just noise.
