Getting new leads for your Staffing and Recruiting agency on both the client and candidate side is usually one of the top priorities of the C-level executives of such a firm. Forming the right strategies around bringing in leads into the business is sometimes a tricky proposition. With the premise that all marketing is now digital marketing, one of the fastest and most cost-effective ways to bring in new leads to your staffing firm is to design, develop and deploy the right lead magnets.
What is a Lead Magnet?
A lead magnet is typically an incentive designed by companies and marketers to incentivize potential customers and clients to give up a personal piece of contact information about themselves. Lead magnets that live online are typically designed to elicit an email address, though I am seeing companies get a bit more ambitious with the contact information they are seeking from customers. This may include a phone # and valuable segmentation information such as location, or specific reasons for the interest in the product or service. So how much information can you ask for without destroying your conversion rates on a lead magnet landing page? The general rule of thumb is that there is a direct relationship between the amount of contact information you can safely ask for as compared to the actual value you’re providing in the lead magnet. The more value you provide, the more info you can seek from your lead.
Most commonly, lead magnets offer some something of value for the lead. Sometimes this can be a physical item that is sent to the lead in exchange for the contact information they have provided, but most of the time it’s in the form of downloadable digital content such as a PDF guide, checklist, white paper, video or eBook.
What Makes a Good Lead Magnet
- It solves a Problem or Question that your potential customers or clients have.
If your lead magnet is not designed to provide some real value in terms of providing information or value that the user can’t merely get easily elsewhere, most commonly by way of a simple Google query, then your lead magnet will never work. After all, why give away your email address or other contact information in exchange for something you can get somewhere else without providing anything.
- It underpromises and over delivers – Delight is too often overlooked from a customer experience point of view. What if you’re promised a particular item in the lead magnet, but then what you get is a bonus on top of that lead magnet item that you were not expecting. That creates delight and helps to warm up your leads to the idea of your business contacting them and soliciting them.
- Instantly Accessible – Sure you could offer to send them something physical, and maybe that’s still a good idea, but why not provide your potential leads with something instantly accessible that gives them that jolt of immediate satisfaction.
- Demonstrates Your Unique Value Proposition or Expertise – Standing out from the crowd is getting harder and harder. One of the ways to do that is to show off your unique value proposition or expertise along the way during the customer journey. Decide what the best way to show off your knowledge or unique value proposition during the lead magnet process and use it to your advantage.
Are You Providing Enough Value?
Too often, I’ve seen companies running endless traffic generating campaigns to lead magnet landing pages without first having thought through whether what they are giving away in exchange for the lead provides enough value. How do you know if you’re providing enough value? Simple, what’s your conversion rate? Of all the people that access your lead landing page, what percentage of them turn into a lead? Your next question should naturally be: but what is a reasonable conversion rate? The answer to that will depend on a few things:
- The industry you’re in
- Your typical sales cycle
- How much monetary value you ascribe to your leads
- What is the lifetime value of a client or customer
If you can answer those, you can quickly work backwards from those numbers to figure out whether what you’re spending to generate the traffic to your lead landing page is worth the number of leads that the page is bringing in. If you have a negative ROI on this calculation, chances are you need to work in increasing your conversion rate, and one of the first culprits in low conversion rates I would look at would be: are you providing enough value?
Driving Traffic to Your Lead Magnets
Most of your lead magnets will take the form of a landing page with an embedded form. Driving traffic to this page can consist of any number of tactics including:
- PPC campaigns explicitly designed to drive traffic to this page – for example, if you’re offering a Salary Guide for a specific location, you can run an entire PPC campaign around search terms related to people looking for local salary information.
- Social media channels – announce the lead magnet via your social media channels if appropriate.
- Email – announce the lead magnet to your existing clients/customers – sure they’re already on your list, but perhaps they will find value in the resource you’re providing and will see this as furtherance of your thought leadership, thereby helping to cement your relationship.
- Use your staff to help spread the word, both online and off
- Use PPC retargeting campaigns – hopefully, you will have had Google and Facebook pixels installed so that you can retarget potential leads or people that have already expressed an interest in your website and perhaps even specific sections of your website.
- Other existing marketing channels – online and offline
Warming Up Your Staffing Agency Leads
No matter whether the leads you’re bringing in through your lead magnet are potential staffing agency clients or candidates that you will be placing with your clients, it’s best to not solicit your leads without warming them up somehow. After all, while your leads came in most likely at the top of the funnel, there’s no reason you can’t push them down the funnel a bit through some measure of automated processes before you make your sales pitch. One of the best ways to do this is to connect the form your leads are forced to fill out to an automated email system such as Constant Contact, MailChimp or any other myriad of other email marketing platforms that allow for automated drip-email campaigns.
These email campaigns may look as simple as a thank you for downloading email or may in-turn be a more deliberate 3 or 4 part email drip campaign with each email sent at specific intervals, all designed to move your leads further down the funnel before you make contact.
Examples of Lead Magnets for Staffing Agencies
Below I’ve listed some examples of what I think are some pretty good starting points for thinking about lead magnets you can develop for your staffing agency. Keep in mind that this is not an exhaustive list but should give you enough to get started.
Need help developing and managing lead magnets for your staffing agency? We’ve got the experience and ideas to drive the kinds of leads you want. Contact us today.