David Searns | Co-CEO
You want to quit? Really? Wait. Wait. Last month alone, you got three direct, inbound job orders… If you make just one placement, that's a 1,600% ROI!
Okay, let me back up and explain…
One of our clients recently asked to cancel their Online Visibility PPC campaign.
They told us they were seeing "no tangible results."
Something did not seem right.
So, our team dug into the data…
Based on Google Analytics, this company had 8,800 visitors to its website from January to May.
Of these, over 3,000 were directly from the PPC campaign.
But there's more…
During this same time, 1,179 people viewed this company's CONTACT page. 50% of those visitors came from the PPC campaign.
And yes, there's even more…
The data showed that paid search was the #1 driver of traffic, which included:
3,000 Website visitors.
946 Job Board visitors.
637 Contact Page visitors. 341 Request Talent form visitors.
By stopping their PPC campaign—a $720 per month investment (including the ad spend), they would lose one-third of their web traffic, one-half of the visitors to their contact page and hundreds of active job seekers and engaged employers.
And they would have missed out on three job orders in the last month alone!
How do you know if your marketing is working?
John Wannamaker famously said, "Half of my advertising is wasted; the problem is I don't know which half."
Today, tools like Google Analytics make it easier than ever to measure the impact of your marketing.
But, even if you are not a Google Analytics wizard, you can look at a few simple things:
- How many people are coming to your website?
- How are they getting to your website?
- What pages are they visiting?
- What percentage of visitors are converting (taking action)?
- Where are you losing people (the exit pages)?
And you can look at all of this data over time to see trends, or by specific sources, like PPC ads, to see how effective those sources are for your marketing.
Beyond analytics. Getting to "easy-to-see" results.
As a marketer, I love data.
But, as a business owner, I want more.
I want leads.
I want job applications.
I want sales.
Some of this is easy to measure, like form completions and job applications.
But what about all the people coming to your website who don't take action immediately?
On average, this is more than 90% of your website visitors!
These are people who ARE responding to your marketing…but they are not requesting an employee, applying for a job or filling out a contact form.
How do you get these silent visitors to take action?
Three ways to get more ROI from your marketing.
More and better calls to action
Give your website visitors more reasons to respond.
Integrate a primary and secondary call to action into every entry page, i.e. the first page a visitor sees, on your website.
For most staffing websites, this will include the home page, services pages, career portal pages, and your blog.
Take a look at the entry pages on your site.
Are there clear calls to action for employers and job seekers?
Are there calls to action for people who are ready to buy or ready to apply? Are there secondary calls to action for people who are still at the top of the sales funnel? For example, offering educational content.
- Retargeting ads
Did you know that a visitor returning to your website is twice as likely to take action?
With retargeting PPC (those ads that follow you around after you have visited a website), you can give people a reason to come back. And then watch your conversions soar!
- Lead tracking software
Thanks to the latest lead tracking technology, you can see the companies and even some of the individuals who are visiting your website—even if they don't fill out a response form.
Use this software to identify prospects, trigger automation sequences and provide your sales team with a steady stream of qualified leads. |
