Small steps to the goal – How to build brand awareness
In this case study, we describe a slightly different scope of our services than usual – marketing service in a subscription model, which aims to build brand recognition. What type and scope of activities do we carry out? And what results did our (already) year-long work bring? Read in the article.
Our cooperation with this recruitment agency, began in February 2019. Our first project for the client’s team was a marketing strategy, which Grzesiek summed up in this case study. He described, mainly, UVP of the company – the recruiters geekiness, error-free navigation in the IT market, efficient communication and effectiveness as well as speed in action. The strategy’s recommendations were mainly focused on building greater brand recognition among customers.
We started our activities shortly after sprinting as the form of a subscription service. They were divided into short and long-term. Those whose implementation was necessary at the very beginning and those we carry out in loops. The long-term range of services is aimed at increasing brand awareness among customers, “guiding” them along the marketing funnel so as to collect as many contact points as possible and, eventually, choose the service.
In the case of premium services provided by the agency, the purchase of which is usually determined by more than one person, the number of contact points on the funnel must be higher than, for example, in an e-commerce store where purchases are made by a retail customer.
- creating a company website based on UVP and KSP;
- branding: logo, visual identification.
Long-term goals, achieved through repetitive actions:
- building brand awareness among the target group;
- running social media channels: Facebook and LinkedIn;
- Content Marketing;
Two target groups
Due to the nature of the services provided by the company, for example the recruitment of IT specialists for other companies, it has two groups of recipients: candidates (programmers), like people whom recruiters and clients reach (owners of startups and companies undergoing a developmental stroke and HR Managers).
When analyzing the competition for marketing strategy, we distinguished which of these two target groups are marketing activities of competitors and why. The marketing activities of some companies were mainly focused on expanding the database of potential candidates/programmers who will be recommended to clients.
In the case of this client, we focused exclusively on the latter group, interested in buying services. Why? Because our client’s employees are great specialists who don’t need any help in finding developers, but also because marketing activities supported sales directly.
Let’s start with the basics
First of all, we focused on the company’s image – the logotype and the website, which was enhanced with the English version, an extensive section for candidates, but – above all – with copywriting clearly communicating the brand’s distinguishing features. As of today, the main page consists of descriptions explaining what the company does and why is worth working with, who forms it, opinions from clients and logos of selected companies the agency worked with.
The first sections are informative, authenticating the company’s market position, and their purpose is to redirect to other subpages. Such as sections: job offers for candidates, contact tab, blog and case study. Our plan was based mainly on the development and promotion of the last two of them, so as to show the expertise of team members and an extremely effective recruitment process.
We do have the basics, what’s next?
Marketing service in the subscription model is based, mainly, on company profiles on Linkedin and Facebook. Regular posting helped strengthen brand awareness and present it from the human side. Since this company is primarily recruiters – sourcers, specialists.
The process of creating content targeted at social media channels, due to its repetition, was based mainly on Kanban, which is a method of ordering tasks, thanks to which even very complicated processes can be improved. We used the reliable Trello to manage the kanban boards. However, we created graphics for posts in Canva, based on our own templates, in accordance with the designated brand book.
More on how to manage marketing processes and what our Project: People’s system for creating content published on social media channels looks like, was described by Katarzyna Golonka in an article for Nowy Marketing.
We are Geeks… – Content Marketing
Communication in social media was built on the basis of substantive, valuable content, filled with jokes and vocabulary from the IT industry to accurately reflect the specifics of our client. This also applies to articles and case studies posted on the blog. In which, among others, specific recruitment processes and recruiter recommendations/good practices were described.
All content marketing activities have also been adapted for SEO. At first – choosing phrases from a short tail, then – from a long tail.
Not only digital – PR marketing service in the subscription model
An important aspect was building the image also through face to face meetings. Our client’s target group is characterized by high airtightness, which is why intensified participation in conferences and industry events was quickly noticed. Our role in this area focused mainly on researching events, sending applications (call for papers) and promoting speeches and conferences through social media channels and the blog.
Summary of our work – quality not quantity
Our goals were much more focused on quality, not numbers.
We focused on matching the content and activities to the clients interests, maintaining consistency in communication and emphasizing the brand’s distinguishing features. Our actions were targeted at a narrow audience, not at the masses. To put it simply, the content and subject matter of the posts was more important than the number of likes below. 😉
PR activities, publications in external media as well as speeches at industry conferences and other events played a significant role in this aspect as well. As part of our cooperation, we also developed a marketing funnel that allowed prioritizing strategic, marketing and sales activities, and tested unique users using Albacross.
- We mention the client’s blog as one of the best HR company blogs, cited as an example of a source of knowledge about sourcing, for instance;
- Publications in press/industry portals;
- Direct impact on sales leads;
- Inbound sales increase.
Communication in the project
One of the biggest challenges of long-term cooperation is certainly communication. Within these 12 months, both we and client underwent major changes, faced many difficulties, but we also had many victories (smaller and larger). Achieving goals and overcoming difficulties not related to the project might, in any case, affect communication.
Our task was to develop a partner and open atmosphere, due to which we could draw inspiration from each other, always give advice and adapt the scope of services to actual needs. Even in the face of strictly waterfall-based activities, we could be agile and innovative.
Tools used in the project
- Google Analytics
- Yoast SEO
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